MARKETING
Top 10 Must-Try PPC Tactics for 2020
If you want your PPC campaigns to remain effective in 2020, you have no choice but to evolve. In some cases, that evolution will mean thinking about things very differently than before.
If your program isn’t in an advanced state already, here are ten tactics you must try this year (in no particular order).
1. Layered Audience: Demographics & Affinity
It’s no secret that a campaign will perform best when you clearly define who it’s meant for.
By using the combined power of Google Ads and Analytics, you’re able to give your campaigns a better chance of success by targeting those most likely to take the desired action. I look at demographics and affinity as a more of a passive “who they are” classification.
The screenshot below shows current site visitors who fall into the affinity category of “Pet Lovers”. Those specific customers convert 46% better than the average. That’s an audience worth engaging:
2. Layered Audience: In Market
While Demographics and Affinity audiences are more about “who they are”, In-Market audiences are about “what they’re doing”.
In this case, this an audience who is exhibiting certain online behavior consistent with those who are actively “in the market” for a product or service.
3. Layered Audience: Life Events
Anyone who has ever run a Direct Response campaign (even in the pre-digital days) knows that reaching potential customers at key life event stages can be critical to its performance.
If you’ve ever gotten a mortgage (or even just moved to a new address), you’ve probably noticed an increase in the volume of offers you receive. There’s a very good reason for that – data shows it’s effective.
Google Ads allows you to run promotions for specific “life events” on a limited basis today. It’s limited because:
- You’re restricted to life events concerning:
- College graduation.
- Marriage.
- Moving.
- It’s currently available for Gmail and YouTube campaigns.
They launched these targeting capabilities in the last couple of years and hopefully, it will eventually be expanded as a targeting layer for additional events and platforms.
4. Running One Responsive Search Ad (RSA) Per Ad Group
I know. You tried it and were less than impressed. I get it.
Try it again, but this time on some keywords and audiences that might not be your core focus.
If your campaigns are anything like most, you have some core audiences and set of keyword variations that make up the bulk of the conversions and revenues.
Test RSAs to try and find success outside that core audience. The biggest things to remember:
- The key word in machine learning is “learning.” In order to “learn” what works, the “machine” also must learn what doesn’t. That takes time and a bit of volume to get a good read.
- You still need to input some quality headlines (minimum 3, up to 15) and descriptions (minimum 2, up to 4). If those are sub-quality, no amount of machine learning will help your campaigns.
5. Establish a Target Cost Per Acquisition (CPA) or Return on Ad Spend (ROAS)
This is a Marketing 101 principle that unfortunately even some of the largest companies in the world don’t complete (or at least complete properly).
The automation is now in place to optimize campaigns at scale to a specific CPA or ROAS, but that functionality is useless if you don’t have that figured out (and potentially even worse if you have a CPA or ROAS goal calculated with poor logic).
Is CPA a perfect metric? Nope.
Neither is ROAS.
I have challenges with both when we’re talking about a tactic like text search ads that usually play a role somewhere in the second half of a purchase journey.
Without proper context, CPA and ROAS are very incomplete numbers. However, you can get to a number that’s a reasonable mark for optimizing campaigns to once you take the time and effort to piece together the following:
- The various marketing campaigns required to take a buyer from pre-awareness to a conversion.
- The lifetime value of a customer.
- Your margins.
6. Test Smart Bidding Strategies
See #5. Once you have that foundational element established, you can begin to let the system “do the grunt work” it takes to get the campaign there.
7. Invest in Microsoft Ads Already, Will You?!?!
Microsoft Ads have come a long, long way since the early days of Bing when a lot of us in PPC treated them like an afterthought that we would “get around to” when we had time and as long they made it easy to copy our AdWords campaigns over.
Of course, there are no guarantees it’ll be effective for your brand, but I’m seeing more consistent success across my account base than I did five years ago.
They even have some features that Google doesn’t (and can’t) have. For more insight on that, check out the recent post from contributor Tim Jensen.
8. Using Google Analytics Data to Execute Remarketing Campaigns
Are you still remarketing equally to everyone who visits your site?
Are all your site visitors equal?
Of course not!
The example below is from a business that has both an ecommerce and physical retail presence.
A quality visit entering the site on a “store locator” page is an opportunity to present remarketing ads promoting the in-store experience.
9. Report the Store Visits Metric (For Businesses with Brick & Mortar Locations)
While we’re on the subject of brick & mortar, leveraging the Store visits metric available in Google Ads is a great way to gain additional support for your campaigns.
Sometimes the management in the physical stores can feel like digital marketing campaigns are designed more for Ecommerce so it’s great to be able to present this kind of data.
10. Review & (Most Likely) Revise Your Campaign Structure
A campaign restructure is often one of the first things an experienced PPC pro ends up recommending once an audit is complete.
A poor campaign structure is much like a bad foundation on a house – if that’s in bad shape, not much else matters.
A proper campaign structure has always been important, but it’s absolutely critical if you want to take advantage of the automation capabilities to optimize and scale your campaigns.
In order to let the automation handle the grunt work and get you out of the weeds, you must be very strategic about how you structure the campaigns.
There’s not a handbook on one way correct way to structure a campaign for all types of businesses, but in general, you need to take into account:
- Geography.
- Seasonality.
- Product mix.
- Core terms.
- Budget ownership.
- Your ability/bandwidth to manage it all.
Proper setup requires a lot of heavy lifting but will pay the dividends of a long shelf life and program scalability.
Ironically, this last recommendation is something you’ll likely need to do before you can find success with the earlier ones.
Final Word
Trying these tactics will not guarantee success and I’m certain there will be additional “Must Try” PPC features this year that will make sense for your campaigns.
If you haven’t tried the tactics from this post in your campaigns yet, try using this list as a checklist and track your progress. Good luck!
More Resources:
- 10 Paid Search & PPC Best Practices for 2020
- 5 Innovative PPC Tactics to Try Today
- Do You Really Want a 100% Google Ads Optimization Score?
Image Credits
All screenshots taken by author, January 2020
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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