Connect with us

PPC

10 Most Effective Franchise Marketing Strategies

Published

on

10 Most Effective Franchise Marketing Strategies

Who doesn’t like a bit of a challenge? While it’s always rewarding to take on new marketing endeavors, certain businesses, like franchises, feel the heat more than others.

Whether you’re a food and beverage franchise, a multi-location dealership, a national real estate group, an enterprise bank, or anything in between, you know that managing marketing efforts across the board can sometimes feel like an uphill battle.

In this guide, we’ll help you address common marketing speedbumps multi-location businesses encounter and share 10 of the most effective franchise marketing strategies.

Contents

What is franchise marketing?

Franchise marketing means promoting your business across all your franchised locations. Essentially, any effort you’re putting into growing your franchise is considered franchise marketing. This can mean marketing efforts at a top branding level all the way down to marketing for specific locations.

Benefits of franchise marketing

Here are a few reasons franchise marketing is so important:

  • A new franchise location opens every eight minutes during the course of any given business day. This doesn’t even account for the new businesses opened every day.
  • 42% of franchise marketing professionals and multi-location business owners feel traditional marketing channels, like TV placements and PR, are no longer worth the investment.
  • 55% of multi-location businesses believe that social media is the leading franchise marketing channel they rely on.

Clearly, there is plenty of competition and opportunity within the franchise and multi-location industries, meaning franchise marketing is crucial to stand out and grow.

However, keeping up with your franchise marketing is easier said than done. Let’s resolve some franchise marketing pain points next.

10 franchise marketing strategies

Managing your franchise marketing can be a juggling act. As the classic saying goes “No pain, no gain!” Let’s dive right into how you can turn 10 major franchise marketing pains into marketing gains:

1. Maintain brand consistency throughout your franchise marketing

It’s no secret that one of the biggest challenges franchise marketers face is location managers or franchisees that go rogue—especially when it comes to branding and brand consistency. But until a teleportation or cloning device gets invented, you’re unfortunately unable to be at all your locations to guide them through their marketing (despite how much you wish you could). This makes maintaining brand consistency across all locations a difficult task.

But brand consistency is extremely important for the success of your franchise marketing. We know that 71% of consumers say they’re more likely to buy a product or service from a brand they recognize. Plus, we can’t forget about the age-old marketing “rule of seven” which states that people need to see information about a business at least seven times before they become a customer.

So brand consistency isn’t just a “nice-to-have” element in your franchise marketing plan, it’s a need-to-have!

How to approach it: The first thing you should do is create a brand style guide. Once you have your style guide in place, you can use it across all locations. If you already have one in place, now is the time to revisit! The more thorough your brand guidelines the better.

Here’s our list of what should go into your brand guidelines:

  • Company logo in various sizes and color options (black and white, thumbnail size, banner size etc.)
  • Your business’s colors in hex codes
  • Your selected fonts in regular, bold, and italics
  • Your chosen grammar, mechanics, and style preferences (including punctuation, capitalization, and abbreviation)
  • Blog post title preferences
  • Image styles and sizes for digital and print materials
  • Your business’s boilerplate and mission statement
  • Preferred tone and voice
  • Social media best practices by platform

brand guideline example from barre and soul

An example of brand guidelines.

Brand guidelines will keep your brand consistent and empower your location owners to create their own marketing collateral while knowing they have a cheat sheet to help them along the way.

📚 Free guide >> 12 Secrets to a Higher Click-Through Rate (& Lower Costs!)

2. Identify your customer base across locations

Let’s face it—your local customers’ interests at your Boston location will be different from those in your Houston location which differs from those in your San Diego location, and so on!

If you generalize your target audience without consideration for how their lifestyles differ by location, not only does that lack of inclusivity limit your reach, but it also gives your customers a less personalized marketing experience.

However, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. So identifying your target audience across locations now to deliver a personalized experience at each location later is a marketing tactic you won’t want to miss out on.

How to approach it:  Taking time to identify your target audience across all locations when your plate is already full is easier said than done. A more efficient way to execute this is to look at your target audience from a bird’s eye view and zoom in from there.

questions to ask to find your target audiencequestions to ask to find your target audience

Once you identify what makes up your target audience at a high level you can take it down to the regional level. From there, you can use free online tools like Google Trends to understand the interest of topics by location to see how your messaging may slightly differ between regions.

Another workaround would be to create marketing collateral that’s diverse enough to speak to all customers regardless of lifestyle. A healthy mix of both, however, will give your customers that localized experience while saving you as much time and resources as possible.

3. Know your solution options (+ which ones your brand needs)

There’s an infinite amount of value your franchise has to offer its customers. Add that on top of your many convenient locations, a diverse range of employees, and audience segments, you’ll find it can be challenging to know how to deliver all this information to your potential customers in the best way.

With so many potential marketing channels to choose from, how do you know which strategies will be most effective? And how can you communicate your chosen strategies’ effectiveness to your franchise managers?

How to approach it: We’ve broken down the top marketing channels for franchise businesses into a few core pillars. Introduce your franchisees to the following and encourage them to try it for their own benefit:

Search engine optimization

SEO is at the core of any strong marketing plan for good reason—it’s free! Not only do clicks from organic search results come at no cost to you, but with 90% of consumers searching online before making a purchase digitally or in-store, SEO can help each of your locations grow sales faster.

Search advertising

With search advertising, there are now more options than ever for dynamic location targeting at the ad copy and campaign setting level, so your chances of pulling in a click from a select location’s local customer is nearly guaranteed.

how to localize google ads - example of a location assethow to localize google ads - example of a location asset

An example of a search ad for a local Ford dealership.

Search advertising ensures you’re showing to potential customers when it matters—as they’re searching on top search engines like Google and Bing. Plus, paid search ads can increase brand awareness by up to 80%. If you have a location that’s struggling to pull in new customers, paid search ads are the best route for making it known to potential customers that you’re in their area with lots to offer.

🛑 Worried you’re wasting spend in Google Ads? Find out with a free, instant audit >> Google Ads Performance Grader

Video/OTT

Video marketing on YouTube or via OTT (over-the-top) streaming allows your franchise or multi-location business to create engaging content for exclusively targeted audiences. Even though you may be juggling various locations and customer bases, you can segment your video marketing in hyper-specific ways to ensure each location gets a piece of the pie.

Plus, video marketing can grow revenue nearly 50% faster and pull in 66% more qualified leads per year than businesses that don’t use video.

Display

Display ads give you a way to target your audience on sites across the web—when they’re not even actively searching for your business. This increases awareness for your brand. If your branch managers notice a dip in sales, display ads could be the solution since consumers who are retargeted via display ads are 70% more likely to convert.

Social

With 3.5 billion active social media users worldwide, it’s no secret that social media marketing is a must if you want to heighten your chances of reaching all the potential customers around each of your locations.

The beauty of social media marketing is that you can get results regardless of whether you decide to go the free or paid route. So if you’re struggling to get all your franchisees on board with one marketing strategy, social media marketing is an accommodating solution with endless options that can fit any locations’ budget (or lack thereof).

Of course, there are additional marketing channels you should consider as part of your strategy. Take a look at all the basics of local marketing to find out what would work for you.

4. Get all locations on board with the right strategy

Speaking of budgets, with multiple franchises, it can be tough to get them on the same page with the marketing spend and strategy that you encourage. Each location has its own needs and budget which you want to accommodate within your recommended marketing plan.

It gets trickier when you want to save yourself time by creating an easily transferrable franchise marketing strategy that can apply store to store but also is flexible enough to not have one set budget applied.

How to approach it: The first thing you’ll want to look at is all the free and low-cost marketing options available. Small businesses have been doing this for years, but for a larger enterprise, this feels counterintuitive. However, the kicker of franchise marketing is it’s the same concept as local marketing—just multiplied.

When you present your location owners with low-cost or free options, they’ll have no reason to not want to implement them. Some examples could be setting them up with a social media account for regular posts or facilitating online workshops to foster their SEO expertise.

With that said, we know that a mix of marketing channels maximizes your chances of results. Ideally, you’ll want your location managers to get on board with allocating some of their revenue toward a marketing budget. The best way to encourage this is to research statistics to display the ROI if they were to go for it and to provide co-op funds from corporate if possible. For example, paid advertising returns $2 for every $1 spent–a 200% ROI.

It’s helpful to keep in mind that marketing budgets don’t have to be huge. It doesn’t always take a lot of money to make a big impact, but a little can go a long way!

5. Evaluate your options for franchise marketing execution

While some franchises are fine with individual locations running their marketing strategies themselves, others opt to streamline marketing from one central team or group for all locations.

Both options present their own sets of challenges. If you’re managing the marketing strategies for all locations, you have a big job—you must not only execute a successful multi-channel marketing strategy that includes optimizing campaigns, writing ad copy, and deploying offers, but you have to do that for different areas and audiences.

If you allow franchisees to run their marketing themselves, you have to worry about brand consistency, optimized spend, and a lack of control around results.

How to approach it: It doesn’t have to feel like a lose-lose situation when you choose which route out of the two you want to take. As mentioned above, both managing marketing for your locations versus letting them manage it comes with pros and cons.

To identify what’s best for your brand, we recommend doing a self-evaluation with the following questions:

  • How much extra time do I have to oversee my locations’ marketing strategies?
  • How much time do my location owners have to put into marketing?
  • Would implementing marketing at the location level require any training?
  • What types of marketing channels do I need to have running at each franchise location? Can each location handle those themselves?
  • Has my company struggled with brand consistency in the past?
  • How would I measure the success if I ran the marketing for all franchise locations? How would those locations measure and report on their own success?
  • How frequently would I expect to change up the marketing strategy?
  • Is it easy for me to consistently communicate with all of my locations?

Depending on your answers, you’ll end up leaning towards one over the other. However, if you’re still unsure then that’s totally fine! Another option would be to involve a marketing partner to help oversee your franchise marketing strategies along with you. That way you won’t have all the locations’ marketing on your shoulders, and you can leverage a resource that has every marketing tool needed at its fingertips.

Whatever you decide, finding the right tool to track your marketing across locations and channels will be crucial for measuring success. (We’ll talk more about this in a minute!)

6. Create a strong local SEO strategy

You need to focus on SEO that is both national and local. National often comes naturally to many franchise businesses at this point, but without a strong local SEO approach, you won’t be able to show up for searches when and where it counts.

How to approach it: The easiest way to complement your national SEO with a local SEO strategy is to include keywords related to your locations within your content—this can be easily done through location pages on your website. The next quick fix for multi-location SEO is to invest in listings management so local listings are accurate for each location to help drive leads. It may seem minor, but 64% of consumers have used Google Business Profiles to find contact details for a local business.

Additionally, try to position your brand as a partner to each of your locations by creating local-friendly blog content. Brainstorm a blog topic that’s specific to each one of your locations, and you’ll save time on your editorial calendar planning while also staying consistent with local content!

You can also quickly research other local businesses to link to for resources within your content to build trust with your local audiences. That said, maintain a friendly presence in your local communities by encouraging location managers to participate in local events to trigger brand awareness for searches later.

example of franchise google local business profilesexample of franchise google local business profiles

This multi-location business has Google Business Profile listings for each store location to fit local SEO needs. 

🔎 Need help finding the right keywords for your local SEO strategy? Try our Free Keyword Tool!

7. Be sure to stand out from the competition (including your own franchisees!)

Franchises have a unique competitor set in that while you compete with other local businesses and large brands, you might also compete with your own locations. For example, you might have two locations down the block from each other that own two completely different territories but could be competing for the same customers. One major hurdle every franchise must jump over is how to run marketing at each location without stepping on one another’s toes—all while stepping on the competition’s toes!

How to approach it: We can’t stress enough how important geo-targeting is to your multi-location or franchise marketing. Geo-targeting is a way to ensure that one location’s marketing collateral doesn’t slip onto the screens of consumers in another location’s territory. When you run ad campaigns with geotargeting you’re maximizing the overall growth of your business by handing out a fair, even slice of the cake (or in this case, audience) to each store.

As for standing out from the competition, geotargeting can also help here if you want to identify and target their locations too. Otherwise, bidding on competitors’ branded keywords will help to ensure your brand shows when folks are looking for your competition. That way you can sweep the competition’s customers away and bring them to your locations.

google ads location report for location targetinggoogle ads location report for location targeting

8. Solidify reporting for all locations, solutions, AND channels

Let’s get this straight: your business has multiple locations, offering multiple products or services, overseen by multiple managers, marketing to multiple different audiences, through multiple different channels. What a handful!

You don’t have time to loop in hundreds of data points into one performance tracking sheet. You need some way to ensure that all your franchise marketing efforts maintain a growth track with proven KPIs.

How to approach it: For this instance, technology is your new best friend! Take advantage of digital tools that aggregate reporting across platforms, locations, and more to report on what matters. A few things you should ask yourself while scouting a reporting solution include:

  • Do you want your location managers to have access?
  • What performance metrics matter most to your multi-location business?
  • What does a positive performance look like for you at the national level? At the local level?
  • What channels need to be tracked? How will they be tracked consistently across locations?
  • What timeframes will you be looking to run reports on?
  • What types of downloadable or shareable files, if any, will you want for your reports?

9. Educate your franchisees on franchise marketing

You and your franchisees are busy running a national brand at the local level—you all don’t have time for in-person pieces of training on all your marketing technology and best practices! Never mind the fact that gathering the resources to help location owners understand your brand’s marketing plan is a feat in and of itself.

How to approach it: Have fun with it and get creative with your training! You can hold training online after hours to make it easy for all your branch managers to attend.

Another way to make marketing education more accessible across locations is to create various training materials. For example, you can shoot or share quick “how-to” YouTube videos for visual learners. For busy location owners short on time, you can write and email training articles that they can read in bits throughout the day.

The more training material, the better. If your schedule is so jam-packed you can’t even begin to think about running training or creating training materials, leveraging a marketing partner to facilitate training for you is another great option.

10. Communicate with your marketing partners

You may have one agency helping with social that has a totally different approach than your in-house team managing paid search. Or each location might be working with their own team or consultant. How do you keep multiple teams and marketing partners aligned?

How to approach it: If you’re struggling to keep track of all your marketing solutions, then it may be worth it to find a marketing partner that can bundle all your needs into one. When you leverage a marketing partner that can house all your channels and reports under one roof it’s easier to maintain consistency and performance tracking.

In the meantime, though, communication is key! Be sure to hold regular meetings with your in-house team, your location managers, and your agencies to maintain consistent cohesion across channels.

This is also another opportunity to distribute your style guide to all marketing partners so that there’s no confusion across agencies, marketing associates, or consultants on what your brand’s voice is.

Solve these franchise marketing puzzles today to decode a brighter tomorrow

If there’s one thing we can take away from all 10 of these franchise marketing tips is that the more you can plan ahead and communicate with your locations, the easier your job will be later. Plus, no matter your goals, channels, or audiences, there’s a solution out there that can work for your franchise.

With a bit of creativity and finesse, you can make your franchise marketing strategy do the heavy lifting for you. Putting in the time to square away your challenges now is worth the time it will save you later.

To recap, here are the top franchise marketing tips we talked about:

  1. Prioritize brand consistency throughout your franchise marketing
  2. Get to know your customers across locations
  3. Consider all your franchise marketing channel options
  4. Get all your locations on board with your overall franchise marketing strategy
  5. Evaluate your options for franchise marketing execution
  6. Ensure your local and national SEO strategies align
  7. Try to stand out from your franchise marketing competition
  8. Be sure to have clear reporting in place
  9. Train your locations on your franchise marketing efforts
  10. Consistently communicate with your marketing partners

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

PPC

The Important Takeaways from Google I/O 2024

Published

on

By

Google I/O 2024

Google I/O 2024, the Silicon Valley giant’s annual developer conference, brought a bunch of exciting updates and advancements across various Google platforms and services. signalling a new era of intelligent, creative, and responsible technology.

Here’s an in-depth look at the key announcements and features unveiled during the event.

Google Search Gets Smarter

No surprises that one of the biggest stories to come out of Google I/O 2024 is about the enhancement of Google Search. AI Overviews are now being rolled out to all users in the U.S., providing deeper insights with just one search query. This feature leverages Google’s latest AI model, Gemini, allowing users to ask complex questions and receive comprehensive answers.

For example, users can now search for “best yoga or pilates studios in Boston” and not only receive a list of studios, but also specific details such as introductory offers and walking times from their location. This level of detail and integration aims to make search results more actionable and relevant, and improve user experience.

Enhanced Brainstorming Capabilities

Google Search is also becoming a tool for creativity and inspiration. The new brainstorming feature helps users find tailored suggestions for various needs. For example, if someone searches for “anniversary celebration dinner places Dallas,” they will elicit personalized recommendations, complete with categories to explore, such as types of cuisine, ambiance, and special offers.

This enhancement transforms Google Search into more than just an information retrieval tool—it becomes a creative assistant, helping users plan and make decisions with ease and confidence.

Interactive Video Search

Another ground-breaking update is the introduction of Interactive Video Search. This feature allows users to search within video content to find specific insights. Imagine watching a cooking video and being able to search for a particular step or ingredient explanation within the video. This capability deciphers complex video content, making it easier to locate and understand the information presented.

Interactive Video Search is expected to be a game-changer for educational content, tutorials, and entertainment, providing a more dynamic and user-friendly way to engage with video media.

Gemini Tools for Developers

Google is also empowering developers with new tools. The Gemini 1.5 Pro and Flash models are now available in over 200 countries, offering advanced capabilities and integrated collaboration features within Workspace apps like Gmail and Docs. These tools is to enhance productivity and innovation in the development community.

The integration within Workspace means developers can collaborate more effectively, leveraging AI to streamline coding, debugging, and deployment processes. The global rollout ensures developers everywhere have access to the latest technologies to build and improve their applications.

Generative Media Models

Content creation is set to become more intuitive with the introduction of generative media models. Google unveiled Imagen 3 and Veo, tools that allow users to create images and videos from text prompts. This technology is especially useful for marketing campaigns, social media content, and other visual storytelling demands.

With Imagen 3, users can generate high-quality images simply by describing them, while Veo enables the creation of compelling video content from text-based descriptions. These tools lower the barrier to professional-grade content creation, making it accessible to individuals and businesses alike.

Responsible AI Initiatives

Amid all these advancements, Google says it remains committed to the responsible deployment of AI. The introduction of SynthID is a significant step towards easier identification of AI-generated content. SynthID embeds a subtle but detectable watermark in AI-generated images, ensuring transparency and authenticity in digital media.

Additionally, LearnLM is another innovative tool aimed at promoting responsible AI use. It provides educational resources and best practices for developing and deploying AI models, helping developers understand the ethical implications and technical standards required for safe AI usage.

In Summary

Google I/O 2024 showcased a range of innovations that not only enhance user experience but also push the boundaries of what’s possible with technology. From smarter search capabilities and creative brainstorming tools to advanced developer resources and responsible AI practices, Google continues to lead the way in making technology more accessible, intuitive, and ethical.

These updates reflect Google’s ongoing commitment to leveraging AI for the betterment of society, ensuring that their technological advancements are both innovative and responsible. Users and developers alike can look forward to a more connected, efficient, and creative future with these new tools and features.



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

PPC

Ultimate Guide to Product Data Feed Management

Published

on

By

Ultimate Guide to Product Data Feed Management

From the early days of simple online catalogs to today’s dynamic, data-driven shopping experiences, the e-commerce landscape has seen a monumental shift, driven by advances in technology and changes in consumer behavior. This transformation has not only expanded the reach of retailers but also heightened the competition and complexity of selling online.

Overview of the E-commerce Landscape

The current e-commerce landscape is a vast, interconnected ecosystem. It is one where businesses of all sizes compete to capture the attention and loyalty of digital consumers. 

Ecommerce spans various channels, including online marketplaces like Amazon and eBay. It involves social commerce platforms such as Instagram and Facebook. It is conducted by countless individual online stores powered by platforms like Shopify, BigCommerce, and WooCommerce

Each of these channels offers unique opportunities and challenges. Each demands a particular approach to engaging with potential customers.

As the digital marketplace continues to grow, so does the importance of maintaining a strong online presence. 

For businesses, this means more than just listing products online. It involves creating comprehensive, engaging, and personalized shopping experiences that resonate with consumers across multiple touchpoints.

The Evolution of Online Shopping and the Role of Data

The evolution of online shopping is a story of technological innovation and changing consumer expectations. 

Initially, online shopping offered a convenient alternative to physical stores, allowing consumers to purchase products from the comfort of their homes. 

Over time, the advent of mobile technology, social media, and advanced data analytics has transformed online shopping into an immersive and interactive experience. 

Today, consumers can receive personalized product recommendations, see targeted ads, use augmented reality to “try on” products, and enjoy seamless omnichannel shopping experiences that blur the lines between online and in-store.

At the heart of this evolution is data. 

Data fuels the algorithms that predict shopping behavior, tailor marketing messages, and optimize the online shopping experience. 

Effective product data feed management plays a crucial role in this ecosystem. It involves not just listing products online but strategically managing and optimizing product information, ensuring it reaches the right audience, at the right time, in the right way. 

This process is vital for improving product visibility, enhancing customer experiences, and ultimately driving sales in a crowded and competitive digital marketplace.

As we delve into the intricacies of product data feed management, it’s important to recognize its significance as the backbone of successful e-commerce strategies. 

By understanding and leveraging the power of data, businesses can navigate the complexities of the digital marketplace and create meaningful connections with their customers.

What is Product Data Feed Management?

The ability to efficiently distribute, update, and optimize product information across multiple online channels is paramount. Product data feed management facilitates this critical function. It is a process that stands at the core of successful online retailing.

Definition and Explanation of Product Feeds

A product feed, fundamentally, is a structured file—often in formats like XML, CSV, or JSON—that contains detailed information about the products in an online store’s catalog. 

This file serves as a digital product list, designed to be ingested by various e-commerce platforms, search engines, social media channels, and comparison shopping websites. 

Product feeds include essential details such as product titles, descriptions, images, prices, stock levels, and more—each attribute meticulously organized to meet the specific requirements of different digital channels.

Product data feed management encompasses the creation, maintenance, and optimization of these product feeds. 

It involves regular updates to ensure accuracy of product information, strategic modifications to enhance product visibility and appeal, and careful adherence to the data standards and specifications of each target platform. 

The goal is to streamline the process of listing and advertising products across the web, ensuring that potential customers encounter consistent, accurate, and engaging product presentations, no matter where they find them.

Importance of Product Data in E-commerce

We cannot overstate the significance of product data in e-commerce. In an online marketplace where consumers rely heavily on product information to make purchasing decisions, the quality and presentation of this data directly impact sales performance. 

High-quality product feeds enable:

  • Improved Visibility: Optimized product data feeds help products to surface in search results and feature prominently in comparison shopping engines, directly influencing discoverability.
  • Enhanced Customer Experience: Detailed, accurate product descriptions and high-quality images help build consumer trust and reduce the likelihood of returns. They provide the necessary information to aid consumers in making informed purchasing decisions, enhancing the overall shopping experience.
  • Increased Conversion Rates: By ensuring product listings are optimized for relevance and appeal (including SEO-friendly product titles and descriptions, compelling images, and competitive pricing), merchants can significantly improve their chances of converting browsers into buyers.
  • Streamlined Operations: Effective data feed management simplifies the process of listing products on multiple channels, reducing manual effort and minimizing the risk of errors. This efficiency is crucial for businesses scaling their online presence across various platforms.

In the context of today’s online shopping environment, where customer engagement and satisfaction are key drivers of success, the role of data feed management extends beyond mere product listings. 

It is about crafting a narrative for each product that resonates with potential buyers, leveraging data to tell compelling stories that captivate and convert. 

As such, product data feed management is a critical component of any e-commerce strategy, ensuring that products are not just seen but also chosen, liked, and purchased.

Why Product Data Feed Management is Important

In the digital marketplace, where competition is fierce and consumer attention is fleeting, the strategic management of product data feeds emerges as a crucial lever for e-commerce success. 

Its importance is multifaceted, impacting everything from how products are discovered to how they’re evaluated by potential customers.

Impact on Visibility and Sales Across Channels

A well-managed product data feed is instrumental in amplifying a product’s visibility across various online channels. 

Each e-commerce platform, marketplace, and comparison shopping engine has its own unique set of requirements for listing products. By meticulously optimizing product feeds to meet these specifications, businesses ensure that their products are not only listed but also positioned favorably within these channels. 

This optimization can include keyword-rich product titles and descriptions, high-quality images, and competitive pricing information, all tailored to align with the search behaviors and preferences of the target audience.

The direct result of increased visibility is, quite naturally, an uplift in sales. 

Products that are easy to find and presented compellingly are more likely to attract clicks and, subsequently, purchases. 

Furthermore, optimized product feeds contribute to more effective and efficient advertising campaigns. By targeting the right consumers with the most relevant and appealing product information, businesses can significantly improve their return on investment (ROI) in marketing, driving both sales and profitability.

Role in Improving Customer Decision-Making and Satisfaction

Beyond the immediate benefits of visibility and sales, product data feed management plays a vital role in enriching the customer’s shopping experience. 

In an online environment devoid of physical touchpoints, product information is the primary means through which consumers interact with and evaluate offerings. 

Detailed and accurate product feeds help bridge the gap between online browsing and the tangible experience of shopping in a store. They provide customers with the information needed to make informed purchasing decisions, reducing uncertainty and the likelihood of dissatisfaction.

High-quality product data feeds also allow for the personalization of the shopping experience. By leveraging data insights, businesses can tailor product recommendations, ads, and promotions to match the specific interests and preferences of their audience. 

This level of personalization enhances customer engagement and loyalty, as shoppers feel understood and valued by the brand. It also streamlines the shopping process, making it easier and more satisfying for customers to find products that meet their needs and desires.

Moreover, effective management of product data feeds ensures consistency across channels, further improving customer trust and confidence. 

When product information, pricing, and availability are synchronized across all platforms, it creates a cohesive and reliable brand experience. This consistency is crucial for maintaining customer satisfaction and fostering long-term loyalty.

Optimized product feeds are a powerhouse for e-commerce marketing, offering substantial benefits for ad campaigns and search relevancy. These advantages are pivotal in navigating the competitive landscape of online retail, where the ability to capture consumer attention at the right moment can make the difference between a sale and a missed opportunity.

Benefits for Ad Campaigns

For advertising campaigns, particularly those running on platforms like Google Shopping, Facebook, and Instagram, the quality and optimization of the product feed directly influence the campaign’s effectiveness. 

A well-optimized product feed ensures that ads are not only displayed but also resonate with the target audience. This optimization includes accurate and enticing product descriptions, high-quality images, and the right use of keywords and categories that align with what potential customers are searching for.

An optimized feed allows for more targeted and personalized ad campaigns. 

By segmenting feeds based on product categories, price ranges, or even customer behaviors, businesses can create tailored ad experiences that speak directly to the interests of different audience segments. 

This targeted approach increases the relevance of ads, improving click-through rates (CTR) and conversion rates, thereby maximizing the ROI of advertising budgets. 

Furthermore, dynamic remarketing campaigns, which display products that a visitor has previously viewed or shown interest in, rely heavily on the precision and detail of product feeds to re-engage potential customers effectively.

Data feeds play a pivotal role in the integration and success of paid search campaigns on platforms like Google Ads and Microsoft Advertising

Understanding how these feeds interact with paid search platforms can significantly enhance the effectiveness of your advertising efforts, leading to better targeting, higher conversion rates, and improved ROI. 

Here’s an in-depth look at how data feeds work within the context of paid search platforms.

Fundamentals of Data Feeds in Paid Search

At the core of paid search advertising, especially for e-commerce, are product data feeds. 

These feeds serve as the foundation for creating dynamic and highly targeted ads based on the product information stored in your e-commerce platform. 

For platforms like Google Shopping and Microsoft Shopping Campaigns, your product feed is uploaded to their Merchant Center, where it’s used to generate Shopping ads that are displayed across search results and other Google or Microsoft properties.

Structure and Optimization

A product data feed for paid search is typically structured in a CSV, XML, or a Google Sheets format, containing detailed attributes of each product such as title, price, image URL, product ID, and stock status. 

Optimizing these attributes is crucial for the success of your campaigns. 

Effective titles and descriptions that incorporate relevant keywords can improve the visibility of your ads, while high-quality images enhance click-through rates. 

Additionally, accurate pricing and availability information helps to reduce the bounce rate and increase consumer trust.

Dynamic Ad Creation

Paid search platforms utilize the information in your product feed to automatically create ads that are tailored to the search queries of potential customers.

This process involves matching the keywords and product categories in your feed with the terms users are searching for. 

As a result, when someone searches for a product that matches an item in your feed, the platform can dynamically generate an ad that showcases the product, complete with its image, title, and price.

Targeting and Personalization

Data feeds enable sophisticated targeting and personalization options in paid search campaigns. 

By analyzing the data in your feed, these platforms can serve ads to users based on their previous interactions with your website, search history, and purchasing behavior. 

For instance, remarketing campaigns can target users who have viewed specific products on your site but did not make a purchase, showing them ads for those very products as they browse the web or use social media.

Performance Tracking and Optimization

Integrating your product feed with paid search platforms allows for detailed performance tracking at the product level. 

You can see which products are generating clicks, impressions, and conversions, and adjust your feed and campaign settings accordingly. 

This might involve pausing ads for underperforming products, increasing bids for high-value items, or optimizing product titles and descriptions for better performance.

Continuous Updates

To maintain the relevance and effectiveness of your paid search campaigns, it’s vital to keep your product feed updated. 

Changes in product availability, pricing, or promotional offers need to be reflected in your feed in real-time or as close to it as possible. 

Many platforms offer the option to schedule regular feed uploads or enable direct API connections for continuous updates, ensuring that your ads always display the most current information.

Enhancing Search Relevancy

For search engines and online marketplaces, the relevancy of product listings plays a crucial role in visibility. 

Optimized product feeds contribute to higher search relevancy by ensuring that product information is comprehensive, accurate, and keyword-optimized. 

This means that when consumers search for products, the chances of your listings appearing in their search results are significantly increased.

Moreover, detailed and well-structured product feeds help algorithms better understand and categorize your products, making it more likely for them to show up in relevant searches and for related products. 

This alignment with consumer search intent not only boosts visibility but also drives more qualified traffic to your listings—consumers who are actively seeking what you’re offering.

Optimizing product feeds for search relevancy also involves updating feeds regularly to reflect changes in inventory, pricing, and product details. This consistency ensures that search engines and marketplaces have the most current information, further improving the accuracy of search results. 

It reduces the likelihood of customer frustration caused by outdated information, such as discontinued products or incorrect prices, enhancing the overall shopping experience and fostering trust in your brand.

Who Needs to Conduct Product Data Feed Management?

While product data feed management is a universal necessity in e-commerce, the scale and approach can vary significantly based on several factors.

Differentiation by Business Size, Catalog Complexity, and Sales Channels

Small Businesses and Startups: Small businesses, especially those with a limited number of products, may initially manage their product feeds manually or with minimal automation. 

However, even small operations can benefit from basic product data feed management practices to ensure their products are accurately listed across preferred sales channels. 

As they grow, the complexity and time investment required to manage feeds manually can quickly become impractical.

Mid-sized Businesses: For mid-sized businesses with larger catalogs and sales across multiple channels, the complexity of managing product feeds escalates. 

These businesses often deal with dynamic inventories, frequent promotions, and the need to optimize product listings for different platforms. 

At this stage, the efficiency, accuracy, and scalability provided by a dedicated product feed management solution become increasingly critical.

Large Enterprises: Large enterprises with extensive product catalogs, global markets, and sales across numerous channels face significant challenges in maintaining consistency, accuracy, and optimization of product data feeds. 

Advanced product feed management solutions, often customized and integrated with other enterprise systems, are essential to manage the scale and complexity of their operations effectively.

Indications Your Business Needs a Data Feed Management Solution

Expanding Product Catalog: As your product range grows, so does the complexity of managing each product’s data. A solution that can automate updates and optimize listings becomes invaluable.

Increasing Sales Channels: Selling across multiple platforms (e.g., your website, Amazon, eBay, Google Shopping) introduces specific requirements and complexities for each channel. Managing feeds for each platform manually can become overwhelming.

Time and Resource Constraints: If updating product listings is consuming a disproportionate amount of time or if errors are becoming more frequent due to manual updates, it’s time to consider a more streamlined approach.

Marketing and Sales Challenges: If you’re finding it difficult to effectively target or retarget potential customers through ad campaigns due to poor data quality or if you’re unable to leverage dynamic pricing and promotions effectively, a product data feed management solution can offer significant advantages.

International Expansion: Selling in multiple countries requires tailoring product information to different languages, currencies, and cultural nuances. Managing these variations without a robust feed management system can limit your ability to scale globally.

Inventory Management Issues: Difficulty in synchronizing inventory levels across different channels, leading to overselling or stock discrepancies, indicates a need for better feed management.

How to Do Product Data Feed Management

Effective product data feed management is a multifaceted process, requiring attention to detail, strategic planning, and the right tools. Here’s a comprehensive approach to managing your product data feeds efficiently and effectively.

1. Assess Your Current Data Feed Status

  • Audit Your Product Data: Begin by evaluating the quality and completeness of your current product data. Identify gaps, inaccuracies, or areas lacking optimization, such as missing product descriptions, poor-quality images, or inadequate use of keywords.
  • Understand Channel Requirements: Each sales channel has its own set of requirements for product feeds. Familiarize yourself with these specifications to ensure your product data aligns with each channel’s format, data fields, and quality standards.

2. Optimize Your Product Data

  • Enhance Product Titles and Descriptions: Make them descriptive and keyword-rich to improve search visibility and relevancy. Tailor content to match the search behavior of your target audience.
  • Improve Image Quality: Use high-resolution images and ensure they accurately represent the product. Consider multiple angles and use cases to provide a comprehensive visual overview.
  • Standardize and Enrich Data: Ensure consistent use of categories, types, and attributes across your product range. Add any missing information that could enhance the listing, such as dimensions, materials, or special features
  • Map Your Product Attributes to Channel Specifications: Create a mapping document that aligns your product attributes with the requirements of each sales channel. This ensures that critical product information is translated correctly and efficiently into each channel’s specific format, minimizing the risk of errors and omissions.
  • Utilize High-Quality Data Sources: Ensure your product information is being pulled from high-quality, reliable sources within your organization. This might involve integrating with your ERP or inventory management system to access the most up-to-date and accurate product data.
  • Implement Rich Media: Beyond standard images, consider incorporating videos, 360-degree views, and other rich media into your product feeds. This can significantly improve engagement and conversion rates by providing a more immersive product experience.
  • Optimize for Mobile: Given the increasing prevalence of mobile shopping, ensure your product feeds are optimized for mobile platforms. This includes mobile-friendly images, concise and impactful product titles, and descriptions that are easy to read on smaller screens.
  • Adopt Schema Markup: Utilize schema markup for your online store’s pages to help search engines better understand and display your product information in search results, potentially increasing visibility and click-through rates.
  • Ensure Cross-Channel Consistency: Regularly review your product feeds across all channels to ensure information is consistent and up-to-date. Discrepancies in pricing, availability, or product details can erode customer trust and hurt your brand’s reputation.
  • Regularly Refresh Promotional Content: Update your product feeds to reflect current promotions, seasonal offers, or limited-time discounts. This keeps your listings fresh and encourages repeat visits and purchases.
  • Implement Dynamic Pricing: Where possible, use dynamic pricing strategies within your product feeds to remain competitive. Adjust prices based on market demand, competitor pricing, and inventory levels to optimize sales and margins.

3. Select the Right Product Feed Management Tool

  • Evaluate Features and Compatibility: Choose a tool that not only offers feed creation and optimization features but also integrates seamlessly with your e-commerce platform and preferred sales channels.
  • Consider Scalability: The tool should be able to grow with your business, handling an increasing number of products and complexity without performance issues.
  • Look for Automation Capabilities: To save time and reduce errors, opt for a solution that automates routine tasks like feed updates and inventory management.

4. Implement Feed Management Best Practices

  • Regularly Update Your Feeds: Ensure your product feeds are refreshed frequently to reflect inventory changes, price updates, and any modifications to product details.
  • Monitor Feed Performance: Use analytics to track how your products are performing across different channels. Identify trends, such as top-performing products or channels, and adjust your strategy accordingly.
  • Test and Optimize: Continuously experiment with different aspects of your product data (e.g., titles, descriptions, images) to see what resonates best with your audience and leads to higher conversion rates.
  • Conduct Competitive Analysis: Regularly review your competitors’ product listings on key channels to identify trends and strategies that may be effective. This could include promotional tactics, use of specific keywords, or presentation styles. Understanding what works for competitors can offer valuable insights to refine your own product feed strategy.
  • Engage in Continuous Learning: Stay informed about the latest trends and best practices in e-commerce and product data management. Participating in webinars, following industry blogs, and joining professional groups can provide ongoing education and insights into how to manage your product feeds more effectively.

5. Stay Compliant and Up-to-Date

  • Keep Abreast of Channel Updates: Sales channels often update their feed requirements and algorithms. Stay informed about these changes to ensure your feeds remain compliant and optimized.
  • Adapt to Market Trends: Be responsive to shifts in consumer behavior and market trends. Update your product data to highlight relevant features or benefits that meet evolving customer needs.

Product Data Feed Management Tools and Services.

There are many companies who offer some form software that aids the potentially laborious process of product data management. Some only work for certain marketplaces, others are limited to certain ecommerce platforms like shopify or woocommerce.

Amongst them you should be able to find a suitable partner to manage your product data feed though.

Feedonomics (https://feedonomics.com/) offers a leading full-service data feed management platform that optimizes and syndicates product data across a wide range of digital marketing channels and marketplaces. 

Their service emphasizes improving feed quality for better ad performance and e-commerce success.

Adsmurai (https://www.adsmurai.com/) provides advanced marketing technology solutions with a focus on optimizing social media advertising campaigns. 

They offer tools for creative management, campaign automation, and performance analysis across platforms like Facebook, Instagram, and Pinterest.

FeedSpark (https://www.feedspark.com/) specializes in data feed optimization and management, helping businesses improve their online presence and sales through better product visibility across shopping channels and search engines.

ShoppingIQ (https://www.shoppingiq.com/) offers a technology platform geared towards optimizing e-commerce operations, particularly in managing and optimizing product feeds for shopping comparison engines and marketplaces to enhance ROI.

DataFeedWatch (https://www.datafeedwatch.com/) is a comprehensive data feed management tool designed to help merchants and agencies optimize and customize their product feeds for over 1000 shopping channels and marketplaces to improve campaign performance.

WakeupData (https://www.wakeupdata.com/) provides a powerful feed management platform that allows e-commerce businesses to transform, optimize, and automate their product data feeds to increase sales and performance across multiple marketing channels.

Channable (https://www.channable.com/) offers an e-commerce tool for feed management, PPC automation, and order synchronization, helping online retailers and marketers streamline their sales and advertising operations across various platforms.

Feedoptimise (https://www.feedoptimise.com/) provides services for managing and optimizing product feeds for e-commerce businesses, focusing on maximizing product visibility and performance across shopping channels and marketplaces.

SellerApp (https://www.sellerapp.com/) specializes in e-commerce analytics and intelligence, offering tools and services that help sellers optimize their presence and sales on platforms like Amazon with data-driven insights and strategies.

Scale Insights (https://scaleinsights.com/) is platform focused around Amazon PPC which helps their customers scale and automate their advertising campaigns on the mega successful ecomerce marketplace.

Arthy (https://www.getarthy.com/) is another Amazon focused tool. It’s broader than just feeds offering functionality around managing reviews, inventory etc.

Adverso (https://adverso.io/) is a platform to manage, optimize and track your Amazon campaigns smoothly with a solution designed for Amazon teams & agencies

ExportFeed (https://www.exportfeed.com/) specializes in creating and managing product feeds for e-commerce businesses, ensuring their products are listed across multiple shopping channels and marketplaces efficiently.

Lengow (https://www.lengow.com/) provides an e-commerce automation platform that helps merchants optimize their product listings and manage their sales across various online channels, including marketplaces, comparison shopping engines, and affiliate platforms.

Rithum (https://www.rithum.com/) came about from the combination of CommerceHub and ChannelAdvisor and claim to be a company providing end-to-end platform and network capabilities that create more durable, sustainable, e-commerce businesses to the leading brands, retailers, and suppliers of the world.

Baselinker (https://baselinker.com/) offers an integrated e-commerce platform that connects online stores with marketplaces, couriers, and sales support tools, automating sales processes and order management to increase efficiency.

Versafeed (https://www.versafeed.com/) provides a managed service for optimizing and managing product data feeds, focusing on enhancing product visibility and performance on search engines and shopping channels.

GoDataFeed (https://www.godatafeed.com/) offers a cloud-based feed management platform designed to simplify and automate the process of syndicating product data across a multitude of shopping channels, improving reach and efficiency.

AdNabu (https://www.adnabu.com/) specializes in Google Ads automation, offering software solutions that help e-commerce businesses optimize their Google Shopping campaigns for better performance and higher returns.

Relayter (https://www.relayter.com/) Simplify your marketing production for promotions and products. Automate creative work and streamline content workflows.

Adcore (https://www.adcore.com/technologies/feeditor/) provides a suite of marketing automation tools designed to help advertisers streamline their digital advertising efforts, with a focus on simplifying campaign management and optimization. Feeditor is there feed management tool.

Productsup (https://www.productsup.com/) offers a leading cloud-based platform for product content integration, syndication, and feed management, empowering businesses to manage and optimize their product data across various e-commerce channels.



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

PPC

Advanced Google Ads Techniques To Master In 2024

Published

on

By

Advanced Google Ads Techniques To Master In 2024

We’re nearly halfway through 2024, and already we PPC heroes have experienced a plethora of changes to get our heads around. How can we cut through the noise and focus on the specific tactics that will make an impact for the better?

Today we’ll take a look at a few advanced Google Ads techniques tips and tricks to master in 2024 – everything from making account management easier to tailoring your messaging at scale, and making your campaigns as effective and efficient as possible.

1. Auto-apply (some) recommendations

Fighting those pesky ‘optimization score’ reminders can be time-consuming – especially when they’re not always applicable. With targets to hit and maintain for Google’s partnership and support, it’s important to keep our optimization scores high at 80% or above.

Google’s optimization recommendations are split into the following categories:

  • Ads and assets
  • Automated campaigns
  • Bidding and budgets
  • Keywords and targeting
  • Repairs
  • Measurement

Each of these will have a unique score that will affect your overall optimization total for each of your accounts. Repairs are usually critical fixes, while minor keyword tweaks may come further down the priority list. (You can dismiss recommendations if they’re irrelevant, but I recommend reading the details behind each of them before rejecting them.)

To save time on manual campaign management, you can ask Google to auto-apply some of these tweaks for you – with a thorough ‘auto-applied recommendations’  history as well as optional email alerts. 

I recommend adding these four as must-have auto-optimizations:

  1. Removing redundant keywords (keywords that have a close match within the same ad group and bidding strategy that performs better)
  2. Removing non-serving keywords (keywords with no impressions over a set period)*
  3. Updating keywords bids to meet ‘top of page’ bids etc. (You can still set an upper limit on this)
  4. Use optimized ad rotation (to show the best-performing ads more often instead of all ads within the same ad group equally, despite performance)

*As of June 2024, Google will automatically pause low-activity keywords: “Positive keywords in search ads campaigns are considered low-activity if they were created over 13 months ago and have zero impressions over the past 13 months.”

To opt-in to certain auto-applied recommendations:

  1. In your Google Ads account, click the Campaigns icon 
  2. Click Recommendations.

At the upper right-hand corner, click Auto-apply, and select which recommendations to auto-apply.

2. Drive personalization through audiences

One way to drive personalization via search ads is by leveraging Google’s audiences. While marketers of yesteryear used to rely on keywords and geotargeting, today Google has a multitude of interested audiences to exploit across search, performance max, display, video, and demand gen campaigns. Don’t forget, audiences can be applied with both the observation setting and the targeting setting. Consider adding audiences to the observation setting first, adjusting to targeting once you have sufficient data.

By applying the following audience types to your campaigns and ad groups, you can double down on efforts to reach your target audiences through search.

Custom audiences

Create your own custom audience based on signals such as interests, behaviors, website viewing history (by URL), and app history. Think competitor brands or products, industry-related websites and apps, and recent relevant Google searches.

You could use custom audiences to personalize your ad copy on campaigns where you’re targeting customers of your competitors. For example, by encouraging them to ‘switch’ to your brand, product, or service, rather than treating them like a first-time purchaser. You could focus on the benefits of your product or service over the one they currently have, rather than focusing your ad copy on educating the audience from scratch.

In-market audiences

In-market audiences are a must-have in 2024. Curated by Google, these audiences actively research a specific product or service and are actively considering their options ahead of purchasing. 

While there isn’t a master list of in-market audiences (because many of these are hidden!), head to the Audiences tab on your current Google Ads campaigns. Click “Edit Audience Segments”, then the Browse tab, and navigate to In-Market Audiences. You can look at all available groupings by industry, and add the most relevant ones to your campaigns. You can also use this function to type in keywords under the Search tab, and type in relevant keywords to find relevant in-market audience suggestions to apply.

Knowing these audiences are already convinced of the benefits of the general product or service you’re advertising, you can use your ad copy to highlight the USPs of your brand.

RLSAs

While the use of RLSAs (remarketing lists for search ads) has dropped since their arrival in 2013, they still have a place in an effective PPC strategy in 2024. By creating an RLSA, you can personalize your ad copy at scale.

The use of RLSAs is particularly applicable for brands with lengthier sales cycles, or longer customer consideration and comparison stages. Your brand could be 1 of 5 that a consumer is considering buying a hot tub from – it’s uncommon that a hot tub is an impulse purchase decision. A user may use Google to search multiple times for generic hot tub terms, and may whittle this down to certain brands based on their needs. Once a user who is actively looking for a hot tub has visited your website without converting, upon their next Google search, your ad may contain a coupon code, a complimentary gift item, or other differentiating ad copy to encourage them to purchase through your website.

It’s important with RLSAs to ensure that you have separate ad groups or campaigns. Also to separate RLSA audiences from other custom, in-market or demographic-based audiences.

Remember to test all new audiences by adding them as ‘observation’ audiences, before switching to the ‘targeting’ setting.

3. Harness your data

One of the more critical elements of a top-performing PPC campaign is data. You can have the best keywords, ad copy, and landing page in the world, but you need the right data to meet your goals.

A big data piece for 2024 is the perfection of conversion tracking, conversion events, and key events. With enhanced conversions also forcing their way to the fore, Google is no longer letting a lack of data confuse the attribution story.

At one time it was best practice to aim for a single conversion goal across all campaigns. In 2024, it’s important to measure a mixture of lighter conversion events too. For example, measuring PDF downloads and highly engaged video views on the path to a lead form submission. Or tracking customers who have abandoned their carts. Not only do these signals give you a clearer picture of the path to conversion, but these lighter goals can better guide Google’s machine learning and automated bidding strategy efforts.

Not only is conversion tracking crucial to success, but your conversion settings are key. Review the conversions list on your Google Ads account and check each goal for whether it’s a primary or secondary, or account default conversion setting. Having multiple account-default primary conversion goals will make it harder for Google to auto-optimize conversion-based bidding strategies. Choose one or two must-haves to keep as your primary conversion goal, and set the rest to secondary conversion goals.

4. Stop working on your Google Ads in isolation

One of the most valuable traits of a top-performing PPC manager is their knowledge of where PPC fits within the marketing funnel and wider marketing mix. Traditionally, PPC tactics have been assigned a bottom-of-funnel or lower-funnel position in the marketing mix. 

In 2024, we need to adapt our thinking. Google Ads is no longer a BOF-only strategy. In fact, Google Ads can generate upper-funnel, mid-funnel, and lower-funnel results with the right strategy, campaign type, and goal tracking in place. 

Not only that but Google Ads can support a multitude of cross-channel activities. You can use Google Ads to:

  • Drive brand awareness and consideration on YouTube and other video partner platforms
  • Capture brand demand generated from activity on social platforms such as Meta, TikTok, or Snapchat
  • Similarly, capture brand demand generated from offline or traditional channels such as TV advertising, billboards, or print media
  • Remarket to website traffic (from all sources) to generate conversions
  • Boost brand loyalty, cross-sell, and up-sell opportunities using current customer data

This is another reason why data-driven attribution is a must-have in 2024. Today, Google Ads can influence multiple customer touchpoints. Last-click attribution is no longer an effective, representative, or scientific way of measuring the success of Google Ads activity.

5. Perfect your exclusions

For peak efficiency, exclusions are a must-have throughout your account. Particularly with the increased push for automated campaigns and campaign management that we’re experiencing. 

It doesn’t matter if you’re only running search or performance max activity. Exclusions are almost always a part of an efficient campaign structure. The exclusions on your account might include negative keywords, specific audience exclusions (such as remarketing and already-converted audiences), brand exclusions, geotargeting exclusions, or placement exclusions.

Common negative keywords to consider may include:

  • Free
  • Jobs
  • Download
  • Cheap
  • How to
  • YouTube
  • Amazon
  • Facebook
  • Sample
  • Guide
  • Logo
  • Resource
  • DIY

Without exclusions, you may find your ads are appearing to the wrong audiences, next to questionable or harmful content, or even that your ads are being triggered by irrelevant search terms entirely. 

Summary 

In 2024, there is a lot of noise in PPC advertising. By getting to grips with the above fundamentals of a healthy Google Ads account – targeting, personalization, data, simpler campaign management techniques, and adding relevant exclusions – you’ll be able to successfully navigate the complexities of managing your accounts at an advanced level.



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending