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Five great tools to improve PPC ads

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Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.

Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.

Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.

Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.

If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.

Five tools to improve PPC ads

1. WordStream Advisor: Streamline your PPC campaigns at scale

WordStream offers a pretty neat tool that is targeted to small and medium-sized business owners who want to manage their PPC campaigns across advertising platforms properly. The tool can integrate with different PPC channels like Google Ads, Facebook, Bing, and Instagram.

One of the best features is the 20-Minute Work Week, a workflow that includes 9 items to help you improve the overall PPC process. It will analyze everything: get suggestions for ad budget and ad changes, identify valuable and negative keywords, split up ad groups, and create reports around conversion and call data. You can read more about it here.

wordstream tool ppc

The true worth of WordStream is the fact that they adapt and integrate all of the changes and upgrades when it comes to Google and its algorithm updates. So, you don’t need to constantly check them.

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Cost: Free trial for 7 days, paid plans start at $299/month for 3-month plans.

2. SE Ranking: Comprehensive keyword and competitor analysis

SE Ranking PPC research tool focuses on keyword research, competitor analysis, and advertising campaign planning. When researching competitors on SE Ranking, you can enter your domain to find a list of websites that compete with you in paid search.

You can also find which keywords they are using, which ads drive the most traffic, how they rank in search engines, and how their ads look like in paid search. The tool shows competitor’s data like search volume, CPC, KEI, traffic cost, and a number of clicks.

Going to the “Adverts history” section, you can get visual graphs of the previous stats by time period, which displays position, monthly budget, and keywords. Having this information allows you to see all competitors’ keywords they have bid on in the past and figure out whether you should take a similar bidding strategy.

se ranking tool to improve ppc ads

You can easily export all the necessary information into an Excel file that you can share with your team. You can check it out in action here.

Cost: Paid plans start around $39 per month. SE Ranking provides a 14-day free trial and demo account.

3. Finteza: Conduct an impactful PPC analysis

Finteza is an advanced advertising analytics tool that shows you the exact percentage of high-quality and low-quality traffic coming to your website. The tool includes collection, processing, and instant data mapping through real-time charts and reports to give the most important information whenever you need it.

Finteza provides plenty of options to create, configure and target marketing campaigns for any website and instantly pull out detailed reports and statistics on clicks, impressions, and conversions of your ads.

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finteza tool for ppc ads

You can also set up different conversion goals, and even use the retargeting option to display your optimized ads to the users who have performed a certain action on your website. The tool offers integrations with multiple CMS systems.

One of its biggest advantages is to track end-to-end user interaction. It means that the software provides data of all advertising platforms from which you purchase traffic and enables you to adapt them to individual conversions.

You can get the full list of Finteza’s features here.

Cost: The software offers a 30-day trial, and pricing starts at $4/month.

4. Unbounce: Build dedicated landing pages

Effective landing pages are crucial for the overall PPC process. At the very least, your ad will get them there, but conversions happen on landing pages. Creating a solid one with tools like Unbounce intended to simplify the whole process.

The tool includes a wide range of awesome features like A/B testing, dynamic text replacement, AMP landing pages, and real-time data dashboard. You can quickly change the text on your custom landing page to match what users are searching for, and split test them without touching a single line of code.

Unbounce offers over 100 high-converting templates for every type of landing page you need (sales pages, ebooks, events, products, webinar, etc.). It works with tons of in-app integrations and thousands more through Zapier.

Cost: Pricing starts at $79 per month, but you can try out a 14-day free trial.

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5. Bannersnack: Display ad image creation and inspiration

The main purpose of advertising is to make people curious about your products. If you design banner ads that have interactive content, people are far more likely to click on them. One of the best solutions to do that is Bannersnack.

The tool is designed for advertising specialists to save their time and efforts on designing banners of different sizes. You can create both animated and static banners from scratch or select one of its high-quality templates created by professional designers and optimized by marketers.

bannersnack tool to improve ppc ads

One of its most convenient features is the ability to create the entire banner set on one toolbar within minutes. The banner maker is compatible with all major ad networks, Facebook Ads, Google Ads, and social networks. One of the recent features is the option to create AMPHTML ads.

Cost: Freemium; paid plans start from $7 per month.

Wrap up

Using the right PPC tools, you can find out your competitors’ best performing keywords, ad copy information, and much more. They help you save a lot of time and efforts as you know what marketing strategies your competitors are using to get maximum results and reach.

What PPC tools do you use and love? Share your views in the comments below.

Irina Weber is Brand Manager at SE Ranking. She can be found on Twitter .

Search Engine Watch – PPC

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MARKETING

What Will It Take To Drive Content Marketing Forward?

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What Will It Take To Drive Content Marketing Forward?

You’re doing everything in your power to craft amazing content.

You sweat over quality, optimize everything to the last keyword, and feed those greedy channel beasts more and more and more.

But the results you get don’t match the effort you put in. What are you doing wrong?

The game has changed. Simply doing the once-right things – and more of them – won’t guarantee wins.

Doing more of the once-right things no longer guarantees #ContentMarketing wins, says @Robert_Rose via @joderama @CMIContent. #CMWorld Click To Tweet

Playing to win now means doubling down on strategy

“The content you create provides no sustainable competitive advantage for your business.”

Robert Rose kicked off Content Marketing World 2022 with that bold statement. Even the most exceptional work will be copied, remixed, reimagined, and reissued by other brands and consumers.

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But don’t take that statement as a eulogy for our beloved practice. Instead, celebrate new and different ways of looking at your work, Robert said, starting with your strategy and structure.

Having the right resources (including the strategic roles, teams, and repeatable procedures) lets you fluidly change and evolve all the time.

And that’s where you’ll find your new competitive advantage.

Invest in a remarkable (and human) voice

Take Netflix, for example. The streaming giant made the strategic choice to invest in real, live humans to write the closed caption subtitles for its smash-hit Stranger Things. That choice paid off with the kind of online buzz no brand can buy.

Woman with brown hair and glasses in a floral suit on stage.Marketing Profs Ann Handley brought the backstory to the keynote stage:

Most streamers use automated transcriptions to help people with hearing difficulties follow what’s happening on screen. But Netflix assigned marketing writers to craft vivid descriptions of the sounds accompanying the Stranger Things action.

The evocative and unsettling words they used (wetly squelching, tentacles roiling) caught the attention of younger viewers – a segment that watches shows with captions on regardless of their hearing ability. Earned media mentions skittered across the web, entangling viewers in a whole new viewing (and reading) experience.

The lesson, Ann said, is that voice can carry your brand’s unique personality, even when your brand isn’t mentioned. Investing in it is a strategic choice that sets your brand apart.

“A warm, relatable brand voice is increasingly crucial. It’s how we need to start developing relationships with our audiences, especially in this world of content abundance,” Ann said.

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A warm, relatable brand voice helps develop relationships with your audiences in a world of #content abundance, says @annhandley via @CMIContent. #CMWorld Click To Tweet

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Do what others don’t dare

Black man with a mustache and beard wearing a black shirt, sport coat, and black pants on stage.Before Netflix broke the closed-caption mold, marketing visionary Bonin Bough broke publishing conventions.

While writing a book about how mobile phones transformed communication, he hit on a unique idea. Why not put his phone number on the cover, so readers could reach out and continue the dialog?

His publishers balked. So, Bonin purchased the rights from them and published the book his way. Since 2016, more than 50,000 readers of Txt Me: Your Phone Has Changed Your Life. Let’s Talk About It have called to create a personal connection with him.

A co-founder of Group Black – a media collective and accelerator focused on advancing Black-owned media properties ­– Bonin built his groundbreaking marketing career by thinking differently about what others consider impossible.

Bonin offers advice on how to challenge convention into meaningful marketing actions:

  • Aspire, but have a plan to see ideas through: While aspiration is a significant first step, you must develop the muscle memory to see your ideas to completion. Allocate the time, resources, and effort to execute the ideas.
  • Operate in real-time: The set-it-and-forget-it mentality doesn’t work anymore. Think about how you can change your business to deliver products in real time.
  • Be resourceful: Experimenting with content is not about how much money is available. It’s about how well you use the assets, talent, and resources you have.
  • Operationalize innovation: Look for models you can reverse-engineer to guide the development of your ideas and create guardrails and structures that make innovation more manageable.
  • Be curious: If you build the skill of curiosity, you can foster environments that create change.
  • Don’t give up: A no from stakeholders doesn’t mean your idea is bad. It just means it’s not the right fit under the current situation. Keep workshopping it. If all else fails, consider developing it elsewhere or on your own.

How you use the assets, talent, and resources you have matters more than the size of your budget, says @boughb via @joderama @CMIContent. Click To Tweet

Advocate for a clear content career path

People remain the most valuable (and expensive) content marketing assets. So cultivating content marketing careers is one of the most strategic choices an organization can make.

Upcoming CMI research shared at the conference shows most content marketers are at least somewhat satisfied with their current roles. Yet few feel sure about how they’ll grow in those roles. And of those who do have a clear career path, 20% say they’ll have to leave their employer to get there.

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“We have to build a career path into what it is we do. There’s no way content becomes a strategic function in the business if we don’t look at this. It will always be just a content factory,” Robert said.

White woman with blonde hair wearing a navy blue shirt and green and navy pleated skirt on stage.Jessica Bergmann shared how Salesforce did this. Working with the employee success team, Jessica and colleagues documented a career path for content team members to follow to progress from individual contributors to executive management.

Each company should build a path that suits its structure and culture. But Jessica shared some ideas any brand can use to start seeding opportunities and laying a professional path for content team members:

  • Advocate for integrated content teams: “It’s important that you show up as one company with one voice. We can’t have all different teams creating content everywhere and showing up with different voices and perspectives,” she said.
  • Define content roles and responsibilities clearly: Understand how content-centric teams across the organization collaborate and align their efforts to help content strategy get a seat at the decision-makers’ table.
  • Create democratized performance dashboards: Empower company leadership to see each content asset’s performance without asking for it.
  • Automate the ordinary: Using your automation tools to reduce time spent performing mundane tasks will allow content teams to focus on creating extraordinary and impactful content experiences.

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Set your vision on meaningful change

Perhaps the most urgent strategic question today is this: How will you create content that leads to a meaningful change in the world?

With trust declining in government and other institutions, audiences now expect brands to work toward something beyond their balance sheet. Robert Rose pointed out in his talk that the subhead for Edelman’s 2022 Trust Barometer is this: “Societal leadership is now a core function of business.”

Light skinned black man wearing a black shirt and black pants on stage. Content Marketing World 2022 on screen in the background.

Mark Harrison brought home the role of content (and individual content practitioners) in this function. A volunteer and entrepreneur who founded sponsorship agency T1 to work exclusively with impactful brands, Mark is committed to making a difference.

“I have a simple personal vision, and that is to create a world of belonging,” he said. “No matter what you look like, what you sound like, or where you come from, you will feel that you belong.”

Mark executes his mission by building what he calls the above-ground railroad, giving the nod to the underground railroad that helped thousands of enslaved people escape to freedom in the United States. The above-ground railroad activates networks of people to bring greater equity and opportunity to those who have been marginalized by society.

Part of that work involves amplifying their struggles and their strengths to those who have the power to increase inclusivity.

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“Amplifying voices is not giving your social pages over to somebody that doesn’t look like you. It’s about showing real courage,” Mark said.

Amplifying voices is about showing real courage, says @MarkHarrison3 via @joderama @CMIContent #CMWorld Click To Tweet

Mark shared a brand example that shows how powerful courageous content can be. When Harry Met Santa, a video from Posten Norge, tells the story of a developing relationship between a man (Harry) and Santa Claus. The video ends with a romantic kiss between the two, followed by this closing line: “In 2022, Norway marks 50 years of being able to love whoever we want.”

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How will you make content better for everyone?

These and other Content Marketing World conversations make one thing clear: You have your work cut out for you.

But you also have an opportunity to rethink your content strategy to create something remarkable. That strategy might include investments in:

  • Talented creators who help develop your brand’s distinctive voice
  • A clear career path that helps you keep your talent
  • New and different approaches to content possibilities
  • Making a societal impact

What takeaways resonate with you? Where do you plan to focus your strategy for the rest of the year and into 2023? Let us know in the comments.

Want more insight from these and other Content Marketing World speakers? Register for an on-demand pass to get access to session recordings through Dec. 31, 2022. Use code BLOG100 to save $100.

 Cover image by Joseph Kalinowski/Content Marketing Institute

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