- Coronavirus and related quarantine measures led to an increase in online sales, the amount of video content consumed, and the time people spend on the internet in general.
- PPC ads are relevant more than ever.
- In this article, you’ll find the most common errors in contextual advertising and get practical recommendations on setting up effective PPC ads.
Coronavirus and related quarantine measures led to an increase in online sales, video content consumption, and the time people spent on the internet in general. That’s why PPC ads are more relevant than ever now for your business. Well crafted ads can be a great way to improve your conversion rate and profit.
In this article, you’ll find the most common errors in contextual advertising and get practical recommendations on setting up effective ads.
The most common errors when setting up ads
1. Contactless ads
Advertisements without contact information take up less space in SERP and lose to competitors’ ads due to the fact that they are less noticeable and informative.
2. Lack of quick links and favicon
This error leads to a decrease in traffic, CTR, and means that the ad budgets will rise.
3. Ads are not optimized for the Google Display Network
A search engine ad campaign is different from one shown on the Google Display Network. If you just copy ads, you’ll not get a good result.
The main difference between campaigns on the thematic sites and in search:
- Images are not displayed in search but on thematic sites, they must be added.
- Advertising on thematic sites should be more creative than in search. There are many different formats in GDN you can experiment with.
4. Lack of division into the industry and regional campaigns
Without this separation, you can waste the budget. Dividing the campaign, you’ll identify which industries or regions are more effective, which part of the campaign should get more attention and budget.
5. Improper structure of PPC ads campaigns
The campaign structure does not appear from scratch but is created on the basis of internet demand and customer market analysis (customer needs and requirements, product demand, and other such parameters).
For example, you can create the following groups from your PPC campaign: On a company brand, on general keywords, on regions, on types of the product, on promotions, and on competitors.
6. The site doesn’t load when clicked
Often, a campaign is running but a server is not configured to process the labels of advertising systems. Therefore, when you click on an ad, the site may not load.
How to set up an effective PPC ads campaign
Work with contextual advertising involves continuous analysis. Before launch, it’s an analysis of the target audience, the strengths and weaknesses of the product, the activities of competitors, and niche filling. Since the situation on the market is changing dynamically, before running an advertising campaign, you should carry out a direct analysis of contextual ads, their results, as well as competitors.
Before starting a PPC campaign
As I’ve already said, you should make a deep analysis before setting up your advertisements. You should learn:
1. The target audience
These are people whose attention you want to capture and convert them into buyers.
A specialist should understand their pains, determine triggers of influence, find out which style works best to communicate with them.
You can do it with the help of different polls and surveys among your clients, talking to your customer support team, and studying your competitors.
2. The product
How are you selling the product? How is it made? How is it different from competitors? What value does it create for buyers? What are its strengths and weaknesses? You should know answers to all these questions because it’ll be rather difficult to sell a product or service without them.
3. The niche
Each business has its specifics. It can be something more familiar to each of us (for example, retail, like Amazon) or something non-standard from B2B (business to business) sphere (for example, content marketing services). Study sites from given examples to see the difference between niches.
Therefore, before selling, you need to understand:
- Whom to sell to?
- How to sell?
- What difficulties could arise?
- What kind of competition you’re surrounded by?
4. Competitors’ ads
A strong competitor can appear at any second. So, you should not lose vigilance at any stage of contextual advertising. High competition always threatens high CPC (cost per click) and lower outreach.
To help an advertiser, there are a number of tools for monitoring the market and creating your successful PPC campaign or optimizing it. You can get the following information from them:
- The quality of the texts, relevance of the ad to the user’s request, benefits which it brings to the buyer.
- Keywords which are used in ads.
- What the landing page looks like if it’s able to convert visitors into buyers due to the unique selling proposition, and convenience of making the order.
- The dynamics of changes in the effectiveness of ads.
There are tons of tools on the market for this but from personal experience, I can share that one of the most popular and easy tools is Serpstat. Here you can find:
- Information about ads campaign entering only the domain of the competitor;
- Keywords and their volume
- Keywords competition
- Links to landing pages
- Main performance metrics
Basic checklist to set up an effective PPC ad campaign
A full checklist for setting up contextual advertising includes hundreds of points. Here, I’ve shared the minimum, most essential requirements that everyone can implement.
1. Separation of B2B and B2C (business to consumer) keywords. It’s a top-level of the structure. You need to study your audience segments in detail.
2. You should optimize ads for different devices. Campaign for mobile search should be a separate one with different keywords and settings.
3. You need to make good ads:
- Keywords in the title
- Qualifying words
- Keyword in the display link
- Keyword in the description
- Call to action
- Quick link with a keyword
4. To increase the effectiveness of your ad, I recommend using different ad extensions: Structured snippets, call, location, price extensions, and more.
5. For high and medium search volume keywords your campaign should be built on the principle – “one keyword = one ad”. Low search volume ones need to be grouped.
6. Launch campaign for near-niches. For example for car dealers, such niches will be car services, leasing, components, and other segments you may find relevant in this niche.
7. Limit budget for ineffective keywords, platforms, channels.
8. Work in GDN but filter platforms not to get rubbish traffic.
9. Try new instruments: ads in Gmail, such campaigns as call-only ads, local search ads, true view, and the others.
10. Use dynamic remarketing on incomplete activities, and abandoned baskets. It allows you to contact users who have already been on your site.
11. Use other promotion channels. One of the best schemes is: bring a new visitor with the help of PPC ad, return him/her to the site with the help of social networks remarketing, lead to a decision on the call or order after the third contact through MyTarget.
12. Remember that ads can be displayed at the wrong time for your company. For example, if you have a B2B offer, you should not spend budget at night or on weekends.
13. Fill in the list of negative keywords.
Analysis of your ads campaign
To estimate your contextual advertising you should use two tools: A site analytics system and Google Analytics or Google Ads.
To analyze your site and its traffic, you can use the Finteza tool. It’s a service that can provide you with information about your audience by 15 basic parameters such as visit sources, events, UTM parameters, page addresses, countries. Everything you need to do here is to filter data by parameters appropriate for your PPC campaign. As a result, you’ll get information in diagrams and funnels.
Indicators you should use to analyze the effectiveness of your advertising according to Google Analytics or Google Ads:
CTR (click through rate)
CTR should increase while CPC needs to decrease. If this doesn’t happen, your ads are of poor quality for this system and you should change your tactics.
CR (conversion rate)
It shows how many users from the ad made a targeted action on the landing page (made an order, left some request, signed up, or followed a link). This point should always increase.
The cost of attracting a customer who will make a purchase should always decrease.
Investments pay off if the indicator is more than zero. It’s great when it increases also.
CAC (customer acquisition cost)
You need to evaluate it to understand how much a new client costs you. Business is fine when this amount is less than the average bill.
LTV (customer lifetime value)
It shows how much money every customer brought to you from the first deal. The larger the number, the better it is for you.
To round up
At first glance, setting up contextual advertising may seem to be easy. In reality, it’s a continuous work with the analysis of your ads and competitors, the full niche. To create an effective campaign you need to have basic marketing knowledge and an analytical mindset.
Contextual advertising will bring profit only if it’s set up correctly and thought out in detail.
How to Manage Your Online Brand?
You might be asking yourself, “Why do I need to manage my online brand?” It’s a valid question, especially if you’re not sure what managing your online brand means precisely.
In short, managing your online brand is the process of taking control of how others see you and your business online. This can involve creating and maintaining a strong presence on social media, developing positive reviews and testimonials, and monitoring your web analytics to track progress.
By taking the time to manage your online brand, you can improve your chances of success in today’s digital age.
In this article, we’ll explore some key reasons why managing your online brand is essential.
What is an online brand, and why do you need one?
Your online brand is the way you are perceived by others online. This includes your website, social media profiles, online reviews, and all other digital real estate that represents you when someone searches for you or your business.
It’s important to have one because it helps your potential customers get to know, trust, and like you before they buy anything from you. A strong online brand can also help you attract new customers and grow your business.
It’s good to remember that your online brand is the first thing people will see when they search for you, so it’s important to make sure it represents you and your business well.
How to manage your online brand for success?
Your online brand is your reputation. It’s how people perceive you when they see your name, read your work, or interact with you online.
A strong online brand can help you attract new clients, collaborators, and opportunities. But how do you create and manage your brand for success?
1) Consider what you want your online brand to convey.
Are you an expert in a certain field? A thought leader? A creative visionary?
Once you know what you want your brand to communicate, be consistent in everything you do online.
Use the same name, photo, and bio across all of your social media platforms. Post regularly about topics related to your brand, and make sure the tone of your posts is consistent with the image you’re trying to convey.
2) Interact with other people online in a way that reinforces your brand.
When someone mentions you in a post, thank them publicly. If someone leaves a negative comment on one of your posts, don’t delete it – instead, respond politely and professionally.
By managing your online brand thoughtfully and proactively, you can set yourself up for success both online and offline.
3) Monitor your web analytics to track your progress.
Use Google Analytics or another web analytics tool to track how people are finding you online and what they’re doing on your website. This data can give you insights into what’s working well and what needs improvement.
For example, if you see that most of your website visitors are coming from Facebook, you might want to focus on creating more engaging content for that platform.
Or, if you notice that people are spending a lot of time on your blog but not your sales page, you might need to work on driving traffic to your products or services.
4) Make sure your website represents your brand well.
Your website is often the first thing people will see when they search for you online, so it’s important to make sure it’s up-to-date and represents your brand well.
Update your website regularly with new blog posts, photos, and products. Use attractive visuals, easy-to-navigate menus, and clear calls to action.
If you’re not sure how to create a website that represents your brand well, consider working with a web designer or developer.
5) Pay attention to your social media presence.
Social media is a powerful tool for managing your online brand. Use it to connect with your audience, share your work, and promote your products or services.
Be sure to post regularly, interact with others, and use hashtags and keywords that will help people find you. You can also use social media ads to reach a wider audience or promote specific products or services.
6) Monitor your online reputation.
Use Google Alerts or another tool to monitor your online reputation. This will help you stay on top of what people are saying about you online and take action if necessary.
For example, if you see a negative review of your business, you can reach out to the customer directly to try to resolve the issue. Or, if you see someone spreading misinformation about your work, you can correct it.
7) Manage your online brand proactively.
The best way to manage your online brand is to be proactive. Be thoughtful about everything you do online, from the content you post to the way you interact with others. By taking control of your online presence, you can set yourself up for success both professionally and personally.
By following these tips, you can create and manage an online brand that will help you achieve your goals.
The benefits of having a strong online brand
Let’s look at a few benefits of having a strong online brand:
1) Stand out from the competition.
With so much noise online, it can be difficult to stand out from the crowd. But if you create a well-defined brand, you’ll be better able to cut through the clutter and attract attention.
2) Build trust and credibility.
A strong online brand can help you build trust and credibility with your audience. If people know what to expect from you, they’re more likely to trust and respect you.
3) Connect with your audience.
By definition, a brand is a way of differentiating yourself from others. But it’s also a way of connecting with your audience on a deeper level. When done well, branding can create an emotional connection between you and your audience.
4) Drive traffic and sales.
A strong online brand can help you drive traffic and sales. If people are familiar with your brand, they’re more likely to buy from you. And if they trust and respect you, they’re more likely to tell others about you.
5) Increase your visibility.
A well-managed online brand will increase your visibility online. When people search for you or your business, you’ll be more likely to show up in the search results. And when people see you frequently in their feeds, you’ll be more likely to stay top of mind.
6) Attract media attention.
A strong online brand can help you attract media attention. If you’re known for something specific, journalists and bloggers will be more likely to write about you. This can help increase your visibility and reach even further.
7) Enhance your career prospects.
Your online brand can have a big impact on your career prospects. If you’re looking for a new job, employers will likely research you online. And if you’re an entrepreneur, investors will want to know more about your brand before they invest in your business.
8) Make a positive impact.
Finally, a strong online brand can help you make a positive impact in the world. If you’re passionate about something, you can use your platform to raise awareness and advocate for change.
The importance of staying consistent with your branding strategy
As you can see, there are many benefits to having a strong online brand. But it’s not enough to just create a brand—you also need to be consistent with your branding strategy.
When it comes to branding, consistency is essential. Your audience needs to know what to expect from you, and they need to see that you’re consistent in your messaging and your visuals.
Here are a few pointers if you’re not sure how to stay consistent with your branding:
1) Define your brand.
The first step to being consistent with your branding is to define your brand. What do you want people to think of when they see your name or your logo? What do you want your brand to represent?
2) Create guidelines.
Once you’ve defined your brand, it’s time to create guidelines. These guidelines should include everything from your mission statement to the colors and fonts you use in your branding. By having a set of guidelines, you’ll be able to ensure that all of your marketing materials are on-brand.
3) Train your team.
If you have a virtual assistant or team, it’s important to train them on your branding guidelines. Make sure everyone knows what your brand represents and how they can help you maintain a consistent brand identity.
4) Monitor your brand.
Once you’ve launched your brand, it’s important to monitor it. This means paying attention to how people are reacting to your brand and making sure that you’re still presenting yourself in the way you want to be seen.
5) Be prepared to adjust.
Finally, be prepared to adjust your branding strategy as needed. As your business grows and changes, your branding will need to change with it. By being flexible and willing to adjust, you’ll be able to ensure that your brand is always relevant.
A strong online brand is essential for any business or individual. By definition, your online brand is the way you’re perceived by others online. And while that may seem like a superficial thing, the reality is that your online brand can have a big impact on your business or career.
If you’re not sure how to create a strong online brand, start by defining your brand and creating guidelines. Then, train your team on your branding strategy and monitor your brand over time. And finally, be prepared to adjust as needed.
Oscar is a passionate full-time blogger and a part-time author. In his personal blog OssieRodriguez.com, he writes about software, online influence, and different business models.
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