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PPC In The Time Of COVID-19: You Asked, We Answered

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Coronavirus seems to be the topic of every news channel, industry, etc. So it is no surprise that it’s the primary topic of discussion PPC as well. Businesses are seeking ways to conserve spending in this time of economic uncertainty and business closures – and unsurprisingly, marketing is often one of the first cuts to be made. Therefore, in-house marketers are fighting their executive teams to keep digital up and running, while agencies are seeing large swings in spending from their clients. 

In last week’s PPC Hero “Ask The Expert’s” installment, our very own Jeff Baum and Maris Rutkis took to the screen to answer marketers’ most pressing questions on the PPC trends they are seeing and how to handle the COVID-19 situation in the digital sphere.

Judging by the questions users had for Jeff and Maris, there are 3 resounding questions marketers have:

  • Should we be spending money in PPC right now?
  • What trends are we seeing in performance?
  • What type of messaging should we be pushing?

So let’s take a closer look at each of these areas.

PPC Spending In The Time Of COVID-19

While businesses are seeking ways to become more cost-efficient, PPC should not be completely nixed from the marketing mix. Jeff and Maris didn’t explicitly cover the reasons why, but there are several negative effects caused by a complete shutdown. For one, restarting paused campaigns can re-initiate the learning phases for any automated bidding you previously had in place. This can, in turn, result in some unsavory fluctuations across the account once it’s back up and running. Additionally, cutting all PPC spending will eventually dry up the conversion funnel, making the ramp-up period long and slow. Without traffic coming through ads, website visitor lists and look-a-like audiences will dry up over time. So in theory, a short pause may not rock the boat, but the longer this crisis continues the more likely it is to have a negative impact on later performance.

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Jeff and Maris did have some great suggestions for how to effectively use a lower budget over the next few weeks and possibly months, and the overall theme was to “look towards the future.” As Jeff pointed out, it is understandable that businesses suffering from low sales are looking to put money behind tried and true methods that will bring in the most conversions right now. These areas being branded search, remarketing, and low-funnel targeting. However, upper-funnel targeting may bring about the most revenue in the long run. Many people are of the same mindset as businesses – saving money. So, it is likely that fewer people looking to convert right now. However, this crisis will not (or hopefully not) last forever, therefore getting in front of users now, when they are more engaged with their phones and social media may result in higher sales post-COVID-19.

Reinforcing this line of thinking is the overall lower CPCs we are currently seeing. As the experts pointed out, this does vary by industry, but in general, competitors are spending less across the board, which serves to decrease auction costs. Therefore, capitalizing on lower CPCs and building your upper funnel through brand awareness may be an advantageous move for down the road.

COVID-19 Performance Trends

It’s exactly what we’ve all heard before, the infamous cop-out of PPC: it depends. But, sadly, the trends we are seeing really do depend on the industry. I would wager to say the majority of industries and businesses are being negatively impacted by the global pandemic. Other than the industries being hardest hit by the stay at home orders such as travel, hospitality, restaurants, etc., general retailers and business services are being hit by sudden conservative spending trend.  So overarchingly it is reasonable to see lower CPCs, lower conversions, etc.

However, some industries are booming right now. Healthcare, home fitness retailors, and some SAAS verticals are seeing higher performance than ever before. In general, this is a great thing! But in some cases, too much of a good thing…is, well, not a good thing. While we would expect these booming businesses to capitalize on the current high conversion volume and increase their budgets, many of them are finding that they can’t handle the number of orders and transactions coming in! Therefore, they are overwhelmed on the back in and ultimately need to pull back PPC spending to slow conversions to a manageable rate.

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Deciding how you proceed in PPC is completely up to the nature of your business and its part in the global pandemic. What I recommend is wracking your brain for how your product or service is beneficial to a consumer in this time period. If there is a strong argument for why your product is needed, push your budgets to the limit. If there is no practical use for your product or service, it may be time to pull back.

Ad Messaging During A Global Pandemic

Data backs up the statements made by Jeff and Maris that consumers have positively responded to sensitive ad messaging. However, the data also shows that the majority of consumers are not turned off by your average marketing messages.

This is simply a personal opinion, but I think the majority of consumers are aware of the situation many businesses are in and can understand the various angles they are taking in their advertising right now. The whole world knows we are in a state of economic crisis and that businesses are struggling to stay afloat. Therefore, I don’t see promotions, for example, as a point of contention with the public. Rather, I think that they would expect to see sales on retail items and services, whether or not it entices them to actually buy.

Building on this example of promotions, many people have not and do not expect to be financially hit by this crisis. That means they are working for one of those booming businesses and they are lucky, but that also means they still have disposable income. These people could likely be persuaded to convert if a promotion offers a good enough price, and in fact, may be actively searching for those deals that they may not otherwise get. So I say, put out those promos! You aren’t likely to offend anyone and you may just get some more converters.

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There are also ways you can use messaging to your advantage in these uncertain times. For example, if you are a small or locally-owned business, play this up in your ad copy! There is a huge push to support local right now, so placing this distinguishing factor in your ads will likely catch a few eyes that would otherwise keep scrolling!

A final point on this, which Jeff and Maris covered pretty well, is simply to use common sense. While consumers aren’t opposed to your normal ad messaging, they may not be happy if you advertise for an activity that they are explicitly not allowed to do under the stay at home orders. So make those easy language changes from “visit us in-store” to “shop online,” etc.

Conclusion

A lot of things are changing and will continue to change over the coming months. We aren’t likely to see a sudden shift back to normal, as states are likely to introduce a gradual return to life as we knew it. When your business will be back to normal completely depends on what industry it is and where it falls in this rollout. Until then, keep asking us questions and keep a pulse on the trends in your specific industry vertical!

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Use Customer Lifetime Value to Find More Clients

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Use Customer Lifetime Value to Find More Clients


With new privacy rules continually changing the landscape of third-party data, brands are increasingly becoming more focused on understanding their current customers in order to make more sophisticated marketing decisions. One approach to this is utilizing customer lifetime value (LTV) to segment your best customers and ultimately find more of them. In this article, we’ll provide a brief outline of LTV but you’ll want to attend Hero Conf 2022 in Austin, Texas for a more in-depth breakdown with key takeaways.  

What is customer lifetime value?

The lifetime value of a customer, or customer lifetime value (LTV), represents the total amount of money a customer is expected to spend in your business, or on your products, during their lifetime. 

*Note on calculating LTV*

Now to be fair, there are a number of varying ways to calculate LTV going from relatively simple, to complex and complicated. This article will not be focused on evaluating the best approach or even how to calculate LTV.  I do have some preferred tools which I’ll share at Hero Conf- but ultimately finding the best tool that works for your brand is important. 

Large brands like Amazon and Starbucks have documented how their understanding of LTV has influenced their marketing and overall business decisions. Smaller brands who often have limited resources in their pursuit of growth often overlook LTV or don’t truly appreciate how helpful it can be to their overall growth.

Which campaign is performing better?

Take a look at the chart below – at a glance – which campaign appears to be performing better?

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Campaign A Campaign B
Clicks 2,000 2,000
Purchases (Conversions) 1,000 780
Cost/Click (CPC) $5.00 $6.50
Cost $10,000 $13,000
Cost / Acquisition (CPA) $10.00 $16.67

Most digital marketers, including myself, would say campaign A.  More purchases (revenue), lower CPC, and lower CPA. Seems pretty obvious. 

But a question that’s worth asking is – what if campaign B focused on acquiring a better quality customer?  Someone who purchased a higher average amount bought more frequently, and stayed, is a customer of the brand for a longer period of time.  Ultimately, a customer with a higher LTV.  The question of which campaign is performing better looks a lot different when LTV is factored as a metric and could lead to very different marketing approaches.  

Looking beyond CPCs & CPAs

These are conversations that more brands should be having. Looking at CPCs, CPAs and the revenue from the first purchase are all very common KPIs, but they can be misleading and myopic. Factoring in LTV provides a more holistic approach to making marketing and overall business decisions.  

Going a step further, brands that decide to utilize LTV often come across the hurdle of how to efficiently segment their best from worst customers. In the workshop, I’ll share the most effective analysis that we’ve found.  For brands on Shopify, we’ll take it a step further and offer a valuable app that will both help solve LTV and segment your customers as well.  There are a number of apps in the Shopify App Store that can help calculate your LTV and effectively segment your customers for you, but there’s one that we’ve found to be leaps and bounds ahead of the rest.   

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Finally, once you’ve segmented your customers, you now have the ability to supercharge your marketing efforts to find more of your best customers, while also excluding targeting anyone who you believe might be exclusively bargain hunters or cherry pickers.  

Summary

If you’re interested in scaling your brand, you’ll want to attend this workshop.  Understanding LTV and how to find more of your best customers will be an invaluable tool that will help move the needle for your brand in 2022.  Key takeaways will be: 

  • How LTV has shaped the decisions of large brands we all know
  • How LTV provides a more holistic picture of success within paid search
  • How we’ve helped a women’s apparel and homeware brand find more of their ideal customers
  • Tactical insights (including apps/tools) on how to implement an LTV strategy within paid search

Hope to see you there!





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Tips for Optimizing a Localized PPC Account

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Tips for Optimizing a Localized PPC Account


Before jumping into the components of a local PPC account and why it matters, we should first define what constitutes a local PPC account. The basic definition is that it targets customers within a specific region. The strategy for localized PPC specifically involves using local keywords and geotargeting.  One would quickly assume that only brick and mortar businesses like a neighborhood pizza shop, dentist’s office, or boutique retailer would run local campaigns, but that isn’t always the case. Even if you have locations around the world,  you can serve and sell to potential customers virtually, by using a localized approach. 

The Value in Running Localized PPC

As PPC marketers, one of our biggest responsibilities is to optimize campaigns. The term ‘optimize’ may sound like a broad term, but it really represents many tactics. The biggest areas of focus for optimization would likely be to improve the engagement via click-through rate, improve the return on ad spend via sales leads or transactions, and make each dollar in the budget go just a little farther. In national campaigns, it may sometimes be a little bit harder to find pockets of wasted spend, like geographic targets for example, but in local campaigns with a laser focus, inefficiencies are easier to spot and/or avoid. If the budget is tight and you can’t afford to spend money on clicks, you have to optimize toward what works.

How to Optimize for Local PPC

Source: Google Ads Manager user interface

In terms of local PPC, the biggest way to optimize campaigns would be to focus on performance by geographic area. More often than not, when you dig into the data, you’ll find these areas of opportunity. In Google Ads, location reporting provides insights into not 

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only your targeted locations but also your matched locations (where activity has been attributed to). Reviewing these location reports is a great way to discover new pockets of results-driving zip codes or DMAs, which can be leaned into with a positive bid modifier to increase traffic, or conversely, excluded from your campaign altogether if they are wasting budget by not driving conversions. Additional geographic reporting available in Google Ads includes the distance report, which shows how the distance from a location impacts search ad performance.

Here are a few reasons why optimizing for location is so crucial in PPC:

  • Nearly 30% of searches for something in a specific location will result in a purchase (Source: Valve and Meter, via Google).
  • In 2020, 93% of Americans used the Web to find local businesses. (Source: BrightLocal)
  • Almost one-third of all searches made on mobile phones are location-based (Source: The SEM Post).

Source: Crimson Park Digital

There is so much more to local campaigns than just their location settings, however, a huge factor that contributes to performance is intent, via localized keywords. These are phrases that not only include the words “near me,” “local,” or “nearby,” but also zip codes, town names, and other localized signals that show “near me” intent.  

Did you know? 

  • 82% of smartphone users are actively searching for businesses near them (Source: Search Engine Land)
  • 76% of people who search for something nearby on a smartphone will visit a business within one day (Source: Google)
  • Almost 70% of searchers on mobile will call a business using a link from the search (Source: PowerTraffick, via Google).
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Localized searches are not just siloed to mobile, even with such strong mobile statistics,  it really depends on the industry, offerings, business, and how that type of customer behaves by device. Is your business in higher demand when customers are already on the go? Or are your services something that needs extensive research ahead of time, before leaving home? These are questions to ask before dialing up the mobile bid adjustments. 59% of consumers still prefer to search for local information on a desktop versus other smart devices.





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Top Practices to Promote Your Business Using PPC

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Top Practices to Promote Your Business Using PPC


Are you getting low-quality traffic through your PPC campaigns? 

Are fraud clicks draining your revenue from the PPC?

Is your return on investment on PPC not as expected? 

Even though PPC advertising is an integral part of an effective marketing strategy, poor tactics can burn your ad budget and, thus, negatively affect your PPC results. 

PPC has been around for more than 20 years, and marketers spend almost 80% of their ad spend on PPC campaigns. Knowing the importance and cost-effectiveness of PPC campaigns, it is essential to strategize your PPC campaigns to elevate your business’ growth instead of hindering it. 

If you want to grow your business and predict the best ROI on your ad spend, then improving your PPC strategy is the first step, and you are in the right place! 

This article will discuss 15 strategies to improve your PPC campaign for the best ROI on every dollar you spend. 

Let’s dive in!

1. Choose the Right Platforms to Advertise

When we talk about PPC Ads, the first thing that comes into our minds is Google Ads. With Google Ads, you can reach millions of people, which can be your potential customers. 

But, with this perk, it doesn’t mean that you should limit your advertising strategy to Google ads only. You can run ads on various social media platforms that will help you build your brand awareness, customer loyalty and boost sales. 

However, the decision of choosing the platform will depend on your target audience and goals. Therefore you must do your research on the ad networks available before including them in your strategy. 

There are dozens of online spaces where you can use your advertising spend, but the best way to assess the effectiveness of any platform for your business is to look at the ROI on each platform. 

Some of the popular platforms for PPC advertising are as follows: 

  • Google Ads: Google Adwords enables you to reach 90% of the internet users with Google display and responsive ads. You can target your audiences on the basis of what they are searching or can target them with your products when they are searching about the options on another website through display ads.  
  • Meta Ads: With Meta (Facebook) Ads Manager, you can create ads in different formats such as video, images, and carousel. Meta’s (Facebook) targeting is done on the basis of the demographics and interests of your buyer persona. 
  • Instagram Ads: Businesses use Instagram ads to drive awareness and to increase their customer base. The ads between stories and on platforms create hooks for the audience through appealing visuals. 
  • Twitter Ads: People will not spend a lot of time looking at your ad on Twitter, therefore, the shorter you make it, the better it is. Experiment with the copy and visuals to see which ad performs best.  
  • Bing Ads: The unique feature about Bing ads is that it allows you to schedule the campaigns according to different time zones. This gives you more granular control over the campaign and ads. 

Some of the other platforms you can advertise on are AdRoll, RevContent, and Yahoo. 

2. Include Social Media in Your PPC Ad Campaign 

The effectiveness of social media ads is relatively higher than Google ads since these ads appear directly in your feed, thus decreasing the effectiveness of Ad-blockers. 

While paid search is more keyword-focused, paid social ads to focus more on demographics and persona, thus leading to new ways to target your audience.

Paid social media ads allow you to use a wider variety of ad types and formats, like images, videos, text, and more.

Social media ads give you two critical functions for your ads’ success — Retargeting & Lookalike Audiences.

3. Launch a Remarketing Ad Campaign

Retargeting is remarketing to people based on the site visits or who are willing to know more about your product and services and have manually shared their information for the contact.

Why are retargeting campaigns called a marketer’s best friend?

92% of your website’s online traffic won’t buy anything on their first visit to the website.  

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But, when you use remarketing to retarget the same visitor, they are 70% more likely to purchase from your ad rather than your competitors. 

Therefore, with these odds, you can’t afford to miss on retargeting. 

4. Try a Lookalike and Similar Audiences 

A lookalike audience is a parallel list created by the platform, e.g. Facebook and Google using your existing followers, customers, or website visitors. This created list includes people who have similar interests, clicking habits, online social behavior, etc. 

With the hyper-targeting capabilities of PPC platforms, a lookalike or similar audience allows your business to target with unmatched depth and accuracy. All you have to do is provide initial data about your website visitors. 

In Google ads, you need to have at least 100 users’ data to get a similar audience. However, on Meta, you can upload a customer file, refer to site traffic, app activity, and more to build a lookalike audience. Meta recommends a source audience of at least 1000 people.

Combining your lookalike and similar audience with the retargeting campaign can increase your conversions by more than 40%, thus boosting your sales.

5. Design Mobile-Friendly Landing Pages

More than 50% of the world’s internet traffic comes from mobile devices, and more than 40% of online transactions happen through mobile devices.

With this penetration of mobile devices among digital consumers, optimizing your website’s landing pages according to mobile is necessary. But, unfortunately, some businesses forget the importance of mobile friendliness when it comes to PPC Campaigns. 

Despite ads optimized for mobile and tablets, a stellar copy of your landing page can make you win or lose your PPC campaign. 

For best results, ensure some critical points for your mobile-friendly landing pages: 

  1. Page loading speed is high. It should take an average of three  seconds to load your page/website on mobile
  2. Link the relevant landing page with the ad 
  3. Ensure the landing page is functional and intuitive, so the user knows how to take the next step (e.g. adding to cart, payment, signing up, etc.)

6. Advertising Budget 

The problem with a lot of failed PPC campaigns is the unrealistic and low budgets. One of the important factors to get the results from your PPC campaigns is setting the budget to target the right audience and help you achieve your goals. 

But, this doesn’t mean you need to go over-the-top in budgeting to get the most out of PPC. Instead, you need to have a realistic budget to help you with different stages of your PPC marketing. If you are starting out with PPC campaigns, some of the common examples of where your budget will be used are as follows (but not limited to): 

  1. Researching the averages in the industry (e.g. cost per click)
  2. A/B Testing (Selecting the right keywords, audiences, demographics, etc.)

Researching your averages and knowing how your competitors spend on PPC campaigns to grow business can help you set a realistic budget for your ad spend.

7. Make Your Ad Copy Click-Worthy

Ad copies should be all about adding value to your customer’s browsing. Irrespective of the industry, all PPC strategies need to focus on click-worthy, top-notch ad copies. 

No matter the market, all PPC strategies need to focus on top-notch ad copy.

The starting point of your conversions is people clicking on your ads which are only possible if your copy is relevant or intriguing. 

Therefore, your headline, description, visuals must have a hooking ad copy to grab online customers’ attention. The ad copy should also comply with the stage your buyer is in. Are you targeting them with an awareness campaign? or are you remarketing with the google ads retargeting campaign? The ad copy will vary accordingly. 

Some of the best ways to create better copy that generate more clicks are as follow: 

  • Add the unique offerings (e.g. Free Shipping, Money Back Guarantee)
  • Highlight Promotions (e.g. SALE, , 50% OFF etc.)
  • Include CTAs (e.g. Buy Now, Apply Now, etc.) 
  • Focus on benefits instead of features of the product
  • Link the relevant landing page with the ad.  
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Good copy development takes time, but once you master the art of understanding your audience and addressing their wants in your ad copy, it’ll impact your campaign’s performance in amazing ways.

8. Use Responsive Search & Display Ads (GSN/GDN) 

Responsive ads help you to automate your PPC strategy to grow your business. It uses the machine learning power of Google ads to automatically adjust their size, appearance, and format to fit available ad spaces.

There are 2 types of responsive ads which you can use: 

  1. Responsive Display Ads:  Responsive display ads are ads automatically created by Google using the assets that you provide. Google automatically adjusts the size, appearance, and format of your assets to fit available ad spaces on the Google Display Network. 
  2. Responsive Search Ads: Responsive search ads let you create an ad that adapts to show more text—and more relevant messages—to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads will automatically test different combinations and learn which combinations perform best. 

With the flexibility of experimenting with ad copy, images, headlines, and descriptions, Google Ads provides you assistance for the most effective ads.

9. Perform A/B Split Tests 

How can you tell which design or ad copy or demographics can bring in better results? Through A/B split testing. 

A/B testing is as critical to your paid ad campaign as is every other element. The goal of testing your ad is to increase both your clickthrough rate and your conversion rate. 

There are various factors of the ad which you can test. Minor tweaks in any of the parts can significantly alter your results. 

  • Headline 
  • Description 
  • Landing Page 
  • Target keywords 
  • Audience Targeting
  • Location Targeting 
  • Bids and much more 

With A/B split tests, you can compare the performance of different ads in your control group by their data. This data can help you improve your PPC strategy by optimizing your ads accordingly. A/B split tests take the guessing game out and help you guide in making decisions using data.

10. Revisit Your Keywords Selection 

Keyword research for your PPC strategy can be time-consuming but it is the best aspect of your strategy. The secret of most successful PPC advertisers is that they never stop researching, refining, and growing their keyword list through different tools. 

  • Use Long-Tail Keywords: Your keyword research should be the mix of short-tail keywords (most popular, frequently used one-word phrases) and long-tail keywords ( 3-5 words). Long-tail keywords are more specific and less common. But, they add up to the account for the majority of search-driven traffic. Moreover, these keywords are less competitive, thus lowering your cost-per-click cost. This approach for keywords search can give you a less expensive PPC strategy. 
  • Include Negative Keywords: Your PPC keyword strategy should also include negative keywords discovery. A negative keyword list prevents search engines from showing your ads to irrelevant audiences and thus saving you the cost-per-click. For example, if you are selling ‘treats’ for Halloween then ‘dog treats’ can be your negative keyword since you don’t want to bear the cost of clicking from someone who is not your audience. 

Consumers now have unlimited options for their every search. The keywords you are using in your content will determine if your content is being shown to them.  Therefore, it is important that you use a combination of well and regularly researched keywords.

11. Revisit Keyword Match Types

Search engines have several ways to connect the keywords with users’ search terms. Three core offerings based on which search engines show your ads to your users are as follows

  • Exact Match: In this match type, the keyword is matched word for word with no change in sequence. Ad with these keywords will be shown for queries that have additional words as well. This doesn’t alter the intent of the search. For example: “Restaurants in New York” or “Best Restaurants of New York.”  
  • Broad Match: It is Google’s default setting for all the keywords. This setting will include all the related terms to your keywords too such as synonyms, misspellings, and other related terms. Broad match works best if you are looking to increase your top-of-funnel traffic but for best results, it’ll need consistent monitoring. For example: “New York Restaurant” or “Places to eat at in New York.” 
  • Phrase Match: Phrase Match tells Google to show your ads for queries where your keyword appears exactly as is within a larger query. This opens your ads up to newer search intent, so be sure to optimize as you discover what’s working. For example: “Takeaway restaurants in New York”, “Fast food restaurants in New York”. 
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Strategically using match types can help you convert your traffic into warm leads. 

12. Launch a Micro-Conversion Campaign Followed by Super Targeted Campaign:

A Micro-conversion campaign is basically hooking users to complete a small step along their path towards the primary conversion goal. These smaller conversions will help you lead your user towards the final goal in a more effective way. 

This will also help you make a custom audience that you can retarget. 

Micro-conversion strategy is used as a sales funnel by targeting the demographic and navigating them down which will ultimately lead them to make the purchase. 

A good example of a micro-conversion campaign can be asking website visitors to sign up for the newsletter. Signing up for early bird discounts, contact details for premium access to content, etc. ultimately leads them to buy your product or service. 

PPC services provide super-targeting tools to run conversion campaigns. The only purpose of these campaigns is to get the maximum conversions from the users visiting your website. With the data acquired from all the test-run ads, research, and micro-conversion campaigns, you can hyper-focus the audience that is most likely to buy.   

13. Improve the Structure of PPC Ad Campaigns:  

Google Ads rarely performs as you hope when your account is lacking a clear, defined structure. From campaigns down to ads, every level of your account impacts both Quality Score and your own ability to segment effectively.

Here are some other easy tips to help you build out a new account or restructure an existing one:

  • Define the clear objectives of your campaign. Is it for increasing awareness? generating sales? Acquiring leads? Remarketing?
  • Make Ad groups based on your product or service offerings
  • Make Ad groups and audience segments based on search intent   
  • Use keywords according to the ad group’s purpose  
  • Ensure each ad group navigates the online traffic to the right landing page. 

When it comes to the naming and structure of PPC ad campaigns, it’s vital to have a system of organization that reminds you of what each item does. Not only does this give everyone working on the account a clearer understanding, but you also spend less time finding the offending elements when something goes wrong.

14. Use Retargeting Pixels on Your Website

To optimize your ad spending and to create a custom audience, it is important that you use the right tools. 

Your website’s unique pixel set will help you bring tremendous results with your retargeting campaigns. It will also show your ads to people who have interacted with your content on social channels thus amplifying your chances of winning the leads. 

Conclusion

PPC advertising is one of the most effective marketing strategies if done right. It’s a quick and smart way to reach your target audience. Platforms like Google, Meta, Instagram, Twitter, Bing, and many more allow you to set and run ads in seconds. Depending on your budget you can reach tens and thousands of people. While PPC campaigns have the immense potential to bring in the best results for your business to grow, it is also significantly important that you curate your campaigns, ad copies, keywords research, and all the other elements with great attention and strategy…  Once you’ll find the right.





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