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PPC trends to look out for in 2020

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For PPC advertisers, 2020 is going to be a pivotal year. Technology will be driving all the key PPC trends at the start of the decade and advertisers are going to react to this in one of two ways.

Some are going to sit back and wait for the technology to progress. Others will take the tech available to them right now, grab it by the horns and use it to drive innovation on their own terms. These are the advertisers who will be setting PPC trends in 2020 and beyond, while the rest play catch-up.

Here’s what matters most for the year ahead:

Taking control of PPC automation

Marketing automation has progressed a lot in recent years and we can now rely on software to handle a wide range of repetitive tasks. This isn’t specific to PPC but paid advertising arguably has the most to gain from automation due to the time-consuming nature of managing and optimising campaigns.

Google Ads has introduced a string of automated features recently, including smart campaigns, smart shopping campaigns, Dynamic Search Ads and a growing list of automated bidding strategies.

Google Ads has even been pushing advertisers to let it manage campaigns for them.

Well this is new. @GoogleAds basically saying “we’re gonna start messing with your accounts in a week unless you explicitly say no.” pic.twitter.com/zShgxKH62i

— aaron levy (@bigalittlea) January 24, 2019

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Advertisers need to decide how much they’re going to allow tech giants to automate their strategies. Keep in mind that Google’s priority is to maximise clicks, which is at odds with the aim of most advertisers. Thankfully, you don’t need to give PPC platforms a free license to manage your strategy. You can create your own automated workflows to optimise bids, budgets, marketing lists and a range of other key PPC performance tasks.

PPC automation doesn’t necessarily mean surrendering control; 2020 is the year advertisers can take it back.

Artificial intelligence & machine learning become accessible

For the average business or advertiser, matching Google’s data-driven ability to automate might sound crazy. And, until recently, it would have been. However, artificial intelligence and machine learning are now accessible to everyone, which means advertisers can build their own algorithms to automate highly specific tasks on their own terms.

Instead of relying on generic automations, built for the masses by the likes of Google, it’s never been easier to address the specific needs of your own advertising goals.

Are your sales affected by weather patterns? Then, you can automate bids to match the weather conditions in each of your target locations, all in real-time. Are your remarketing campaigns failing to engage with B2B leads over weekends when their mind isn’t on work? Then, automate a delay on remarketing campaigns triggered by site visits on Fridays and public holidays.

Rising CPCs in Google Ads

The unwelcome PPC trend for 2020 will be rising CPCs and this will be most evident on Google Search. With the SERPs becoming increasingly competitive and organic results falling further down the page, brands with big budgets will simply increase ad spend and this drives up the cost for everyone.

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Hello, higher CPCs.

More budget-conscious advertisers will need to spot new opportunities outside of simply increasing ad spend. This may involve analysing SERPs in real-time to find missed organic spaces, ploughing through campaign data to lost leads or using third-party data and AI to create predictive analytics models that can deliver more relevant messages.

Either way, the answer is going to lie in data science and technologies like AI and machine learning.

Rethinking your PPC platforms of choice

Moving away from the algorithmic side of technology, advertisers will also need to rethink their PPC platforms of choice in 2020. The obvious option for retailers is Amazon Ads, which offers a powerful addition (or alternative) to Google Shopping campaigns.

For local businesses, Google is also providing a new channel aimed at smaller businesses. Waze Local allows businesses to target drivers as they’re travelling through their immediate location – ideal for people on the move who need to teak a break from driving and make spontaneous purchases on the way home.

Quora Ads is making big progress in a number of areas, too – especially in the B2B, software and consumer electronics niches. Meanwhile, the big rising star of 2019 has been Chinese social media platform TikTok, which has just embarked on its own advertising adventure that could give the likes of Facebook and Instagram a lot to think about – one to watch for 2020.

Meanwhile, Facebook’s reduction in News Feed ads will likely push more consumer brands over to Instagram and B2B advertisers in search of other options.

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Callum Coard, PPC specialist at Vertical Leap.

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GOOGLE

How to Write For Google

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How to Write For Google


Are you writing your SEO content based on the latest best practice tips?

I originally wrote this SEO copywriting checklist in 2012—my, how things have changed. Today, Google stresses quality content even more than before, conversational copy is critical, and there are revised SEO writing “rules.” 

I’ve updated the list to reflect these changes and to provide additional information.

As a side note, I would argue that there’s no such thing as “writing for Google.” Yes, there are certain things you should do to make the Google gods happy. However, your most important goal should be writing clear, compelling, standout copy that tells a story. 

I’m keeping the old headline in the hopes that I can convert some of the “write for Google” people to do things the right way.

Whether you’re an in-house SEO content writer, a DIY business owner, or a freelance SEO copywriter, this 27-point checklist will help you write engaging, Google-happy content—every time.

Items to review before you start your SEO writing project

 

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– Do you have enough information about your target reader?

Your copy will pack a powerful one-two punch if your content is laser-focused on your target reader. Ask your client or supervisor for a customer/reader persona document outlining your target readers’ specific characteristics. If the client doesn’t have a customer persona document, be prepared to spend an hour or more asking detailed questions. 

Here’s more information on customer personas.

 

– Writing a sales page? Did you interview the client?

It’s essential to interview new clients and to learn more about their company, USP, and competition. Don’t forget to ask about industry buzzwords that should appear in the content.

Not sure what questions to ask to get the copywriting ball rolling? Here’s a list of 56 questions you can start with today. 

 

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– Writing a blog post? Get topic ideas from smart sources

When you’re blogging, it’s tempting to write about whatever strikes your fancy. The challenge is, what interests you may not interest your readers. If you want to make sure you’re writing must-read content, sites like Quora, LinkedIn, Google Trends, and BuzzSumo can help spark some ideas.

 

– Did you use Google for competitive intelligence ideas?

Check out the sites positioning in the top-10 and look for common characteristics. How long are competing articles? Do the articles link out to authoritative sources? Are there videos or infographics? Do the articles include quotes from industry experts? Your job is to write an essay that’s better than what’s already appearing in the top-10 — so let the competition be your guide.

 

– Did you conduct keyphrase research?

Yes, keyphrase research (and content optimization) is still a crucial SEO step. If you don’t give Google some keyphrase “cues,” your page probably won’t position the way you want.

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Use a keyphrase research tool and find possible keyphrases for your page or post. As a hint: if you are tightly focusing on a topic, long-tail keyphrases are your best bet. Here’s more information about why long-tail keyphrases are so important.

If you are researching B2B keyphrases, know that the “traditional” keyphrase research steps may not apply. Here’s more information about what to do if B2B keyphrase research doesn’t work.

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– What is your per-page keyphrase focus?

Writers are no longer forced to include the exact-match keyphrase over and over again. (Hurray!) Today, we can focus on a keyphrase theme that matches the search intent and weave in multiple related keyphrases.

 

– Did you expand your keyphrase research to include synonyms and close variants?

Don’t be afraid to include keyphrase synonyms and close variants on your page. Doing so opens up your positioning opportunities, makes your copy better, and is much easier to write!

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Are you wondering if you should include your keyphrases as you write the copy — or edit them in later? It’s up to you! Here are the pros and cons of both processes.

 

 — Do your keyphrases match the search intent?

Remember that Google is “the decider” when it comes to search intent. If you’re writing a sales page — and your desired keyphrase pulls up informational blog posts in Google – your sales page probably won’t position. 

 

— Writing a blog post? Does your Title/headline work for SEO, social, and your readers?

Yes, you want your headline to be compelling, but you also want it to be keyphrase rich. Always include your main page keyphrase (or a close variant) in your Title and work in other keyphrases if they “fit.”

Here’s some excellent information on how to write headlines that get noticed (and that are good for Google.) You can also use headline-analyzing tools to double-check your work.

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– Did you include keyphrase-rich subheadlines?

Subheadlines are an excellent way to visually break up your text, making it easy for readers to quick-scan your benefits and information. Additionally, just like with the H1 headline, adding a keyphrase to your subheadlines can (slightly) help reinforce keyphrase relevancy.

As a hint, sometimes, you can write a question-oriented subheadline and slip the keyphrase in more easily. Here’s more information about why answering questions is a powerful SEO content play.

 

Is your Title “clickable” and compelling?

Remember, the search engine results page is your first opportunity for conversion. Focusing too much on what you think Google “wants” may take away your Title’s conversion power. 

Consider how you can create an enticing Title that “gets the click” over the other search result listings. You have about 59 characters (with spaces) to work with, so writing tight is essential. 

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– Does the meta description fit the intent of the page?

Yes, writers should create a meta description for every page. Why? Because they tell the reader what the landing page is about and help increase SERP conversions. Try experimenting with different calls-to-actions at the end, such as “learn more” or “apply now.” You never know what will entice your readers to click!

 

– Is your content written in a conversational style?

With voice search gaining prominence, copy that’s written in a conversational style is even more critical.

Read your copy out loud and hear how it sounds. Does it flow? Or does it sound too formal? If you’re writing for a regulated industry, such as finance, legal, or healthcare, you may not be able to push the conversational envelope too much. Otherwise, write like you talk.

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Here’s how to explain why conversational content is so important.

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–Is your copy laser-focused on your audience?

A big mistake some writers make is creating copy that appeals to “everyone” rather than their specific target reader. Writing sales and blog pages that are laser-focused on your audience will boost your conversions and keep readers checking out your copy longer. Here’s how one company does it.

Plus, you don’t receive special “Google points” for writing long content. Even short copy can position if it fully answers the searcher’s query. Your readers don’t want to wade through 1,500 words to find something that can be explained in 300 words.

Items to review after you’ve written the page

 

– Did you use too many keyphrases?

Remember, there is no such thing as keyword density. If your content sounds keyphrase-heavy and stilted, reduce the keyphrase usage and focus more on your readers’ experience. Your page doesn’t receive bonus points for exact-matching your keyphrase multiple times. If your page sounds keyphrase stuffed when you read it out loud, dial back your keyphrase usage.

 

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– Did you edit your content?

Resist the urge to upload your content as soon as you write it. Put it away and come back to it after a few hours (or even the next day.) Discover why editing your Web writing is so very important. Also, don’t think that adding typos will help your page position. They won’t.

 

– Is the content interesting to read?

Yes, it’s OK if your copy has a little personality. Here’s more information about working with your page’s tone and feel and how to avoid the “yawn response.” Plus, know that even FAQ pages can help with conversions — and yes, even position.

 

– Are your sentences and paragraphs easy to read?

Vary your sentence structure so you have a combination of longer and shorter sentences. If you find your sentences creeping over 30 or so words, edit them down and make them punchier. Your writing will have more impact if you do.

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Plus, long paragraphs without much white space are hard to read off a computer monitor – and even harder to read on a smartphone. Split up your long paragraphs into shorter ones. Please.

 

– Are you forcing your reader onto a “dead end” page?

“Dead-end” pages (pages that don’t link out to related pages) can stop your readers dead in their tracks and hurt your conversion goals. 

Want to avoid this? Read more about “dead-end” Web pages.

 

– Does the content provide the reader with valuable information?

Google warns against sites with “thin,” low-quality content that’s poorly written. In fact, according to Google, spelling errors are a bigger boo-boo than broken HTML. Make sure your final draft is typo-free, written well, and thoroughly answers the searcher’s query.

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Want to know what Google considers quality content — directly from Google? Here are Google’s Quality Raters guidelines for more information.

 

– Did you use bullet points where appropriate?

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If you find yourself writing a list-like sentence, use bullet points instead. Your readers will thank you, and the items will be much easier to read.

Plus, you can write your bullet points in a way that makes your benefit statements pop, front and center. Here’s how Nike does it.

 

– Is the primary CTA (call-to-action) clear–and is it easy to take action?

What action do you want your readers to take? Do you want them to contact you? Buy something? Sign up for your newsletter? Make sure you’re telling your reader what you want them to do, and make taking action easy. If you force people to answer multiple questions just to fill out a “contact us” form, you run the risk of people bailing out.

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Here’s a list of seven CTA techniques that work.

 

– Do you have a secondary CTA (such as a newsletter signup or downloading a white paper?)

Do you want readers to sign up for your newsletter or learn about related products? Don’t bury your “sign up for our newsletter” button in the footer text. Instead, test different CTA locations (for instance, try including a newsletter signup link at the bottom of every blog post) and see where you get the most conversions.

 

– Does the page include too many choices?

It’s important to keep your reader focused on your primary and secondary CTAs. If your page lists too many choices (for example, a large, scrolling page of products), consider eliminating all “unnecessary” options that don’t support your primary call-to-action. Too many choices may force your readers into not taking any action at all.

 

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– Did you include benefit statements?

People make purchase decisions based on what’s in it for them (yes, even your B2B buyers.) Highly specific benefit statements will help your page convert like crazy. Don’t forget to include a benefit statement in your Title (whenever possible) like “free shipping” or “sale.” Seeing this on the search results page will catch your readers’ eyes, tempting them to click the link and check out your site.

 

– Do you have vertical-specific testimonials?

It’s incredible how many great sales pages are testimonial-free. Testimonials are a must for any site, as they offer third-party proof that your product or service is superior. Plus, your testimonials can help you write better, more benefit-driven sales pages and fantastic comparison-review pages.

Here’s a way to make your testimonials more powerful. 

And finally — the most important question:

 

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– Does your content stand out and genuinely deserve a top position?

SEO writing is more than shoving keyphrases into the content. If you want to be rewarded by Google (and your readers), your content must stand out — not be a carbon copy of the current top-10 results. Take a hard look at your content and compare it against what’s currently positioning. Have you fully answered the searcher’s query? Did you weave in other value-added resources, such as expert quotes, links to external and internal resources (such as FAQ pages), videos, and graphics? 

If so, congratulations! You’ve done your job. 



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