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The 5 Biggest Google Ads Trends for 2024 (+6 Predictions)

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The 5 Biggest Google Ads Trends for 2024 (+6 Predictions)

Google Ads is constantly evolving. Over the last year, advertisers have gotten access to more AI tools, lost some attribution models, and seen countless updates across the platform.

As we enter a new year, I’ve put together some Google Ads trends and predictions I think advertisers need to know to continue seeing success and keeping up with the constant changes.

Here are the top Google Ads trends I predict will be big in 2024:

  1. Google Ads will release more AI-powered features
  2. Automation and smart bidding will become more popular
  3. More emphasis on broad match
  4. Video advertising will grow
  5. Search will take on a more visual experience

Plus, I’m sharing six more Google Ads and PPC predictions to watch for.

5 biggest Google Ads trends for 2024

Here are what I predict will be the biggest Google Ads trends you need to know this year.

1. Google Ads will release more AI-powered features

AI and machine learning tools have already started redefining the way we run paid search campaigns. This year promises even more sophisticated automated bid strategies, advanced audience targeting, and semi-autonomous ad creation. Additionally, with predictive analytics, advertisers can foresee consumer behavior, optimizing campaigns for “better results.”

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Advanced automated bid strategies have already been a massive change to Google’s formerly very manual process of adjusting bids and fine-tuning results. I expect that to continue to evolve now with Google Analytics 4 (GA4) and Google’s focus on the data-driven attribution model.

With that, we can also expect the following AI-powered features in Google Ads:

Semi-autonomous ad creation

Google is very keen on encouraging advertisers to use their Performance Max (PMAX) campaign type. If you are unfamiliar, Performance Aax allows advertisers to access all of Google’s ad inventory (YouTube, Search, Discover, Gmail, and Maps) from a single campaign.

In PMAX, ads are created through inputs. Text assets can currently be created through advertiser inputs with the quick development of AI-generated imagery I would expect to see that become a feature in the not-so-distant future. For years marketers had to manually test everything associated with a campaign. AI removes that heavy lifting by being able to test multiple ad copy variations, suggest keyword inclusions based on search trends, and even optimize visual elements in an ad for maximum engagement.

google marketing live - 2023 performance max asset creation

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Enhanced audience targeting

Advertising platforms have already begun to incorporate AI into the process of audience segmentation. Facebook in particular has rolled out its “Advantage+” audience, essentially handing the keys to artificial intelligence to find the right segmentation for you.

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I anticipate Google will be doubling down on this as well with Performance Max and the broadening of keyword match types. By analyzing users’ search histories, site interactions, and even social media behaviors, AI-driven platforms can predict user intent with impressive accuracy. This means ads can be displayed to users who are more likely to convert, similar to how the automated bid strategies work now, just taking that concept to the next technological level.

Predictive analytics in campaign optimization

Rather than merely reacting to past data, AI could enable proactive campaign management using predictive analytics. By evaluating past campaign performances and current market trends, AI could forecast potential pitfalls or opportunities in future campaigns.

This means marketers can adjust their strategies in anticipation, rather than in reaction. There are elements of this already present in current advertising platforms, but not to the extent that I believe it will be. I anticipate that we will be hearing more buzz around the concept of predictive analytics than we already currently are shortly.

Continuous learning and improvement

The true power of AI lies in its ability to learn continuously. Machine learning models refine themselves with every piece of data they encounter. In the context of paid search, this means that AI-powered tools become more attuned to an advertiser’s goals and the target audience’s nuances over time. We already have seen this trajectory with PMAX and smart bidding. I would expect advertisers to experience more advancements and promotions on the Google side regarding this feature.

The blend of AI and paid search heralds a future where campaigns are smarter, more responsive, and, importantly, more effective. While AI will handle much of the heavy analytical lifting, the role of the marketer will shift to more strategic decision-making, creative endeavors, and leveraging AI’s insights for maximum impact.

2. Automation and smart bidding will become more popular

Along the same lines as the AI-powered features we covered above, automation in ad creation and audience targeting will become more prevalent across the board regardless of campaign. Smart bidding strategies like Target CPA and ROAS will continue to be popular, leveraging AI for efficient campaign optimization.

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google ads trends - smart bidding strategiesgoogle ads trends - smart bidding strategies

Smart bidding has already proven itself to be effective, in my opinion. When first launched, I had a fair amount of skepticism around the concept, primarily because AI as a technology wasn’t particularly where it is nowadays. However, max conversions, tCPA, and tROAS have all been extremely useful to advertisers once they gather enough learning data. Over time, these bidding strategies typically do improve a well-structured campaign.

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3. More emphasis on broad match

Google has been encouraging advertisers to use broad match more now than they ever have. The reason behind this is their confidence in smart bidding and AI’s ability to learn and optimize for results over time. So in essence, the more data you give the machine, the more it will be able to adapt to the goal that you have specified.

keyword match types with broad match highlightedkeyword match types with broad match highlighted

This is something that I’m still somewhat skeptical about to a degree as someone who, for many years, really liked to refine campaigns with match types and negative keywords to hone in on the specific queries that the business was interested in. I enjoyed the process of having a lot of fine-tuning control over my paid marketing efforts. With the way the industry is trending now, that level of transparency is very quickly evaporating.

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4.  Video advertising will grow

I expect video advertising to grow, not completely in the sense of the general YouTube Ads you’re currently experiencing, but in the realm of short-form video ads. YouTube Shorts are Google’s answer to TikTok and Meta’s Reels. Now, you can run ads targeting Shorts as a placement, however, I believe with the increased advertising competition on both TikTok and Instagram, there will be a lot more attention going towards Shorts in trying to encourage advertisers to utilize them as a placement. They may do this by simplifying the setup and using AI to help advertisers create ads.

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tiktok trend discovery - youtube shorts home page exampletiktok trend discovery - youtube shorts home page example

5. Search will take on a more visual experience

Search has been trending towards a more visual experience for a while now. Advertisers can already include images with their search ads but I expect this to advance quite a bit more in 2024.

More Google Ads and PPC predictions to watch for

Here are six examples of advancements that may not release in 2024, but may begin to trend in that direction:

1. Augmented reality integration

2024 could see the beginning of Augmented Reality (AR) in search ads. Imagine pointing your phone at a product and instantly seeing how it looks in your space or how it works. AR ads could allow users to interact with products in a virtual environment directly from the search results, offering an experience beyond static images.

2. Dynamic image ads

Based on where PMAX and responsive ad formats are currently, I could imagine Google taking these a bit further. Instead of static images, we might see the rise of dynamic image ads. These ads would change based on user behavior or preferences. For instance, showing different product colors or styles based on the user’s past browsing history.

3. 360-degree product previews

In 2024, search ads could offer 360-degree views of products, allowing users to explore every angle before making a decision. This feature would be particularly beneficial for high-value items like electronics, vehicles, or furniture, where detail and perspective are crucial. Meta already has a 360-degree creative feature, I would expect Google to work towards something similar.

4. Video integration in search ads

The integration of short, auto-playing videos within search ads could become more prevalent. These videos would offer quick glimpses or demonstrations of products, providing a richer understanding than images alone.

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5. Interactive ads

Interactive ads that allow users to engage directly from the search results could be a game-changer. From simple games to quizzes that lead to personalized product recommendations, these ads could increase user engagement significantly.

6. Voice-activated ads

With the rise of voice search, voice-activated ads could become a reality. Users could interact with ads using voice commands, making the search experience more accessible and hands-free.

These are all hypothetically possible, of course, there is no guarantee any of these are within the pipeline. I could see them becoming a reality down the line as search begins to evolve and incorporate more AI into the user experience.

Stay on top of the latest Google Ads trends

The landscape of paid search is undoubtedly shifting towards a future where AI and automation play dominant roles. As we’ve explored, the rise of PMAX campaigns, an emphasis on smart bidding, broad match strategies, and the growth of video advertising are all indicators of a more AI-integrated approach. While some advertisers may lament the loss of granular control and transparency, there’s no denying the efficiency and effectiveness these advancements bring.

The dual perspectives on these changes—technological advancement versus a push for increased advertising revenue—highlight the complex nature of the industry’s evolution. It’s a balancing act between enhancing user and advertiser experiences and the commercial imperatives of major platforms like Google and Meta. For those of us navigating these changes, it’s important to stay up to date on how the decisions Google makes impact our advertising strategies.

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20 Neuromarketing Techniques & Triggers for Better-Converting Copy

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20 Neuromarketing Techniques & Triggers for Better-Converting Copy

You know it’s emotions, not logical reasoning, that drives decisions, right? By evoking a particular emotion in consumers, you encourage them to take a desired action.

To elicit that emotion, you need a trigger. Where do you get that trigger? By implementing certain psychological principles to your marketing message.

Expert work with all those psycho principles in content is known as neuromarketing, and you’re on the right page to learn how to make the most out of it.

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What is neuromarketing?

Neuromarketing merges neuroscience, psychology, cognitive science, and marketing to understand and influence consumer behavior. It uncovers subconscious and emotional factors impacting choices.

graphic showing what makes up neuromarketing

Specialists use neuromarketing techniques to study the human brain and predict decision-making behavior. While critics insist neuromarketing is outdated and manipulative, it still benefits those defending it.

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🧠 Speaking of neuromarketing… Get our free guide >> 26 Brilliant Ways to Use Psychology in Your Copywriting (with Examples)

Why use neuromarketing?

Why apply neuromarketing techniques to your copywriting and other marketing activities? Here are some benefits:

  1. Better understanding of consumer behavior: Neuromarketing unveils emotions, attention, and memory triggers in consumer behavior, thus enabling the creation of impactful marketing messages.
  2. More effective ways to optimize website design: By studying eye-tracking data and user behavior, you can optimize design elements to encourage desired actions.
  3. Improved personalization and targeting: Uncover individual preferences and emotional triggers to tailor messages and offers for specific consumer segments.
  4. Enhanced content creation: Understanding how the brain processes information helps you craft compelling stories that evoke emotions and drive engagement.

Numbers speak volumes. According to the stats, neurological engagement can increase advertising effectiveness by up to 19%. We also know that 63% of users remember brands that tell stories, and 74% of consumers trust businesses more after reading positive reviews.

Neuromarketing examples in copywriting

You don’t need to be a scientist. By analyzing research insights, you can identify neurological responses, emotional triggers, and attention patterns influencing your target most. Apply them to tailor your overall marketing strategy and drive purchasing decisions.

Here are some examples of neuromarketing in action.

1. Two odd numbers in headings

The brain loves numbers: They make content more digestible and provide order to chaos.

Why two numbers? To double the effect: The first one grabs attention, and the second one explains why read the content.

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Why odd numbers? It’s about psychology again: Even numbers look friendlier, while odd ones are more thought-provoking. It doesn’t mean you should use only the odd numbers. Consider the effect (emotion) you want to evoke with your content.

neuromarketing example with two odd numbers in headlineneuromarketing example with two odd numbers in headline

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2. Questions in subheads

Online readers scan the content to understand if it’s what they need. Format subheads as questions to clarify what readers will learn, spark curiosity, and appeal to FOMO.

Questions encourage scanners to continue the investigation to ensure they haven’t missed anything and satisfy their social instinct.

neuromarketing example with questions in headingsneuromarketing example with questions in headings

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3. The Socratic method in introductions

Post three questions or statements in a row to engage users in communication.

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Why three?

The human brain grasps three the best, so the sequence of three makes it easier to remember the information. Writers do love the Rule of Three: It builds the rhythm and keeps readers glued to your message.

neuromarketing example using socratic methodneuromarketing example using socratic method

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4. Power words and active verbs in content

Power words are persuasive and descriptive. They trigger an emotional response, make readers experience different states, and push them in particular directions.

Power words are adjectives indicating and explaining your statements. Like these:

power word example wheelpower word example wheel

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This wheel chart by Geoffrey Roberts shares 150+ emotion-triggering words you can use in your copies.

Also, power words are strong verbs that add action to your message.

neuromarketing example using power words in copywritingneuromarketing example using power words in copywriting

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📚 Free guide download >> 135 of the Best Words & Phrases for Marketing with Emotion

5. Sensory language when appropriate

Sensory words are lexical items appealing to the human physical senses. When reading the content with such words, users “see,” “hear,” “touch,” “smell,” or “taste” it.

Sensory words are powerful because they paint scenes in readers’ imagination. They activate the somatosensory cortex, making us recognize these words faster. Sensory words make readers feel as if they are in your story, thus remembering your message better.

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neuromarketing example using sensory languageneuromarketing example using sensory language

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Remember to use these principles ethically and transparently, respecting consumer trust and expectations.

20 neuromarketing principles to encourage desired actions

With the above emotional triggers in mind, include the following neuromarketing principles in your copywriting to make it work.

1. Authority

Position your brand as an industry expert through research findings, data, and credible collaborations.

Why do you think influencer marketing works? Users subconsciously believe famous people can’t go wrong because they choose the top products/services for themselves.

But: Authority isn’t only about top celebs with millions of subscribers on social media. Think of micro- or nano-influencers: They have the most loyal audience. Collaborate with experts in your niche: CEOs, top managers, or specialists who know what they talk about.

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2. Common enemy

Struggling with a common enemy unites people. It’s not only about physical enemies but pains, complexes, or bad habits, as well. Concepts like hunger, poverty, diseases, or climate change are also here.

What’s your brand’s mission? Is it socially responsible?

Users are loyal to businesses that align with their identities and share the same values. Prescribe this element and incorporate corresponding meanings into your content strategy.

Create a positive ethos for your brand: Why does it matter? Why should people listen to your message?

neuromarketing technique of common enemy in copywritingneuromarketing technique of common enemy in copywriting

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3. Consistency and commitment

Encourage commitment through regular communication, loyalty programs, and subscription services.

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The more you interact with a customer, the more they trust your product, service, team, or individual specialist. The challenge is to establish a productive interaction and get a response.

You can initiate a dialog in messengers, newsletter emails, or online chat. Tests, quizzes, and other interactive content also work.

4. Cross-marketing

This trigger is about the intersection of several target audience segments. Organize your content so website visitors see your minor products with major ones.

In ecommerce, we know this trick as “You may also like” or “Buy together:” When examining a product description, a customer sees related items they might also want to buy.

Informative or educational websites address the same principle with content elements like “Related articles,” “Extra read,” “Editor’s Pick,” etc.

neuromarketing copywriting technique of cross-marketingneuromarketing copywriting technique of cross-marketing

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5. Framing

Different framing techniques impact perception:

  • Comparative framing: Highlight superiority over competitors.
  • Loss aversion framing: Use phrases like “limited time offer.”
  • Goal framing: Present your product as a solution to specific goals.
  • Attribute framing: Highlight appealing features.
  • Time framing: Encourage immediate action by prescribing deadlines (“today only,” “first three subscribers will get…,” “two hours left,” etc.)

6. Flattery

Incorporate genuine praise or appreciation to build rapport. Personalized emails and positive feedback boost customer loyalty.

Incorporate genuine praise or appreciation to build rapport. Personalized emails and positive feedback boost customer loyalty.

You can personalize a customer by name, profession, age, social status, or hobbies. It is realistic to find a suitable appeal for every niche and customer segment.

When a subscriber, prospective client, or webpage visitor sees a familiar hook, they subconsciously realize you’re talking to them.

neuromarketing technique using flattery in copywritingneuromarketing technique using flattery in copywriting

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Their response to a personalized greeting will be faster and warmer than to generic wording.

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7. Greed

Appealing to one of the core human weaknesses helps boost engagement and raise sales. Promotions, discounts, and contests encourage prospective customers to open their wallets.

Greed pushes subscribers to invite friends to groups, repost social media content, and share links. Spontaneous purchases are also here.

Palmary examples of using this neuromarketing principle: Black Friday and Cyber Monday campaigns most brands organize.

8. Herd behavior

Every person is a unique individual, and no one wants to recognize themselves as part of a so-called “herd,” but:

Social instinct is among the top three basic ones, so we can’t resist appreciation and a sense of belonging to some group. Most websites appeal to this instinct with messages like:

  • “100,000+ downloads already”
  • “Rating: 4.5/5 stars”
  • “With over 300k subscribers and 4 million readers, we are…”

When a user sees such messages, they subconsciously approve your offer. After all, so many people can’t be wrong, huh? So, everything is okay with the product/service you have for them.

9. Intrigue

This one is like cliffhangers in a movie series, cutting off episodes at the most intriguing moment to motivate the audience to come back and watch the next one.

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A few examples:

  • In next week’s video, I will tell how I’ve my first 100 thousand subscribers.
  • I’ve become popular by a happy accident, but I will talk about it a little later.
  • I have to pause now; please wait for the second part in tomorrow’s release.

10. Justification

It is easier to push a site visitor to the desired action if you explain the why’s behind it. Reveal all the benefits of purchasing in this particular place and time.

Collect all available arguments and added values. Simplify messaging, designs, and instructions to minimize cognitive load.

11. Instant benefit

A sales funnel is a core marketing instrument, but sometimes it’s possible to get loyal clients once they land at your website. Think of a perk (a here-and-now benefit) to offer to visitors:

A free template, checklist, or ebook can become the lead magnet to hook a user to stay with you and become your client.

instant benefit neuromarketing exampleinstant benefit neuromarketing example

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12. Novelty

Appeal to the brain’s attraction to novelty by introducing innovative elements and collaborations.

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Please note that the word “new” itself doesn’t work. The trigger will do the job if your offer is truly fresh, unusual, and unique. Think of it as your UVP (unique value proposition).

What makes you different from competitors? What can you do for a customer that they don’t?

13. Reciprocity

The principle of reciprocity suggests that when you provide value to your audience, they are more likely to engage with your brand. Offer free resources, trials, discounts, or personalized recommendations.

The catch is you’ll ask something in return. For example, an email address to send informative newsletters with compelling content, encouraging to buy.

But remember: Reciprocity works when used right. It’s critical to know your limit, especially today when the audience is fed up with tons of “gifts” and offers they find in inboxes daily. Being too aggressive with marketing messages, you risk unsubscriptions and negative reactions.

Be honest and write about what you’ll send users once they share emails with you.

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14. Result

The common example is content assets presenting “before” and “after” to users. Photos or videos demonstrating how your product works do the magic!

The trick is to present everything in as much detail as possible so that people can see the difference between the first and second versions.

“Before” and “after” is not the only way to demonstrate results. Case studies do wonders in all niches, too. Working with the same principle, they are the format where you can show results with a text.

neuromarketing technique example of showing resultsneuromarketing technique example of showing results

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15. Scarcity

Create urgency through limited availability tactics. Ethically use limited quantity, time-limited offers, and scarcity techniques to drive action.

It’s about FOMO again: People don’t want to miss an offer that will be unavailable soon.

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Two options here: 

  1. It’s a super popular product/service of extra quality.
  2. It’s originally for a narrow circle of “chosen ones.”

Scarcity works with any restrictions: color, features, time, date, quantity, cost, etc. When using this trigger, it’s critical to keep your word. If sales close tomorrow, that’s what should happen.

16. Social proof

Use testimonials, endorsements, ratings, and reviews to establish trust and credibility.

Testimonials remain the most popular social proof, but it’s critical to make it trustworthy. Today’s users aren’t as naive as some marketers continue to believe: They won’t trust comments from John Doe with stock photos in avatars.

Share reviews from real people: Make videos, provide active links to their social media profiles, use signed and stamped thank-you letters from partners, etc.

Another instrument to boost social proof for users is your contact information. Many websites hide it, placing nothing but a standard contact form instead.

Wrong.

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It hurts E-E-A-T factors and kills user loyalty and trust. Your address, phone number, email, and active social media accounts are worth placing on the website.

Certificates, ratings, budges–all they confirm your expertise and emphasize your responsibility and integrity in customers’ eyes.

social proof neuromarketing examplesocial proof neuromarketing example

17. Specifics

It’s still an issue for many websites. They continue generating vague content assets, bringing words but no value.

Compare:

  • “We sell the best windows in Chicago!” 
  • “Our energy-saving windows keep 93.4% of heat in your apartment.”

Yes, the example is a little hackneyed, but numbers and facts work better than sophisticated metaphors when it comes to converting traffic into leads.

Even if your niche is info products, customers want to know how long it will take to get results.

18. Storytelling

Harness storytelling’s power to evoke emotions, build connections, and make your brand memorable.

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The human brain operates with stories:

  • It retains 70% of information through them, while only 10% comes from data and facts.
  • It responds better to narratives as they activate brain areas responsible for experiences.
  • Combining data with a story increases info retention from 5-10% to 67%.

The secret is that stories don’t impose anything but, at the same time, bring the right idea to readers. Your task is to build a story in a way readers would choose your business over the others.

storytelling neuromarketing examplestorytelling neuromarketing example

19. Upsell

This trigger serves a specific purpose: Make a customer buy more than they planned.

The oldy-moldy “Buy two–and take the third one for free” hook still works, grabbing even the savvy customers who understand the trick. Indeed, it’s hard to resist the temptation to get a free product.

20. More emotional triggers

Here are some additional emotional triggers you can use in your copywriting:

  1. Trust: Building credibility and reliability.
  2. Fear: Tapping into common anxieties or concerns.
  3. Belonging: The need to be part of a community or tribe.
  4. Curiosity: Piquing interest to learn more.
  5. Pride: Targeting one’s self-esteem and accomplishments.
  6. Guilt: Reminding the audience of a problem or responsibility.
  7. Urgency: Creating a sense of limited time or availability.
  8. Relief: Offering a solution to a problem or pain point.
  9. Anticipation: Building excitement for what’s to come.
  10. Validation: Confirming a reader’s thoughts or beliefs.

Use neuromarketing responsibly

Neuromarketing offers powerful techniques to enhance your strategies, resonating with audiences. Apply emotional triggers and psychological principles to SEO content and promo campaigns, and the result will surprise you.

But remember: Not all principles are universal, so do your best to test and iterate what works best for your audience.

Explore deeper insights, such as subconscious cues and neural engagement, to refine your strategies further.

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About the author

Olesia Filipenko is a seasoned content writer who offers ghostwriting, SEO writing, and blogging services. She works with B2C businesses, providing digital marketing content that increases their search engine visibility. Check out her website WritingBreeze or her LinkedIn to learn more.

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How To Implement Geotargeting in Your PPC Campaigns

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An illustraiton of a map of the world with a person aiming a dart at it

Geotargeting has been around for well over a decade, but its recent developments have made it a game-changer in helping marketers reach the right audience and boost online traffic. 

Companies all over the world use geotargeting for their pay-per-click (PPC) marketing campaigns to strengthen their strategy and drive new leads. Large corporations like Target and Walmart use geotargeted campaigns to contest against competing establishments.

In this article, we’ll explain what geotargeting is, what it means for your business, and how you can implement a successful strategy.

What is geotargeting?

Geotargeting refers to the practice of pinpointing specific locations within paid search advertising. This approach enables brands to home in on specific users, based on certain attributes and demographics, leading to a more personalized user experience, while avoiding wasted clicks for your business.

The Importance of Geotargeting in PPC Campaigns

Say you’ve burst a tire. Geotargeted advertising allows you to search for tire companies relevant and convenient to your location, instead of suggesting the No. 1 tire provider in the United States. This strategy enables local businesses to grow and proposes direct solutions for consumers. 

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Geotargeting is important for all business types but B2C organizations are likely to benefit the most. Google’s enhanced map search means consumers can discover local businesses in the area, raising brand awareness and generating new trade opportunities.

For B2B companies, location-based marketing allows them to geotarget city areas with a high volume of established organizations, such as business parks. This avoids wasting advertising budget in nonessential areas. SaaS businesses, on the other hand, should consider geotargeting with a focus on countries as opposed to specific locations.

It’s important to have some sort of geotargeting in place to avoid reaching irrelevant customers and wasting your budget.

Key Benefits of Geotargeted Advertising

Geotargeted advertising is the key to a strong PPC marketing campaign as it has many advantages to offer businesses. Some of the plusses include:

Enhanced Personalization

Ads perform better if they resonate with consumers. The precise nature of geotargeting means businesses can market to hyper-specific audiences and tap into the culture of a locale. According to McKinsey’s Next in Personalization report, 76% of consumers say they’re more likely to purchase from brands that personalize their content. By customizing geotargeted copy to consumers from various locations, you can achieve better click-through rates, cheaper cost per click and gain more relevance on your ad rank, which plays a significant factor in how Google determines your search engine results rank.

Cost-Effectiveness 

PPC advertising can be expensive. Every time an irrelevant consumer clicks on your ad, it eats into your budget. Geotargeting allows you to control costs and stay within cost parameters. If your business only provides services within your region, you won’t benefit from promoting your brand elsewhere. With this location-based marketing solution, you can save money and ensure you reach the right customers.

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Map Feature Perks

Geotargeting your ads is the only way to gain relevance on map applications. When local neighborhood or city consumers conduct a map search, geotargeting allows you to show up as an option for popular mobile apps, such as Google Maps and Yelp.

Setting Up Geotargeted Advertising in Google Ads

Thinking of implementing geotargeting into your PPC campaign? Here’s how you get started:

Step 1: Define Your Budget and Target Audience

The first step to creating a PPC geotargeting strategy is to set your spending boundaries and identify your intended audience. When breaking down the key aspects of your brand’s ideal consumer, don’t stop at “who.” Consider:

  • Occupation: What industries are they likely to work in?
  • Age: What age range are your ideal consumers?
  • Lifestyle: Are they married adults, parents, students or someone else? 
  • Online activity: What time of day do they tend to be online?

Breaking down your target audience will help you segment your audience and identify common attributes towards which you can focus your efforts.

Step 2: Identify Relevant Locations

Use your own data to determine which locations are the strongest for your brand. You can then target regions that achieve the highest basket value (for e-commerce companies), or the areas that produce the strongest leads.

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Step 3: Use Google Ads Targeting Features

Before Google’s ad targeting features entered the picture, businesses would target generic locations, like downtown areas. With Google’s advancements, marketers can refine their strategy to reach consumers with specific attributes. There are multiple audience-targeting features you can use for a successful PPC campaign:

Location targeting options: Filter by state, country, city, zip code, DMA and language. It’s always recommended to use a geofilter for campaigns.
Advanced targeting techniques: Filter by income, parenthood, education, business size, hobbies and interests.

Step 4: Customize Ad Content for Various Locations

Make sure to tailor your ad collateral where possible. Adapt your campaign’s copy and imagery to align with the values of the locale you’re targeting. For example, you might mention the Cubs when addressing Chicago audiences. Region-specific references will help endear consumers for better conversion.

Step 5: Track and Measure Performance

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It’s essential to note that geotargeting isn’t simply the silver bullet to generating leads. It’s an incredibly effective tool that’s leveraged through careful customer analysis, thorough strategic insight and unification of the content, keywords and geography.

Aim to check in and make adjustments to your campaign on a daily or weekly basis. If you’re spending less than $1k per month, then weekly will suffice. Any more than that, you should consider checking daily. Only by being proactive can you expect to receive exceptional results from your PPC campaign.

Integration Within Your Overall Marketing Strategy

Geomarketing complements other marketing channels, like email, social media and SEO landing pages. SEO and PPC helps to boost traffic and gain more attention to high-value content. PPC ads, when run alongside social media and email channels, helps to run a broad campaign around a particular trend or holiday.

Geotargeted PPC content lets users follow up on your promotions online after seeing them advertised elsewhere. Making your content easy to find will help build customer engagement on your site.

Best Practices for Geotargeted PPC Advertising

You don’t need to learn geotargeting the hard way. Some helpful tips to get you off on the right foot include:

  1. Start With Geotargeting — Then Expand
    If you’re getting started with geotargeting, try to avoid overcomplicating things. Stick to areas with the highest sales interaction before expanding. Say you’re planning to promote your services across the U.S.; consider beginning with the top 10 highest-performing states based on your company’s sales and engagement insights to set the foundations. 
  2. Translate Your Content
    If you want to target audiences in Germany, you may want your copy to undergo German localisation before launching your marketing campaign — and better sooner than later. Although English is a shared language among many countries in the world, copy and keywords in your target audience’s first language makes your content more likely to reach consumers through the search engine. It also allows you to convert local audiences by connecting with them on a first-language basis.
  3. Pick 3 Key Audience Attributes
    Once you’ve created a clear geotargeting strategy, the next step in optimizing your search engine outreach is to segment your customer base into 3-5 common attributes. You might expect your audience to be in higher education, have children or work at a large-scale company. Identifying these features enables you to target specific types of individuals that match your brand’s vision of the ideal customer.

Major Takeaways

Geotargeting is the number one way to optimize your PPC campaign, regardless of whether you’re working with a six-figure monthly budget or a thousand-dollar one. It saves wasted clicks and valuable budget, ensuring your business attracts consumers that successfully convert sales. 

Whether you’re looking to reduce costs, stop overspending, or want to stretch your limited budget further, this location-based marketing approach provides an all-encompassing solution for your PPC initiatives.

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Eric Bush is director of Paid Search at Brafton



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Critical Display Error in Brand Safety Metrics On Twitter/X Corrected

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Critical Display Error in Brand Safety Metrics On Twitter/X Corrected

In a recent public statement on Twitter, Linda Yaccarino, CEO of X, highlighted a critical error in the display of the company’s Brand Safety Rate which was provided by DoubleVerify, a third-party company known for verifying brand safety metrics.

The error, identified in the graphical display of the Brand Safety Rate on X’s dashboard, persisted for nearly five months, from October 24, 2023, to March 14, 2024. During this period, the dashboard erroneously displayed a significantly lower Brand Safety Rate, which sharply contrasted with X’s actual rate. According to the statement, the true Brand Safety Rate for X has consistently exceeded 99.99% since October 2023, a figure that surpasses global benchmarks for brand safety across all campaigns, as per DoubleVerify’s global industry data.

Brand Safety Rate refers to a metric used to measure the extent to which a brand’s advertising efforts appear in environments that are deemed safe and appropriate, aligning with the brand’s values and standards. This rate is crucial for ensuring that ads do not appear alongside content that could harm the brand’s reputation.

DoubleVerify has accepted full responsibility for this oversight, acknowledging the display of incorrect and misleading safety rates on X’s dashboard. They have assured that they have communicated the error to the affected advertisers and have corrected the display to accurately reflect the current and retroactive Brand Safety data for X.

Yaccarino assured advertisers on social media platform, that immediate actions are being taken to rectify this issue in collaboration with DoubleVerify to ensure that all clients receive accurate and reliable information. She also mentioned that the X team, along with DoubleVerify support, will reach out to advertisers who may have made business decisions based on the erroneous data.

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This situation underscores the critical importance of accurate data representation in digital marketing and the potential consequences of data inaccuracies on business decisions. It serves as a cautionary tale for all involved in paid social advertising and emphasizes the need for continuous vigilance and rigorous verification processes to maintain the integrity of marketing metrics.

Of course this follows a number of issues where paid social advertising platforms have shared incorrect data with advertisers leading to concerns about measurement accuracy and transparency. 

Here are a few notable examples:

Facebook Video Metrics Issue: In 2016, Facebook admitted to overestimating average viewing time for video ads on its platform for two years. This error reportedly inflated the average viewing times by 60-80%, which could have misled advertisers about the performance of their video ads on the platform.

Twitter Ad Billing Error: In 2016, Twitter disclosed a bug in its Android app that led to overcharging advertisers over a month-long period. The bug affected campaigns using the feature that charges advertisers for the first engagement with a campaign each day but instead charged them for engagements that occurred afterwards as well.

These incidents highlight the importance of accuracy in digital advertising metrics and underscore the need for ongoing vigilance by both advertisers and platforms to ensure data integrity and transparency. Such errors can have significant financial implications and can affect strategic decisions made by advertisers and we can’t always trust the data shared with us by platforms 100%.

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