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Ultimate Guide to Dominating Black Friday PPC in 2023

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Ultimate Guide to Dominating Black Friday PPC in 2023

Black Friday is a special day for PPC. Normally, we’re able to launch new campaigns and carefully mold them into perfection so we can reap the rewards for months, if not years to come.

Black Friday in Google Ads is different. You have a very short time to make the absolute most out of what you do. The wrong ad, bid, or settings can ruin your results.

No matter your strategy, the tips below will help you maximize your potential. We’ll be covering exactly what you need to do to adjust your bids and budgets, ad text and extensions, display and remarketing ads, keyword strategy, Shopping campaigns, and more.

Quick note: Whenever I refer to Black Friday, I’m actually talking about the entire Black Friday weekend. Some advertisers treat Black Friday differently from the rest of the weekend, while others see it as a five-day sale, starting on Thanksgiving and ending with Cyber Monday.

Table of contents

How to prepare your Google Ads campaigns for Black Friday

In order to prepare for Black Friday, it’s essential to understand what promotions you’ll be running. It’s taking it back to ecommerce 101, but defining what promotions you’ll run will make a lot of sense as I go through the rest of the tips.

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So first of all, find out:

  • What will your offers be?
  • Will you have enough stock?

If you don’t have a large stock, consider being less aggressive in your bidding or just pushing the product via Shopping or Search – whatever works best for you.

If you’re not sure you’ll have enough stock for a specific promotion, make sure you have a backup offer ready for your more generic keywords.

🎁 Get more holiday marketing tips here!

Review last year’s performance

I’ve written extensively about getting more success with PPC during seasonal swings, so I won’t dig too much into looking at historic performance.

The gist is that it’s crucial not to pretend this year is a single event. Despite the changing landscape in PPC, there are several areas that you can learn from based on historic performance. Some of these are:

  • What did you learn from the ads you ran? Did any generic messaging perform better than others?
  • Did ads that described the product benefits/features do better than the ads with price, shipping, and other specific info?
  • What bid did it take you to get into the first position?
  • Did any keywords or product categories turn out to be hard to advertise in?
  • How did the sections of your account that didn’t have a promotion do?
  • How big of an increase in spend did you experience? (Note, if you were capped out by your budget, then this is an important step for you to review)
  • Was your Display Remarketing a bust or did it succeed on the day itself?
  • What happened in the days after Black Friday and Cyber Monday? How much do you need to lower your bids in the immediate days after the promotion to avoid losing money?

And so on. Learn from what happened last year and you’ll be able to get more out of this year.

Define your rules of engagement

Before we get into the nitty-gritty I want to touch on one more non-PPC matter.

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Chances are you’re not the boss. And even if you’re the boss, then this section will be healthy for you to prepare in advance.

Consider the following scenario: You’re expecting to spend $5,000 on Black Friday and aiming for an 800% ROAS.

However, Black Friday comes along and by 1 p.m. you’ve spent the entire $5,000 and have a ROAS of 1,100%. What do you do?

All the PPC managers yell: INCREASE THE BUDGET. But how much? What can the business afford? How much stock is left? And what if the ROAS was 700%? Should you still increase the budget? If you don’t have any stock left, do you have a backup promotion ready?

Having your rules of engagement set for the day can be incredibly powerful. You might think you’ll deal with that dream scenario if it happens, but what if on that same day your site starts loading slowly because of the high traffic AND your boss needs to pick up his sick daughter from school?

All of a sudden, you can’t get an answer until it’s too late.

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Rules of engagement have the potential to save you a huge headache and give you a better opportunity to get the most out of the sale weekend.

Budget and bidding tips for Black Friday PPC

Bidding is one of the trickiest areas to work with. Not necessarily on Black Friday itself, but afterward. If you run any type of automated bidding, you’ll have to run bids manually for at least 1-2 weeks after Black Friday due to the influx of data.

I haven’t personally found a bidding system where I can tell the system to ignore data generated in a specific time frame when it runs its algorithms. This poses an issue, as you’ll convert much better on Black Friday than in the weeks after. Depending on your industry, this might be a big issue.

To solve this, I typically do the following:

Download your bids the week before Black Friday

If you’re running automated bidding in Google, then remove the bids and look in Google Ads interface to see what the bids are. There are a few issues you should watch for, though.

Depending on the day and time you download your bids, you might get a different bid than the one that’s running the rest of the time. Especially with Google’s own ROAS and CPA bidding, automation changes dynamically based on day of the week and time of day (amongst other factors).

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Therefore, there is a chance you might not get the actual bid you should reinstate after Black Friday, but it’s the best chance you have. It’s much better to reinstate a previous bid that might be 20-30% off than continue running the bids you had for the Black Friday weekend.

Increase your budget, significantly

It goes without saying that you have to increase your budget quite a bit on Black Friday.

For example, searches for smartphone deals go up 10X.

black friday ppc - google trends smartphone search volume example

While searches for toys increased by 50%:

black friday ppc - google ads trends results for toys

Ad writing tips for Black Friday

Writing ads for Black Friday is similar to writing ads for promotions throughout the year. Make sure they are relevant to the sale and use an adequate amount of ad space so users are aware of the promotion you’re running.

There are some specific factors you need to take into account for Black Friday, though.

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I’ve split up the tactics in Mandatory and Recommended. If you’re new or this is your first Black Friday you can choose to just follow the mandatory tactics. But if you’ve been around the block, make sure you invest the extra time to do the additional Recommended tactics.

Mandatory for all:

  • Set up a Promotion asset
  • Add Black Friday references in your ads

Recommended for intermediates:

  • Consider changing your sitelinks to specific products that will be in high demand.
  • Consider adding Inventory References

How to set up Google Ads promotion assets

The promotion asset should be an essential part of your ad writing strategy moving forward. Your ads for Black Friday are no exception.

Promotion assets look like this:

black friday ppc - google ads black friday promotion assets 1697840763 370 Ultimate Guide to Dominating Black Friday PPC in 2023

The extra line of ad text can really help set your ads apart from your competitors. The fact that it highlights a Black Friday sale is just the icing on the cake.

On top of this, you should also set your promotion to only run in a specific time frame. For Black Friday, this might be from Friday to Sunday.

This will give your ad additional space and add a sense of urgency to your offer.

Just remember, all ad assets aren’t necessarily guaranteed to show. It’s not enough to solely rely on the promotion asset to highlight your promotions.

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Add Black Friday references in your ads

One of the oldest best practices is to make sure your ads are relevant, and one of the best ways to do that is to reference current events like Black Friday.

You can keep it simple, for example:

black friday google ads - search ad with black friday copy

If you want the biggest impact for the least amount of effort, you can just change the second headline in all your ads to text referencing your Black Friday offer. This can be done super quick in the Google Ads interface.

For a higher CTR, better conversion rate, and ROI, I do recommend spending the time to write more specific ad copy for your most important products and categories.

Remember, Black Friday is a high-volume day. Any time you invest in writing better ads will pay off more than any other time of the year (with the exception of the Christmas season) – even if the ads only run for that day.

Change your sitelinks to specific, high-demand products [recommended]

Sitelinks are usually not the biggest focus area when writing ads. Most advertisers just take a minute or so to put in a couple of random sitelinks.

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On Black Friday, it might be worthwhile to add a bit of extra finesse to your sitelinks. One idea is to include the specific products you run promotions for in your sitelinks.

So, let’s say you are running a campaign for Bluetooth speakers. Normally, you might have sitelinks like these:

  • Most popular BT speakers
  • Newest BT speakers
  • BT speakers on sale
  • All BT speakers

On Black Friday, consider adding sitelinks that are more specific to the offers you’re running:

  • Soundlink: 33% Off Now
  • 20% Off All Bose
  • 25% Off Bose Headphones
  • All Black Friday Sales

The reason why I advise going a bit broader than normal is because during Black Friday you are more likely to convince consumers to buy something they weren’t really out to get.

Many of us will just start searching for various products to see what deals are out there. Just because someone specifically searches for Bluetooth speakers it doesn’t mean they can’t be interested in headphones or other types of speakers if there is a good deal to be had.

Add inventory references [recommended]

Let’s say you create a killer promotion for Bose speakers. It’s right in the middle of being a sought-after product, at the right price with an exceptional promotion.

You start selling it and you can see that it’ll sell out by noon. Boom!

But you could have taken advantage of this in your ads. By indicating how many products are left, you can create even more scarcity.

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Just make sure you have backup promotions for when you run out of a specific product.

Tag your current ads with the label “evergreen”

Running PPC for clients always makes you think of ways to do things more efficiently. Especially in eCommerce, as there are times of the year when the workload increases significantly.

Black Friday is that day.

Before you start your Black Friday ads, you should take all the ads in the ad groups where you will be adding the Black Friday promotion and add the label Evergreen.

That way you can easily pause the ads and reactivate them again when the sale is over.

The same way, you should label all your Black Friday ads with BF. You should probably add the year to your label as well. So for 2023, you’d add the tag BF-2023. That way you don’t accidentally activate last year’s ads next year.

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black friday ppc - google ads label feature

Write your ads at least a week in advance

You know those annoying emails you get from Google Ads about your paused ads being disapproved?

There’s a reason behind the madness, and it’s for days like Black Friday.

When you prepare your ads in advance (and upload to your Google Ads account) you’ll make sure that they get approved, or disapproved, well in advance of you actually needing them to run.

It’s a common mistake to write, or upload, your ads the same day that you need them. You’ll lose valuable time.

Use an automatic rule to pause and activate ads

The exact way you should build the rule is like this:

automated rules for black friday

Just in case, I recommend checking the ads in your account and live in the search results. Even though I’m a big fan of automation, I’ve seen these things go wrong for the stupidest reasons.

While it’s not fun, you can normally live with ads not being live for half a day or even a couple of days, but on Black Friday you can’t afford to lose out on one hour of downtime.

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How to maximize your Black Friday Google Shopping returns

Shopping campaigns are tricky when it comes to Black Friday. You have a lot less control than your regular Search campaigns, but Shopping campaigns still account for more than 50% of the revenue in most e-commerce Google Ads accounts, so you need to get this part right.

Create a new Shopping campaign

There are a couple of angles you can take with Google Shopping campaigns on Black Friday, but my go-to approach is the following:

  • Create a new Shopping campaign for your most important products
  • Use a “SPAG” structure (single product ad groups)
  • Start it at least one week in advance, preferably two weeks

Depending on how many products you have, it can be super easy for individual products to slip through the cracks in your Shopping campaign.

By creating a new campaign, you’ll be able to keep an eye on the specific products you’re expecting will perform very well on Black Friday.

Just remember that if you’re using a tactic like segmenting your Shopping campaigns based on search query, then you should continue this with this campaign. You can quickly get in trouble with your ROI if you change that strategy for your key products all of a sudden.

Add storewide promotions to your new Shopping campaign

Okay. So you have a promotion that runs storewide with 20%. I get it.

It still doesn’t mean that all your products are equally important. If you look at your orders from the last 60 days, you must have a list of 10, 20, 50 products that vastly outsell the rest of your products.

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Add these to the new Shopping campaign.

How to prepare your Shopping feed for Black Friday

This is where you need to make a decision. Do you run with a promotion that requires a coupon code (as listed above), or do you lower pricing in your feed and see it reflected in the ads?

Often, this decision will be made for you either by the strategy you take as a business (coupon or no coupon) or by the restraints of your platform.

If you run with the coupon code, then it’s crucial that you set up Promotions in the Merchant Center. Otherwise, your price in your Google Shopping ads will not reflect the actual lower price and it will undoubtedly decrease your CTR.

Lowered prices need to be reflected in your feed

It’s crucial that your feed contains the same price as on your website for each individual product. For two reasons:

  1. If your price isn’t lower in your feed, then your ads will show your original price, which will severely cripple your success on a day like Black Friday.
  2. There is a strong likelihood that Google will catch the price discrepancy and disapprove your product.

Again, from the time you catch this to the time the product gets approved by Google might take 4-6 hours. This is time that you can’t afford to lose. And that’s if you catch it at all!

I recommend regenerating/updating your feed and sending it to the Merchant Center right after you update the prices on your website. This might be midnight or it might be the day before. The second the prices on your website are updated, you should update your feed.

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This is especially important as products go out of stock throughout the day.

Update your feed more frequently on Black Friday

Usually, you set your shopping feed to update every 24 hours. Typically at night.

On Black Friday I highly recommend you update it more frequently. Especially as products go out of stock or as you change your promotions.

Black Friday tips for remarketing

Most ecommerce stores run Dynamic Remarketing, but on Black Friday sending generic messages will not break through the digital noise.

I advise creating a new audience list solely for Black Friday. This means you’ll create a brand new audience the day before Black Friday that doesn’t include previous visitors:

remarketing on black friday

This way you can set a more aggressive bid for the people who’ve visited your site on Black Friday and another bid for the people who visited your site before Black Friday.

Bonus tip: decrease remarketing bids after Black Friday

Lower your remarketing efforts in the days after Black Friday. Most users will have bought what they needed, or they simply weren’t interested in the first place.

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Consider static image ads for your remarketing

I would highly recommend some sort of static images in your remarketing mix on Black Friday. Your regular dynamic display remarketing ads most likely look something like this:

black friday display ads

Again, usually, this works great. But on Black Friday you’ll want something that pushes through the noise and delivers a message that adequately reflects the scarcity of the day.

Having some banners designed in the most popular sizes can be an easy win, and it shouldn’t cost you much if you use a site like Upwork to find a designer. If your store has an in-house designer, then spending some time on the designs in exchange for a pizza is well-worth the results you’ll most likely get.

The only thing I will add, which will complicate things, is to try to segment your retargeting when you do this. Meaning if a user visits the speaker section, then you’ll show a Black Friday display ad that contains your speaker promotion, etc.

You can try a general, generic banner, but it’ll be more effective if you put in the extra effort and create better-targeted ads.

Again, if your store is beyond a certain size this might prove impossible to do in practice. When you work at scale, you have to somehow limit your efficiency with hands-on tactics for the sake of getting out to as many people as possible.

Black Friday PPC keyword strategy tips

Your keywords should more or less stay the same for Black Friday.

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I would highly recommend adding or reactivating keywords that have previously been paused for products you’re running promotions for. On Black Friday, most of your keyword portfolio will convert better than it will the rest of the year, which means you can afford to re-enable those keywords you paused due to low performance.

The exact opposite is also true. With keywords increasing three to four times in search volume, you want to consider pausing parts of your Google Ads account that you are not running promotions for.

Here’s an example of a search term that increased significantly when comparing to the same day a week before Black Friday:

black friday ppc - google trends in november screenshot

With the added volume and the fact that your competitors will run promotions, which consumers are likely chasing, then your standard pricing will most likely not do anything to incite them to buy from you instead.

Advertise for “black friday + my keyword

Yes, definitely.

You’ll already show up when someone searches for your keyword, so you might as well control the search by adding black friday to some of your keywords.

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However, it will not make or break your success. In big markets, though, you want to be able to control it better. Let’s say that you’re selling Bose speakers, and you show up fine for searches on the keyword bose speakers, but you’re in position six for bose speakers black friday deal.

This search term might convert much higher than your regular keywords, so if your market is big enough it’s an excellent tactic to add black friday to your keywords.

Don’t advertise for the keyword “black friday

It’s too broad for you to target effectively.

The exception is to create a campaign only targeting your remarketing lists that target the word Black Friday. Find your largest list. Say, anyone who’s visited your site in the last 6 months. Anyone who’s bought from you, well, ever. Add all of them to a remarketing list for search ads campaign with the Targeting targeting setting:

using rlsa on black friday

By doing this, you’ll show an ad to anyone who has ever visited your site and searches for Black Friday deals.

Since they’ve already visited your site once before, or possibly even bought from you, we can assume that they have some interest in the products you’re offering, despite them not showing any intent outright. (Remember–brand affinity dramatically increases CTR and conversion rates.)

Black Friday scenarios to be prepared for

Here are some considerations you’ll want to be ready for on Black Friday in Google Ads:

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Scenario #1: Low average position on key products

Make sure you review the early stats when it comes to your average position on Black Friday. If you’re coming in low for some of your key products, consider increasing your bids.

Throughout the day you can decrease or increase as you normally would based on ROAS, but you need to make sure your keywords have a fighting chance in a proper position.

Your position should preferably be in the 2-3 average position range. This will depend a lot on your ROAS, but the higher position your get, the more ad extensions and CTR you’ll get–which all results in more sales.

Scenario #2: No sales of key products

You need to be ruthless about admitting to yourself if you’ve been beat. It might not even be related to your Google Ads efforts.

Does your competitor run a better offer than you?

If so, then you might want to mimic their promotion or cut your losses. It’s incredibly difficult to beat a competitor that’s severely beating you on price under normal conditions.

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On Black Friday with zombie-like consumers chasing deals like that kid on the Walking Dead, it’s almost impossible.

If you’re not getting anything out of your Black Friday efforts in some of your campaigns, consider solely focusing on remarketing. That way you’ll only show your ads to people who’ve visited your site before. With this strategy, you’ll bank on the fact that these consumers know who you are, which has been proven to impact your conversions significantly.

Scenario #3: Budget maxed out

You should routinely check in on your budget. Make sure that you’re not maxed out, or about to max out. If you are maxed out, consider adding more budget based on your rules of engagement that you’ve established.

What to do after Black Friday?

Make sure you do the following in your PPC account once the Black Friday madness is over:

  • Reinstate your old bids
  • Pause Black Friday ads
  • Re-enable your evergreen ads
  • Do an after-action report
  • Have a beer and enjoy sending out all those orders!

When you review your performance in the days after Black Friday, make sure you don’t take these days into account. For many advertisers, the days after Black Friday can be a time to lose a lot of money.

Wow, Black Friday PPC is… a lot…

If this was more than you could handle, I don’t blame you. It was a bit of a brain dump.

I created a checklist version of this article that you can print out or save for later. Get your simplified Black Friday checklist here.

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I’ve also summarized the most actionable Black Friday PPC tips below:

For Bids

  • Download your bids a week in advance, so you can reinstate them after Black Friday
  • Increase your budget, significantly

For Ads:

  • Set up the promotion extension
  • Add Black Friday references to your ads
  • Consider changing sitelinks
  • Consider adding inventory references

For Shopping

  • Add a new campaign with your most important products (or the products you run promotions for)
  • Use Merchant Center promotions, OR include sale_price in your feed
  • Upload your updated prices in your feed around midnight

Remarketing

  • Focus your bids around your most recent visitors
  • Decrease your bids significantly in the days after Black Friday, or exclude Black Friday

Keywords

  • Add previously paused keywords that cover products that are on sale
  • Increase bids for low-position keywords that cover products that are on sale

Whatever you do, it’s crucial that you set yourself up for success on Black Friday. Take the time and acknowledge that you can’t just be in maintenance mode.

Get out of your comfort zone and start making some changes in your account.

Want more Black Friday tips? Find out how to drive results from your Black Friday Facebook ads!

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PPC

3 A/B Testing Examples Every PPC Advertiser Should Try

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3 A/B Testing Examples Every PPC Advertiser Should Try

We hear it all the time as a tenant of paid media marketing: Always be testing. But it’s only helpful to “always be testing” when your tests are sure to contribute to more successful campaigns. 

I fall into the camp of “always be testing…when you have a good hypothesis.” If you see something can be improved and you have an idea for how to improve it, by all means, give it a shot. But don’t just throw things at the wall and hope something sticks. It’s important to have a thought-out approach to A/B testing so that if and when that needle moves, you know why and can test and iterate on it again and again.

In this post, I want to run through my best PPC A/B testing examples and share tips that will help you create the most meaningful and impactful A/B tests for your PPC campaigns.

Table of contents

❓ Not sure what you need to A/B test in your PPC accounts? Find opportunities for optimization fast with our free Google Ads Grader!

PPC A/B testing hypotheses examples (+tips)

Regardless of which A/B testing example you find inspires you to do your own test, be sure to focus on your hypothesis throughout your experimentation. Here’s what I mean:

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As I mentioned above, I believe you should always start any test with a hypothesis. What are you trying to test and why? But don’t just say “I think a new ad will perform better.” Try to articulate what you’re going for when running your A/B test. In my experience, when you’re more particular during the hypothesis creation, you’ll have a better test and more actionable and transferable results.

To help illustrate this point, here’s a typical A/B testing example hypothesis: “I want to test automated bidding to see if it works better.”

Sure, this might be a good test, but what does “work better” mean? A good, focused hypothesis almost always incorporates some level of detail. In the following steps, we’ll outline what the specifics are, but for this stage, think of it as a statement to the highest boss you have. They likely don’t know the nitty gritty numbers you’re looking at on a day-to-day basis, but they want to know what’s going on.

ppc ab testing examples - checklist of what to include in a ppc test hypothesis

This would be a better version:

Hypothesis: “Automated bidding will help us achieve lower CPAs on our main conversion action.”

To get you started, here are some A/B test hypotheses examples for a few different experiments you could run:

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  • “Using cost comparisons in ad copy will help us stand out from our competitors.”
  • “Expanding into a new state will expand our market share at the same cost as our current geotargeted locations.”
  • “A landing page with more supporting content will help create more engaged prospects and we’ll see a higher conversion rate.”

Bonus reading material to help you get started developing a hypothesis: should you use the 10% or 10x Philosophy?

Now that you have your hypothesis, let’s get down to actually making this test happen.

🌱 Make a plan to grow your business in no time with our easy-to-use growth strategy template.

3 A/B testing examples every advertiser should try

There are several ways you can test a hypothesis in paid media platforms, like Google Ads and Microsoft Ads. And, depending on what platform you use, there may be some A/B testing tools available to help.

There are no real “wrong” ways to test a hypothesis, but there are some pros and cons you should be aware of with each of the following PPC A/B testing examples. 

1. On/Off, sequential testing

This first A/B testing example is likely the easiest for most advertisers. Here you take note of the data from your existing setup, then make the changes that support your hypothesis, run the campaign that way for a while, then compare stats. Easy enough.

ab testing examples - screenshot of sequential ab testing formatab testing examples - screenshot of sequential ab testing format

It may look something like this. You have four weeks’ worth of data with your evergreen ad copy. You then pause those variants and launch cost-focused copy for four weeks then compare.

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This method of testing can be useful and can yield good results. It’s easy to implement and only requires you to monitor your campaign for large swings in performance.

The downside is that the variants never overlap with each other. Was there some seasonal effect that took place in the second 4 weeks? Were you short on budget for the month and needed to pull back on spending to hit your levels? Did a news story impact performance for worse (or better) during either period? Did any other aspects of the campaign change during the eight weeks the test was running?

It’s not perfect, but it can be useful to test sequentially to see results.

2. Geolocation testing

In a geolocation A/B testing example, you keep the existing campaign set up as it is, then create an experiment variant in a second location. This could be either to an expanded market or a portion of where you’re currently targeting (i.e., your campaign targets the entire United States, but for this test, you make the changes only effective in a handful of states).

ab testing examples - geolocation targeting ab test example screenshotab testing examples - geolocation targeting ab test example screenshot

To accomplish this, you need to make sure your control and experiment are mutually exclusive so there’s no overlap. This can be done by setting up new campaigns and excluding locations in your control campaign. 

Unlike the sequential A/B testing example, Geolocation testing can allow you to run your variants at the same time and compare results. Any head or tailwinds you feel during the run of the test should be equal for both locations.

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The downfalls come when you realize that no two regions are exactly alike. Who’s to say why a cost-focused message might work better in Oklahoma than in Nebraska? Or why the East Coast performs better with automated bidding than the Mountain time zone? 

3. A/B split testing

Split tests are likely the best example of A/B testing as it removes some of the cons we see in sequential and geolocation testing. The problem is that true A/B testing is also the hardest to come by.

ab testing examples - screenshot of google ads ad rotation optimization optionsab testing examples - screenshot of google ads ad rotation optimization options

Platforms like Google Ads and Meta Ads have long done away with rotating variables evenly. For example, both platforms have AI-powered machine learning that will pretty much always favor one ad variant over another based on the desired outcome of the campaign or ad set. The same is true for bid strategies. If you’re testing manual versus auto-bidding, or one CPA target versus another, those two campaigns are likely not going to enter the auction on the same foot. One will be prioritized over the other and you’ll have an unbalanced test.

ab testing examples - google ads experiment screenshotab testing examples - google ads experiment screenshot

This is where experiments in Google Ads and split testing in Facebook Ads can come in.

By using these tools, you can set up tests to focus on single (or multiple) variables and give them each a fair shot in the auction.

If you’re interested in learning more about these tools, here are a couple of videos that walk you through Google Ads Experiments and Facebook Ads A/B testing.

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Measuring success across different PPC A/B testing examples

Now that we know how we’re going to test, we need to get more specific on the PPC metrics we’re going to use to determine success. Unfortunately, I’m not willing to accept “perform better” as a good answer.

First, we have to decide what our main KPI is. Is it your Google Ads cost per lead? Conversion rate? Click-through rate? Impression share? This will rely entirely on your hypothesis and which A/B testing example you choose to implement. Pick the stat that will best reflect a success or failure for your test. (Don’t worry, this isn’t the only metric we’d focus on. More on that in a minute.)

Just like the functionality of the test, there are three common ways to approach this. Let’s say we’re trying to improve the CPA for an account. Here are some ways I could phrase my “success” metric:

  • Target performance: This test is a success if the experiment variable yields a $60 CPA.
  • Percentage improvement: This test is a success if the experiment variable has a 10% lower CPA than the control.
  • Statistical significance: This test is a success if the experiment variable has an 80% confidence level of performing better than the control.

All of these are valid ways of measurement. Choose the one that works best for your purposes.

📊 Are your key PPC metrics up to industry standards? Find out with our latest search ad benchmarks and new Facebook ads benchmarks!

Set PPC A/B testing limitations and dealbreakers

Now let’s get into some of those other metrics I alluded to. While you might be working to optimize your cost per lead, that doesn’t mean that all other metrics are going to stay flat. In fact, I’d venture to bet that many of them will change quite a bit. It’s up to you to decide what is an acceptable level of change on other stats.

Maybe you don’t care if your click-through rate goes down 20% as long as cost per lead goes down to a profitable level. Maybe you don’t mind if you see a cost per click increase as long as revenue stays stable. But not everyone is alright with other stats moving too much.

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Here’s an A/B testing example including varying metrics: I have a client who wanted to decrease the cost per lead on his branded terms by 20%, but he wasn’t willing to let impression share dip below 80%. While we knew it was going to be tricky to thread the needle, we set up an A/B testing experiment for target CPA bidding to try and lower the CPA. As we got into it, we realized that to hit our CPA metric, Google only showed the ads for about 60% of the impressions we could have had. That was a dealbreaker for him, so we turned the test off and found another way.

ab testing examples - google ads experiment goals screenshotab testing examples - google ads experiment goals screenshot

When you set up experiments in Google, they even ask for two key metrics and what you plan to have happen. You should be doing this for yourself and asking, “Are there any potential deal breakers for metrics that would require me to stop this test before it’s finished?”

Consider your A/B testing timeline

Unfortunately, sometimes A/B tests have to come to an end without a clear winner. These tests can’t go on forever or else you’ll never test anything else.

But on the flip side, A/B tests need to run for long enough to make sure you have enough data to make decisions on. Only the very largest of accounts could potentially make a decision after a single week of testing, but even then, it would have to be night and day for me to be onboard.

I usually recommend a minimum of two weeks for a test to run and a maximum of two months. Anything beyond that can be unmanageable and gets into a place where other factors could be causing the test to be invalidated.

This means that, regardless of which A/B testing example you choose to run, be sure that within two months your test will have enough data to decide, with confidence, if your hypothesis was correct.

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Putting the right PPC A/B testing examples to work for your business

A/B testing is an invaluable tool that all marketers should likely be using in one way, shape, or form in their ad accounts. Be sure you have a clear head going into the test, including a hypothesis, plan of action, and potential deal breakers before you try any A/B testing example. That way, you’ll have set yourself up for success no matter what the outcome. If you want more A/B testing examples and ideas for your business, see how our solutions can help you maximize your A/B testing success! 

Here are the top three A/B testing examples to try in your PPC accounts:

  1. On/off, sequential testing
  2. Geolocation testing
  3. A/B split testing

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Performance Marketing 101: Everything You Need to Know

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Performance Marketing 101: Everything You Need to Know

Performance marketing is one of the most effective ways for B2B and B2C businesses to reach their target audience and generate sales or leads.

However, for many new marketers, this practice can be complicated since it involves a combination of different strategies, channels, and more to drive results. In this article, we’ll simplify everything you need to know to become a performance marketing pro.

Table of contents

What is performance marketing?

Performance marketing is a digital marketing strategy based on results in which the brands or businesses only pay the marketing agencies, advertising platforms, or affiliates when they achieve their specific campaign goals, typically in the form of sales, clicks, or leads.

What’s the difference between performance marketing vs. brand marketing?

Performance and brand marketing are two different types of strategies that can be used to reach the intended audience.

While both forms have their benefits, the main difference between them is brand marketing aims to establish a long-term company’s reputation and awareness among potential customers; in contrast, performance marketing focuses on specific strategies to drive immediate sales without necessarily building an emotional connection with customers first.

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🌱 Download our free, editable growth strategy template to walk through seven simple steps for creating the right plan to grow your business.

What are benefits of performance marketing?

Even though this marketing strategy can be challenging for some businesses, there are many benefits for those who dive in.

Here are three reasons why you should give performance marketing a try.

Low risk

Performance marketing is a low-risk method to introduce new strategies since it requires (relatively) little investment. If the campaign works, you can scale up and increase the budget; however, if it doesn’t, it’s easy to back up without a big loss.

Targeted

This marketing strategy allows you to target the right people with your message. You can focus on demographics and geographic locations or narrow your searches by interests and behavior, such as consumers who visited your site recently or who clicked on the ad in the last 24 hours.

Increased ROI

One of the biggest benefits of performance marketing is that it can result in higher ROI than other types of advertising because it’s focused on a specific goal.

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What are types of performance marketing?

Performance marketing can be done through various means. Here are some of the most common.

Social media advertising

Social media ads are one of the most popular forms of performance-based advertising. These ads can target people who have visited your website once or shown interest in similar products or services.

facebook video ad example - zapier

Search advertising

Search advertising, also known as PPC, is the practice where advertisers pay to have their ads placed above organic search results on search engine result pages (SERP) like Google and Bing.

🛑 Want to learn more about search engine marketing on Google? Get the free guide >> PPC 101: Complete Guide to Google Ads

Display advertising

Display advertising is a type of advertising where ads are shown on web pages–typically in the form of banner ads. These ads show up on popular websites, news sites, and more and drive users to your website.

display ad example from austin statesmandisplay ad example from austin statesman

Affiliate marketing

Affiliate marketing is a performance-based marketing method in which businesses reward affiliates for each customer brought by their promotional efforts.

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How do you measure performance marketing?

Performance marketing is the art of achieving your business goals through paid advertising. It’s not just about buying ads and hoping they work. It’s about getting a return on the money you spend, which means measuring performance and adjusting your strategy accordingly.

The following are some of the most important metrics you should track to ensure your campaigns are running smoothly and meeting goals.

Cost per click (CPC)

Cost per click refers to the cost of each click on an ad. The higher the CPC, the more expensive it is for your business to advertise on that particular keyword or keyword phrase.

cost per click definitioncost per click definition

Cost per impression (CPM)

The average amount paid by an advertiser for every 1000 ad impressions. This is calculated by dividing the total cost of the ad by the number of times it was viewed.

Cost per lead (CPL)

The number of prospects responded to your ad and filled out a form. CPL is a standard metric used in PPC campaigns because it gives insight into how much each lead costs.

google ads cost per lead benchmarks from wordstreamgoogle ads cost per lead benchmarks from wordstream

🚨 You can use our search advertising benchmarks to find average the CPL for your industry.

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Cost per acquisition (CPA)

The cost per acquisition refers to how much you spend acquiring new customers. When looking at CPA, you should consider both the cost of your ad and the value of each sale or conversion.

Lifetime value transaction (LVT)

LVT is a metric that can give marketers valuable insights into potential revenue from a customer over time. In other words, it estimates how much one customer will spend on your product or services during their entire relationship with your company.

5 steps to build a successful performance marketing strategy

Developing a successful performance marketing strategy takes time, dedication, and much trial and error. But the payoff can be huge if you can get it right.

Here are some steps to build a performance marketing strategy that will bring results.

1. Define your objectives

To create an effective performance marketing campaign, it is fundamental that you have a clear understanding of what you are trying to accomplish because it will help you define every other step.

Your targets should be specific, measurable, and achievable. It should also be aligned with your overall business goals.

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smart goals acronymsmart goals acronym

For example, social media advertising is a great option if you want to sell a product or service. However, if your goal is to drive traffic to your website, then paid search might work better.

Once you have identified these goals, they should form the foundation of all your marketing activities. Every campaign should be designed to support them in some way.

2. Choose the right digital channels

One of the keys to being successful at performance marketing is using multiple channels. The reality is that not all channels are created equal, and some will work better than others for your particular business.

The best way to do this is by setting up a few channels, testing them with small amounts of money, and tracking the results over time so you can make better decisions in the future.

Here are some common types of digital marketing strategies you can choose from:

  • Content marketing: Content marketing is the process of creating, distributing, and promoting your company’s content to attract potential customers. It can build authority, trust, and loyalty with consumers.
  • Social media marketing: Social media is an essential part of any online marketing strategy. Platforms like Facebook, Twitter, and Instagram have become a place where your consumers spend the most time.
  • Display ads: Display ads are typically placed on news sites, blogs, or e-commerce sites. These ads often appear in the form of pop-up banners that contain a link back to your website.
  • Email marketing: Email marketing helps you build relationships with prospects so they trust your brand and buy from you when ready.

black friday email template - example of black friday sale email to customersblack friday email template - example of black friday sale email to customers

3. Identify partners

The biggest challenge of managing a performance marketing campaign is finding the right partners to work with. The relationship you have with your partner can make or break your campaign.

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You need to find partners with a vision and goals similar to yours who will help you reach people that matter.

The best partners have access to a large following and provide high-quality leads with a strong conversion rate, meaning they’re more likely to convert into paying customers.

When looking for partners, ensure they offer transparency about their work and methods. This will help you understand what kind of return on investment (ROI) you can expect from working with them over time.

4. Launch and optimize campaigns

Now that you have a budget and a target audience, it is time to launch your campaigns. You will need to set up a landing page and website where you intend to direct the traffic from these ads.

Once you have all the elements in place, you’ll want to optimize your campaigns for performance.

Optimizing for performance means constantly tracking and improving the metrics that matter most to your business. You should be looking at how many customers are being acquired, how much they spend, and how long they stay engaged with your brand.

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Optimization is a never-ending process because it’s not about finding and sticking with the winning strategy. Instead, you must constantly test new ideas and see which works best in different situations.

You can optimize your ads by changing their keywords or budgets to improve performance.

google ads location targeting bid optimizationgoogle ads location targeting bid optimization

For example, if an ad gets clicks but not conversions (sales), you should make changes or remove the ad altogether. Or, if an ad isn’t getting any clicks, you’ll want to try a different approach, keyword, or title until you find something that works better.

5. Monitor results

Monitoring the results of your performance marketing campaigns is crucial to your success. The key is understanding what’s working, what’s not, and what can be improved.

The best way to track your performance is to use a dedicated software program to give you all the information you need in one place. This way, you’ll be able to see how each channel is performing and make adjustments as needed.

You should also pay attention to the quality of traffic that your campaigns send to your site. You can do this by looking at bounce rate, click-through rate (CTR), conversion rate, and other metrics over time.

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The results should be monitored daily, and you should also look at the data weekly or monthly. This will help you identify trends and evaluate the performance of your campaigns over time.

3 performance marketing examples

Here are some examples of successful performance marketing strategies.

Dove Chocolate sponsored content on BuzzFeed

BuzzFeed is a famous digital media company that allows advertising on its website. These ads look like regular content but are paid for by companies or individuals who want to promote their products or services to their massive audience.

Dove Chocolate took this opportunity to share a recipe post on BuzzFeed and got over 2K re-pins and 253 shares on Facebook.

performance marketing example from dove chocolateperformance marketing example from dove chocolate

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Hostinger’s paid search ads

Paid search ads are among the most common forms of performance marketing that even huge companies like Hostinger participate in. Hostinger is known for services like domain name, WordPress hosting, cloud hosting, website builder, etc.

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Earlier this year, the company introduced a blog theme, and to promote it, it wrote a blog post about the “32 Best Free WordPress Blog Themes” and used paid search ads to list the post on the first SERP.

performance marketing example of ppc adperformance marketing example of ppc ad

CME Group’s display ad on Forbes

Display advertising is a classic form of performance marketing. It’s been around for decades and has been used by some of the biggest brands in the world to drive sales and boost their bottom line.

Display ads can be shown on any website that uses an advertising network, although they are mostly found on larger sites with many visitors, such as Forbes, HuffPost, etc.

performance marketing example of display ad on forbesperformance marketing example of display ad on forbes

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Is performance marketing right for you?

Performance marketing is simply something that many modern marketers are incorporating into their business models. This form of marketing reduces wasted costs and directs sales through quality leads guaranteed to be interested in your product or service. By practicing the techniques laid out above, you can implement a successful performance marketing strategy and maximize your efforts.

About the author

Author and the founder of Blogituplife Shama Shafiq is a marketing, blogging, and SEO expert. She shares useful and actionable tips on her blog to help beginners out.

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18 AI Tools for Your Marketing Agency to Try in 2024

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18 AI Tools for Your Marketing Agency to Try in 2024

Efficiency is the key to running a profitable marketing agency. AI tools for marketing agencies help increase efficiency while maintaining—or increasing—the quantity and quality of work your team produces.

Those are all great outcomes. But with new AI tools sprouting like weeds, where do you start?

Here, you’ll find a brief overview of what AI tools can do for your marketing agency and a list of 18 AI tools to try. We’ve grouped the list by use case, so you can start with the ones that’ll have the greatest impact.

Table of contents

❓ Want to know what 300 agencies think about pricing, services, and challenges? Download our free State of the Digital Marketing Agency report.

What are the benefits of an AI tool for your marketing agency?

Every marketing agency can use AI to its advantage. Here are a few ways it can help yours.

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Brainstorm ideas

AI writing tools and search engines can spark new ideas for your marketing content and campaigns.

Prompt an AI tool with questions like, “What are 20 B2B pain points companies face in the [input] industry?”. Or try, “Give me 50 campaign ideas to attract new customers in the [input] industry.”

While you have to verify accuracy and weigh different ideas, it’s a great starting point to get in a creative flow.

AI tools for marketing agency: Screenshot of a prompt and response from ChatGPT.

In this example, I type a question into ChatGPT, and it gives me 20 blog topic ideas to help brainstorm future articles.

Automate repetitive tasks

AI marketing agency tools help reduce predictable tasks. Whether hitting publish or transferring an inbound marketing piece to WordPress, you can save hours with efficient automation.

You can save precious hours you would have spent doing grunt work and instead use them to strengthen your marketing strategy and produce more materials.

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Reach new markets

AI platforms can identify audience segments you hadn’t thought of before. You can also reach more markets by automating your process and easily repurposing different content mediums for new platforms.

Many opportunities exist to reach new markets with impressive research and content creation tools.

Reduce avoidable human error

Using the power of machine learning and AI, marketing AI tools can identify and correct errors before your clients see them.

A tool like Grammarly, for example, can correct grammar and spelling errors and improve phrasing automatically. AI is a great option that helps the marketing team be more productive while avoiding common issues.

Save on costs

Whether you need to save on production value with videos or crank out first drafts of social media content, there are plenty of areas where you can save time, labor, and money on daily marketing tasks.

That gives you and your team more time and energy to focus on the most essential, important tasks.

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Now that we know the benefits of AI marketing agency tools, let’s review some of the best ones.

💡 Want more? Get your free guide to AI in marketing and see how you should and shouldn’t use this revolutionary technology.

Top AI tools for your marketing agency

Most AI marketing tools are built for a specific purpose, like writing new copy or automating a workflow. That’s how we’ve categorized this list, based on the primary challenge each tool tackles.

AI tools for content creation

AI copywriting tools have received the most spotlight in recent years. That’s helped fuel the creation of innovative generative AI tools with a growing list of useful features.

Since content isn’t all copy, we’ve included platforms that help you create and edit video and image assets, too.

1. ChatGPT

ChatGPT-3.5 and ChatGPT-4 (Open AI continues to create new versions) have led the AI writing craze by offering one of the most accessible copywriting tools.

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AI tools for marketing agency - ChatGPT homescreen. AI tools for marketing agency - ChatGPT homescreen.

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The platform is excellent for brainstorming. If you’re working on an email newsletter, social media campaign, or blog article, you can ask for ideas, outlines, lists, and many other starter materials to help you save time.

Some marketing agencies use it for content development, though there are risks in trusting its accuracy. Plus, the output often feels “AI-written.” But it’s a great trusty sidekick to get projects started and boost your marketing efforts.

Pricing: ChatGPT-3.5 is free to use, ChatGPT-4 starts at $20 per month.

2. Jasper

Jasper is another great AI writing solution built for teams and creative workflows.

AI tools for marketing agency - Jasper homescreen.AI tools for marketing agency - Jasper homescreen.

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You can efficiently work with the platform for quick project creation and execution. The tool offers prompts and automates the “human” part of AI writing by incorporating your brand voice.

The tool also helps you write more factually (compared to ChatGPT) and on-brand.

Pricing: Plans start at $59 a month (billed annually).

3. Copy.ai

An alternative to Jasper, Copy.ai helps marketing teams automate blog briefs, create copy (like scraping URLs for AI ad copy), and accelerate other writing tasks.

AI tools for marketing agency - Copy.ai homescreen.AI tools for marketing agency - Copy.ai homescreen.

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Copy.ai has many prompts and tools to help guide your writing queries for better results.

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Pricing: Copy.ai is free to use with limited words. Upgrade to unlimited words for $36 monthly (annual plan).

4. Typeframes

This clever AI tool creates videos in just a few minutes. If you want to advertise a new product or create buzz for an event, Typeframes is the platform for you.

AI tools for marketing agency - Typeframes homescreen.AI tools for marketing agency - Typeframes homescreen.

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Easily type a few words, and the tool automatically makes a video. You can add music, animations, images, and other effects. It’s a great way to ship new ideas and campaigns with a fraction of the time and money you’ve spent in the past.

Pricing: Typeframes starts at $24 monthly (on the annual plan).

5. Midjourney

Midjourney is designed to make image creation easy.

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AI tools for marketing agency - Midjourney homescreen.AI tools for marketing agency - Midjourney homescreen.

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Using Midjourney, marketing agencies can make stunning, cinematic-style artwork that looks detailed and eye-catching. You can generate any style image in seconds. Whether it’s a realistic photo of customers enjoying your client’s offering with emotional benefits, a painting, or cartoon-style artwork, Midjourney will spin it up with a couple of prompts.

Midjourney can help save on specific stock photo needs or even give your design team a head start on a campaign.

Pricing: The platform starts at $8 monthly (billed annually).

6. Grammarly

Grammarly is an editing tool that spots and corrects your grammar and spelling errors. And its AI additions help you create content, too.

AI tools for marketing agency - Grammarly home screen. AI tools for marketing agency - Grammarly home screen.

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Use Grammarly to find awkward phrasings and passive sentences. It’ll also help you reword copy for a better read. The addition of generative AI gives Grammarly the power to suggest new ways to write existing text or help you start writing something completely new.

The platform is a must, and it will save you lots of time (and embarrassing moments like that one time you spelled “expresso” instead of “espresso”).

Pricing: Grammarly is free to use (with upgraded plans available).

AI tools for social media management

Social media is one of the fastest-moving components of marketing. Your clients need you to publish often, engage with their followers, and listen for trends and consumer needs. It’s not an easy job, so AI tools are pivotal to helping automatize and strengthen your agency’s strategy.

These tools automate repetitive social media marketing tasks so you can achieve greater returns for your clients.

7. FeedHive

FeedHive started as a scheduling and publication tool, but has since invested in powerful AI features to make social media content creation better and easier.

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AI tools for marketing agency -FeeHive home screen. AI tools for marketing agency -FeeHive home screen.

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Now the platform helps you create new posts and get them published faster.

FeedHive’s AI collects analytics so you can get more information on your results. The platform also provides an AI chat assistant built on GPT technology. It helps with social media performance predictions and suggestions (like suggesting the best time to post).

Pricing: FeedHive offers an agency plan for multiple clients at $239 a month (billed annually).

8. Hootsuite OwlyWriter AI

Hootsuite is an early entrant in the social media management space, and it’s recently evolved to add AI capabilities.

AI tools for marketing agency - OwlyWriter AI home screen.AI tools for marketing agency - OwlyWriter AI home screen.

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For example, Hootsuite’s OwlyWriter AI is designed to quickly create captions and generate post ideas for all your accounts and segments. It’s a great way to utilize Hootsuite’s winning social media technology with a built-in writer—all in one place.

Pricing: OwlyWriter AI is free for a limited time to Hootsuite users.

9. Lately.ai

Lately.ai creates social media posts from your existing content.

AI tools for marketing agency - Lately.ai home screen.AI tools for marketing agency - Lately.ai home screen.

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It’s hard to develop great social media content consistently. But what if I were to say you and your clients already have hundreds of social media posts hiding in the middle of all the other content you’ve created?

Lately.ai pulls all that dormant content from existing web pages, articles, documents, and ebooks. Then it uses AI to turn long-form assets into social media copy so you can publish more relevant and valuable posts with less effort.

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Pricing: Lately.ai offers plans based on your number of social channels, with its first package starting at $49 monthly.

AI tools for automation

One of the best use cases for AI is streamlining operational tasks. Below are a few great platforms to improve key parts of your process.

10. Wordable

Transferring content from Google Docs to a CMS like WordPress can take thousands of hours and dollars. Between formatting posts and optimizing them for SEO, publishing content is a huge time sink. Wordable does it in one click.

AI tools for marketing agency - Wordable home screen.AI tools for marketing agency - Wordable home screen.

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The platform takes your Google Docs to WordPress, HubSpot, and Medium. It retains your format, headers, and HTML elements. The app saves you time, so you can focus on publishing more content.

Pricing: Wordable offers a limited plan for free. The paid plan is $50 a month.

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11. Zapier

Zapier is a no-code solution that automates almost any repetitive task.

AI tools for marketing agency - Zapier home screen.AI tools for marketing agency - Zapier home screen.

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It works by connecting different platforms with APIs so they work together. If you start a new Word doc for each client project, then create an event in Asana, and generate a bill in an accounting tool, Zapier will link those platforms so it all happens as soon as you create the Word doc.

It’s a great platform for building your own AI solution as you face many predictable actions in your marketing agency.

Pricing: Zapier has a limited free plan with the option to upgrade, starting at $19.99 monthly (billed annually).

12. Taskade AI

If you need a great marketing project management tool, this might be for you. Taskade AI generates task lists and mind maps. It also helps you set up agendas and workflows—all with AI.

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AI tools for marketing agency - Taskade home screen.AI tools for marketing agency - Taskade home screen.

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You can collaborate in your workplace and even utilize in-app AI assistance. It’s project management and strategy empowered by AI technology.

Pricing: The platform starts at $19 monthly (billed annually).

AI tools for chatbots

If you’re looking for a way to connect with clients on your agency website or onboard them for your app or portal, these AI solutions will help.

13. Drift

The Drift app is great for communicating with your clients and prospects 24/7. The B2B chatbot uses Drift technology called Conversational AI, which automates conversations.

AI tools for marketing agency - Drift home screen.AI tools for marketing agency - Drift home screen.

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The platform is designed to improve your sales pipeline to get more clients. The one downside is that it can be costly, but if it benefits your clients directly (or your agency), the revenue it generates might be worth it.

Pricing: Drift starts at $2,500 monthly.

14. HelpHub by CommandBar

HelpHub is another AI chat solution that learns from your resources, marketing website, content, and more to answer visitor queries on your agency website.

AI tools for marketing agency - HelpHub home screen.AI tools for marketing agency - HelpHub home screen.

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You can equip your clients and prospects with 24/7 assistance powered by AI technology and trained by your documentation.

Pricing: The starter plan is $249 monthly.

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15. Perplexity

The Perplexity AI search platform is handy for content marketing research. You can get it as a browser extension and ask questions as you work on a piece.

AI tools for marketing agency - perplexity home screen.AI tools for marketing agency - perplexity home screen.

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The bot answers you with multiple citations so you can verify the information, dig deeper, and link to sources if necessary (that’s a big win for AI writing!).

The app offers unique answers and resources that help you save time and escape a jam.

Price: Perplexity is free to use. Users can also upgrade to the Pro plan at $20 a month.

AI tools for SEO research

Research is the foundation of any successful SEO strategy. Here are the top tools you can use for your agency.

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👋 Finding the perfect keywords is a snap with our free Keyword Tool.

16. Keyword Insights

Keyword Insights’ AI technology identifies thousands of keyword ideas, puts them into topic clusters, and helps you create content.

AI tools for marketing agency - Keyword Insights home page.AI tools for marketing agency - Keyword Insights home page.

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It’s a great automated tool for research, but it also helps you plan and outline your strategy. When you are ready to produce content, you click a button, and the information and brief go right to your content writer.

Pricing: The basic plan starts at $58 a month.

17. Clearscope

Clearscope uses AI technology to identify competing website pages and their common keywords, then analyzes your content for comparison. This can shave hours off the time you spend on each piece.

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AI tools for marketing agency - Clearscope home screen.AI tools for marketing agency - Clearscope home screen.

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With Clearscope, you input your content and improve your chance of showing up on search engines by adding the suggested keywords and enhancing the piece using a graded scale.

Pricing: Plans start at $199 monthly.

18. Frase.io

Frase does a great job combining SEO research with AI writing. In short, you can do everything in one place to research, outline, write, and optimize your content.

AI tools for marketing agency - Frase home screen.AI tools for marketing agency - Frase home screen.

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Pricing: Subscribers pay $12.66 monthly (billed annually) with options to upgrade packages.

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Choosing the right AI marketing agency tools in 2024

Effective marketing AI tools help you save resources and increase productivity to build better campaigns and strategies. You just have to find the right fit.

It’s best to start with a challenge and work backward. Where are the workflow bottlenecks? What repetitive busywork is a creative contributor constantly bogged down by? Then, look for AI tools that address those challenges. Do that regularly, and you’ll run an even more efficient marketing agency.

Here are the best AI tools for marketing agencies:

  1. ChatGPT
  2. Jasper
  3. Copy.ai
  4. Typeframes
  5. Midjourney
  6. Grammarly
  7. FeeHive
  8. Hootsuite OwlyWriter AI
  9. Lately.ai
  10. Wordable
  11. Zapier
  12. Taskade AI
  13. Drift
  14. HelpHub
  15. Perplexity
  16. Keyword Insights
  17. Clearscope
  18. Frase.io

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