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5 Tips To Improve Your Content Strategy

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Every digital marketing strategy relies on a number of elements to ensure its success.

For a holistic campaign, you’ll need to consider how you’ll approach email marketing, paid search, social media posts, and reputation management, just to name a few.

And while these are all important, there’s one thing that takes precedence over everything else: content.

Regularly posting new, insightful content is a proven way to improve brand awareness, build trust, engage with your audience, and drive action – but just any old content isn’t going to do the trick.

You need high-quality content that serves a purpose. And to do that, you need a strategy.

A content strategy, also known as a content plan, is a collection of tactics used to create, implement, and manage marketing information, materials, and collateral. You can think of it as your marketing battle plan.

And like any good plan, it needs to be detailed and comprehensive, down to what type of content you’ll be posting, when and where you’ll be posting it, and who is responsible for each element.

Here are five things you can use to take your content strategy to the next level.

1. Think Like A Publisher

You know your brand inside and out, which is a good thing, but it also comes with some issues.

For one thing, because you’re so familiar with it, it becomes easy to take certain knowledge for granted, often without even realizing it. Unfortunately, this can easily lead to frustration for your audience.

The simplest way to eliminate that is to think like a publisher. In other words, identify what your audience is looking for and find content to address it. Here are some tips for doing just that:

  • Build your content team. You have a lot of expertise in your organization already. Use it. Your team could include marketers, product team members, PR specialists, customer support reps, and IT.
  • Establish roles and responsibilities. Everyone on the editorial team should have a specific role in creating the strategy and delivering content. Make sure everyone knows what is expected of them at each step of the creation and management processes.
  • Build workflows. Write out exactly how your process works to ensure everything goes through the correct channels for approval. This may include looping in brand specialists, executives, or the legal team.
  • Gather feedback. Too many businesses neglect social listening, which is a mistake. You should be actively taking part in the conversations customers are having about your brand. It’s also a good idea to keep track of trending topics, which can provide opportunities for your brand.
  • Unify your digital efforts. General marketing and paid media should work to mutually reinforce one another. Partner with your paid media team to ensure your message is consistent and identify places to amplify effectiveness.
  • Invest in the right CMS technology. Using a quality content management system (CMS) lets you put the latest technology to work for you. Platforms like WordPress, Shopify, and Squarespace can greatly simplify your workflow and help you manage the entire process from conceptualizing to publication. With the right CMS, you can manage your content across channels without needing to write a single line of code.

2. Make Sure Everything Fits Into Your Sales Funnel

Conversions are the name of the game. In most cases, this means sales, but it can also be clicks, newsletter signups, or any other marketing-specific goal you can think of.

There’s a lot more to content marketing than just sharing a viral video from your office, a blog post on the state of your industry, or linking to an infographic you’ve created.

Yes, it is those things, but it’s also about telling a story. It needs to have an emotional hook that helps change a target’s actions, thoughts, or feelings about your brand. And search is just one small piece of that.

All your online and offline marketing needs to align with your brand narrative and correspond to a step in your sales funnel.

That means that all your content – whether it’s a social post, a photo, a new blog, or even a press release – is important. And it all needs to work together to move your targets further along the sales journey.

And successfully accomplishing this means having a rock-solid strategy before you get started.

3. Refine And Document Your Editorial Process

Whether you’re creating all your content yourself, using a team of people, or outsourcing it to freelancers, it’s important that every piece of content goes through the same editorial process.

The first step to this is evaluating your process. Is everything being looked at by multiple sets of eyes for mistakes, typos, and the like? Sometimes it’s difficult for writers to spot their own mistakes.

Refine your process and then document it with detailed step-by-step instructions. There should be absolutely no confusion as to where a piece of content is in the creation process, what’s performed at that step, and what will happen next.

Be sure to always keep your brand in mind. When deciding on content, don’t neglect the fonts, images, and tone your audience has come to expect from you.

If your tone switches from business professional in one piece to casually familiar in the next, it will leave your audience confused.

Additionally, you want to make sure all your content adheres to your narrative. Make sure every content creator is familiar with things like:

  • Positioning – your brand narrative should include the pillars your content is built upon.
  • Your values – what issues are important to your brand? (civil rights, ecology, etc.)
  • Perception – what does the media say about your brand? What about the community?
  • Audience Interests – what are your customers talking about when they’re not interacting with your brand?
  • Historical Performance – what type of content has traditionally worked for you? What hasn’t?
  • Search Behavior – what are your targets searching for? What phrases are they using?
  • Customer Support – what are the recurring support issues you keep hearing from your customers?

Once you’ve identified your brand narrative, it will be a lot easier to craft an effective content strategy and change customer behavior, whether that means closing more sales, repositioning your company, or changing the way customers think about your brand.

Make sure you invest in properly training your team on this new process.

And because there’s always room for improvement, you’ll want to have regular refreshers and continuing education programs built around the latest best practices.

4. Review, Refresh, Replace

Nothing lasts forever, but if you can create the type of content that will have a long shelf life, you’ll be able to generate traffic, clicks, and interaction for months or even years. Other pieces will burn brightly for a short period of time.

It’s up to you to identify what needs to be removed, what should be replaced, and what needs just a minor refresh.

Review your existing content to see what’s still relevant and what needs to go away. If you use stats or link out to other content, make sure you’re verifying these on a regular basis.

Some content, known as evergreen content, will continue to be relevant for a very long time. It’s not something you can set and forget, but it does require considerably less upkeep than trending topics.

How do you figure out what type of videos, blog posts, and how-to guides will stay relevant? With research, of course.

Go through your existing traffic, analyze your competition, and check out industry resources.

What type of topics keeps popping up again and again, regardless of how long ago they were published? Use your keyword research tools to find words and phrases with high search volume over a long period of time.

Either completely avoid news, trends, or technology that could be vulnerable to replacement (that piece on PlayStation 5 might be hot right now, but it’s not going to generate much traffic once PlayStation 6 hits the market) or create it with the understanding that it will have a shorter shelf life.

Choose visuals that are appropriate and less apt to look outdated.

Most of all, make sure it’s useful. If you have a blog post offering a step-by-step guide to riding a unicycle, people searching for information on getting started with a one-wheeler will find it just as relevant in 10 years as they do today (barring some massive change in unicycle technology, that is). Many types of educational content can stay relevant for a long time.

And once you have a good piece of evergreen content posted, keep promoting it. As long as it’s still relevant, it will still generate clicks.

5. Use Your Network

Your content strategy should include more than just your own domain.

Guest blogging is a great way to increase brand awareness and generate backlinks, which will help both your traffic and SEO ranking.

Additionally, if your guest post is on a site your audience trust, it will automatically lend you authority and credibility in their eyes.

Use your connections to find opportunities to cross-promote your brand. Reach out to industry sites and influencers to build a mutually beneficial relationship.

You can use platforms like social media to capitalize on and enhance this, so include this in your content strategy.

Share not just your own content and blog posts, but those from other people in your sphere. You probably don’t want to link to direct competitors, but anyone on the periphery is fine.

Be sure to tag publications, authors, and people mentioned in the article.

Does your industry have popular events, conferences, or trade shows? This is a great place to generate exposure and promote your content.

Run a booth, give a speech, or just have someone on hand to pass out business cards and literature. Not only does this give you a chance to increase exposure, but it also provides opportunities to link back (and therefore generate traffic) to your digital content.

And speaking of digital content, make sure you’re including other relevant and link-worthy sources in your own content. This opens the door for creating reciprocal links.

And if you can get a direct, unique quote from an expert, that’s even better.

Good Content Starts With A Good Strategy

Developing a good content strategy requires a bit of work. It’s not something you’re going to be able to jot down on a scrap of paper in 15 minutes, but instead requires you to do some research.

Generally speaking, the more work you put in upfront, the easier it will be when it’s time to create and implement content.

Remember your targets and consider what they’re looking for. How can you provide them with the most value while simultaneously maximizing your exposure?

Make sure your strategy is built around unique content that you can leverage cross-platforms to promote your social media presence, improve SEO rankings, and build relationships.


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Google Dials Back AI Overviews In Search Results, Study Finds

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Photo of a mobile device in mans hand with generative google AI Overview on the screen.

According to new research, Google’s AI-generated overviews have undergone significant adjustments since the initial rollout.

The study from SE Ranking analyzed 100,000 keywords and found Google has greatly reduced the frequency of AI overviews.

However, when they appear, they’re more detailed than they were previously.

The study digs into which topics and industries are more likely to get an AI overview. It also looks at how the AI snippets interact with other search features like featured snippets and ads.

Here’s an overview of the findings and what they mean for your SEO efforts.

Declining Frequency Of AI Overviews

In contrast to pre-rollout figures, 8% of the examined searches now trigger an AI Overview.

This represents a 52% drop compared to January levels.

Yevheniia Khromova, the study’s author, believes this means Google is taking a more measured approach, stating:

“The sharp decrease in AI Overview presence likely reflects Google’s efforts to boost the accuracy and trustworthiness of AI-generated answers.”

Longer AI Overviews

Although the frequency of AI overviews has decreased, the ones that do appear provide more detailed information.

The average length of the text has grown by nearly 25% to around 4,342 characters.

In another notable change, AI overviews now link to fewer sources on average – usually just four links after expanding the snippet.

However, 84% still include at least one domain from that query’s top 10 organic search results.

Niche Dynamics & Ranking Factors

The chances of getting an AI overview vary across different industries.

Searches related to relationships, food and beverages, and technology were most likely to trigger AI overviews.

Sensitive areas like healthcare, legal, and news had a low rate of showing AI summaries, less than 1%.

Longer search queries with ten words were more likely to generate an AI overview, with a 19% rate indicating that AI summaries are more useful for complex information needs.

Search terms with lower search volumes and lower cost-per-click were more likely to display AI summaries.

Other Characteristics Of AI Overviews

The research reveals that 45% of AI overviews appear alongside featured snippets, often sourced from the exact domains.

Around 87% of AI overviews now coexist with ads, compared to 73% previously, a statistic that could increase competition for advertising space.

What Does This Mean?

SE Ranking’s research on AI overviews has several implications:

  1. Reduced Risk Of Traffic Losses: Fewer searches trigger AI Overviews that directly answer queries, making organic listings less likely to be demoted or receive less traffic.
  2. Most Impacted Niches: AI overviews appear more in relationships, food, and technology niches. Publishers in these sectors should pay closer attention to Google’s AI overview strategy.
  3. Long-form & In-Depth Content Essential: As AI snippets become longer, companies may need to create more comprehensive content beyond what the overviews cover.

Looking Ahead

While the number of AI overviews has decreased recently, we can’t assume this trend will continue.

AI overviews will undoubtedly continue to transform over time.

It’s crucial to monitor developments closely, try different methods of dealing with them, and adjust game plans as needed.


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10 Tips on How to Rock a Small PPC Budget

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10 Tips on How to Rock a Small PPC Budget

Many advertisers have a tight budget for pay-per-click (PPC) advertising, making it challenging to maximize results.

One of the first questions that often looms large is, “How much should we spend?” It’s a pivotal question, one that sets the stage for the entire PPC strategy.

Read on for tips to get started or further optimize budgets for your PPC program to maximize every dollar spent.

1. Set Expectations For The Account

With a smaller budget, managing expectations for the size and scope of the account will allow you to keep focus.

A very common question is: How much should our company spend on PPC?

To start, you must balance your company’s PPC budget with the cost, volume, and competition of keyword searches in your industry.

You’ll also want to implement a well-balanced PPC strategy with display and video formats to engage consumers.

First, determine your daily budget. For example, if the monthly budget is $2,000, the daily budget would be set at $66 per day for the entire account.

The daily budget will also determine how many campaigns you can run at the same time in the account because that $66 will be divided up among all campaigns.

Be aware that Google Ads and Microsoft Ads may occasionally exceed the daily budget to maximize results. The overall monthly budget, however, should not exceed the Daily x Number of Days in the Month.

Now that we know our daily budget, we can focus on prioritizing our goals.

2. Prioritize Goals

Advertisers often have multiple goals per account. A limited budget will also limit the number of campaigns – and the number of goals – you should focus on.

Some common goals include:

  • Brand awareness.
  • Leads.
  • Sales.
  • Repeat sales.

In the example below, the advertiser uses a small budget to promote a scholarship program.

They are using a combination of leads (search campaign) and awareness (display campaign) to divide up a daily budget of $82.

Screenshot from author, May 2024

The next several features can help you laser-focus campaigns to allocate your budget to where you need it most.

Remember, these settings will restrict traffic to the campaign. If you aren’t getting enough traffic, loosen up/expand the settings.

3. Location Targeting

Location targeting is a core consideration in reaching the right audience and helps manage a small ad budget.

To maximize a limited budget, you should focus on only the essential target locations where your customers are located.

While that seems obvious, you should also consider how to refine that to direct the limited budget to core locations. For example:

  • You can refine location targeting by states, cities, ZIP codes, or even a radius around your business.
  • Choosing locations to target should be focused on results.
  • The smaller the geographic area, the less traffic you will get, so balance relevance with budget.
  • Consider adding negative locations where you do not do business to prevent irrelevant clicks that use up precious budget.

If the reporting reveals targeted locations where campaigns are ineffective, consider removing targeting to those areas. You can also try a location bid modifier to reduce ad serving in those areas.

managing ppc budget by location interactionScreenshot by author from Google Ads, May 2024

4. Ad Scheduling

Ad scheduling also helps to control budget by only running ads on certain days and at certain hours of the day.

With a smaller budget, it can help to limit ads to serve only during hours of business operation. You can choose to expand that a bit to accommodate time zones and for searchers doing research outside of business hours.

If you sell online, you are always open, but review reporting for hourly results over time to determine if there are hours of the day with a negative return on investment (ROI).

Limit running PPC ads if the reporting reveals hours of the day when campaigns are ineffective.

Manage a small ppc budget by hour of dayScreenshot by author from Google Ads, May 2024

5. Set Negative Keywords

A well-planned negative keyword list is a golden tactic for controlling budgets.

The purpose is to prevent your ad from showing on keyword searches and websites that are not a good match for your business.

  • Generate negative keywords proactively by brainstorming keyword concepts that may trigger ads erroneously.
  • Review query reports to find irrelevant searches that have already led to clicks.
  • Create lists and apply to the campaign.
  • Repeat on a regular basis because ad trends are always evolving!

6. Smart Bidding

Smart Bidding is a game-changer for efficient ad campaigns. Powered by Google AI, it automatically adjusts bids to serve ads to the right audience within budget.

The AI optimizes the bid for each auction, ideally maximizing conversions while staying within your budget constraints.

Smart bidding strategies available include:

  • Maximize Conversions: Automatically adjust bids to generate as many conversions as possible for the budget.
  • Target Return on Ad Spend (ROAS): This method predicts the value of potential conversions and adjusts bids in real time to maximize return.
  • Target Cost Per Action (CPA): Advertisers set a target cost-per-action (CPA), and Google optimizes bids to get the most conversions within budget and the desired cost per action.

7. Try Display Only Campaigns

display ads for small ppc budgetsScreenshot by author from Google Ads, May 2024

For branding and awareness, a display campaign can expand your reach to a wider audience affordably.

Audience targeting is an art in itself, so review the best options for your budget, including topics, placements, demographics, and more.

Remarketing to your website visitors is a smart targeting strategy to include in your display campaigns to re-engage your audience based on their behavior on your website.

Let your ad performance reporting by placements, audiences, and more guide your optimizations toward the best fit for your business.

audience targeting options for small ppc budgetScreenshot by Lisa Raehsler from Google Ads, May 2024

8. Performance Max Campaigns

Performance Max (PMax) campaigns are available in Google Ads and Microsoft Ads.

In short, automation is used to maximize conversion results by serving ads across channels and with automated ad formats.

This campaign type can be useful for limited budgets in that it uses AI to create assets, select channels, and audiences in a single campaign rather than you dividing the budget among multiple campaign types.

Since the success of the PMax campaign depends on the use of conversion data, that data will need to be available and reliable.

9. Target Less Competitive Keywords

Some keywords can have very high cost-per-click (CPC) in a competitive market. Research keywords to compete effectively on a smaller budget.

Use your analytics account to discover organic searches leading to your website, Google autocomplete, and tools like Google Keyword Planner in the Google Ads account to compare and get estimates.

In this example, a keyword such as “business accounting software” potentially has a lower CPC but also lower volume.

Ideally, you would test both keywords to see how they perform in a live campaign scenario.

comparing keywords for small ppc budgetsScreenshot by author from Google Ads, May 2024

10. Manage Costly Keywords

High volume and competitive keywords can get expensive and put a real dent in the budget.

In addition to the tip above, if the keyword is a high volume/high cost, consider restructuring these keywords into their own campaign to monitor and possibly set more restrictive targeting and budget.

Levers that can impact costs on this include experimenting with match types and any of the tips in this article. Explore the opportunity to write more relevant ad copy to these costly keywords to improve quality.

Every Click Counts

As you navigate these strategies, you will see that managing a PPC account with a limited budget isn’t just about monetary constraints.

Rocking your small PPC budgets involves strategic campaign management, data-driven decisions, and ongoing optimizations.

In the dynamic landscape of paid search advertising, every click counts, and with the right approach, every click can translate into meaningful results.

More resources: 


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What Are They Really Costing You?

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What Are They Really Costing You?

This post was sponsored by Adpulse. The opinions expressed in this article are the sponsor’s own.

As managers of paid media, one question drives us all: “How do I improve paid ad performance?”. 

Given that our study found close variant search terms perform poorly, yet more than half of the average budget on Google & Microsoft Ads is being spent on them, managing their impact effectively could well be one of your largest optimization levers toward driving significant improvements in ROI. 

“Close variants help you connect with people who are looking for your business, despite slight variations in the way they search.” support.google.com

Promising idea…but what about the execution?

We analyzed over 4.5 million clicks and 400,000 conversions to answer this question: With the rise in close variants (intent matching) search terms, what impact are they having on budgets and account performance? Spoiler alert, the impact is substantial. 


True Match Vs. Close Variants: How Do They Perform?

To understand close variant (CV) performance, we must first define the difference between a true match and a close variant. 

 

What Is a True Match? 

We still remember the good-old-days where keyword match types gave you control over the search terms they triggered, so for this study we used the literal match types to define ‘close variant’ vs ‘true match’. 

  • Exact match keyword => search term matches the keyword exactly. 
  • Phrase match keyword => search term must contain the keyword (same word order).
  • Broad match keyword => search term must contain every individual word in the keyword, but the word order does not matter (the way modified broad match keywords used to work).   

 

What Is a Close Variant? 

If you’re not familiar with close variants (intent matching) search terms, think of them as search terms that are ‘fuzzy matched’ to the keywords you are actually bidding on. 

Some of these close variants are highly relevant and represent a real opportunity to expand your keywords in a positive way. 

Some are close-ish, but the conversions are expensive. 

And (no shocks here) some are truly wasteful. 

….Both Google and Microsoft Ads do this, and you can’t opt-out.

To give an example: if you were a music therapist, you might bid on the phrase match keyword “music therapist”. An example of a true match search term would be ‘music therapist near me’ because it contains the keyword in its true form (phrase match in this case) and a CV might be ‘music and art therapy’.


How Do Close Variants Compare to True Match?

Short answer… poorly, on both Google and Microsoft Ads. Interestingly however, Google showed the worst performance on both metrics assessed, CPA and ROAS. 

Image created by Adpulse, May 2024

1718772963 395 What Are They Really Costing You

Image created by Adpulse, May 2024

Want to see the data – jump to it here…

CVs have been embraced by both platforms with (as earlier stated), on average more than half of your budget being spent on CV variant matches. That’s a lot of expansion to reach searches you’re not directly bidding for, so it’s clearly a major driver of performance in your account and, therefore, deserving of your attention. 

We anticipated a difference in metrics between CVs and true match search terms, since the true match search terms directly align with the keywords you’re bidding on, derived from your intimate knowledge of the business offering. 

True match conversions should therefore be the low-hanging fruit, leaving the rest for the platforms to find via CVs. Depending on the cost and ROI, this isn’t inherently bad, but logically we would assume CVs would perform worse than true matches, which is exactly what we observed. 


How Can You Limit Wastage on Close Variants?

You can’t opt out of them, however, if your goal is to manage their impact on performance, you can use these three steps to move the needle in the right direction. And of course, if you’re relying on CVs to boost volume, you’ll need to take more of a ‘quality-screening’ rather than a hard-line ‘everything-must-go’ approach to your CV clean out!

 

Step 1: Diagnose Your CV Problem 

We’re a helpful bunch at Adpulse so while we were scoping our in-app solution, we built a simple spreadsheet that you can use to diagnose how healthy your CVs are. Just make a copy, paste in your keyword and search term data then run the analysis for yourself. Then you can start to clean up any wayward CVs identified. Of course, by virtue of technology, it’s both faster and more advanced in the Adpulse Close Variant Manager 😉.

 

Step 2: Suggested Campaign Structures for Easier CV Management  

Brand Campaigns

If you don’t want competitors or general searches being matched to your brand keywords, this strategy will solve for that. 

Set up one ad group with your exact brand keyword/s, and another ad group with phrase brand keyword/s, then employ the negative keyword strategies in Step 3 below. You might be surprised at how many CVs have nothing to do with your brand, and identifying variants (and adding negative keywords) becomes easy with this structure.

Don’t forget to add your phrase match brand negatives to non-brand campaigns (we love negative lists for this).

Non-Brand Campaigns with Larger Budgets

We suggest a campaign structure with one ad group per match type:

Example Ad Groups:

    • General Plumbers – Exact
    • General Plumbers – Phrase
    • General Plumbers – Broad
    • Emergency Plumbers – Exact
    • Emergency Plumbers – Phrase
    • Emergency Plumbers – Broad

This allows you to more easily identify variants so you can eliminate them quickly. This also allows you to find new keyword themes based on good quality CVs, and add them easily to the campaign. 

Non-Brand Campaigns with Smaller Budgets

Smaller budgets mean the upside of having more data per ad group outweighs the upside of making it easier to trim unwanted CVs, so go for a simpler theme-based ad group structure:

Example Ad Groups:

    • General Plumbers
    • Emergency Plumbers

 

Step 3: Ongoing Actions to Tame Close Variants

Adding great CVs as keywords and poor CVs as negatives on a regular basis is the only way to control their impact.

For exact match ad groups we suggest adding mainly root negative keywords. For example, if you were bidding on [buy mens walking shoes] and a CV appeared for ‘mens joggers’, you could add the single word “joggers” as a phrase/broad match negative keyword, which would prevent all future searches that contain joggers. If you added mens joggers as a negative keyword, other searches that contain the word joggers would still be eligible to trigger. 

In ad groups that contain phrase or broad match keywords you shouldn’t use root negatives unless you’re REALLY sure that the root negative should never appear in any search term. You’ll probably find that you use the whole search term added as an exact match negative much more often than using root negs.


The Proof: What (and Why) We Analyzed

We know CVs are part of the conversations marketers frequently have, and by virtue of the number of conversations we have with agencies each week, we’ve witnessed the increase of CV driven frustration amongst marketers. 

Internally we reached a tipping point and decided to data dive to see if it just felt like a large problem, or if it actually IS a large enough problem that we should devote resources to solving it in-app. First stop…data. 

Our study of CV performance started with thousands of Google and Microsoft Ads accounts, using last 30-day data to May 2024, filtered to exclude:

  • Shopping or DSA campaigns/Ad Groups.
  • Accounts with less than 10 conversions.
  • Accounts with a conversion rate above 50%.
  • For ROAS comparisons, any accounts with a ROAS below 200% or above 2500%.

Search terms in the study are therefore from keyword-based search campaigns where those accounts appear to have a reliable conversion tracking setup and have enough conversion data to be individually meaningful.

The cleaned data set comprised over 4.5 million clicks and 400,000 conversions (over 30 days) across Google and Microsoft Ads; a large enough data set to answer questions about CV performance with confidence.

Interestingly, each platform appears to have a different driver for their lower CV performance. 

CPA Results:

Google Ads was able to maintain its conversion rate, but it chased more expensive clicks to achieve it…in fact, clicks at almost double the average CPC of true match! Result: their CPA of CVs worked out roughly double the CPA of true match.                 

Microsoft Ads only saw slightly poorer CPA performance within CVs; their conversion rate was much lower compared to true match, but their saving grace was that they had significantly lower CPCs, and you can afford to have a lower conversion rate if your click costs are also lower. End outcome? Microsoft Ads CPA on CVs was only slightly more expensive when compared to their CPA on true matches; a pleasant surprise 🙂.

What Are They Really Costing You

Image created by Adpulse, May 2024

ROAS Results:

Both platforms showed a similar story; CVs delivered roughly half the ROAS of their true match cousins, with Microsoft Ads again being stronger overall. 

 

1718772963 395 What Are They Really Costing You

Image created by Adpulse, May 2024

Underlying Data:

For the data nerds amongst us (at Adpulse we self-identify here !) 

1718772963 88 What Are They Really Costing You

Image created by Adpulse, May 2024


TL;DR

Close variant search terms consume, on average, more than half an advertiser’s budget whilst in most cases, performing significantly worse than search terms that actually match the keywords. How much worse? Read above for details ^. Enough that managing their impact effectively could well be one of your largest optimization levers toward driving significant improvements in account ROI. 


Image Credits

Featured Image: Image by Adpulse. Used with permission.

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