MARKETING
Five great tools to improve PPC ads
Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.
Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.
Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.
Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.
If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.
Five tools to improve PPC ads
1. WordStream Advisor: Streamline your PPC campaigns at scale
WordStream offers a pretty neat tool that is targeted to small and medium-sized business owners who want to manage their PPC campaigns across advertising platforms properly. The tool can integrate with different PPC channels like Google Ads, Facebook, Bing, and Instagram.
One of the best features is the 20-Minute Work Week, a workflow that includes 9 items to help you improve the overall PPC process. It will analyze everything: get suggestions for ad budget and ad changes, identify valuable and negative keywords, split up ad groups, and create reports around conversion and call data. You can read more about it here.
The true worth of WordStream is the fact that they adapt and integrate all of the changes and upgrades when it comes to Google and its algorithm updates. So, you don’t need to constantly check them.
Cost: Free trial for 7 days, paid plans start at $299/month for 3-month plans.
2. SE Ranking: Comprehensive keyword and competitor analysis
SE Ranking PPC research tool focuses on keyword research, competitor analysis, and advertising campaign planning. When researching competitors on SE Ranking, you can enter your domain to find a list of websites that compete with you in paid search.
You can also find which keywords they are using, which ads drive the most traffic, how they rank in search engines, and how their ads look like in paid search. The tool shows competitor’s data like search volume, CPC, KEI, traffic cost, and a number of clicks.
Going to the “Adverts history” section, you can get visual graphs of the previous stats by time period, which displays position, monthly budget, and keywords. Having this information allows you to see all competitors’ keywords they have bid on in the past and figure out whether you should take a similar bidding strategy.
You can easily export all the necessary information into an Excel file that you can share with your team. You can check it out in action here.
Cost: Paid plans start around $39 per month. SE Ranking provides a 14-day free trial and demo account.
3. Finteza: Conduct an impactful PPC analysis
Finteza is an advanced advertising analytics tool that shows you the exact percentage of high-quality and low-quality traffic coming to your website. The tool includes collection, processing, and instant data mapping through real-time charts and reports to give the most important information whenever you need it.
Finteza provides plenty of options to create, configure and target marketing campaigns for any website and instantly pull out detailed reports and statistics on clicks, impressions, and conversions of your ads.
You can also set up different conversion goals, and even use the retargeting option to display your optimized ads to the users who have performed a certain action on your website. The tool offers integrations with multiple CMS systems.
One of its biggest advantages is to track end-to-end user interaction. It means that the software provides data of all advertising platforms from which you purchase traffic and enables you to adapt them to individual conversions.
You can get the full list of Finteza’s features here.
Cost: The software offers a 30-day trial, and pricing starts at $4/month.
4. Unbounce: Build dedicated landing pages
Effective landing pages are crucial for the overall PPC process. At the very least, your ad will get them there, but conversions happen on landing pages. Creating a solid one with tools like Unbounce intended to simplify the whole process.
The tool includes a wide range of awesome features like A/B testing, dynamic text replacement, AMP landing pages, and real-time data dashboard. You can quickly change the text on your custom landing page to match what users are searching for, and split test them without touching a single line of code.
Unbounce offers over 100 high-converting templates for every type of landing page you need (sales pages, ebooks, events, products, webinar, etc.). It works with tons of in-app integrations and thousands more through Zapier.
Cost: Pricing starts at $79 per month, but you can try out a 14-day free trial.
5. Bannersnack: Display ad image creation and inspiration
The main purpose of advertising is to make people curious about your products. If you design banner ads that have interactive content, people are far more likely to click on them. One of the best solutions to do that is Bannersnack.
The tool is designed for advertising specialists to save their time and efforts on designing banners of different sizes. You can create both animated and static banners from scratch or select one of its high-quality templates created by professional designers and optimized by marketers.
One of its most convenient features is the ability to create the entire banner set on one toolbar within minutes. The banner maker is compatible with all major ad networks, Facebook Ads, Google Ads, and social networks. One of the recent features is the option to create AMPHTML ads.
Cost: Freemium; paid plans start from $7 per month.
Wrap up
Using the right PPC tools, you can find out your competitors’ best performing keywords, ad copy information, and much more. They help you save a lot of time and efforts as you know what marketing strategies your competitors are using to get maximum results and reach.
What PPC tools do you use and love? Share your views in the comments below.
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
Get MarTech! Daily. Free. In your inbox.
-
SEO6 days ago
Contact Us Page Examples: 44 Designs For Inspiration
-
SEO6 days ago
Google’s Advice For Ranking: Stop Showing
-
SEARCHENGINES6 days ago
Daily Search Forum Recap: March 22, 2024
-
WORDPRESS6 days ago
WordPress Block Themes Explained in 250 Seconds – WordPress.com News
-
MARKETING7 days ago
Local Search Developments from Q1 2024
-
PPC7 days ago
The 8 Best Lead Generation Ideas from Marketing Experts
-
SEO6 days ago
Save Time With Keywords Explorer Tool
-
PPC6 days ago
Mastering Lead Generation in Paid Search Advertising