Tag Archives: PPC

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Think You Know Who Your SEO & PPC Competition Is? Think Again! by @KatyaBovykina

In addition to fending off your main business competitors, you need to keep your SEO & PPC competitors in check.

The post Think You Know Who Your SEO & PPC Competition Is? Think Again! by @KatyaBovykina appeared first on Search Engine Journal.

How to test and perfect nearly everything in PPC

Every successful advertiser knows that great headlines, powerful ad copy and compelling calls to action are the keys to conversion. But the only way to know that your ads are as effective as possible is to constantly test and refine them, to make sure they thoroughly resonate with your target...

Please visit Search Engine Land for the full article.

SearchCap: AdWords sitelinks update, e-commerce silos & PPC reach

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: AdWords sitelinks update, e-commerce silos & PPC reach appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

2017 growth hacks: Use affiliates to improve PPC reach

In this month's installment of her series on SEM growth hacks, columnist Lori Weiman explains how advertisers can utilize their affiliates to dominate the SERPs and increase the bottom line. The post 2017 growth hacks: Use affiliates to improve PPC reach appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.
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The Pain-Free Way to Move from PPC to Facebook Ads by @SusanEDub

Paid search is nothing like Facebook Ads. Here are some tips to make the transition as painless as possible.

The post The Pain-Free Way to Move from PPC to Facebook Ads by @SusanEDub appeared first on Search Engine Journal.

Google testing list format for AdWords enhanced sitelinks

The test displays four enhanced sitelinks with a smaller font size used in the links. The post Google testing list format for AdWords enhanced sitelinks appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Got amazing content but no leads? 5 ways to rethink your paid strategy

Content marketing isn't easy -- especially if you don't have a content distribution strategy! Columnist Todd Saunders outlines how PPC can be used to enhance your organic content efforts. The post Got amazing content but no leads? 5 ways to rethink your paid strategy appeared first on Search...

Please visit Search Engine Land for the full article.
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Back to School PPC: How to Boost Your Sales This Year by @LisaRocksSEM

Get insights on customers' buying habits this back-to-school season and strategies on how to reach them via PPC.

The post Back to School PPC: How to Boost Your Sales This Year by @LisaRocksSEM appeared first on Search Engine Journal.

PPC 102: Seven tips to improve your paid search campaigns

Once you’ve got the basics of PPC down, how can you improve on those efforts further? Here are seven tips to take your campaign to the next level.

We recently gave eight tips to help beginner search marketers get their first campaigns off the ground, with our article ‘PPC 101: Eight tips to get started‘. This is the sequel to that course, PPC 102, with seven more tips to help you improve on what you’re already doing.

You don’t have to be a PPC expert to create a successful campaign with strong ROI. All you need is the time to understand how PPC works and to improve your efforts in a series of small but effective steps.

Set up conversion tracking

It’s really important to be able to measure your PPC efforts and this can be achieved by setting up the tracking pixels on your pages. Right before you start with PPC ads, you can add a conversion code to your site to be more prepared for the analysis of your campaigns.

This will allow you to understand which ads work better for your audience, bringing you closer to conversions. It can be extremely useful for PPC beginners to learn what counts as an effective PPC ad and whether their first attempts can bring them closer to ROI.

Conversion pixels make analysis of your campaigns more specific by offering the right insights on the ads that make leads and sales easier.

Focus on quality keywords

Keyword research is among the first steps to take when planning a PPC campaign. The end result of this can be a long list of keywords to explore, but do you really need to test them all? It’s tempting to try all of them until you find the most successful ones for your business, but it’s usually more effective to focus on the most important ones for your goals.

Quality keywords are not the same for every business or even every campaign, and this depends on what you want to achieve. These may not even be the most popular, but they will probably have more chances of converting than the rest.

Focus on what you define as quality keywords, even this is quite a limited pool. This will save you both time and budget.

Learn more about your audience

As we mentioned in PPC 101, it’s important to find your audience before you set up a PPC campaign. This tip is helping you take the understanding to the next level. Once you do find the ideal audience for your ads, it’s good to spend the right time to learn as many things as possible about them.

It might be useful to develop personas that help you understand your audience’s habits to be able to create more effective ads that lead to higher conversion rates.

Once you understand your audience, it’s time to analyse how they function in all the stages of your funnel. Where does your target audience sit as part of your sales cycle? How does that affect your ads and your set goals?

For example, it’s different targeting new prospect leads comparing to past customers you want to retarget and this can be reflected in your planning for your next PPC ads.

Set a landing page that matches your ads

Every PPC ad should lead to a relevant landing page to ensure that the audience is exposed to the right details after clicking on an ad. This may include more information about the product, answering questions, offering options for the next steps and most of all, speaking the same language as the ad.

It’s not just about creating effective PPC copy for your ad – it’s equally important to maintain consistency between the ad and the landing page your audience visits. This increases the chances for more conversions, as users can feel that the message resonates throughout all the pages.

Focus on the image of your ad

A successful PPC ad consists of compelling copy, but also an appealing and relevant image. As the internet becomes more visual year by year and people become accustomed to visual content, an image can significantly aid the effectiveness of your search ads.

Pick carefully the image you’ll use in every ad, aiming for:

  • visual appeal
  • relevance
  • high quality

It would be ideal if an image could create an association with a product or a company, as this could increase the chances for a long-term experience.

Be careful though, as the image still has to be relevant to the ad. Visual appeal on its own cannot increase conversions if the image is irrelevant to the ad.

Optimize your ads for mobile

As more and more users increase the time they spend on mobile devices, they are exposed to more advertising on mobile. We often talk and think of mobile optimization in terms of optimizing mobile websites, but optimizing your mobile ads is just as important.

According to Mary Meeker’s Internet Trends Report 2017, internet advertising saw a growth of 22% the last year, with mobile advertising contributing significantly to this increase.

This serves as a good reminder of why all PPC campaigns should be mobile-optimized to target a growing audience.

The process of mobile optimization for a PPC ad includes paying special attention to:

  • ad copy
  • ad image
  • habits of mobile users
  • landing page

Once your campaign is underway, an analysis of the conversions can tell whether mobile users found the ad interesting enough to click on it. 

Explore PPC ads holistically

PPC advertising can be very useful by itself, but it’s still more effective to consider as a component part of your entire digital marketing strategy.

It’s not just about launching a successful PPC campaign to reach the desired results, as these will still be aligned with your broader marketing and sales goals.

For example, a PPC campaign can lead to more improved results when it’s aligned with SEO strategy, social media marketing and email marketing.

A multi-channel approach is more popular among marketers these days, as it is more reflective the way people consume content and sees ads through multiple channels and devices.

The acquired data from a holistic approach to your marketing allows you to see how other channels interact with your PPC ads. It also helps you to understand your audience and create even more effective PPC ads in the next campaign.

Overview

Here are some tips to keep in mind when improving your PPC campaign:

  • Install a conversion pixel before you start your campaign
  • Only focus on quality keywords
  • Learn as much as possible about your audience
  • Make sure your landing page matches the expectations that your PPC ad sets
  • Pick the right visual for your ad
  • Create mobile optimized PPC ads
  • Think of PPC holistically.
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AdWords Editor 12: Everything you need to know

Google has launched AdWords Editor 12, the latest upgrade to its essential software for sophisticated PPC practitioners.

Complete with a new look and a raft of useful features, it is a welcome upgrade and marks the biggest improvement to the platform since version 11.0 launched in 2014.

Below, we have summarized everything you need to know about AdWords Editor 12 and also delved into what this update tells us about Google’s current and future strategy.

What is AdWords Editor?

AdWords editor is a free, downloadable application that allows users to edit campaigns in minute detail outside of the AdWords platform. This has the advantage of providing more control over edits, but also the very significant ability to work on campaigns even when a user is offline.

Originally released in 2006, the pace of improvement has relented a little of late. AdWords Editor 11.0 was released way back in 2014, bringing with a raft of much-requested changes like the ability to make bulk updates to multiple ad groups or campaigns at once.

We have seen helpful improvements since then all they way up to version 11.8, particularly the ability to connect up to five AdWords accounts to one email address, added late last year.

Nonetheless, we have been kept waiting until now for an update worthy of the version 12 moniker.

So, what’s new in AdWords Editor 12?

First impressions are, as is so often the case, guided by aesthetics. Editor has a new look that aligns it with the rest of Google’s product suite, which is a surprisingly late alteration for a company so committed to consistent cosmetics.

AdWords Editor 12: Everything you need to know

The importance of this contemporary mien is confirmed by Google’s own announcement, which led with: “AdWords Editor 12 offers a fresh look and new features.”

But let’s dig deeper and get to those “new features”, as there is a lot below the surface that is worthy of examination too.

Maximize conversions bidding support:

The ‘maximize conversions’ bidding option was released last month on the web version of AdWords, so this is hardly a surprising launch in version 12. Even so, it is still very welcome and provides the option for users to allow Google’s advanced machine learning technology to set bids automatically within real-time bidding auctions. This means advertisers can get as many of their defined ‘conversions’ as possible for their daily budget.

Available at the campaign level within Editor, maximize conversions is found within the ‘Bid strategy’ drop-down list:

AdWords Editor 12: Everything you need to know

Custom rules:

AdWords Editor now includes a host of custom rules, designed to ensure advertisers follow Google’s lengthy list of best practices. Editor will now let users know if their campaigns fall below Google’s standard before they are uploaded to AdWords. This is a pretty handy insight into what Google expects and wants to see from ad campaigns.

A list of the rules included are listed in the screenshot below and, as the name suggests, there is plenty of room for customization.

AdWords Editor 12: Everything you need to know

New fields for responsive ads:

A slew of new, editable fields have been added for responsive ads, including logos, promotion text, price prefixes, and CTA text.

Increased multimedia UAC support:

Universal App Campaigns make great use of Google’s machine learning technology. Advertisers can upload their creative assets and Google automatically generates the most appropriate video or image to promote the app to users across its range of products, including the Google Display Network, Search, and YouTube. Support is now provided for up to 20 videos or images within AdWords Editor 12, a significant upgrade.

We can expect to see version 12.1 sometime very soon, so we should really view this as the beginning of a process rather than a finished product.

Evolution, not revolution

That said, there is still a sense that, for all its launch has been heralded, version 12.0 hasn’t delivered the newsworthy, paradigm-shifting features of its predecessor.

There are commonalities across the updates in Editor 12, nonetheless, and they are representative of Google’s wider business strategy.

The phrase “machine learning” invariably crops up in any Google update now and it appears in abundance in relation to the newest AdWords Editor. The application provides more control to advanced users, no doubt, with its customizable fields and filters.

This sense of control for account managers becomes evermore illusory, however, as the essential workings of the machine reside on Google’s side of the fence.

Universal App Campaigns and Maximize Conversions serve as ideal harbingers of a new, AI-led approach to bidding, targeting, and personalization. Google provides access to these features, for a price, which levels the playing field for a wider group of advertisers. The differentiating factor between these campaigns will likely come down to the human element, often led by the meticulous work done in AdWords Editor.

In that sense, this update is a very significant marker of where the industry stands in 2017. The opportunities to gain a competitive advantage through old-fashioned PPC expertise are more valuable than ever, as machine learning tightens its grip over all aspects of paid search, from account structure to creative delivery.

AdWords Editor 12 may not have introduced these notions, but it certainly serves to solidify them.