Pay-per-click advertising (PPC) has the potential to grow your business faster by attracting new leads, increasing sales and increasing profit margins. However, all this success depends on whether you and your ad manager know how to manage an effective PPC campaign.
A solid strategy can give you the best results. Conversely, jumping directly to PPC advertising without planning can be a costly mistake.
This article addresses the major challenges of Google Ads for advertisers, producing better results and ultimately providing the solutions needed to improve your PPC campaigns in 2021.
1. Don’t rely on automation.
Paid advertising is not familiar with artificial intelligence (AI). Google Ads takes the era of artificial intelligence seriously and offers the opportunity to run intelligent campaigns guided by automation and machine learning algorithms.
Thanks to this cutting-edge technology, companies can unlock “the potential of consumer data and reach new perspectives at every stage of their customer journey.
It all sounds fantastic, but for some PPC managers, the idea of giving control to a robot is cause for concern. How can I make sure I’m on my way to my marketing goals?
Due to the nature of the digital age, companies have to risk participating or being left behind by more innovative and ambitious competitors. Some CEOs may worry about losing control, but be aware that AI does not end human involvement.
Indeed, leaving technology to data and automation allows employees to focus on strategy.
- Identify tools that can save you time.
- Use automation to improve your strategy.
- Take extra time to demonstrate the value of “humans” as strategic thinkers.
2. Understand the meaning of conversion tracking
Managing keywords and bids and keeping track of key metrics every time isn’t easy. If you have a huge Ads account with a huge amount of historical data, the business becomes difficult again.
You may have a thriving campaign that promotes many impressions, but if they are not converted, are these impressions worth it? So it’s important to have a keen eye on your campaign’s performance and conversions.
The best way to clearly understand the transformation is to cut the data.
- Do you understand the frequency and accuracy of your data?
- Are your search data based on daily, weekly or monthly indices?
- Does your data source contain search terms and incomplete data?
Once your data is clean, implement the right tools and use only the tracking events that add value to your business. Make sure to properly record conversions in Google Ads and Google Analytics. This way, you can ultimately understand the role of advertising in moving customers along the conversion funnel.
- Clean up the data so you can infer the appropriate results.
- Implement tools to simplify your work.
- Use only value-added monitoring events.
3. Data reporting management
When you enter the PPC competition, you will quickly see that paid search campaigns generate a lot of data. Of course, more data adds complexity, but it can quickly become a burden if you don’t know how to leverage data insights.
Often, entrepreneurs find that they are out of time and are plagued by outdated and disparate data sources that can only be confusing and frustrating.
Data can be difficult. However, if you change the perspective, the image may appear clearer. Data visualization and reporting tools make data analysis and learning much easier.
Viewing data through graphs and charts makes the difference, allowing teams to gather insights and improve their business faster.
- View data using the appropriate reporting tools.
- Look for trends and patterns to optimize your campaign.
- Enhance your paid search strategy with visual insights.
4. Keep your ad copy updated
Without adapting your strategy over time, you can’t go far with PPC ads. To name but a few, launching campaigns, optimizing keyword lists, discovering data trends, finding competitors, reporting performance and more can be the job of getting involved.
With Google Ads’ constant changes and fluctuating cost-per-click (CPC) percentages, you have full control. If you have a huge account with hundreds of ad groups and thousands of keywords, it’s hard to keep everything up to date.
A / B tests help you find the one that best suits your campaign, your audience and your goals. You can also use responsive search (RSA) ads throughout your campaign to show more targeted ads for each user.
You can take ideas from rivals, create new content that makes your content stand out and draw inspiration from PPC contests. If you are not the biggest brand on the market, you should consider moving to an area with more space to attract the attention of your potential customers.
When creating content for your ads or landing pages, keep best practices in mind, as good guidelines can help improve the quality of your content.
- Implement RSA for all campaigns.
- Use A / B testing with targeted ad groups.
- Perform competitive analyzes to gain a strategic advantage.
- Try the appropriate ad display option.
- Try different ad formats, depending on your purpose.
5. CPC and budget commitment
Occasionally, no matter how hard you try, you may think you are not going to score on PPC ads. If PPC competition is fierce, you can see that experienced competitors can get you paid, with a reduced return on investment and reduced budgets.
If you have difficulty competing with big cannons in deep pockets, how can you grow?
Instead of covering bets on multiple hit-and-hop campaigns, in-depth market research and budget planning should be undertaken. This approach can improve financial decisions and ultimately achieve more sustainable spending.
If done correctly, solid forecasts can help you reduce your expenses in wasted spaces and provide you with the information you need to allocate your budget more effectively and efficiently. Instead of competing to increase your CPC bid in conditions of high competition, you can pursue value in low competition with high conversion rates.
- Find time for planning and research.
- Use research information and budget for a sustainable victory.
- Communicate with partners and affiliates.
6. Implement fine-grained audience targeting for research
In 2021, personalization cannot be ignored. If you still ignore this huge marketing trend, your company is losing control.
Personalized marketing opens the way for strengthening relationships with potential customers and existing customers, helping brands establish a relevant voice that resonates with the needs, fears and desires of each customer. This approach is superior for paid advertising. This allows you to make the most of your detailed information for a memorable user experience for everyone. Unfortunately, not all PPC managers have the time, skills or know-how to achieve personalization.
Use layered demographic targeting to reach target users who are most likely to generate conversions. For example, let’s say you advertise a luxury apartment with an average rental of at least $ 3,000. You can only show ads for users who Google ranked in the top 30% of family income.
This will avoid unnecessary clicks from users who cannot afford to buy an apartment. So save your budget so you only connect with potential customers who can afford your rental.
If you have data that shows who is more likely to be converted, stratification by age, gender and presence of children can help promote this targeted target.
- Find demographics of target users.
- Let’s dig deeper to understand the demographics associated with buying behavior.
- Target your ads based on these demographics, add levels and analyze more specific audiences in detail.
7. Take advantage of ad scheduling and bid adjustment settings
Depending on your audience and the products and services you offer, your ad may or may not be effective at certain times of the day. Additionally, your ads may perform better in specific locations and across different devices. It is not easy to understand all this immediately. You may also miss many ads on the wrong device, in the wrong place, at the wrong time.
Analyze the data for the positive performance of the conversion rate by device, location and time of day. Taking these results into account, we will use bid adjustments to focus the laser on your ads and get the most impact.
We will start by testing a small bid adjustment ratio of + 25% for a month or two. If your test results show increased conversions, you can adjust your bids to focus on a specific location, device or time. Similarly, you can use this strategy to identify negative bid adjustments that help you avoid wasting budgets on low-performing locations and devices.
- Try a small bid modifier.
- To mitigate risk, start with a negative bid adjustment ratio.
- Continue testing to identify sides of low ROI and high ROI and adjust bids if necessary.
8. Share the remarketing list with manager and child accounts
Remarketing for people who have previously been involved in your business increases brand awareness because it makes people more sensitive to the brand message when they are already aware of your business. It’s a smart way to increase sales.
With PPC ads, it can be a little difficult to share a remarketing list with your MCC account and sub-accounts.
Sharing a list of recipients between MCC accounts requires multiple steps. You can simplify it by enabling continuous audience sharing in your MCC account.
Whenever you accept, the remarketing list you create in your MCC account will be shared with all existing and future sub-accounts. These accounts can receive lists from multiple MCC accounts and still have control over which list is active.
- Prepare a remarketing list in your account.
- With an MCC account, you can share your recipient list with multiple accounts.
9. Bid on brand keywords to beat PPC competition
Many people mistakenly believe that bidding on brand keywords is a waste of time and money! In any case, the trademark is presumed to appear above these keywords, but it is not guaranteed in practice.
If you don’t bid on a branded keyword, but a competitor bids, you will lose quality and interesting traffic to the competitor.
Simple solution-offer brand keywords! This way, you can show results at the top of Google’s search engine results page (SERP) and attract high-end users.
- Brand keywords tend to have high search volumes and low competition, so they have relatively low CPC bids. This allows you to win over more potential customers by bidding on your brand’s search terms. You can bid on both the product name and the company name.
10. Use through seasonal campaigns
Seasonal campaigns offer the opportunity to interact with your viewers when they tend to buy. For example, people can purchase multiple swimwear during the summer.
But what if the product does not adapt to the busy season? You can’t expect great results if your audience isn’t involved. This makes it difficult to take advantage of seasonal trends.
Regardless of the season, you should try to fine-tune your products, services and promotions in a way that can always attract your audience.
Being creative with brand messages and ad copy allows you to organize your offer in a way that is relevant to your audience at a given time.
- Create a sales strategy long before the busy season.
- Get noticed with discounts, coupons and copies of creative ads.
- Edit your messages to increase conversion rates during major seasonal events.
Google ads won’t stop. If you want to get the most out of this advertising platform and your PPC budget, you need to be vigilant and adapt to changing markets.
If you’re just getting started with PPC advertising, an open and proactive approach to new strategies can move your business forward, regardless of how fierce PPC competition is in the industry or niche.