If you are new to marketing, we are pretty sure you need to understand the world of paid advertising. Even though around 45 percent of businesses use PPC advertising, the question still persists: what are PPC ads?
If you have found yourself struggling to understand and benefit from this pay per click advertisement, this article is for you. We break down what PPC ads are all about and how you can use them to its optimum level. Let’s get started!
What Are PPC Ads?
This Search Engine Marketing method is also called pay per click. Under this model, you will get paid by the advertisers only if someone clicks their ad on your website.
It might sound a little scary, but if you manage to build a pleasant user journey, you can get a great return on investment.
Ever heard of PPC ads on Google or PPC ads on Amazon? Well, these are different platforms that PPC advertising takes on. One of the most popular platforms for PPC ads is SERPs, such as Bing or Google. For instance, the PPC ads on Google can be seen right before the original search result.
Why Is PPC Advertising Great?
Yes, you can reach and grow organically through smart SEO and creative content. However, that could take a lot of time. Moreover, there’s no guarantee you will reach your target audience through this.
Placing keywords strategically throughout your article and strengthening your keyword is great. But, since digital marketing has grown faster than ever before, competition has increased significantly as well. And, if you don’t have domain authority, forget about a top SEO ranking. Almost all digital businesses now use PPC ads that organic search results don’t even show until the end of the search page.
However, we are not asking you to bitch your SEO strategies. Utilize both PPC ads and SEO to further expand your business.
We believe that using PPC advertising responsibly will help you reach your target audience much easier than choosing just the traditional digital marketing strategy. And since your ads will be shown to people who are more likely to engage with it, the possibility of conversion is much higher. Even if a click doesn’t convert, your brand awareness is still improving.
PPC Ads Essential Terms
If you want to ace digital marketing, you need to know and understand the lingo of the business. There are various jargon and acronyms that you need to familiarise yourself with. Here are some of the PPC ads terms that you need to know.
SEM / Search Engine Marketing
Any form of digital marketing is called Search Engine Marketing, or SEM for short. The main objective of any digital marketing campaign is to get a higher ranking on a search engine, which ensures your visibility amongst thousands of brands. PPC ads Google is one such SEM. SEM also consists of SEO strategies. While SEO strategies are usually limited to SEMs, PPC ads can be done on social media platforms as well, such as PPC ads Amazon and Facebook Ads.
CPC / PPC Ads
Also called Cost per click. The final amount that your advertiser will pay you for the placement of the ad is called cost per click. Hence, CPC/PPC ads determine the placement of your ad. Naturally, the higher your bid is, the better your ad placement will be. Your CPC should be the maximum amount of money that you would want to invest in your PPC ads.
Your ad rank is the ranking of your ad based on its quality. The higher the rank, the better position your ad will receive, which means that more people will be able to see your ad.
The quality score for your PPC ads is the score that SERPs give your ads. This score is determined through the click-through rate, which depends on your landing page quality, high-quality relevant keywords, and your SERP performance history.
The definition is in the name. What is the maximum amount you would invent on your PPC ads? That’s your maximum bid.
You also have the option to manually set your cost per click. This will allow you to set your maximum bid easily. If you set it to enhanced, search engines will allow you to modify your maximum bid as per your goal.
CPC / PPC ads have many things in common, yet they are slightly different. CPC is a term used for the final amount you invest in your ad per click. PPC is a digital marketing model where you pay per advertisement.
Cost Per Mille or cost per thousand refers to the total cost for one thousand impressions of your ads. This is usually used in display ads and paid social. Like CPM, there are cost per acquisition, cost per engagement, and other kinds of cost pers. – Read more
Landing pages aim to encourage the visitors to accomplish a goal on ‘landing’ there. These goals vary with industry. For an eCommerce landing page, it could be an ‘add to cart’ or ‘buy now’, while it could be a ‘free trial’ or ‘demo version’ for B2B, SaaS companies.
A landing page’s overall objective is to generate qualified leads through the marketing funnel, as shown in the above image. The qualified leads in their nature are more likely to convert fully into sales if nurtured well through the sales funnel.
Understanding landing page conversion rates
Not every visitor who hits one of your landing pages will take the action you desire. Some people may bounce immediately, while others might read your content and then choose to leave or go to another page. Landing page conversion rates tell you the proportion of visitors who do convert into qualified leads by accomplishing your landing page goal.
For instance, a landing page is built for traffic from an email marketing campaign. This campaign intends to convert visitors as effectively as possible. By tracking the landing page conversion rate, you can assess whether it’s true. You can have a quantitative measurement of how well your page aligns with the interests of visitors. Having such an analysis makes it easier to improve your landing page, allowing you to see the impact of conversion rate.
WordStream found its average landing page conversion rate as 2.35%. The top 25% of landing pages in the same study converted at 5.31%. Some pages converted visitors at an even higher rate.
There’s usually an opportunity to improve your landing page and its conversion rate. You must realize that landing page conversion rate differs by niche and the type of traffic. The following graph, created by Unbounce displays the first point in no uncertain terms:
What is your landing page conversion rate?
Landing page conversion rate is a vital as well as a simple metric. You can calculate your conversion rates as long as you have two pieces of information:
The number of people who visited your page
The number of people who converted (took the desired action)
Simple ways to improve landing page conversion rates
You can certainly increase your conversion rates for your landing pages and build high-converting ones by consistently optimizing them. The following are five straightforward things you can do to get the ball rolling.
1. Step back to audit your existing conversion rate
You won’t know the best way to increase conversions until you understand their existing dynamics. There are lots of ways to analyze the different aspects of your landing pages.
The audit of the user behavior on the existing landing page provides you immensely valuable insights. Website heatmaps can provide insights around the elements on your landing page that gets the most and the least attention. With such analyses in place, you can take a call to fix and optimize a troublesome element, such as a CTA button or an image on your landing page.
Take the example below of an eCommerce store that sells baby products. The heatmap revealed that the baby’s face was a distraction to visitors. When the image was replaced with an alternative in the variation, site visitors started paying attention to the copy. – Read more
Are you using your Google ads to its best use? Have you been feeling like you have invested a lot in google ads but haven’t seen any conversion rate on your landing page? Well, there could be a number of reasons for it. Maybe you are not using relevant keywords. How’s your PPC campaign? Maybe you have been focusing on negative keywords? There are other aspects to getting a good quality score on your AdWords campaign. You need to focus on your ad position and google ads quality score to make sure that your investment meets your expected click-through rate.
Google ads quality score is the ranking of your keyword in Google’s algorithm. The score ranges from 1 to 10. It basically indicates how revealing your keywords are and how much value Google puts on it. If you have a higher google ads quality score, that means you have relevant keywords. Your quality score factor has a lot to do with your visitor’s landing page experience.
Google ads quality score reflects on your landing page, google ad and your keywords altogether.
Let’s go deeper into what google ads quality scores are made up of. We will break it down for you.
As we said, your landing page, google ads, ad extensions, and the relevancy of your keyword gives you a higher quality score. A higher quality score means that you will pay less per click. A low-quality score means that you will pay more per click. Note that we have written “click” and not “conversion.”
This might sound a bit confusing to you at first, but what isn’t. As you understand what is google ads quality score, you will understand ad relevance, quality score optimization, and you can increase your clickthrough rate.
Why Are Quality Score In Google Ads Important?
A high ad position is required for your brand to make a powerful impact on your target audience and for your company to expand and reach more people.
When your google ads quality score improves, your cost per click lowers. When your cost per click lowers, your cost per conversion also gets lowered. This, in turn, means that you will be earning and saving more money. If you are an independent business owner, you have to be smart about your financial decisions. And, optimizing your google ad quality score is one effective way of increasing your profits.
Most importantly, improving your google ads quality score can lead to lowering your CPA, which stands for cost per acquisition.
Manage your AdWords account and improve your ad rank, which will help your business save money and find organic traffic.
Analyze Your Quality Score Breakdown
Google Ads provides its customers with three ways that they can break down their quality score. The three ways are Ad Relevance, Expected CTR, and Landing Page Experience. When you see these categories separately, you can understand where you are lacking and focus on improving those factors.
There are other factors that go into affecting your google ads quality score as well. Here’s a broader list of factors that affects your score one way or the other.
Your Google Ads CTR, which stands for current and expected.
Your website’s display URL.
The relevance of your google ad to the search term.
Your website’s landing page quality also matters.
Your google ads performance in particular geographies, from states to cities.
How well is your google ads performing with particular electronic devices?
To summarise, the major points you need to remember is that expected CTR, ad relevance, landing page relevance equals your google ads quality score.
Now that we are clear on which aspects comprise and affect your google ads campaign, let’s go through some issues surrounding quality scores.
We will list below some of the facts, conspiracies, and myths surrounding google ads quality scores. Yes, there are many theories on what increases or lowers your score and how they do it. Unfortunately, like many things on the internet, some of the theories are just myths. Search engine algorithms change all the time, and so, ways of doing things always get updated. We will tell you the latest tried and tested facts that will help you with a high Adwords quality score.
Here Are The Facts
As everyone is aware, causation and correlation are not the same things. Likewise, there are several factors that are correlated to google ads quality score and others that cause the fluctuation in a website’s ranking. We have listed down factors that cause or affect your google quality score.
CTR AKA Click-Through Rate
Your click-through rate is one of the main factors that can get you a high-quality score. Even Hal Varian, Google’s chief economist said in a statement that it comprises about 60 percent of Google Ads Quality scores.
Click-through rate can also be translated to clicks divided per impressions. When you successfully improve your click-through rate, Google’s algorithm will automatically bump up your quality score.
Remember that CTR is highly subjective. They are made up of various keywords. And, each keyword, their historical quality score, its current competitor matters. The key is to stay active and relevant. As we mentioned before, the relevancy of a keyword changes all the time, so you not only need to know how you are performing, but who are outperforming you as well.
If your keyword has a 10 percent CTR, it’s quality score might be 4/10. And if your keyword has 2 percent CTR, chances are, it will have an 8/10 quality score.
Keyword To Ad Ratio
Although CTR and their effect on quality scores have been common knowledge ever since people started paying attention to google ads accounts, keyword to ad ratio is fairly new. However, it is the second most important factor that contributes to a high AdWord score.
Every single keyword ad group matters. The thing you need to remember about this factor is that the higher the number of keywords (however relevant you think those are to your google ads), the greater the chances of diluting your ad. You might think that a higher quantity of keywords matter. But let us tell you, it’s the precision and quality of keywords that matter the most.
If the message between your keyword and your google ad is diluted, then it means that your click-through rates will be lower than your expected CTR. This, in turn, will lead you to get lower google ads quality score.
What you need to do is restructure all the ad groups that have keywords with low-quality scores. The best option to restructure is not to delete any keywords but pause them. When you pause certain keywords, their calculated quality scores still remain in the software’s history. So, rather than deleting them completely, you will have saved whatever benefits they brought in. Furthermore, when you add other groups for keywords, Google won’t see them as duplicates.
It would be good to remind you again that different ads groups have a differing click through rates. So, don’t forget to analyze them first. One solution to this persistent issue is to use Dynamic Keyword Insertion.
What’s The Ratio Between Your Keyword And Your Search Term?
The ratio between a keyword and its search term has often been compared to icebergs. When you look at an iceberg, the top portion above the sea might be huge, but it is nowhere near in comparison to what’s below the surface.
Similarly, one keyword can contain fifty different search terms. That’s why you need to be extremely careful to use exact match keywords and search terms. When you focus on broad matches, match modifiers, and phrase match, you will notice that the ratio between the keyword (which is visible and above the surface) and the search term (which is hidden but connected, and under the surface) is far from equal.
The discrepancy will vary from keyword to keyword depending on their match type. Focus on tightening this ratio to increase your CTR and your google ads quality score.
Quick bounces refer to the landing page experience of your website visitor. For instance, imagine that a visitor clicked on your website only to leave it immediately, it will reflect poorly on your website and lead to a low-quality score. But what if that visitor comes back again and tries to reload your page? Well, things might seem like they have improved, but that’s not always the case.
Time spent by a visitor on your website and bounce rates is two metrical factors that you can find in Google Ads Analytics. We recommend that you don’t waste too much time on these two aspects. However, if you know how to analyze them properly, you can figure out which keywords are irrelevant. If you have a low google ads quality score, it might be because you are using the wrong keywords.
If you think that exit popups can improve a visitor’s landing page experience, you cannot be more wrong. They are just short term reliefs, and mostly indicate a much deeper problem of a broken website or a landing page.
Landing Page Experience
Although this factor is subjective for each visitor, an overall analysis can help you understand your buyer persona and, in the process, improve your google ads quality score.
Landing page experience depends upon your landing page design, and it has gained much importance over the years. Remember that this factor depends on your individual user and their experiences, so don’t break your head over every tiny detail.
Some of the biggest factors that you should keep in mind while improving your landing page experience to get a higher google ads quality score as:
Where do you get your content from? Is it an original work or did your copy the content from another competing website?
How do you build a trusting relationship with your website visitors? This is a major factor in improving your landing page experience. One thing you can do is provide a business address, social media handle links, and other business details in your About Us section.
Did you put extra thought and effort into making your website easy to navigate? Your ad quality score and conversion rate depends on these tiny user-friendly details.
Check if Google bot can crawl your text on your landing page easily.
Your landing page is the virtual face of your brand, make sure that visitors have a pleasant experience.
What’s The Load Time Of Your Landing Page?
This is another factor that is related to your user’s landing page experience. If a website doesn’t load fast, it’s natural that a visitor will turn on to another website. The internet has no shortage of sources. And if you want to make your website popular, you need to focus on the needs of your customers.
In the digital industry, the standard rule is that if your landing page takes more than three seconds to load, people will switch to another website. It’s that fast. And, this will further lower your Google Ads quality score. Note that a landing page’s load time will vary from region to region.
You can visit Google’s PageSpeed Insights to further check how your URLs are doing. – Read more
Just as retailers now see VoIP phone as the standard when it comes to customer communication, responsive design has long been regarded as instrumental to web design.
Fast forward to today, however, and it’s clear that responsive design is no longer enough. In order to convert more of the people browsing your website into customers, online retailers need to keep up with digital transformation, and make sure their sites are ‘optimized’ for mobile.
Mobile optimization is the process of:
“Adjusting your website content to ensure visitors accessing the site from mobile devices have an experience customized to that device.” (Brightedge)
Rather than simply compressing or rearranging content on a screen, a mobile-optimized site is designed entirely around the smaller screen user’s experience.
Why is mobile optimization important?
Retailers need to find out what’s involved in a seamless purchasing experience. This includes not only asking what is offline communication and its importance, but identifying and optimizing all online touchpoints – mobile being key to converting users into buyers.
Consumers are digital nomads and are browsing and buying across a variety of devices. They want a ‘frictionless’ experience on every device they use – and especially on mobile. Unless retailers adopt a ‘mobile first’ approach, consumers will click away to another site.
Barriers to conversion on mobile devices
The five top issues with mobile commerce cited by consumers involve basic usability difficulties:
The mobile purchasing experience often falls short
Accessing a website on a mobile device can be incredibly frustrating. Tiny buttons, hard to see links, and unclear forms make for a poor user experience. That’s not to mention the endless scrolling options. If users have to wait for slow pages to load, or can’t quickly add items to their carts, they will become stressed and impatient. The result: Abandoned carts and unfinished purchases.
This is clearly not what any online retailer wants.
However, it is an all too common scenario. Imagine you’re browsing an e-commerce site with the intent of buying a set of wireless headphones. You may try the search button and find it doesn’t work. Then, you attempt to navigate your way to your desired item via the top-bar menu.
Finally, you may actually find a list of headphones which tick most of your boxes. At which point, you’ll need to click each one to see the specification. You may have to pinch, scroll, and manipulate the screen to access the information you require. And there may be no option to compare items, so you’ll have to keep clicking back and forward to view the information again.
If you make it to the checkout process after all this, you may then be asked to create an account before purchasing. If the form’s difficult to fill out or you then are tasked with confirming your email address, etc. this could be the last straw. That’s even if you get the email quickly because the retailer has taken steps to improve email deliverability.
Faced with a series of frustrating tasks, most potential customers will abandon their search because they’ve lost patience and simply don’t have the time. – Read more
What’s the difference between a window shopper and a customer?
I’ll give you a hint: It’s the same thing that separates a scroll-by from a click-through. Or an anonymous lurker from a known lead.
The one thing that all your leads, clickthroughs, and customers have in common is that they’ve taken action. More specifically, they responded to a call to action (CTA) on your landing page, website, or ad and actively made a choice to advance through your sales funnel.
If you want to inspire more of your target audience to convert (which, of course, you do), then you need to step up your call to action game. With the right copy, design, and placement, you can create landing pages with powerful CTAs that motivate website visitors to make a move.
A call to action is exactly what it sounds like: you’re literally calling on your audience to take a specific action. This might be clicking a “buy now” button on a sales page or filling out a lead gen form to “download your free copy.”
The Psychology Behind Effective Calls to Action
Knowing the elements that make for a truly compelling offer (and understanding why they work) is the first step to crafting the perfect CTAs for just about every use case.
So, what makes a CTA effective? Let’s start by looking at some of the hard-and-fast rules for creating irresistible calls to action.
1. Grab the Audience’s Attention
Before a visitor can be persuaded to do anything, they need to first notice the call to action. Use a combination of font, design, and placement on the page to ensure your CTA button or form jumps out from the rest of the content—even during a quick skim.
2. Make a Single, Specific Request
Your CTA is not the place to play hard to get. Instead, tell readers exactly what you want them to do. Though there are various ways to use calls to action, the general rule is that it should align with a single conversion goal at the center of your campaign.
3. Present a Clear Path Forward
Use plain language to set expectations and tell users exactly what they’ll get from clicking. People are less likely to click on a link if they don’t know where it’s taking them, so be clear on what the next step will be—whether it’s a pricing page to “compare phone plans,” an account creation page to “start [their] free trial,” or a registration form to “join [your] community.”
4. Motivate Readers to Click
Use action-oriented language that focuses on results. The basic approach is to use action verbs (like “get,” “download,” “start,” “reserve,” and “grab”) to build momentum. You can also experiment with first-person point-of-view (“Give me my deal”), positive affirmations (“Yes, I want to 10X my ROI”), and creating a sense of urgency (“In limited supply. Claim yours today!”).
5. Optimize and Test
Sometimes the best approach to writing calls to action is to test out several variations. When it comes to optimizing copy, a call to action is one of the easiest things to swap out (and even small changes can make a big impact on your conversions). Smart Traffic uses AI to analyze your visitors and automatically display the most effective CTA to each person.
Where Do CTAs Fit into Your Marketing Campaigns?
Your landing page or marketing campaign is most effective when it’s built around a single conversion goal. That conversion goal is represented on the page as a call to action. This might take the form of a single button (click-through page) or a form (lead generation).
There are several different types of CTAs you might leverage at different points of your marketing funnel. Everything from your campaign goal to your audience awareness should influence how you write calls to action for your sales pages, landing pages, and lead generation forms.
These are the most common types of calls to action marketers need to master.
Lead Generation: A lead generation call to action helps identify viable leads. Whether the prompt is to download a piece of gated content, register for an upcoming event or webinar, or request a quote from the sales team, lead generation CTAs nudge leads to raise their hand and share details that help qualify them.
Click-through CTAs: In many cases, lead nurturing campaigns feature call to action buttons designed specifically to get viewers to click. This could be part of an email campaign, a social media ad, or a landing page, but the aim is always to boost product awareness (“Get a sneak peek at our upcoming release”) and aid discovery (“Click to learn more about this awesome gadget!”).
Sales and Signups: In the right place at the right time, calls to action can fuel sales and convert leads into customers. That means targeting leads who are ready to “buy now”—like those who click through to your sales landing page—and using action-oriented language. This applies to account creation (perhaps for a trial, paid account, or freemium version of the service) and ecommerce checkout pages. (Want to learn more about how ecommerce brands are using landing pages to drive sales? Check out 27 Ecommerce Landing Page Examples to Maximize Sales in 2020.)
Click-to-Call Buttons: Rather than filling out a form or collecting data about leads, a click-to-call button gives prospects a direct line to reach your team. Not only is this convenient, but click-to-call CTAs can be combined with A/B testing and call tracking to boost lead generation. (For an example of just how well this can work, check out how clever call tracking helped this agency get 219% more leads.)
Social Engagement: Brands that successfully promote their products and services on social media use calls to action to drive engagement. By asking viewers to follow, share, like, comment, or smash that subscribe button, you can broaden your reach, increase your following, and build relationships with potential customers.
Next, we’ll explore the most popular use cases using real-world call to action examples from Unbounce customers. – Read more
When I first learned how to ride a bike, I remember being scared. It was a daunting process because I’d never done it before and was terrified of falling.
I actually remember feeling similarly when I first started getting into paid advertising campaigns at the marketing agency I worked at. The first time doing anything can be an intimidating process.
But as a marketer, it’s important to understand how to set up your paid advertising campaigns so you get the most out of your budget.
To do this, you can use several types of bidding strategies for different types of ads.
Below, let’s review the bidding strategies that will drive results when you use Facebook ads and PPC/Google Ads.
Facebook Ads Bidding Strategy
When you’re just getting started with Facebook Ads, it’s not easy to figure out what strategy to use.
Luckily, Facebook has a guide that explains the different bidding strategies you can use. Let’s dive into those strategies and figure out how to determine which one is right for you.
1. Lowest Cost (Auto Bid)
With this strategy, you won’t have a lot of manual work to do. In fact, Facebook is the one who sets up the bid automatically.
If you want to spend your full budget, this is a good choice for you. It’s a hands-off strategy and you can get more bang for your buck while spending your budget.
So, how do you know if this is a strategy you’d want to implement? Well, this is a good idea if the goal of your campaign is brand awareness, impressions, traffic, post engagement, or lead generation.
2. Bid Cap
This strategy is slightly different because of the manual processes. For this one, you’ll be the one who sets up the bidding.
This is a good option if you want more control over the cost. In fact, with this strategy, you might not even spend your full budget.
This type of strategy works for the same types of ads as the lowest cost strategy, it’s just more manual and gives you more control over your spending. Plus, it can help you increase competitiveness against other advertisers.
3. Cost Cap
If the goal of your ads is traffic, event responses, offsite conversions, or lead generation, then this is a good option as well.
With this strategy, Facebook sets the bidding while you determine the maximum amount you’re willing to spend.
You could use this type of bid strategy if you want to maximize cost-efficiency and keep cost within a certain threshold.
4. Target Cost
Another semi-automatic option, this strategy will allow Facebook to choose the bid while you set a target price. This is the price that you’d like to strive for, but Facebook could over or underspend slightly.
If you want to maintain a consistent cost, this is a good strategy to look into. You’ll be able to predict your cost and get the most conversions possible at your target cost. – Read more
Brand awareness is crucial all-year-round, but particularly when the country has gone into lockdown. It’s like a saving grace that will keep you afloat.
But, how and where you get people talking about your brand is the real problem. You don’t want to get stuck in a routine of firing PPC ads here, there and everywhere without capturing the real essence of your brand.
It’s about making brand awareness and PPC work together so that you can drive more sales after the crisis has passed.
People are ordering online because their friends are. Word-of-mouth says Amazon’s delivery is still fast, so it must be true.
Worldwide retail brands like Pretty Little Thing are everywhere you look, growing their brand awareness more than ever before.
Now, both of these are positives.
Amazon’s online presence is already so huge that word-of-mouth is strong enough to boost their sales. If you’re like them, you’re in a pretty good position.
For PLT, hosting social media giveaways and using email marketing are two powerful ways to keep customers onboard. They’re tools that have helped to build their following, create excitement around their products, and boost their sales like never before.
Using the same platforms to drive traffic to their blog? Even better.
However, it’s rare that you will see any Pretty Little Thing ads.
If you search for ‘women’s fashion clothing’ online, their brand is nowhere to be seen. They’re missing out on a huge market that might not be as active on social media as they are – but still want the type of products they offer.
In fact, even in 2014, Google found that search ads can lift awareness by an average of 6.6 percentage points.
4 actionable tips to help you overcome the pandemic
These 4 tips will help you take advantage of both brand awareness and PPC, allowing you to keep existing customers and drive new ones – even during this difficult time.
1. Be seen
This can be split into two parts:
Being active on social media platforms
Creating bold, keyword-driven PPC ads
To push your organic social media profile, you need to ensure you’re active and consistent at all times. This will help to build and strengthen relationships with customers, reassuring them you are easy to reach.
But, posting regular content is also essential.
This can be anything from addressing the relaxed guidelines, showcasing your products, or highlighting new and upcoming offers. You can even tweet non-branded content to engage with your audience, using tools such as Twitter’s Audience Insights to learn about who is following you.
In terms of PPC, the adverts you’re writing need to create a buzz around your brand. Use Google’s Keyword Planner to uncover data about your keywords before using them, making sure to use one’s that you regularly use to describe your brand.
As always, make sure your headlines are eye-catching, captivating and bold, using these 5 simple steps to ensure you’re doing it right.
2. Take action
As we saw at the start of the pandemic, supermarkets such as Sainsbury’s announced their plans to keep customers safe in-store. This was brought to light on social media, as well as emailed out to their customers.
For cases like these, it’s important to recognise whether PPC will be effective or not.
If your brand has an important, emotion-felt announcement to make, it makes much more sense to highlight it on social media than it does to include it in a PPC ad. Plus, people aren’t going to search for an announcement you haven’t made yet.
However, you can use PPC to capitalise from brand awareness. This will allow you to emphasise what you have already created a foundation for on social media, making it stick in your customer’s minds with more memorable, concise pieces of information.
It’s about doing what you can to make a difference, and using the right tools to create the biggest impact.
3. Understand priorities
If you want to build awareness, you need to start with trust. Luckily, there are several ways brand awareness and PPC ads help you to do this.
Here are three of them:
Use the right social platforms to communicate with your customers, relate to their situation and provide suitable content
Soften the tone of your PPC ads and make sure you incorporate the same style of writing as your socials
Be open and honest – your customers know you need to make sales, so pulling the wool over their eyes could turn them away completely
With these in mind, remember not to lose sight of your final goal. – Read more
By now, I would hope you’re making ample use of Google’s curated lists across paid search, Display, & YouTube. If not, I recommend reading why it’s important to be taking full advantage of layering audiences on search campaigns.
With the addition of affinity audiences to Google search campaigns, we now have the ability to continue to hone our top-of-funnel audiences and get a better understanding of who is ultimately our target customer.
What Are Affinity Audiences?
For those that aren’t familiar, affinity audiences are Google-curated lists that help you reach people based on what they’re passionate about, their lifestyles, or habits. These are purposefully broad but can be useful if you’ve created marketing personas. Below is a snapshot of the affinity audiences in Google Ads.
According to Google, a number of brands have already had major success stories from affinity audiences, including this one:
Volkswagen, one of the world’s largest auto manufacturers, used affinity audiences to achieve a 250% increase in conversion rate when compared to its non-audience traffic.
Google Ads Support
You should start by layering these audiences in “Observation” mode (shown in the above snapshot). Once you’ve observed the CTR and conv. rate trends of these audiences, you can limit an existing campaign to ONLY targeting those affinity audiences that performed well. You could also duplicate an existing campaign, layer the affinity audiences, and exclude those audiences from the original campaign. This would allow you to allocate specific budgets or increase bids on those audiences, for a specific set of keywords.
Use Affinity Audiences to Target Personas
With these being broad lists, you’ll want to think critically about who your target customer is and what they’re interested in beyond just what they’re searching for.
Don’t think about these as you would an in-market list. These are broader lists and you can use them to target people’s interests beyond the keywords at hand.
A couple of examples:
Avid Investors: An easy choice if you’re a wealth management advisor. We can get creative by realizing these individuals are likely high-income earners. If you are a luxury brand, these people likely fall into your pool of customers. You can also apply the same logic to lists like Luxury Travelers.
Business Travelers: I’m sure we can all think of industries from luggage to noise-canceling headphones that would be instant candidates. But B2B companies will likely benefit from this targeting too. With the intent of search, you’re more likely to be reaching a decision-maker because they’re the ones more likely to be traveling on behalf of a company.
I urge you to think creatively about who the person is behind the keyboard, much like you would on a social media platform. Combined with the intent of search & automation, you may be able to uncover some tangential things your audience is passionate about. – Read more