13 Best Google Ads Bidding Strategies to Follow in 2022

The secret to bringing down your ad cost lies in choosing a suitable ad bidding type and implementing the right strategy to adjust bids. If you make the right moves, it can boost your campaign performance and increase conversions.

Think of it as baking a cake. You must have the ingredients, quantity, mix and baking temperature right to get the desired outcome. A slight miscalculation can alter the taste or make it inedible.

Depending on your campaign goal, Google ads give you many ways to bid for your ad. Some advertisers focus on getting more clicks or impressions while others seek more views or conversions.

For example, if you want more people to visit your site, you should focus on getting more clicks on your ad. However, if your target is to spread brand awareness, you should bid for more impressions instead of clicks.

But this is just the tip of the iceberg. With Google offering a multitude of bidding options, it can become quite a task to decide which bidding strategy works best for your ad campaigns. In this post, you’ll learn some of the best Google ads bidding strategies to follow in 2022.

1. Target Cost Per Acquisition

Target Cost Per Acquisition (CPA) is a bidding strategy best suited for optimizing conversions. It is the amount you are willing to spend to acquire one customer. If the conversion is your primary goal of a campaign, choosing Target CPA bidding will help you try to convert users at a specific acquisition cost.

If you choose this approach, Google Ads will automatically set your bids on each campaign based on the CPA. The conversion cost can be more or less to align with your acquisition costs.

2. Target Return on Ad Spend (ROAS)

Target ROAS is a bidding strategy where Google Ads will set your bids to maximize conversion value based on the return you want to target from your ad spend. ROAS is a percentage-based value calculated as:
Sales/ Ad Spend X 100%= Target ROAS

3. Maximize Conversions

Maximize conversions is a simple bidding strategy that Google Ads offers. Depending on the daily budget you set, Google will automatically run the bidding for you to get you the maximum conversion for the money spent. Remember to check your ROI at the end of the campaign to see if maximizing conversions leads to profitable sales.

4. Maximize Conversion Value

Maximize Conversion Value is a fairly new bidding strategy introduced by Google Ads. It works like ROAS, except you don’t have to set a target ROI and let the algorithm maximize your ad spend to the best of its ability.

5. Enhanced Cost Per Click (ECPC)

Enhanced Cost Per Click is a unique blend of manual and smart bidding. You can set the basic CPC for your keywords and ad groups and get the algorithm to optimize them. Google can increase or decrease your bid amount based on the potential of driving sales. Bids will try to average out at your maximum CPC settings.

If a search is very competitive and the CPCs are extremely high, Google may lower your bid to cost less due to less chance of converting. This bidding is available both on Search and Display networks.

6. Maximize Clicks

Maximize clicks is an automatic bidding strategy based on your max daily budget. In this bidding strategy, Google will try driving as many clicks as possible with your daily budget. This strategy isn’t ideal for driving sales or conversions as it doesn’t consider the traffic quality or relevance.

Therefore, Maximize Clicks works best when you have a limited budget or limited keyword search volume for your campaigns.

7. Manual CPC Bidding

If you want more control over your bidding strategy, manual CPC bidding might be the right one for you. However, it also means that you must spend more time monitoring costs and adjusting them, which is tricky if you aren’t well versed with Google Ads.

In manual CPC, you set bids for different ad groups or keywords on your own. You can adjust budgets by removing or adding money from campaigns depending on whether a search term is more profitable than others.

8. Cost Per Thousand Impressions (CPM)

Cost Per Thousand Impressions (CPM) is a bidding strategy based on impressions and applies to display networks and YouTube ads only. CPM cannot be a bidding strategy for Google search network ads.

9. Cost Per Thousand Viewable Impressions (vCPM)

vCPM is a manual bidding strategy best suited for brand awareness campaigns. Just like CPM, this one is also reserved for Display Network and YouTube Ads. You set your maximum costs in this bidding type on a viewable 1000 impressions.

A viewable impression is considered after a video is played on YouTube for 2 seconds or a display ad is shown for 1 second on the Display Network.

10. Cost Per View Bidding (CPV)

Cost Per View Bidding (CPV) is only meant for video advertising on Google Ads or YouTube ads. You pay for views or interactions on your video with CPV bidding. YouTube interactions may include CTA clicks, cards, companion banners or overlay clicks.

A view is determined by the duration someone watches your ad. A view is counted when someone watches your ad for at least 30 seconds or the full ad when it is less than 30 seconds or whenever they interact with your ad.

11. Target Impression Share Bidding

Target Impression Share is a bidding strategy introduced by Google in 2018. The strategy is centered around improving brand awareness and helping you reach maximum people. Target Impression Share is mainly used for your branded search campaigns and a limited number of key search terms for your brand.

12. Target Cost Per Thousand Impressions (tCPM)

Using this bidding strategy, you can set how much you want to pay on average per thousand views on your video ad. It is an automated strategy where Google adjusts your bid to optimize how many impressions your ad receives. Some impressions may cost more or less than your target cost; however, Google will try to keep your average at or below the target.

13. Portfolio Bidding

Portfolio bidding combines smart bidding, CPC and visibility bidding strategies. Using this strategy, you can group multiple campaigns, ad groups, and keywords based on your marketing goals. You can store, manage and track Portfolio bids in your shared library.

If you are a Google Ads expert, you must have used many of the above Google ads bidding strategies in your campaigns. Do you favor manual or automated bidding? Which bidding strategy do you think is more effective for your business? Let us know in the comments.

PPC Trends & Tactics That You Need to Follow in 2023

The need to have a brand or business noticed in the digital space is the only way to survive in the business world. Even the smallest brands can conquer the online domain and make waves if the right marketing strategies are implemented. One proven way to get your brand under the spotlight is using pay-per-click campaigns on search engines and social media portals. These are considered paid forms of advertising for brands. 

This advertising is effective because you can target your ideal customer thanks to the audience lists compiled by search engines and social media portals. These narrow down the most likely people who will interact with your brand and those who will benefit. The images and messaging you use in the ads are vital to earning conversions through PPC marketing.

The year is almost over, but PPC will still be needed to market to customers for a brand. It would be critical to ensure that you are ahead of the curve and understand how PPC changes yearly. This is why determining the PPC trends for 2023 would be detrimental to your business’s growth. While some trends stay the same, some are new and must be considered for your next brand PPC campaign

Listed below as the newest PPC trends & tactics for 2023:

PPC Automation 

Automation in marketing is not new, and Google introduced automated bidding strategies in 2019. This was an effort by the platform to have users trust automation to manage their ad campaigns and give people feedback on the results of these activities. PPC automation has many benefits, from tracking progress to optimizing bids to testing ads. For these reasons, PPC automation will be a trend in 2023 to remind users that machine learning is highly reliable to an extent and should be worked with and not against.

In terms of PPC, automated systems can take on the grinding work that involves collecting data, creating reports, monitoring spending and so on. This frees the marketer to focus on other more critical areas of advertising, such as ad content. It is predicted that in 2023, there will be a spike in the use of first and third-party automation systems by brands. Automation will also assist evaluation systems in leveling the digital space against big brands with unlimited resources and an advertising foothold in the market.

Even though PPC is automated, you may need a strategy to effectively utilize these systems to your brand’s advantage. Your next PPC strategy can involve using scripts to automate workflow, automated software to give users recommendations on ads, and allowing Google ads to optimize your campaigns using performance max campaigns. In addition, you can use any open-access machine-learning algorithms in your 2023 PPC strategies. An excellent example of these algorithms is Google’s BERT.

If you are interested in building your PPC automation system, 2023 is the perfect time to start. This will give you more control over finding the perfect audience and help you reach your advertising goals more effectively. This might be new to you and your business, so start by automating small tasks first to distribute your team’s workload. This will also give you a competitive edge over your rivals if they haven’t automated their systems. There still needs to be a human touch between automation and machine learning. The perfect balance within a PPC strategy is what will bring success to your ad campaigns. Automation will cut down the time and effort spent on adjusting bids and give you more time to observe the campaign’s overall performance.

Artificial Intelligence

Artificial Intelligence

Over the past decade, the effectiveness of AI has drastically improved into becoming a sustainable outlet of reliability and effectiveness. AI has impacted every industry in the digital space. In terms of e-commerce and marketing, the ability of AI to streamline processes and operations has benefited brands worldwide. When you look at PPC, AI has become a trustworthy partner for paid consumer advertising. 

AI has assisted marketers in creating pre decided results through diagnostic capabilities, which help brands acquire more consumer traffic. AI also sieves through the effectiveness of keywords to give users the most advantageous options. You can expect decisions to be made based on predictions of CTR (click-through rates) of ads that were determined with AI. A brand can use AI to calculate consumer conversion rates of a brand website or portal. AI can analyze the overall performance of an ad, and the future results of such an ad can be reported. This kind of data can assist brands in making data-driven decisions for their PPC campaign.

AI is continuously improving, so it would be an excellent idea to ensure you are ahead of the learning curve with updates about more advanced AI technologies being introduced into the market. Even search engines and social media portals where AI drives their advertising tools will be updated, and their algorithms will be changed. Being familiar with how AI performs gives you and your brand a competitive edge in 2023.

Social Media 

Social media has been the driving force for many brands over the past five years, especially during the pandemic. From a marketing perspective, social media has been the perfect outlet to reach consumers and show that a brand has a human touch to business. So it is no surprise that social media will trend in 2023 since 70% of people check one social media platform monthly. 

If you still need to implement a PPC marketing strategy to market your business on social media, it is time to rethink the power of those platforms. A significant portion of the younger generation is on social media platforms like Facebook, Twitter, Instagram and Pinterest. This is an important segment to keep in mind; they are potential future customers.

Running PPC ads on social media platforms is always a good idea. While most marketers use Google and Facebook as their forerunners for paid advertising, it might be time to seek other platforms in the coming year to improve your chances of finding the digital spotlight. 

Apart from the usual social media contenders, TikTok has proved to be a very influential platform in the digital world. This platform is growing every day, with thousands of new users joining. This poses a perfect opportunity for PPC advertising. Every social media platform is projected to grow in the next few years, as seen in the image below. Tiktok being a new platform, is projected to grow dramatically. 

Worldwide social network users

source

Some marketers have seen this as a goldmine and used the platforms to engage with consumers with interactive full screen ads. The platform has also linked up with Shopify to streamline marketing on TikTok and make it easier for brands to direct consumers to the necessary product or purchase brand pages.

Voice Search Ads

Everyone has used Siri or Google to search for a product or service using their voice. This has become more common through the advancements of mobile phone UIs. Voice searches are a severe contender for advertisers to target with PPC campaigns. It was recorded that in 2022, 50% of shoppers are projected to use voice searchers and rack up sales to up to $40 billion. Digital assistants will continuously be used as our days get busier, which indicates that voice searches will continuously increase. 

In 2023, you can expect it to be no different. Brands pushing for voice search ads are opening themselves up to an enormous consumer pool just waiting to be engaged. Consumers want to be told about deals and offers through voice searches and reminded about the same. A PPC campaign can be ready for such a trend if a few tips are kept in mind. The first is to optimize your campaigns for mobile phones. It was observed that 20% of searchers on mobile devices are voice-based. You must ensure your brand website is mobile-friendly. A bad mobile customer journey can lead to fewer conversions for your business.

The next tip is to utilize long-tail keywords in searches. Specifically, use of these PPC keywords that will come up in local searches. It was observed that many consumers were using voice searches to find local businesses. Finding consumers nearby would benefit the business if you are a local business. The last tip is to include question-based and conversational keywords. This is important since 65% of all voice searches are conversational. To target these keywords, you must include question-based variants, such as who, what, when and where. These tips come in handy the next time you set up PPC ads for yourself or your business.

Video Ads

Video Ads

Video ads are one of the most reliable paid search trends in 2023 that you’ll want to implement in a marketing strategy. A majority of people say videos help them make purchase decisions. When you see the impact of video on consumers, you know you need to integrate more videos for pay-per-click advertising

Thankfully, Google has made it easier for you to create and design ads with your YouTube content over the last few years via creative tools such as Bumper Machine. This program will automatically generate 3 or 6-second editable bumper ads based on videos longer than ninety seconds posted on YouTube. 

CTV advertising outside platforms (such as Hulu) becomes increasingly available even if they’re still new opportunities for small businesses looking to get started with social media marketing via branded video posts. Remember that these advertisements also play a big part in social media. For example, 33% of all users who watch uploaded videos do so from brands.

The year is almost over, but you can still head ahead of your competition in the next year. Take this time to find the PPC trends that suit your business and experiment with those you are skeptical about. Be sure to track your progress and monitor any anomalies. Technological advancements such as AI and machine learning have made the lives of consumers and marketers much more effortless. Take full advantage of how easy it is to access that kind of technology and give your consumers exactly what they want. 

Learning everything from scratch might be time-consuming if you’re running a business. That’s why an expert PPC agency like SV Digital can handle all PPC services for your business. Contact them today to boost your brand’s PPC growth in 2023. 

11 Reasons Why Digital Marketing Is Important for Brands

Marketing has evolved over the years to cater to more informed and resourceful consumers. This new user has emerged through the popularity of the internet. This called for a new type of marketing that could tackle the challenging landscape of the digital world. Digital marketing, as many brands call it, is highly adaptable and can be customized to fit the brand mission of any business. 

For example, if you are a business starting on your customer journey, this kind of marketing might be perfect for you to venture into. This marketing activity has brought success to many emerging brands through the use of SEO, emails, social media and websites to reach out to consumers. The best part of digital marketing is that you can get noticed by consumers anywhere and everywhere, depending on how well you are versed in digital marketing. 

The first step to achieving success in digital marketing is to put together a strategy based on your business goals. This is because you must have a direction for reaching your ideal customers to fund a digital marketing strategy. Fortunately, the whole umbrella of digital marketing is powered by AI, which gathers data on your activities and potential business activities online to figure out how to tackle the issue of reaching the right people. This is one of the reasons why digital marketing is important for brands.

Additionally, AI also decides whether your marketing campaigns or ads on digital platforms are ranked high enough to be seen. This is why mastering digital marketing requires understanding the different kinds of digital marketing. 

Some of these are:

Search Engine Optimization

This refers to improving your brand’s web pages so there is better exposure to the brand on SERP. When you optimize your website, platforms like Google will take notice of your page and position the business in a better spot on the SERP so you can reach more consumers. 

Pay Per Click Advertising

If you decide to advertise on search engines or social media, you can use a payment model that requires you to pay only when your ad is clicked. This form of digital marketing is popular as you pay for only those interested in your brand, which could lead to a conversion.

Social Media Marketing

Since social media has taken off over the past decade, many advertisers are looking at social media as a never-ending audience pool. This is why social media marketing is required to get your brand noticed by consumers and drive traffic to your brand website.

Email Marketing

Emails have remained relevant and are still a promising communication between a brand and consumers. So by putting together a mailing list, marketers can use this medium to send out marketing emails in the form of brand promotions or offers to consumers that might be interested or even to repeat customers. 

Influencer Marketing 

This form of digital marketing has become an integral part of any marketing strategy. Using influencers on social media or the digital space to promote your brand is a sure way to inform consumers of your brand and build a sense of trust among consumers through the assurance of an established influencer.

These are only a few examples of what digital marketing can consist of if you pursue it. You also have search engine marketing, content marketing, affiliate marketing, video marketing and mobile phone marketing. Each is unique and can benefit any brand that implements these activities into its digital marketing strategy. But why is digital marketing important to a brand? Explore the reasons to use digital marketing in the next section of this article. 

1. Brand Awareness  

When brands used traditional marketing methods to reach consumers, there was always a limit to where their reach would extend. This was based on their physical location and if they had various storefront locations. The potential of reaching other cities or states would have been farfetched. It was mostly possible for multinational companies and brands with the resources to push traditional marketing like flyers, door-to-door sales and billboards into other cities, states, or even countries. 

Digital marketing has pushed those boundaries and given the ability to reach millions of people worldwide through the internet. Even the smallest brands can reach consumers in the world’s furthest corners if they wish to. Brands can use different digital marketing strategies to get noticed by audience groups that will most likely find their products/ services interesting. The first step is establishing an online brand presence through social media, SEO and email marketing. But you can also utilize other channels such as podcasts, webinars and video marketing to attract consumers to your web pages and increase your brand awareness in the digital space. 

The best part about increasing your brand reach through digital marketing is that you do not require a large budget to do so, compared to traditional print or TV advertising. Instead, you can pay to run digital marketing campaigns that aim to reach audiences. This kind of targeting ensures you reach the right people without wasting funds on mass marketing. There is also the option of running A/B tests to tell you which digital marketing channel best suits your brand and will give you profitable ROI. This can only be achieved if the ideal consumers are reached and advertised.

2. Personalization

An essential part of digital marketing is the ability to customize your ads and campaigns to fit the ideal consumers you want to advertise to. By customizing ads, you can better target audiences that have the highest chances of giving you a conversion. This saves you time and money instead of targeting the masses with generic campaigns. 

This is possible because of the large amounts of data that many digital marketing platforms hold. Social media and search engines collect mass amounts of consumer data that can be used to create personalized audience lists. Once you build your customized consumer audiences, you incorporate them into your campaign strategy. It guarantees profitable success if you are detailed with the audience lists. The more targeted the list is, the better your chances for a conversion from a consumer. 

The data you have access to usually consists of consumer behavior and demographics. For example, you can create tailor-made ads or campaigns using the various parameters within these targeting sets. For example, if you are a sports drink brand, you can create an audience list that reflects the people who would most likely be interested in the brand. You can sift through consumer data and pinpoint aspects like people under 40 and people who like exercise and the outdoors. 

Using those patterns, you can make an audience set that will only target those people through your ad. These parameters for targeting give digital marketing its edge over traditional marketing. For small brands, targeting the right people is vital to gain more profits and reduce unnecessary advertising costs.

3. Lead Generation

For a business to be successful, it needs top-quality leads to be generated so it can turn into a conversion. The beauty of digital marketing is that one of the sole reasons to implement this strategy is to increase leads. When brands decide to take their business into the digital space, they make it easier for consumers to find them when they search for a specific product/service. It also gives potential customers the portal to explore your brand’s website and learn more about your company. When consumers see this kind of information upfront, it creates a sense of trust that can eventually become a lead you can pursue.

Now, digital marketing has a unique channel called SEO, which helps brands appear on the SERP. Not only will you appear there if you optimize your website or ad effectively, but you could also be in the top position of the search page. This will only happen if a consumer searches for a specific keyword linked to your site or ad. Elements of digital marketing such as SEO give brands economical ways to be noticed by consumers on pages like Google and better chances at gaining leads.

Most consumers constantly research brands to find out what they sell and what the business stands for before giving them their business. It can also be assumed that most top results on SERP are the ones that get clicked on the most. Digital marketing campaigns can be set to generate leads only and focus on bringing in as many relevant leads as can be sustained with the budget you set. You can also use other forms of digital marketing to generate leads, such as content marketing, email marketing and digital ads.

4. Customer Acquisition Cost

The above-mentioned reasons touched upon cost, one of the main driving forces for a brand to utilize digital marketing in its marketing strategy. Unlike traditional marketing, which requires a lot of capital to start, maintain and even stop, digital marketing allows brands to monitor their costs closely, specifically the cost of customer acquisition. This refers to the number of pays a business spends on acquiring a customer through marketing. It can be assumed that traditional customer acquisition cost is much higher because you don’t know precisely who the ad/ campaign is reaching and how much of an effect it has on consumers.

For example, if a brand decides to pay for a billboard, you can never measure its impact on people. Not to mention the cost of advertising on a billboard is a lot higher than advertising on Google. But on the other hand, economical payment modes within digital marketing make acquiring a customer reasonable and do not force you to overextend yourself.

There are a few reasons why digital marketing lowers your customer acquisition cost. These are:

  • You can target the ideal consumers and create personalized messages to appeal to them.
  • You can generate top-quality leads and improve website conversion rates.
  • You can run retargeting campaigns that guarantee conversions and automate almost every aspect of campaign monitoring.
  • You can also track your campaign results more accurately and make real-time adjustments that can save you resources. 

5. Digital Marketing Can Be Automated

Automated marketing would be highly beneficial if you run a brand that requires much attention to other aspects of your business. By automating your marketing, you can put out more inline campaigns through the internet and monitor them effectively without much effort. This also brings down your overall costs when you automate marketing activities.

Automation gives you more time to focus on your business and less time to try to gather data to fuel your campaigns/ads. For example, some activities you can automate if you pursue digital marketing are scheduling social media posts, sending emails, monitoring online shopping carts on your website and generating leads. You can also automate customer follow-ups and responses to filter out unrelated queries. Focusing on digital marketing automation will ensure you can scale up your business effectively and nurture more quality leads that will generate more conversions for your brand.

6. Targeting The Marketing Funnel

The marketing funnel is a standard benchmark to use when you are developing a marketing strategy. Each funnel section marks the consumer’s journey to buy a product or service. So usually, through traditional marketing, you could only target one section of the funnel at a time due to time and resources. Digital marketing, on the other hand, allows you to target the entire funnel at the same time. 

If you are going for the top of the funnel, you can run campaigns that would spark interest among consumers about your brand through a pre-selected audience list. You could also incorporate SEO, digital PR and content marketing to ensure every base is covered. The middle of the funnel can be targeted by giving consumers valuable information about your products through webinars, emails and lead generation. This would incline them to move down the funnel. 

Finally, if you are targeting the bottom funnel, you can use offers and promotions in ad campaigns to convince consumers to buy your products. This would allow consumers to trust your brand enough to engage with brand loyalty programs and make repeat purchases. Digital marketing allows you to perform these activities at once and gives you feedback about whether the three-pronged approaches on the funnel are practical. 

7. Tracking Performance and Monitoring Of Marketing Activities

For digital marketing to be effective, you must achieve positive ROI. It is necessary first to establish key metrics and track them. You will then be able to see which campaigns and channels are most effective so that you can improve your overall marketing plan. When it comes down to it, digital marketing offers plenty of tools for this process; they allow marketers to make real-time adjustments, unlike traditional marketing, such as billboards and flyers, which cannot be tracked in terms of performance.

For example, if you run an ad on Google or Instagram, you can see how many people the ad has reached and how many people clicked on it to be redirected to your website. You can figure out how well different ads are doing through A/B testing. You can find what kind of users react to your ad the most: desktop or mobile phone users.

Suppose a particular ad performs poorly or a landing page does not convert as anticipated. In that case, marketers can use these platforms to make changes – even small ones – until they find what resonates best with users. For example, tools such as Google Analytics can inform you how many people you’ve reached based on ecommerce sales figures.

8. Adapting To Customer Behavior Pattern

Marketers must embrace new ways of thinking about customer behaviors, which are constantly evolving. For example, a marketer who doesn’t take steps to adapt will find their efforts now become dated and unproductive. Online marketing allows marketers to easily modify their strategies in response to current trends without relying on outdated methods. For instance, during an epidemic, many consumers began shifting from traditional retail outlets in favor of shopping at digital storefronts first. 

This change necessitated a shift of budgeting priorities so that it focused more heavily on investments made through digital channels rather than offline ones, or you may notice one particular channel (like PPC) is not generating desirable results anymore. With online marketing opportunities available today, such as content marketing, adapting your tactics has never been easier than before.

9. Scalability 

Digital marketing offers many significant benefits – even for smaller businesses. It provides an equal playing ground and the ability to continue scaling as you grow. If digital marketers have a tight grasp on their campaigns, they will always be able to contend with large ecommerce brands like Amazon; all it takes is a proper digital marketing strategy to put yourself out there. 

Digital marketers can build powerful SEO strategies that’ll allow them to rank in new areas/keywords or launch ads on social media platforms while targeting audiences they weren’t reaching. They can also split up their content into smaller pieces which means they’ll appeal to larger audiences. Plus, thanks to automation tools built within some aspects of digital marketing, these marketers don’t need as much time/effort. All this reinforces the significance of investing in digital marketing today—as well as how great it could be for your brand.

10. Reaching The Right Customers

Digital marketing lets you speak to customers eager to purchase a product or service. Every person has different interests at every point in their customer journey, which dictates the kind of content that will respond best. No matter where consumers are in the customer journey, online marketing persuades people to take the action they want.

To attract people who would like to purchase your products and services straight away, it is advised that one focus on topics like the bottom-of-the-funnel keywords. You should also offer free trials or discounts, product demos or consultations, CTAs inside your emails and use social media advertising targeting similar audiences through lookalikes.

Traditional approaches don’t typically come with instantaneous responses because most consumers will have seen an advert long before deciding whether or not to act upon it. In comparison, digital platforms allow you to seize the opportunity whenever possible. 

11. Brand reputation

Online reviews play a vital role in how consumers perceive your brand online. Even if you are not very active on the internet, your brand could still receive a bad reputation if complainants and inquiries are not appropriately addressed.

One of the key benefits of digital marketing is that it allows you to impact your brand’s reputation positively. For example, effective SEO enables you to dominate the front page of Google for critical keywords. In addition,  social media monitoring tools enable you to track mentions about your company or other keywords. 

Negative mentions can be responded to quickly before they cause unfavorable feelings toward your business among consumers. You can also use various forms of content and content marketing practices across different channels to impact audiences positively, thereby having more positive reviews of your brand. The culmination of positive reviews left by consumers will give other potential customers a sense of reassurance about your brand and the products offered.

Going over the reasons why digital marketing is important, it can be assumed that this marketing is the future for any brand looking to be successful in today’s digital age. While getting noticed in the sea of brands online might take a lot of work, it can be achieved when you know how the digital landscape operates. Building a brand is challenging enough when you need to venture into an unknown territory of digital marketing. If you need professional assistance, seek agencies like SV Digital, which are experts in digital marketing.

How to Reduce Cost Per Lead in Google AdWords

The art of marketing has evolved into reaching your ideal audience through search engine results pages, specifically Google. This platform is the biggest search page consumers go to search for products and services they need. So it makes it a strategic gold mine for marketers to advertise their products or services on the platform. Now the challenge is to be seen by said consumers on the platform rather than exhausting your budget. So while Google has made an advertising tool available for brands to run google ads and target a specific audience, you might need to pick up a few tips on how to use it effectively

Some businesses and brands that start on the platform use the PPL campaign payment model, which means you pay for every lead the ad generates. The cost of the generated lead is pre-decided on the platform. Once you start generating those leads, payments must be made for the ad to run without interruptions. This form of advertising can be structured to stay within your budget to get top-quality leads while also paying the Google leads cost. Remember that the average Facebook cost per lead across all industries is $19.68. So a good cost per lead would be around that amount. This blog will explore how you can successfully reduce CPL in Google ads. 

The following ways to reduce your cost are:

1. Narrow Down Key Words

When you start with Google Ads, your natural marketing instinct will tell you to cast your net into the vast ocean of consumers and see how many users you can get. This might not be effective initially because you would be waiting for your resources of consumers that might not be interested in what you provide. The Google Ads platforms functions based on specifics and how well you understand your target audience. If you can pinpoint exactly what your audience is looking for, then you will appear on their search results more frequently and get more success with leads. The more relevant your keywords are, the more relevant your audience will be. Please do not get stuck including broad keywords in your ad metrics, as it is not cost-effective and you will probably not get the desired results. You can always access PPC keyword ideas through third-party sites.

Once you have narrowed down your keywords and made them more specific to your product or services, this will reflect on the Google Ad platform. The ad copy will be more refined and targeted, while the keyword bidding strategy will be more effective. For example, if you want to find Nikon camera patrons in Sao Paulo, Brazil, you need to enter specific keywords to find your ideal audience. A broad keyword like Brazil will give you a large audience pool that might prefer something other than cameras. Including just Sao Paulo and camera might get consumers who don’t like that camera brand. But, including Nikon will narrow the audience pool to a specific number of consumers with the highest chances of generating a lead. This kind of directed and throughout keyword selection will save you money on leads that will not be conversions.

Similarly, when you know exactly who your audience is, you can match your ad copy to be more specific and have the ad speak directly to consumers. This would feel relatable to your target audience, as generic ad copies don’t make an impact on niche audiences. With time, you can make more directed ads and hone in on what your consumers want. Your budget will also be more streamlined for your future CPL campaigns. 

2. Observe Consumer Search Queries 

As mentioned before, being specific is essential. What also is vital to achieving a reduced cost for your leads is figuring out the kind of search queries consumers in your industry are putting out. This play a significant role in creating a solid PPC (pay-per-click) campaign. You can effectively hone in on your most promising customers in the process. By analyzing the search queries on Google, you can find the audience that would be most beneficial to your ad and the least desirable audience pool. If you figure that difference out before you start running your campaign, your ad might be clicked on by these uninterested groups, but the leads would be fruitless and will take up your time. This would also reduce the CPL in PPC campaigns in the long run.

Including negative keywords in your ad targeting metrics is an effective practice to incorporate into your strategy. This is an economical method of spending your ad budget. By including these words, you also open up new avenues by which you can explore new keywords that have better relevance and results. For example, you can redirect more money into the new keywords you find and stick to high-performing ones as well. Negative keywords might sound like a bad idea to someone starting just from the name, but they are the opposite. These words can positively affect the growth of your PPC campaign and help ease any staring on your ad budget. 

There are three main reasons veteran marketers include negative keywords in their ad targeting metrics. The first is that it assists in filtering out any irrelevant or non relatable searches. For example, if you create an ad for running shoes, you could put your negative keyword as shoes. This would prevent your ad from popping up on the SERP of consumers just looking for shoes rather than running shoes. Then, thereby you save money from your ad appearing on unnecessary searches. 

The second reason is your ad will show up on the SERP of consumers that want the product or service you are selling. These consumers would also click through your ad and give you a quality lead that you can follow up on. The final reason is negative keywords reduce the overall cost you spend on keywords by eliminating the ones that give you the least amount of ROI. Of course, your conversions would also be better when your negative keywords are included and the overall cost of leads will be reduced.

3. Conduct A/B Testing For Different Ad Elements

If you have been in digital marketing, then you are well-versed will the capability of split A/B testing. For those new to the space, this testing compares two ads based on their ad copy and design. These ads are shown to test consumer groups and the results in terms of reactions are analyzed. The main aim of this comparison is to find which ad format and content perform better within targeted audiences. 

It would be best if you remembered that the landing page you use for both ads needs to be similar so each has a similar customer journey. At the same time, the ad copy and elements like imagery and tone can differ to give a consumer opinion from different perspectives. The results of conducting A/B split testing will give you a better idea of what kind of content the target audiences lean towards and what drives the highest click-through rates. This will lead to higher conversion rates for the brand’s ads. 

Google Ads offers users different options when they want to optimize this testing:

  1. Optimize for clicks; this pinpoints ads that will gather more clicks for you.
  2. Optimize for conversions; this shows ads that will lead to more conversions. Then, there is rotate evenly; spreading the ad exposure over 90 days and optimizing it.
  3. Rotate indefinitely is when Adwords shows the low-performing ads more evenly on the platform, as shown in the image below.

These optimization options should be thoroughly examined and selected according to the marketing goal you want to achieve through advertising. 

A/B testing for different ad elements

Source

An effective practice is to select the rotate evenly option initially. This would show you which ad copy performed the best over 90 days and then you can pick the most successful one to fit into the relevant search queries. Similarly, just like how you can use A/B testing for ad copy, you can use it for landing pages. In this case, you stick to the exact copies for both ads but use different versions of landing pages from the brand website. So, for example, if you decide to test your landing page, ensure you click on the rotate evenly option. This will again show what ad performed better with your target audience. 

The A/B split testing can be done for any element of an ad to determine what is best for your audience. For example, when you figure out the most effective format for your intended audience, you will only pay for leads that will bear conversions. Instead, your overall costs for CPL ads will reduce because your ads are more appealing to the right customer. 

4. Use Location Reports To Optimize Your Ad Costs

Location is essential in how your ads will perform with audiences and how much you will spend on running those ads. For example, you should access Location reports on the Google Ad words dashboard to view that data. These reports’ significance is to detect the locations where you would achieve the most success. These areas would be hotbeds of potential prospects and audience pools that have yet to be exposed to your brand. 

To implement this data into the ads, you must first enable location targeting settings on your campaigns. After some time has passed, you can go back to the settings tab and under locations, you can monitor or track the ad’s performance according to which location you selected. When the data is located, you will be able to receive two different kinds of reports. The first is the geographic location report. This report shows consumers’ geographical location and the locations users are interested in based on their search queries. This kind of data aims to expose your ads to consumers who might not be in the exact location you are at the moment but might be interested in the area you operate in. Either for a holiday or business or an event. 

For example, if a user is situated in Kyoto, Japan, but is still looking for leisure activities in Tokyo, where your business operates. It might be worthwhile to include them in your audience pool as you offer leisure activities and the consumer is interested in those activities in your area. Similarly, the second data point you can access is the user location report. This shows the consumer’s location, irrespective of whether they are interested in another location. The data you receive here will assist you in targeting the right audiences and you will not spend money on less opportunistic geographical areas. With better targeting and better leads, your cost will reduce and conversions will increase.

5. Review Your Ad Quality Score

This concept is straightforward, Google will give you a discount on the cost you have to pay for the lead based on the quality score of the selected keywords. You will also have to funnel less money to secure an ad position. The quality score components include ad relevance, landing page experience and expected CTR. Your score for each factor is added and you are given an overall score as shown in the image below. The higher the score, the less Google will ask you to pay. 

review ad quality score

Source

Let us explore the different factors one by one. The first is ad relevance, you must ensure that at least one of your keywords is included in your ad headline to make it relevant to the ad group you have selected. The next is the landing page experience. This factor has many subgroups you need to keep in mind. 

The subgroups are:

  • Originality – This means the content on your brand pages needs to be original and not plagiarized from other sources
  • Navigation – Your page should be clear and consumers should flow through pages easily. This includes consumers viewing the website on their mobiles.
  • Trust & Transparency – All your product information and company information should be displayed so consumers can understand your brand before they share their information or make a purchase.
  • Page Load Time – If your pages load quickly, it makes the user experience a lot smoother and consumers are more willing to spend time on your website

Finally, the last factor is expected CTR. This stands for click-through rate and Google will assess the estimated rate you will get for that specific keyword. The assessment is based on the performance of your ad. To ensure you have a high CTR, only select keywords that are relevant to your brand and your ad copy. If you are too busy to audit the quality score for your ad, view the Shown Due to Low Quality Score warnings on some keywords. Avoid them, or they might harm the overall score of your Google account. You can also use other methods to improve your Google Ads CTR.

These tips are designed to help you reduce the cost of your leads and also ensure you are getting the most out of what you pay. This is a trial-and-error experience for any digital marketer and you will only get your desired result if you experiment with different parameters. It might be tedious and time-consuming, but the overall results benefit your business. Google opens up a new avenue to reach consumers for your brand, but navigating through it all is challenging.

It would also be helpful to keep an eye on what your competitors are doing using PPC competitor analysis tools. If you need assistance in your journey, feel free to reach out to experts like SV Digital, who offer excellent PPC services for their clients.

YouTube’s New Features To Improve User Experience

YouTube, just like any other social media platform, is striving to make the platform ideal to advertise on. This can only be achieved by introducing more targeting options for users. The platform has released updates for the audio, shopping and stream positioning features. These updates will allow advertisers to reach more people who view their content extensively. The combination of all three features is called the Youtube effect, which is the relationship between the YouTube content creator and the viewer. 

First Feature – Moment Blast

This update is aimed at giving advertisers the ability to position themselves on YouTube Select content (CTV). These kinds of content would be connected to TVs and various other devices. It will also include a branded title card and optional masthead placement. This prime position is an effort by YouTube to give creators more control over spreading brand awareness about their content. This will be available during events like sports, movie releases and product launches. 

YouTube stated,’ People have always connected in front of the TV screen, but YouTube gives them a unique chance to bond over shared passions — like watching live-streamed concerts, fitness classes or even religious ceremonies. They feel a similar connection to the ads they get, too.” This comes after a survey revealed that around 59% of people feel that the ads they see on YouTube channel are more relevant to them than other streaming platforms. The data went on to further explain how linear TV doesn’t have the same targeting options, so the ads are not relatable to most viewers. On the other hand, the absence of Google or Youtube style targeting features leaves linear TV ads at a disadvantage. Even with this difference, most advertisers have still not switched to CTV as an economical and effective way to advertise. 

Second Feature – Expanded Product Feeds For Discovery Ads

This feature will assist advertisers in scaling their content to reach more viewers and drive user engagement. You will soon be able to see local offers embedded in product feeds and real-time availability of products on Google Merchant Centers. This will ease the buying experience for viewers. YouTube content creators can now have virtual storefronts for their content and tag products in videos and YouTube Shorts. The platform has said that this feature will be live on November 10th. 

Third Feature – Advertising To YouTube Music and Podcast Listeners

Creators can now purchase Audio Ads available on Google Ads, Display and Video 360. This will allow advertisers to reach users on audio-centric platforms like Youtube Music. This also includes Podcast targeting, which is available worldwide now.

These new features will add to the user experience of most people who consume Youtube content daily. These ads would have more targeting options, so you won’t be getting ads about products that do not interest you. It also gives brand advertisers another tool in their youtube marketing strategy to reach more consumers. Two of the three features are live now, so you should test them yourself. Remember to use the updates as much as you can. The features will run better if the platform has more data to analyze. If you haven’t thought about advertising on the other platforms of YouTube, now is the best time to start. 

5 Best PPC Competitor Analysis Tools For 2022

Extensive competitive analysis is one of the key steps to a successful advertising campaign. This will provide valuable information enabling you to target and bid on certain keywords better. You may take time to delve into the PPC strategies used by your top competitors, learn about what terms they are targeting, check out how well their ads are performing, analyze all of their strengths and weaknesses then create an even more effective advertising strategy for your company.

Although getting started with competitor analysis for PPC may seem daunting, it is not so when you have helpful tools and software solutions at your disposal to collect data automatically. There are various competitor analysis programs that can help you find your competitors’ information in minutes and save you time and energy. Not every competition analysis program is made exclusively for competitive research on Pay-Per-Click (PPC) advertising; some offer other digital marketing benefits.

If you want to choose the best tools for PPC competitor analysis, we suggest you look for the following features in them:

  • Keyword Insights 

Knowing what keywords your competitors are targeting allows you to stay ahead of them – but knowing what they aren’t gives you a chance at outsmarting them. You also need to know which ones have been tested unsuccessfully and what are the overlapping and unique keywords so you can adjust for these in your own campaign setup.

  • Ad Copy Insights 

You need to be able to track changes made to advertising content, both for the historical and current context. Advertising content is the most challenging thing to get right, which means reviewing how other advertisers attract people’s attention gives you a valuable database of good and bad ad copies.

  • Ad Group Insights

Analyzing how your competitor’s ad account is structured will give you a clear perspective of how to kickstart your paid search campaigns.

  • Landing Page Insights 

A critical aspect of PPC competition analysis involves analyzing landing pages for success. In order to do this effectively, it is imperative to understand how your competitor’s landing pages are performing so you can use the appropriate copywriting and design skills in your own strategy.

  • Clear User Interface

Functionality should always be at the core of any successful paid search competitor analysis tool. It’s essential for software providers to present data intuitively and keep things from getting too cluttered so that you can easily find what you’re looking for.

In this post, we have handpicked the five best PPC competitor analysis tools for 2022. So let’s take a look at them below.

1. SpyFu

Pricing: Basic Monthly Plan at $39/month | Professional Monthly Plan at $79/month

SpyFu is a powerful keyword research and competitive intelligence tool that helps businesses excel in their pay-per-click advertising campaigns. When using SpyFu, you can type in any competitor’s domain to find out how much they are investing each month with Google Adwords, how many keywords they are advertising for, as well as the number of clicks they receive each month from those ads.

spyfu ppc competitor analysis tools

SpyFu’s Competitors dashboard shows you the fluctuations in the number of paid keywords, paid clicks and estimated budget of your competitors. The data below this graph gives you information about the common keywords you share with your competitors and an Overlap score, indicating the number of PPC keywords each competitor has in common with the domain you are analyzing. 

This tool also has a feature called Kombat, which allows you to compare three domains simultaneously. The Keyword Universe feature will show the keywords that any of those three domains are buying and Core Niches point out keywords that are bought by all three domains. The Keyword Group feature of SpyFu shows you how a competitor is structuring its PPC campaigns and which group triggers which keywords.

In the PPC Keyword Dashboard, you will find information about what keywords your competitors are bidding on. The Tab for Ad History details all of their past ad copies, showing each month in order. It also has statistics for how well different ad copies have done over time and which ones have been consistent throughout this history. 

The AdWord Advisor recommends specific keywords you can bid on. You can utilize this information to decide which keywords to test in your upcoming ad campaigns. Overall, SpyFu is an intelligent PPC competitor analysis tool to try out. 

2. SEMrush

Pricing: Pro Plan at $119.95/month | Guru Plan at $229.95/month | Business Plan at $449.95/month

SEMrush is a multi-functional tool meant for both SEO and PPC keyword research.  SEMrush has a vast database of display ads worldwide that you can access and find what ads your competitors have promoted through the Google Display Network.

semrush - advertising research feature

The Advertising Research feature allows you to enter a competitor’s domain to see what keywords they are targeting, how much they are spending on them, the ad copies they’re using and even their bidding strategies! It allows you to look at your own keyword profile and compare it to theirs to discover the keyword gap in your current PPC strategy. 

The Positions tab allows you to filter Paid Search Trends graph to view trends in keywords, estimated traffic and traffic cost. Below this graph, you get information about keywords, cost per click (CPC), traffic, destination URL, etc. The Position Changes graph shows the improved, declined, new or lost keywords in a competitor’s top eight Google ad placements. 

semrush’s competitor dashboard

SEMrush’s Competitor dashboard gives you an extensive overview of the PPC competitive landscape, such as the strength of the competition, paid keywords, volume of the paid keywords, common keywords, cost of competitors’ paid traffic and other vital data. 

semrush’s ads copies

The Ad Copies report shows you actual ads run by your competitors. You can check their headlines and descriptions and analyze their positioning. You can also filter ad copies by specific keywords or phrases. 

The Ads History report will show you the keyword and ad ranking of your competitor’s ad campaigns over the past 12 months. Overall, SEMrush is a powerful tool to analyze competitor data and use it to your advantage to create profitable PPC campaigns.

3. iSpionage

Pricing: Starter Plan at $59/month | Professional Plan at $99/month | Advanced Plan at $299/month | Enterprise Plan at Custom Pricing 

Ispionage is a digital marketing software focusing on competitor analysis for SEO and PPC. The tool boasts unique features that help you analyze your competitors’ PPC strategy closely. This tool provides detailed data about keyword bidding, paid search traffic volume, and other vital metrics. 

ISpionage has two key parts of the tool: Competitor Research and Campaign Watch. In addition, the tool also has its own performance measurement indicators like Keyword Effectiveness Index (KEI) and Ad Effectiveness Index (AEI) to measure your PPC ad campaigns against your competitors.  

ispionage - competitor research and campaign watch

The PPC Keyword feature of this tool gives you a complete overview of the keywords your competitors are bidding on, the CPC of each keyword, search volume, average position and the number of competitor ads targeting each of these keywords. 

You can also sort your competitor keyword list with iSpoinage’s Keyword Effectiveness Index (KEI) to find the most profitable and high search volume keywords to target for your ad campaigns. The KEI indicator saves you from the expensive testing process of finding profitable keywords for your PPC campaigns.

ispionage - ads tab of keyword research

With the Ads tab of this tool’s keyword research and domain research feature, you can see what ad copy your competitors are using to pull prospective customers in. You can track down individual competitor ads from Google, Bing and Yahoo and see how successful they are based on their ad copies, destination URLs, monthly traffic and more. Additionally, with this tool’s Ad Effectiveness Index (AEI) algorithm, you can identify your competitors’ most profitable ads, so you know where to put yours when building campaigns. You can download all competitive analysis data from this tool to brainstorm for new PPC campaigns. 

The Landing Page report of iSpionage shows you the entire user journey, from keyword targeting to ad copy and landing page offers to help you discover where their conversions are happening. You also get to access a PPC Landing Page Gallery- a unique feature of this tool, where you can get inspired by landing page designs by top advertisers from different niches. 

ispionage - competitors tab of keyword research

The Competitors tab lets you see competitors listed based on the number of overlapped keywords. The Compare tab allows you to compare three domains against each other and filter them on parameters like PPC budget, average position, number of Google keywords and more. Overall, this software will give you an eye-opening amount of insight into your competitors’ online presence, perfect for anyone who wants to dig deep when analyzing pay-per-click advertising strategies.

4. SerpStat

Pricing: Lite Plan at $69/month | Standard Plan at $149/month | Advanced Plan at $299/month | Enterprise Plan at $499/month 

SerpStat is a helpful all-in-one SEO tool with advanced competitor analysis features. With this tool, you can run a complete competitor keyword analysis and find common keywords you and your competitors are targeting, the keywords that your competitors are targeting but you are not and check domain visibility by keyphrase and a lot of other useful information related to competitor PPC analysis. 

The Keywords dashboard of this tool sorts competitor ads and keywords based on search volume. If you enter a keyword in its search bar, the tool will return a list of competitors targeting that keyword and associated keywords. You can filter the results by different countries to know your active top competitors for each location. 

serpstat - competitor dashboard

The Competitor Dashboard gives you an overview of every keyword you are analyzing. It displays how many ads your competitors have running as well as how many keywords they share in common with yours. The Ad Examples Dashboard showcases the ad copy, group suggestions and background data related to your competitors. Lastly, the Ad Research feature lists the landing pages associated with a particular PPC keyword that has been used for search queries. 

5. Ahrefs

Pricing: Lite Plan at $99/month | Standard Plan at $199/month | Advanced Plan at $399/month | Advanced Plan at $999/month

Ahrefs is mainly an SEO tool but has pretty impressive PPC analysis functionality. Towards the bottom of the AHrefs toolbar is the Paid Search section, which has four main areas to explore.:

  1. PPC keyword feature
  2. Top Ads feature
  3. Landing Page feature, and 
  4. Ads History feature

ppc keyword feature by ahrefs

The PPC keyword feature by Ahrefs gives you insight into competitor keyword data and target URLs sorted based on the highest paid search traffic each generates. The tool’s Keyword Explorer feature shows each keyword’s organic and paid keyword information in a single place. Although the focus is more on organic keywords, you could use the CPC and search volume data to your advantage.

The Top Ads feature of Ahrefs shows you a list of Google ads based on the percentage of paid traffic generated by each. You can also sort the list based on other criteria such as CPC, traffic, volume or the number of keywords an ad is seen for.

top landing pages by ahrefs

The Top Landing Pages report shows a list of PPC landing pages along with the keywords that drive the most traffic to these pages. The Ad History feature shows you the history of who is bidding on your chosen keywords, when they were bidding and how many ads they’ve made live in total using them. You can click to expand the entire list of ad copies from each domain for each of your selected keywords. Overall, Ahrefs is a decent PPC analysis tool for beginning and intermediate level paid search marketers. 

Remember that keyword research is a continuous, never-ending process and it’s important to make sure you choose the right keywords when setting up your campaigns. Hopefully, these useful tools will help get you closer to the success of your PPC campaigns. 

Top 5 Advantages of YouTube Marketing

Youtube has been around for over a decade and has seen many changes. The streaming giant has risen to be one of the most watched platforms in the world, with a growing user base that doesn’t seem to be slowing down. 

Many brands and individuals have taken to Youtube to reach their audiences and provide them with exciting content. The platform has a host of features and formats that let you design creative content and have it uploaded with ease. This platform poses an incredible opportunity for businesses to advertise on Youtube and access a vast consumer base. 

Since Google owns Youtube, you advertise on Youtube through Google Ads. If you already use Google to advertise on the search engine, this would be a convenient addition to your marketing strategy. The Youtube dashboard will give you access to video ad formats utilized in display campaigns. As a brand, this sounds like a venture worth investing in as Youtube has over 2 billion monthly users and 500 hours of video content being uploaded every minute. 

So it would make sense to make sure your business stands out from the rest. The other companies spend around 5.5 billion on Youtube advertising. This was back in 2020, so you can imagine how much it must have increased in two years. Video marketing has been gaining much traction since Covid-19 and isn’t likely to slow down anytime soon. This blog will explore the benefits of adding Youtube marketing to your digital marketing strategy.

The following benefits are:

1. Increased Visibility

It is a well-known fact that Youtube is one of the largest video streaming platforms in the digital space. With that kind of reputation, being noticed on the platform will benefit your business. But, as we mentioned, millions of videos are uploaded daily on the platform, so being noticed might be challenging for some brands. 

This is one of the reasons why Youtube gives its users the ability to advertise themselves on the platform and reach out to more viewers. The beauty of this platform is that you have an audience for everything. There is an endless sea of consumers willing to engage with content that interests them or they can relate to. So, for example, if you operate in a niche industry, Youtube advertising will make you more visible to them. Once you have greater visibility for your brand, your marketing campaign results will drastically improve. 

2. Cost Effective Advertising

Youtube offers users PPC advertising. If you have heard about pay-per-click advertising, you would know that this is a cost-effective type of advertising. Since Google owns Youtube, the cost model is identical. The idea of this kind of advertising is that you pay only when someone clicks on your ad. Even then, you decide on how much money you are willing to pay when you get a click. This is perfect for a brand just starting because your money is being used effectively. It works because you need to bid for a spot on the platform. If you win the bid, your ad will appear on the platform. 

There are four bidding strategies that you can use to manage the costs of your ads. These are CPM, vCPM, CPV and Target CPA. Let us further explore what these strategies are about. The first is CPM which stands for cost per mille. When you opt for this strategy, you pay for every thousand impressions you receive on an ad. The second strategy is Viewable CPM. In this strategy, you pay for the viewable impressions. A viewable impression is when an ad is viewed for more than one second on a display ad and is viewed for more than two seconds on a video ad. Ads that fit into this strategy are more likely to be viewed by users. This is the reason why vCPM bids are higher than CPM bids.

The third strategy is the cost-per-view bid. This bid is solely based on the number of interactions and views you receive on an ad. You can set a pre-decided cost you are willing to pay for a view. It is suggested that a low cost for CPV could affect a campaign and decrease the results. The final strategy is a cost per acquisition. In this strategy, you are charged when a user action is detected. That could be a click or a conversion. Once you set a target cost, the platform will try to bring you as close to the target CPA in terms of conversions.

Youtube gives you complete control of your daily budgets, so you know exactly how much you are spending and what ads your money is going into. You will never be charged higher than your pre-decided budget. Every bid also has features to let users customize formats according to bids. This feature gives advertisers more control of their campaign results. Youtube also calculates how many views or clicks you will get at a certain budget amount. This helps you to gauge how well you want to do or how cost-effective you need to be. 

3. Targeted Audience Groups

Whether you’re running an online campaign or an offline campaign, the key to having it be a success is targeting the right people. Without the right audience viewing your content, it would be challenging to get the necessary results to achieve success. Youtube allows users to target the ideal audience for your campaigns and ads. This targeting feature is highly detailed and lets you customize the parameters of your audience immensely. 

Youtube offers several parameters you can use to build your audience groups. The first parameter is Demographic, which means you can target a consumer based on location, age, gender, etc. The next is Topics; these consumer audiences are grouped based on their topics of interest. Similarly, customer match is a parameter based on online and offline data. The data collected in this parameter comes from a user who has previously visited your business. A similar audience is another parameter that gives you access to customer match data. This data is gathered from users who have shown interest in your ads. 

Video remarketing is a term used to describe targeted users based on their interactions with your videos on Youtube or your Youtube ad. Affinity audience is a parameter used to target users that look up topics related to your brand. Additionally, a custom affinity audience consists of users that are targeted because of specific interests related to your business. This is an even more detailed version of affinity audience. In-market audiences are users currently searching for products or services your brand provides. The final parameter is life events. This focuses on users that have gone through specific life events. These events could be marriages, childbirth, new jobs, etc. 

These parameters are perfect for finding your ideal audience. Each of these metrics allows you to narrow down the most likely consumers to respond positively to your ads. This ultra-specific targeting feature saves you time and resources you would spend searching for an audience otherwise. 

4. Access To Youtube Analytics 

Once you run an advertising campaign, the results will determine whether it was a success or a miss. You must have made clear goals you want to hit at the end of the campaign. It could either increase your reach or conversions. Setting goals before a campaign can help you better understand how to run your campaign at an optimal level. Youtube offers you analytics which gives you access to detailed data about your advertising campaign. This data can be used to improve your future outcomes. 

This Youtube ad data can be helpful to other marketing channels. For example, it might be odd to see how these channels are related. It translates to other channels by narrowing down how audiences react to what kind of content. This information can help you create better campaigns. For example, if you think of enabling retargeting in your Youtube ads campaign, ensure you have Google Analytics installed on your website and then connect your Google account. All this data is found on the Analytics tab on your Youtube account. 

5. A Host Of Advertising Formats And Types

Ads on YouTube come in two formats: Video Ads and Display Ads. On desktop versions of YouTube, you may bid on either option. Displays are unavailable for mobile; however, if your company has a presence outside of Youtube (e.g., TV or game consoles), it might be worth bidding on these types of ads as well.

When creating videos that run alongside YouTube ads, keep these general guidelines in mind: Deliver high-quality and relevant content that your audience will likely appreciate and engage with. Figuring out the right balance between various audiences and types of videos can be challenging. Fortunately, though, data helps us learn more about what will resonate most with an individual’s preferences when watched online – so we must try several combinations here to see which one gives us the best performance results.

In total, there are 6 Youtube Ad formats. These are:

Skippable Ads

This ad can be skipped after the user watches them for at least five seconds. The period when these ads appear is before, during and after the Youtube video. A skippable ad is used to spark the user’s interest during the watch time without being skipped. You can position these ads to appear on mobiles, desktops, television and game consoles. Using analytics, you can see your added metrics. If consumers are always skipping your ads, you might need to make a few tweaks.

Non-Skippable Video Ads

As the name suggests, these ads can’t be skipped by Youtube users. Instead, these ads usually run for around 15 to 20 seconds. These appear simultaneously as a skippable ad before, after, or during a Youtube video. As a result, you can experience non-skippable ads that run for longer, depending on your target area.

Bumper Ads

These ads are non skippable as well and are only six seconds in length. A bumper ad can be seen while a skippable ad is being played. These ads are perfect for retargeting audiences while utilizing call-to-action features. Bumper ads will be available to mobile and desktop users. 

Sponsored Cards

This ad shows content that is related to your Youtube video. These cards can show products, events and promotions. In addition, every user will see a preview of the sponsored cards and only once they are clicked will more information be given to the consumer about what the card is trying to advertise. This ad format is also available for desktop and mobile devices and can be customized to fit different sizes.

Display Ads

These are pretty common and appear above and below Youtube video suggestions. You can also see this kind of ad on the right side of a featured video. These ads are only available to desktop users.

Overlay Ads

Overlay ads are either an image or text or can be a combination. These ads appear during a video as a pop. Users can choose to get rid of these ads as well. Only desktop users will see overlay ads, which will stay in place until they are canceled out. 

With various ad formats at your disposal, Youtube advertising uses creative ways to reach consumers through ads. However, these formats might not work for your brand, so experiment with what you can apply to your marketing plan. 

Going through these benefits, it can be assumed that Youtube advertising has more pros than cons. You will surely see profitable results if you utilize the full extent of the advertising feature. However, it would be best to remember that the results might vary from business to business and keep testing out different ad formats and metrics variations to see what works best for you. 

All New Call Enhancements Added By Meta

Promoting your brand on Meta and its platforms has become a norm in the digital space. It is only fair that these tech giants continue to release updates that make the user experience for advertising more streamlined for consumers. Meta has recently announced a few enhancements for their platform’s Call Ads feature. So let’s get right to it.

The first update is the Call-Back option. Have you ever called up a business, and no one has picked up on the other end? You then must contemplate whether you will get a callback or just try another business. Meta now allows you to request a callback from a brand through its newest feature. 

call enhancements added by meta

As you can see from the above image, the whole process is simple and easy to use. Consumers will now feel that their requests will be looked into and replied to promptly. Unfortunately, this feature is not released to all businesses. Meta is testing this update with only a few selected brands. So be sure to keep an eye out for it and try the call-back option. 

Meta also released another update that it is currently testing out. This feature will enhance the way call ads’ performance is measured. This is done by adding more objective options that advertisers can choose from. Meta has labeled this as a pre-call feature. Advertisers will now have the ability to provide additional information for users on their call ads. For example, you can now add information like a link to your website to redirect consumers to a landing page or spark more interest in your products and services. 

Additionally, you will also see a new 60-second call optimization option now. This will contain several objectives that advertisers can enable for their ads. The objectives are designed to optimize your ad more effectively to reach the necessary audiences. Doing so gives your ad a greater chance at prolonged conversations. This can be seen as appealing to the older generation as phone calls are not the preferred form of communication for the younger generations. 

A new in-app calling feature is also being added to the list of updates announced by Meta. You will now be able to place an audio call through Meta apps and call a business directly through the call ad. This will not stop you from browsing your social media feed while you place this call. The overlay has been set up, so it doesn’t hinder the UI. 

This would help consumers read up on helpful information or refer back to product pages while they are placing a call with a business. For example, there might come a time when you might also be put on hold, in which you could browse your feed or a website to pass your time without having to hang up the call to entertain yourself. This feature will help consumers and businesses who like to multitask and keep busy. 

It has been recognised that phone calls have been less frequent with emerging generations because of the new social media age and the popularity of Dms and texting. A survey revealed that 75% of Millennials will avoid phone calls, and 80% of this group specify that phone calls make them anxious. So it would be advised to make an effort to enhance both your call features and messaging features to appeal to every generation. These new features will assist your brand in reaching the older generation and cater to their form of communication. 

To recap, these are the new call ad enhancements by Meta:

  • Request a call back from a business
  • Several new business objectives were added to call ads for better engagement
  • 60-second call optimization
  • In-app calling feature
  • Pre-call business feature in Business Manager

These new updates announced by Meta will improve the interactions businesses have with their consumers on phone calls and promote better reach for the brand. They will be rolled out soon enough, so make sure you are ahead of the curve and are utilizing its full potential to communicate with some of your oldest customers. 

Google Introduces A Simplified Way To Create Ads

If you’re an advertiser and have trouble creating ads, Google has heard your plea. Instead, the platform has introduced a streamlined approach to creating ads. You will be seeing several new releases that will be associated with creating ads with multiple extensions.

It was observed that sitelinks and lead forms directly influence clickthrough rates. If they are used correctly, the CTR is seen to improve. To put it into numbers, Google saw that these sitelinks increase an ad’s clickthrough rate by 20%. Specifically, four sitelinks with a search ad would see such results. The dilemma is that managing ads and their extensions previously required an advertiser to go through many steps. Google has solved the problem by narrowing down the process to just one workflow.

Keep an eye out for ad extensions referred to as assets on your dashboard. Google has now started switching those terms out. You will see sitelink extensions being replaced by sitelink assets from now on. The same goes for price extensions being switched over to price assets. The name change is the only difference that comes to the term. You won’t be seeing any altered functionality. 

How The New Workflow Functions

Let’s go through the whole process now. First, when you create a search and performance max campaign, you will come across an additional step labeled Ads & Assets. This step will be before the final review. Under this new step, users can add assets like images, sitelinks, prices, lead forms, etc. Google will also suggest what asset you would like to add. 

ads & assets in google ads

Once you add your desired assets, Google will show you what it looks like put together through the preview tool. Any assets you create in the new workflow can be applied to other campaigns and ad groups. You don’t need to worry about switching out extensions. Instead, Google will transition all extensions into assets for you. This won’t affect your campaign, Google account or ad groups. 

The New Reporting System

google ads - asset and association drop-down menu

All monitoring and tracking functionality will be available on the Ads & Assets tab. Once you click on the asset, you can switch between the Asset and Association drop-down menu once you click on the asset. The Asset tab will contain reports on headlines and descriptions, while the Association tab will contain images and prices. In addition, you can filter the results on how every asset performs. This can be done by selecting the asset type within a Google account, campaign or ad group. Additionally, you can review a Combinations report consisting of the top-performing combinations of assets. 

When Do We See These New Updates?

Google announced that these changes are expected to be implemented into the platform in the next few weeks. The previously mentioned combination report is said to be available in the coming months. These new releases excite brands and advertisers who want to push more campaigns and ads. So keep an eye out on Google to see if there are any more announcements and when it comes out, have a go at it for yourself.

13 Proven Strategies to Promote Your Business Through PPC

When it comes to reaching out to new consumers, nothing beats the effectiveness of paid search advertising. We know that most people start their research for products on search engines like Google and Bing, so focusing on PPC ads that appear when searching for something is a guaranteed way for businesses to increase their chances of being found.

Poor PPC marketing strategies are often responsible for bringing low-quality traffic to your landing pages. What if it’s been affecting your ROI too? If so, you’re not alone. Luckily, there are some ways to recover from these poor performance woes. In this post, we’ll discuss the 13 best PPC practices to promote your business.

1. Find the Right Platforms to Advertise

When we talk about PPC advertising, the most common platform that comes to our mind is Google Ads. It’s a great way to advertise your business using paid advertising methods. 

However, it doesn’t mean you should spend your entire ad budget on it alone; there are many other platforms where running ads is just as profitable. The best ones will depend on who you’re targeting and what you’re trying to achieve, whether driving traffic or lead generation. Researching beforehand will allow you to discover the right platforms while understanding what they can offer.

For example, Facebook is among the most popular social media platforms for running paid ads for B2C consumers. Running Facebook ad campaigns boosts your website traffic and lead generation efforts and gives you a lot of bang for your buck. In addition, Facebook ads can increase engagement rates – leading to more growth over time, higher retention rates, and increased sales opportunities.

Facebook Ad Manager allows you to utilize its helpful tools when creating professional ads promoting your business. You can target audiences based on their interests, age, occupation, gender and more. With these highly targeted ads appearing in news feeds, inboxes, stories and more, you can capture more leads for your business. Likewise, you could run ad campaigns on social media sites like Twitter or Instagram. 

For B2B businesses, LinkedIn can be an ideal place to promote products and services. With the LinkedIn Campaign Manager, you can conduct highly targeted ad campaigns, including text ads, sponsored posts, sponsored InMails, and dynamic ads on the platform. 

When you connect with people on LinkedIn, you’re making connections with professional decision-makers. By marketing here, you can easily reach the key people at a company you plan to target. This is a brilliant marketing strategy for B2B businesses to connect with potential customers faster and generate more quality leads.

2. Make Social Media a Part of Your PPC Ad Strategy

Social media ads work differently than Google AdWords since they’re displayed right on users’ feeds and aren’t as easily blocked by ad-blocking software. While keywords are important in Google Ads, demographic targeting has more sway with social media promotions. You can test various ad formats, including text ads, images, or videos, when it comes to social promotions. 

Social media ads provide an effective way to explore and analyze your audiences’ needs. With this information, you can refine and improve your campaigns for better performance. Social media ads also effectively increase customer engagement by showing them relevant content. Brand Loyalty is one of the most critical aspects of a business. This makes social media essential when strengthening company loyalty or building new relationships with potential customers.

It is crucial to understand that social media and Google ads are very beneficial when combined because they serve various purposes. For example, social media ads can help brands grow awareness among people who might not know about them yet but don’t typically lead to many conversions. 

Google ad clicks are most successful when someone has heard of the company before – which happens more often on social media. When it comes down to making smart decisions, combining these two advertising methods can result in success no matter what industry you’re trying to break into.

3. Launch Retargeting Ad Campaigns 

Marketers often use PPC retargeting to advertise their products or services to those who visited their website or gave them contact information. Retargeted PPC ads can be highly effective since more than 90% of people don’t purchase after visiting a website for the first time. When marketers aim these ads at the same visitors again, they’re 70% more likely to buy something from this site!

In addition to deepening consumers’ knowledge about the advertised products, retargeting reinforces branding. The more people see your retargeted ad, the more familiar they become with the logo, colors and design. Retargeting is also inexpensive because it advertises directly to people who have already shown interest in your brand, giving them another opportunity to convert.

4. Explore Look Alike and Similar Audience

When running a campaign on Facebook or Google and looking for potential consumers who are likely to buy your product, lookalike audiences can be an effective way to reach the right individuals. Lookalikes are groups of people who have engaged with content related to your company before, grouped together based on their social behavior, interests, and so forth. 

A company needs at least 100 user data points or about 10-15% of its total audience size to create a target group for advertisers who want to find new customers through ads on Google or Facebook. When marketers implement this type of filter along with other filters like similar audiences, they can see significantly increased revenue in their campaigns.

One of the many advantages of using Lookalike Audiences is that it allows you to reach a wider audience than you would typically be able to. This is because Lookalike Audiences aren’t limited to those who already know about your brand or product. Instead, this parameter allows you to target users who share similarities with your current customer base, making an excellent opportunity for growth. 

Another advantage of using Lookalike Audiences is that they can help increase your Return On Investment (ROI). This is because they allow you to target consumers who are more likely to buy what you’re selling, leading to increased lead and sale generation on ad campaigns. By connecting lookalike audiences to your Google Ads Display and Search Campaigns, you can improve impressions, clicks, conversions and more. 

5. Create Mobile-Friendly Landing Pages

Landing pages are a necessity for the success of a PPC campaign. They’re what users see when they come from clicking on an advertisement. Building a quality landing page must focus on highlighting the benefits of the advertised product or service and give clear instructions about what action you want users to take. 

If it’s poorly designed, you could potentially waste money because people who land on your page might click away before doing anything, leaving your ad unsuccessful.

With over half of all internet traffic coming from mobile devices, ensuring your landing pages are optimized for those screens is essential. Without a mobile-optimized landing page, you may miss out on crucial traffic when running PPC ads. 

Consider these factors when designing a mobile-friendly landing page: first, ensure that your site loads quickly; if it takes more than three seconds for a web page to load up, people will leave. Second and arguably most important, your landing page should be responsive and intuitive – providing an excellent copy that steers visitors through the final steps. 

Finally, the call to action should be strong, clear and immediate. It is ideal for a call to action to appear on the first-page element of content that users see on their mobile devices. If you’re looking for ways to improve your mobile landing pages, consider A/B testing. It is a crucial tool because it allows paid search marketers to identify areas where they can improve and grow their landing pages to facilitate higher conversions.

6. Set a Proper PPC Advertising Budget

A PPC ad campaign often fails due to an unrealistically low budget. Setting the proper ad campaign budget is as important as choosing the right target audience. Therefore, you need to set a realistic budget to help you execute different stages of your PPC advertising campaign successfully. 

When you start with PPC campaigns, a substantial amount of your budget will be spent researching the average CPC in your industry and A/B testing your target keywords, audience, demographics and other parameters. When you research the averages in your industry, you’ll know how much your competitors spend on their PPC ads and help you budget accordingly.

Google’s Keyword Planner allows you access to various tools which enable more accurate refinement of your audience and budget. You can use the tool to search for new keywords, combine keyword lists, get click and cost performance forecasts, and find data about how many times a certain word or phrase was used in searches over time, etc.

Many PPC experts rely on a sequence formula to determine an appropriate advertising budget. You should multiply the average monthly searches of all relevant keywords (based on your Keyword Planner report) by a targeted search impression share (often 50% or 70%). This will give you the probable number of impressions your ads might receive for all words included in the research.

Once you have determined how many impressions may occur, it’s time to decide how many clicks there could be. For that, you need to multiply the impression count by an expected CTR( click-through rate). With both numbers plotted out, you can then calculate your PPC budget. 

To do that, multiply the number of possible clicks by your Keyword Planner report’s average CPC (cost per click). Your formula should look like this: Potential volume of clicks x Average CPC = Potential ad spend.

7. Develop Click-Worthy Ad Copies

Your advertisements should be value-driven and memorable for your target audience regardless of the industry. A high-quality advertisement should be relevant to your company and entice potential prospects. A good ad copy has three main parts, the headline, the body copy and the call-to-action. 

In your headline, it is always better to show the benefits and not the features because the user does not care about what you offer but wants to know how it will help him.

Avoid using superfluous language and focus on words important to your content. Try mentioning unique features or benefits in your ad copy to maximize conversions. Use an emotional tone to enhance your ad copy because they make the viewer feel as if the company understands his problems and has taken steps to resolve them.

A call-to-action is the last chance to bring in customers for your business and convince them to click on the ad to visit your website. Having a good call-to-action increases your click-through rate (CTR) and the effectiveness of your PPC campaigns. 

When you create a call-to-action, ensure you are perfectly clear about what you want the users to do. Avoid using generic phrases like “Click Here” or “Know More” and instead use phrases that will encourage them to take action. Practice makes perfect when writing ads, but they can hugely boost conversions once mastered.

8. Use Responsive Ads 

Responsive ads can automate your PPC strategy to bring in more leads and conversions. Responsive ads utilize the power of machine learning to automatically adjust the size, format and appearance of your ads to fit available ad spaces.

Responsive ads come in two forms:

  • Responsive Display Ads: Responsive Display Ads are automatically created by Google with the assets provided by you. Google will automatically adjust its size, format and look to fit the available ad space on Google Display Network.

 

  • Responsive Search Ads: Responsive Search Ads are ads that show more text by letting you add multiple headlines and descriptions for an ad copy. Google will automatically match and analyze each option and show the best combination that puts forth your message more clearly and has the potential to perform better. 

For regular display ads, you need to use specific designs to fit certain spaces, but responsive ads allow you to reach out to a more extensive audience base by producing highly adaptable ads designed around all screen sizes and formats.

Responsive ads are the best option for small business owners who don’t have the time or resources to spend creating a standard display ad. These ads automatically adapt to fit every screen size from desktop, laptop and phone screens – so there is no need to worry about mismatched sizes or fonts! 

Since most of these smaller companies hire outside designers for their display advertising needs, responsive ads are the best way to go for small businesses with limited resources. Creating a standard display ad can be a complex process as you must manually adjust the size, font and other factors to fit in the ad space. 

Generally, smaller companies do not have an in-house design team, they usually rely on external designers to fulfill the need for display ads. However, with the introduction of responsive ads, there is no need for external help. They are quick and easy to create. A simple yet effective responsive ad design only needs a logo and 2 or 3 high-resolution images.

Responsive ads have performed better in some accounts than standard display ads. This is not always the case; however, if you want a higher chance of success, it’s best to go with a responsive design campaign.

9. Run A/B Split Tests

How can you find out which PPC ad copy will perform better or what kinds of audience demographics might bring about better results for your campaign? Through A/B Split Testing. It is imperative for the success of your PPC ad campaigns. You may run this test to find the best versions of various PPC ad elements, such as headlines, descriptions, landing pages, bids, location targeting and more. 

With the results from an A/B Split Test data analysis, you may compare how two different ads perform against one another. This data analysis should help improve your overall ad campaign performance and generate better revenue.

Another advantage to A/B testing is that once you figure out what kind of message resonates with your audience, your click-through rate (CTR) will naturally increase. When CTR goes up, Quality Score goes up too, which lowers the cost per click (CPC). Consequently, you can run more paid ads to drive more business revenue.

10. Reanalyze Your Targeted Keywords

Keyword research in PPC campaigns is one of the most extensive and continuous tasks. Seasoned PPC marketers never stop researching and refining their list of PPC keywords using the best keyword research tools at their disposal. A PPC keyword research should include a mix of long-tail and short-tail keywords. Long-tail keywords are less specific but make the most of search-driven traffic. These keywords are also less competitive, reducing your cost per click cost.

Your PPC keyword strategy should also have a negative keyword list to avoid showing your ads in irrelevant search results and wasting your PPC budget. In addition, you have to ensure that your list of keywords contains terms that are widely used by people in your niche for their regular searches. 

Every tool has its own way of figuring out how popular a particular keyword is. Each keyword tool is a little different, but the primary parameter you should be looking at is search volume. The higher the search volume, the more the number of searches per month using that keyword.

The Google Ads Keyword Planner assigns different levels of competition to keywords – high, medium, or low. A high level of competition means more advertisers are targeting these search terms, and bids will cost you more money. Low-competition, high-volume keywords are the best option for driving substantial traffic without breaking the bank.

If keywords have little or no search volume, then it’s best to remove them from your list. If the competition for certain keywords is high enough to consume your budget too quickly, you can drop them too. Nevertheless, using the Keyword Tool should allow you to find new keywords that were previously overlooked.

11. Revisit Keyword Match Types

Search engines show your paid ads based on keywords. These keywords can be further classified into different match types, namely exact match, broad match and phrase match. You must strategically use these keyword match types to build your PPC list. 

A keyword is matched word for word with no change in sequence for an exact match. Broad Match type is Google’s default setting for all the keywords. This setting will include all the related terms to your keywords, including synonyms, misspellings, and other related terms. Phrase Match tells Google to show your ads for queries where your keyword matches anywhere within a larger query.

12. Improve the Structure of Your PPC Ad Campaign

If your PPC ad account doesn’t have a clear structure, your campaigns won’t perform as per your expectations. It will affect your Quality Score and make it difficult to segment your ad campaigns. Therefore, you need to focus on restructuring your existing PPC account and ensure that it meets the following objectives:

  • What is the purpose of your ad campaign? Is it to grow leads for your business or get more clicks on your website?
  • Segmentation of ad groups based on interests of the audience
  • Segmentation of ad groups based on the category of products or services that you offer
  • Choosing keywords that meet the purpose of the ad groups

It is usually advisable to have a few campaigns focusing on different products, locations, or other themes that make sense for your business goals. One way you can divide up these campaigns and ad groups is by considering the layout of your website. Consider a nomenclature that would be clear to anyone working on the campaigns from now until forever, and create an accessible spreadsheet for every team member.

To establish a standard PPC campaign structure, start with Campaign names. It could be classified as a product type, location, and/or audience. This is the largest umbrella category under which Ad Groups will come. For example, if you are into unisex clothing retail, your categories can be “Men” and “Women.” 

In Ad Groups, you have to establish what kind of products you will be advertising underneath each product category. For example, under the campaign “Women,” you can have two ad groups named “Summer Wear” and “Winter Wear.” 

Once you choose your ad groups, you have to select the best keywords for each of them, create ad copies, A/B test them, and select the one that has the best lead-capturing potential. Finally, you need to link these ad copies to the right landing pages where the conversions will occur. 

13. Launch a Micro-Conversion Campaign 

A micro-conversion campaign aims to hook users and get them to move a step forward towards the main conversion goal. Smaller conversions can help you lead users to the main goal more efficiently. Micro-conversion strategy can target specific demographics and move them further down the funnel leading them to purchase. A good example is asking visitors to sign up on your website for exclusive access to early-bird offers and discounts.

It is rare for someone to accidentally find your website, view a page or two, and then purchase without hesitation. People follow an anticipated customer journey before making such decisions, so one way you can increase conversions is through micro-conversions.

Micro-conversions don’t ask much of a visitor. They really want someone to show interest in your business or product. Micro-conversions are less about completing transactions or signing up for an account and instead focus on browsing and exploring the website. 

You can find out what’s working best for you by looking at which micro-conversions attract repeat visitors and which ones never seem to pick up traction. Once you know how your target audience behaves, you can use the data to create better PPC ad campaigns. 

Wrapping Up

PPC marketing is a powerful and effective tool for growing leads and conversions. It helps you target your audience smartly using platforms like Google or harnessing the power of social media platforms like Facebook, Instagram, Twitter and LinkedIn. Paid advertising offers great potential to reach large groups of people in a relatively short period and give your business much-needed exposure that can be difficult to obtain organically.