PPC and its Strategies :
Voice search and automation, for example, are fundamentally shifting what PPC marketing strategies are most effective and the role of PPC advertising in an overall marketing strategy.
2. Try Google's Smart bidding features?
In the second quarter of 2019, Google generated $32.6 billion in revenue from advertising, an increase of 16% over the previous year.
The drastic increase in revenue might have something to do with newer automatic advertising features like Google’s Smart Bidding.
There are four main types of Smart Bidding features:
* Target CPA:
Uses historical data to find the optimal bid for each ad automatically
* Target ROAS :
Predicts future conversions to set max CPC and improve ROI
Increase conversion rate by tailoring bids for every auction
Automatically adjusts your manual bids for clicks that seem more likely to lead to a conversion (Limits on the type of campaigns)
"With Ad words smart bidding we are able to leverage the full potential of google bidding technology and have better understanding of synergies between generic and Brand Keywords"
3. Don't forget about automation on other platform :
Automation is kind of a big deal. From automakers to accounts payable, nearly every industry is getting a taste for automation. And it’s driving profits:
In addition to Google’s Smart Bidding features, several other search and social platforms are jumping on the automation bandwagon.
Here are a few other automations try out :
* Bing Automated Rules :
Bing’s automated rules aren’t new (they were released in 2015). However, as AI and machine learning capabilities expand, they are getting more useful.
Here are a few examples of what you can do with Bing automation:
- Auto increase ad groups and keyword bids during busy holidays or special events
Bing also has a “notify me when” feature that will send you an email when certain parameters are met— allowing you to make decisions based on the health of your entire strategy.
* Facebook Automated Rules :
While Bing and Google work to balance automation and control, Facebook lets you go almost completely hands-off with Facebook automated ads.
This feature creates multiple versions of your ads, suggests CTAs, tailors your audience, recommends bid adjustments, and will even maintain your ads for you.
4. Leverage ultra Specific Landing Pages :
Landing pages are an indispensable part of PPC. And while many digital marketers are already using them, there are still plenty of folks using ads to direct users to category pages and (gasp!) even homepages.
Here’s the thing – landing pages increase conversions.
In fact, companies that have between 10 and 15 landing pages see a 55% increase in leads. People are more likely to convert when the page they land on is hyper-relevant to what they want.
Plus, Google Ads rewards relevance, so the more aligned your ads and landing pages are, the less you pay per click.
Despite their effectiveness, nearly 44% of all B2B companies send the users to a homepage rather than a landing page.
5. Tips to create PPC marketing campaigns for Voice Search :
By 2022, 50% of consumers will be using voice shopping, which some are calling v-commerce. (But let’s see if that sticks…)
Tip #1 – Start by focusing on long-tail keywords in addition to standard key terms
When users conduct voice searches, they tend to pose questions like:
Ex : Near by coffee shops..
You will get the details and routes for Coffee shop near by your location..
Users also tend to use more words when they search via voice than when they type in a query.
Tip #2 – Target natural language to optimize your ads for voice searches.
So users might type “burger joint in Rogers Park,” but in a verbal search, they’ll say, “Where can I find the best burger near me?”
Tip #3 – Optimize your ads for nearby landmarks.
Google experts state that using formulas such as “coffee shops near Millennium Park”, for example, will result in ads that are likely to be more successful.
Tip #4 – Focus on local best practices.
Nearly 58% of consumers are looking for local businesses with voice search. These searchers are primed to buy, which means higher conversion and click-through rates.
Tip #5 – Make sure you use local ad extensions in Google.
This is very important especially for call extension, which allows searchers to access your phone number and call you quickly.
Break outside of Google Box :
It is easy to fall in the trap of focusing on Google — they do dominate more than 90% of the search market, after all.
Platforms like Quora, Reddit, and Amazon can all drive incredibly valuable traffic to your website.
If you aren’t diversifying your strategy, there is a good chance you are missing out on revenue.
Instead of dropping all your ad spend into Google’s bucket, it might be time to give paid ads on these other platforms a test.
Amazon Paid Ads :
Google has a massive audience, however, searchers on the display network (and even search) aren’t necessarily ready to purchase.
That buyer intent is one of the key advantages to advertising on Amazon and can result in much higher click-through rates and more bang for your advertising dollars.
Here is how Amazon ads work:
Searchers type a term into the search bar, for example, “portable laptop monitor,” and Amazon shows these ads at the top of the search results, above the organic results.
The ads are very subtle, marked with just a small ad notification in the bottom right corner.
Quora Paid Ads :
Quora is a question and answer site where users can pose just about any type of question — from “What was the moment you realized your significant other didn’t care about you at all anymore?” to “How can I hire great freelance talent over mediocre ones?”
It might not seem like a hotbed for conversions.
Quora ads provide detailed targeting, a variety of ad formats, and plenty of data and analytics so you can ensure your ads are working.
Reddit :
With more than 330 million users, Reddit is another unsung hero of the PPC world. Twenty-six percent of Redditors are Gen Z, and they are predominantly male.
And, because conversations on Reddit are separated by topic into subreddits, it is much easier to target audiences you’re interested in reaching.
The ads show up in Redditor’s feeds in a very natural way:
Advertising on Reddit requires a special touch but can be incredibly lucrative when approached correctly.
6. What does the Future Hold for PPC marketing :
Some people will look at the shifting tides of pay-per-click marketing and claim that PPC is dying.
The rise of automation is likely to fuel that fire.
The truth is, PPC marketing is and will remain valuable — in fact, you could argue that the role of PPC marketers is becoming more valuable as automation increases.