A Master’s Guide To Excel At PPC Campaigns In 2019
As we land in 2019, we look back and realize what a dynamic year 2018 was. Be it digital marketing, content marketing or PPC trends- trends changed really quickly. Now that we have a whole new year ahead of us it is time that we review the current PPC practices and PPC campaigns so that we can implement new ideas and programs.
You can get the best results with the help of a solid PPC plan. It all starts with the channels you choose to advertise on. However, it is also important to understand that not all channels will generate the same results. Most businesses focus their efforts mainly on Google because various platforms like Google Analytics can help you to target customers and engage them even more.
New PPC campaigns that will rock 2019
Review new features in Google Ads
The change in Google Ads has included a lot of new features which are only exclusive and available in the new update. One of the key features of the new update is promotion extensions. This features showcases the products with a dollar or percentage discount. This could be a great option for those who have been using site links or ad copy for promos.
Another feature is bid adjustments for phone calls. By increasing bid adjustments of ads that have called, extensions can result in driving the ads to be served more often. In this year you should also invest in outstream video campaigns. Mobile-only videos, Google and YouTube should be can be used on partner sites or apps
Test new platforms
2019 is all about trying new things and taking every chance. You never know what might work out and give amazing results. Testing new paid channels is a must try for this year. Make sure to step up your advertising game. Explore new platforms, look beyond Google, Facebook and Bing.
Pay attention to LinkedIn which is the ideal platform for targeting any business or reaching out to professionals. If you want to target female audience make sure you advertise on Pinterest. You can also use SnapChat which is appropriate to target a young audience
Needless to say, mobile phones have become a necessity for everyone. With the increase in time, the usage of mobile devices has also increased. This is why by 2019 it is high time to customize your mobile ad experience. PPC marketers who ignore the potential of cell phones as a marketing tool are wasting paid budgets and also losing the opportunities to reach the target audience.
The most important thing to consider before starting a mobile PPC campaign is to access the traffic coming from mobile devices. A simple chart is available on Google Ads interface which will provide you a snapshot of performance by device. This way you can have a look at what percentage of conversions are coming from mobile devices
Explore new features
As you read earlier, some of the features like promotion extensions and outstream video campaigns are worth trying. Another must-try feature which has a much more significant effect than both of these features is the Audience Network in Bing Ads. This can add punch to your PPC campaign.
What makes this feature so effective is that it performs the analysis of billions of audience intent signals from Microsoft properties. This will help in reaching to a highly-relevant market lists which can help you to reach the researchers just at the time when they are looking to make a purchase. When browsing over 200 in-market categories, you also get see a list size of the users, which is extremely helpful for planning
Audiences integrated with search
For a significant time, we were limited to keywords in a search engine. However, thanks to technology now we are able to layer in audience targeting and demographics. This helps in refining the campaign even more. The audience that have similar taste and liking can be grouped together.
These audience demographics might include detailed demographics such as – marital status, parental status, education, age etc. You should make sure that your data should be updated frequently so that the campaigns can be more effective
PPC campaigns can be very repetitive. Implementing the same campaigns can result in consuming a lot of time. Here is when one smart search marketing tip will come handy. PPC managers can try and learn how to automate tasks in their Google Ads account using scripts that can be added to the account.
However, when you first enter the world of scripts all this can seem overwhelming. In fact, a good way to start learning this is by referring a few articles online on script engine journal. You can go through various resources which can help in starting with scripting effectively
Use SUBTOTAL, Not SUM When Filtering Table Data
Reviewing a massive table data in Excel can be really overwhelming. However, this can become easier if you apply filters to each header and do the analysis. You can also use filters in search query reports to see if certain keywords are beneficial for the campaign or not.
The problem with using SUM while totaling the clicks, conversions, or whatever calculation you want to make is that SUM always calculates the total table. This is why it can provide misleading results when you want to calculate filtered results. Placing the SUBTOTAL function at the top of your page will allow you to quickly see what the filtered results are. This is how your sheet will automatically become a dynamic tool
Count Ad Characters Using the LEN Function
If you are trying to compose a new ad in excel, then it is very important to know whether or not your headlines and descriptions are within character limit. By using LEN function you can simply know if your your ad line is over the limit and needs to be edited. Further, you can add conditional formatting to cells so that you can see if any line needs to be edited.
These are a few search marketing tips which can actually provide success for your campaigns. It the end brainstorming is the key. Keep on trying new tools and techniques as you never know what might actually work great for your campaign. Research competitive landscape and make sure to structure and organize your PPC keywords accordingly.
You want to read an article that recently caught your attention because of its compelling headline. You opened the link on your smartphone. Your expectations are high.
Do you have to zoom in to make sense of the content on your small screen?
Do you put effort into reading it or will you switch back to the search engine to find a link that offers better content on your screen?
The latter is the obvious option.
With the growing number of smartphone users, it’s become more important than ever to have a site that responds according to users’ expectations.
If your site failed to do so, you probably know well by now how it backfires.
But how do you create a user-responsive design?
Responsive design is your answer.
So… What is Responsive Design?
As the name suggests, responsive design is a design that stands up to your users’ expectations. It makes your website look good and well-fitted to all types and sizes of devices.
The design and structure of a responsive website is the perfect solution to your customers’ expectations as it adapts well to the different resolutions across devices.
Plus, you don’t need to create multiple versions of websites for mobile and desktop. Instead, a single responsive website plays various roles depending on the type of devices users are coming from.
But Why do You Need Responsive Design?
In 2015, Google introduced a mobile-friendly update to its search engine algorithms signaling a website’s mobile presence as an essential ranking factor. The rise of mobile web traffic till today alone is enough to justify why any business needs a responsive design.
Besides, there are many reasons why your organization receives 4-sided benefits from responsive web design. The list is too big to cover in one article, so we compiled a list of the top 6 reasons to have a responsive web design to upscale your business for current and future trends.
Let’s dive in.
1. Mobile Viewers Outnumbering Desktop Viewer
Do you know that over 50% of web traffic comes from smartphone users internationally?
Statista predicts worldwide smartphone users will reach 3.8 billion by 2021, which is up from 2.5 billion in 2016.
No doubt, all the facts, and statistics are pointing towards the trend of small-screen devices.
This means that websites not optimized for smaller screen devices often experience a massive decline in search engine traffic and rankings. This means users don’t find them anymore.
As you already know, smartphones are scoring well above desktop visits, but most mobile users are abandoning unresponsive sites at first glance.
In fact, 76% of users admitted that if the site functions well and runs smoothly on their smartphone, they are more likely to revisit it.
Overall, if your prospects open your website on their mobile and end up closing it within 3 seconds because they couldn’t view content properly, you need responsive design.
2. Google + SEO-Friendly Site
Google considers the responsiveness of a website and has even stated that search engine rankings favour responsive sites over non-responsive ones.
One fact worth mentioning is that responsive design makes it a lot easier for search engines like Google to crawl your website and reduces the chances of errors with on-page SEO.
Not having a responsive website is a simple explanation for a lack of Google traffic you’re your declining ranking. Unfortunately, without a responsive design, many of your potential leads are turning to competitors offering excellent user experience. Before it gets too late, take the step now and turn your website into a responsive, SEO-friendly site.
3. Enhanced User Experience
Responsive websites load faster than non-responsive ones. They consist of a technology that displays websites on all devices with content that adapts quickly to different screen sizes. They behave as if you have created multiple versions of a single site for each device, giving your users a personalized experience based on their device choice.
Non-responsive sites, on the other hand, squeeze content into small screens, which takes more time to process and compromises the content quality.
Responsive web design eliminates all the problems created by non-responsive sites like poor user experience, higher loading times and small, difficult-to-read content. Responsive designs appeal to the ever-shrinking patience of mobile and tablet users who are not willing to wait for more than 3 seconds for your site to load its content.
Responsive sites offer an unbeatable user experience by loading sites in the least time possible. Thus, it results in leaving a positive impression among users of your brand. Because of the fast response from the site, users feel valued and are more likely to revisit the site.
4. Easy Management
Many businesses, especially small ones, can’t spare much time to update or refresh their website every now and then. At the same time, they can’t afford to hire costly services of web designers to take care of all aspects of the website. And, if you have different versions of a site for desktop and mobile, the cost of management skyrockets.
Responsive design is one of the most cost-effective solutions. Making changes to adopt a responsive design is as easy and smooth as spreading butter on bread. Also, whatever changes you make, you don’t have to worry about making the same changes in multiple versions. Responsive design takes care of everything automatically after you are done editing the design or updating the blog.
Additionally, with one website working at the center of your online business, managing other marketing elements becomes more accessible than ever.
So, when updating a social media button or redirecting a link, you don’t have to wonder whether all users (mobile users and desktop users) are enjoying your new changes or not. Responsive design eliminates the management stress of your business website.
5. Decrease in Bounce Rate
Is your website falling prey to a high bounce rate?
Non-responsive websites are one of the many reasons behind a higher bounce rate.
High bounce rate signals to Google that perhaps your website is not as relevant as it should be when it comes to solving users’ problems or answering their questions. Content is usually not to blame. Slower and non-responsive websites are the main reason behind users landing on your website and leaving it as soon as it fails to load. This entire scenario negatively impacts your search engine rankings.
Design plays a vital role in the user experience of your website. No matter how great your content is, if it fails to fit properly in small screen devices, users are not going to strain their eyes or wait longer to load its content. They know that they have other options waiting in the search engines’ list to explore and enjoy for a more seamless user experience.
Responsive design never makes users wait or zoom in. It makes websites adaptable to all sized devices without affecting the content quality.
6. Increase in Leads and Conversion
A large news media organization was fidgeting with the thought of whether to invest in responsive design or not. To decide, they A/B tested with a responsive and non-responsive site where the goal was to increase the number of free trial sign-ups.
Here’s the proof revealing which website design won the game:
The conversion rate hiked up by 56% from the implementation of responsive design.
Responsive design makes it easier for website visitors to find what they are looking for without zooming in, waiting or straining their eyes. The more effortless the design is, the more users convert. Mixed with a lower bounce rate and better SEO rankings, you’ll get a strong, successful model of a website.
Embrace it Now
If you’re not convinced about the abilities of responsive design, give it a chance and allow it to save your time and money without compromising the quality of your website. This is a modern strategy most businesses follow to stay within budget while turning their small business into a brand.
Grow Your Business
Get The Best Tips To Optimize Clicks: