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Top 3 new features (ish) PPC to increase your return on investment paid by @beanstalkim

 

 

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Are you as upset as I am by the magnitude of the changes we all face in the paid search world?

There is no doubt many things have happened with Google Ads – although Bing himself has made some interesting and useful announcements.

Too often, classifieds (and sometimes larger ones) will be missed because you have not met them or changes have occurred on a day when you were working on something else. I list it as one of the biggest problems because it can result in significant costs in the form of lost revenue and opportunities.

This article will summarize my three main recent changes that you can take advantage of. Now, increase the ROI of your paid search expenses.

If so, I will also include some tips on how I use these new features. They do not apply universally, but we hope this will give you some ideas.

1. Responsive Ads

My second favorite among all recent deployments of PPC (and my favorite by Google) was the addition of Responsive Ads to ad formats available.

Are you playing with this new format yet? Otherwise, you should – but with caution. You can read this as follows:

Understand the pros and cons.

Let's start with a quick look at the interface you use to configure them:

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This basically looks like ads extensive textuals that we all know and love, but with a big difference, there are 15 possible titles and four descriptions.

Of course, they will not all appear at one time. Google uses its internal systems to create different versions of ads by combining what you've provided with them and what they think will attract clicks based on past statistics. This is one of the major advantages and disadvantages.

So, rather than creating a lot of ads to test variants, you can create a single ad and let Google handle the tests for you.

On the other side of the coin, they may favor clicks rather than conversions and err in the assumptions they make about combinations that will work better than others. I've seen items not be tested after thousands of impressions.

So you can not trust him completely to test it, but you can trust that he uses all the data that he has to create. ads that maximize clicks (and by extension Google's revenue) and have plenty of data.

I will be honest, I love this type of ad. That said, I tend to use it as a starting point or as a complement.

When I create new ad groups, I can create a single responsive ad and use it to test working in a group with all the underperforming ads, pausing them, and doing the same thing , but if I already have ads with a high click count, I create a responsive ad as an additional test.

Assuming I am running a campaign with poor performance or creating a new group of ads I will be monitoring the combinations that Google favors over time (how long depends on the number of ad impressions per day and the statistical importance of your data) and, assuming the group's performance is relatively good. I'll then create expanded text ads that match the best artists and set up the group so that the ads are rotated.

To sum up, the broadcast of ads that should be performing according to Google, but do not let Google too rely on them thus making the test go

If my campaign is powerful but I want to test new ads, I keep all the ads performing, the rotation of advertising is seamless, and add a new sensitive ad.

Although the performance is inferior to that of others, the data collected and the advertisements they inspire have often shown that they produce very positive results, often a hundred to two in CTR and when you are dealing with a 4 to 6% increase in CTR, which can generate a lot of traffic.

2. Scheduled Imports Bing Ads

OK, this one was launched a few years ago. But this was rendered somewhat unnecessary when Google added an extra title and description that they could not handle. It was remedied a few months ago which explains why this list is included in this list.

You may be thinking of yourself, that's Bing … I do not have enough Bing traffic to import. Well here's the thing about Bing: if you do not have a high-volume campaign, you're probably right.

Correction, you were probably right.

In 2017, ] Bing added to automated imports of Google Ads . In 2018, they added support for the more robust Google format, generating a ton of lower-cost traffic.

Here is the problem, it is true that it may not be worth setting up and running a Bing Campaign Ads for your business if the number of prints is not enough. I've seen scenarios where it's pretty hard to justify the time and maneuverability needed to manage Google ads, let alone an engine with a fraction of the traffic.

But the planned import is quite simple. It looks like:

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You can schedule the import frequency and manage the rest.

Now, as always, there are disadvantages. I'm not saying it's a fixed scenario.

Bing users are different from Google and click costs are even more different. So you have to make some changes, but basically, the hard work is done: insert the new ads into the rotations and adjust the campaign settings.

I tend to set campaigns according to a weekly import schedule, which leaves me only you have to go there every week to make sure nothing happens unexpectedly.

Some campaigns have a volume low enough for me to check only Bing every month. More, and it would not be worth it to pay me for the small difference it could have on campaign costs.

I'm not saying that it's optimal, would not it be great that Bing provide enough traffic to make your attention on Google?

But for many, this is not the case, and it's an effective way to indirectly manage a Bing account with very little time, thus giving advertisers access to an additional engine and a large traffic. for investment in time, which is weak.

I recently added this to the campaign of a client who was running both. Obviously, I put more effort into Google because it is there that the money was bleeding and that there was not enough Bing traffic for really be very careful.

After setting up the automated calendar, the customer received twice the conversions – more than expected and wondering if we could have more Bing traffic.

3. Customizing Google Optimize

If you did not use Google Optimize, you should consider this. Although this is usually an excellent test tool, it is the announcement of Google last September that they added some very interesting customization features.

We have always been able to achieve strong performances. / B and multivariate tests with Optimize. This addition allows you to base the content of a page on data extracted from Google Analytics, Google Ads and the site itself.

Here is an overview of the types of rules you can create:

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Predictably, you can adapt the content to the URL or types of URLs, referent, location and device. But where it gets really interesting, it's down that we can customize a page / site based on cookies, JavaScript and (my favorite) data layer.

Basically, we can easily customize our pages according to The content of the data layer means that you can easily adjust the layout according to the fact that a person has visited specific pages , items in his basket or not, and virtually anything you can dream.

This isn & # 39; t obscure the ability to easily customize the content of a page based on Google Ads information, such as the keyword or group of ads sending the visitor, creating your content to include or to insert specific terms, if any.

A good example is where synonyms are often used, words such as "company" or "supplier". You may want to place them on the same page, but swap the terms to use the one with which the researcher is most comfortable.

Now it's simple and easy. In addition to this, you can test a Get some default text or other variations to see if it's better or not.

Basically, if you have not started having fun with Google Optimize, get started. If it covers a lot of ground outside of payment, it must be included in this article of my main PPC improvements because of its significant impact on conversions.

Soon at a SERP near you

If I come out of my crystal ball I can practically guarantee that the next few months will bring a ton of improvements and interesting progress.

Specifically, I will be on the lookout for Google's new features in video and Bing advertising space just about anywhere.

With the Verizon Contract Bing Ads will have access to the full Yahoo ad inventory, but perhaps more importantly, they will be able to make gains in the mobile which is an area where they have lagged behind Google technologically for a while.

Of course, it will take time for the change to change, but I'm waiting for big announcements well before that date.

More Resources:

Image Credits

Selected Image: Adobe Stock, edited by the author
All screen shots taken by the author, February 2019

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