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WordStream partnered with Search Engine Journal to find out what PPC experts are predicting for 2019. Below is an excerpt of the top 10 trends that 28 industry leaders expect to see next year – the top trends that marketers like you should jump on in 2019. Want to read the complete list, featuring insights from each of these 28 experts? Click here to download the complete Top 2019 PPC Trends You Need to Know.
Another year for paid search is quickly coming to an end.
With the plethora of PPC developments that happened 2018, it is time to consider the key trends that will continue to impact search engine marketers in 2019.
Audiences and automation appear to be the big consensus for 2019 among most industry experts.
What are the top PPC trends you need to know about in 2019?
Download our ebook to find out what 28 of the top marketing experts say will be the biggest PPC trends for paid search, social ads, and remarketing in 2019 – and beyond.
As the curtains come to a close for the year 2018, there is much that has been accomplished in the Pay-Per-Click (PPC) marketing scope. Aside from the milestones made, there has also been an ignition of follow-up trends for the coming year. Do you wish to know the pinnacle trends in 2019? Well, you have reached out for the right place for a clear insight on this.
Last year was a big year for PPC trends and marketing; AdWords was rebranded as Google Ads, new campaign types, targeting options, and tools were added, and new trends like artificial intelligence (AI), voice search, audience targeting, and automation became more prevalent.
In 2019, we’ll see these trends emerge even more — but we’ll likely see audience targeting and automation flourish a little more than others. Read on to get a clear insight into the hottest PPC trends to focus on in 2019!
Google rebranded AdWords as “Google Ads”, updated its interface and added several new campaign types and targeting options. Not to be outdone, Bing Ads released a range of new features, including LinkedIn profile targeting. Amazon advertising took off…suffice it to say, 2018 was a big year for PPC.
But all that’s in the past. What about 2019?
In PPC, so much focus goes into the front end of channel selection, campaign creation/targeting, keywords, ad messages, etc.
Often, the landing page and its performance are often neglected. Sometimes the client doesn’t see the value. Sometimes they are too small to have the resources to invest in landing page creation. Other times, landing pages suddenly come under scrutiny if performance goals aren’t being met.
Regardless, landing pages can make or break any PPC account and deserve your time and attention. To help you along the way, here are some fabulous resources for you, your client and creative teams.
There are so many different ways to consume media these days. The list seems to be almost endless from mobile to email to social media. One of the new emerging mediums for spreading information are podcasts, the new and improved version of radio. Move over NPR, podcasts are the way of the future. There are podcasts for almost everything and anything from entertainment to something a little more educational. There are even podcasts dedicated to providing the latest news and best practices for everything pay per click and paid search marketing. Here are our picks for the best PPC podcasts in the game.
Crafting the perfect PPC campaign may feel like a daunting task from creating an effective, yet unique ad copy, to mastering the power of keywords.
It’s extremely important to put both the time and effort into deciding the right PPC budget for you. Whether you are a huge corporation or a small mom and pop shop, settling on a reasonable and realistic budget is essential for having a successful PPC campaign.
Whether it’s buying or researching, consumers and businesses are doing more online than ever before. Running PPC campaigns has become a critical part of business today. Unfortunately though, running successful campaigns isn’t always as easy as it sounds.
Aside from perfecting your targeting and other ad elements, there are competitors to worry about. One of the biggest threats to PPC campaigns is click fraud, which most people think Google is protecting them from. But are they doing enough?
PPC is a great way to increase profits in a company, but it’s like handling a weapon. Used
incorrectly, PPC can drain your ad budget with little to show for it. But with a little knowledge, you can eliminate the most costly mistakes people make. Want to know how you can avoid PPC campaign failure? Read onward for some solid PPC tips.
Here at ClickCease, we often get emails from satisfied customers sharing the statistics of the PPC clicks they get. They exclaim about the results they receive before and after using our click fraud protection service.
They’ve come to understand that having access to a dashboard without understanding the insight behind the represented numbers is a waste of time and money.
Our service and dashboard isn’t just meant to prevent your ads from getting nailed by fraudulent clicks. It’s an all-in-one solution to protect your campaigns, provide you with critical data, and the ability to customize blocking methods and take further action.
The ClickCease dashboard tells you every little detail you could possibly want to know about your clicks to decipher the clean customers from the dirty competitors. Let’s take a deeper look into the functionalities of the dashboard.
For as long as PPC advertising has been around there have been those looking to exploit the system in an effort to put their competitors out of business. Most are aware of click fraud, the most prevalent form of PPC fraud, but there are many other types of fraudulent attacks that you must know about as an advertiser. Don’t think for a second that these exploits are rare and cannot happen to you or the campaign you are managing. These harmful events have become part of the digital advertising ecosystem and some marketers are already “baking” fraud into their ROI (not a great way to deal with fraud). Follow this guide to learn about the other forms of PPC fraud and how to combat them.
So you want to become a master at pay per click advertising?
To be a master, first you must know thy master. In the PPC advertising world your master is Google. Google operates by rewarding the strongest PPC ads while punishing all weak content. This is their way of controlling the market to maximize their profits. You are playing by their rules, now play to win.
Imagine you had planned to attend an upcoming conference. You had made all the preparations and even bought some very expensive gadgets or spent a lot of money on tickets and reservations. After all this, you get to the conference and it turns out to be a bad one. You will definitely find it very difficult to get anything from the conference especially if they are saying a lot of irrelevant things.
This occurrence is not uncommon. There are a lot of PPC/Search conferences annually but they are not all good. A good conference may just be what is needed to propel you and your website into the next level of success. This article has been created to give you a list of 8 of the best conferences to look forward to in 2019.
Easily reach your PPC target for AdWords, Bing and FB. Did you know that PPC visitors are more likely to buy from your site that other visitors? Did you know that sponsored results makes up a larger percentage (about 65%) for keywords with high commercial intent? Did you also know that half of your audience cannot differentiate a paid result from an organic result?
By considering those amazing facts, it may be worrying for you if your PPC campaign is ineffective and not boosting sales.
2019 is here and we have so much to look forward to already! Last year we saw changes such as Adwords being rebranded to ‘Google Ads’, to brand new targeting options introduced. With Bing, we saw new improvements with the arrival of LinkedIn profile targeting and let’s not forget about ‘Auto Ads’ for Adsense. Likewise, this year we have much more to look forward to, with our two main trends being: AI Automation and Audiences.
Here are 4 PPC trends to look out for in 2019:
When planning to run a pay per click campaign through Google, understanding the different types of PPC bidding strategies is essential to making sure you don’t break the bank. After all, it can be tempting to just pick five of your best performing keywords, set a budget then sit back and see what happens. But for the best chance of success you’ll need to bear in mind factors such as your business model, marketing goals and of course your budget.
So, what is a PPC bidding strategy? When you sign into your Google Ads account (previously known as AdWords) you have different options to control or automate your keyword bids. When starting out you might find that you prefer a fully automated strategy before switching to a more hands on option as you find your confidence with the platform.
Today, for a change of pace we’ll look at how to build the most wasteful, ineffective PPC account possible. The blunders listed here range from ignoring easy wins that could have maximized your ad’s visibility, to lazily throwing ads at every passerby rather than being deliberate and crisp with this incredibly powerful targeting available to digital marketers.
My hope after you read this is that you’ll think twice before taking a shortcut that might seem harmless but can lead to major missed opportunities or mediocre results.
As a PPC Strategist working with a variety of clients and industries, I see often certain AdWords features work for some and not others. While there are some obvious wins or constant sources of high ROI, such as Remarketing Lists for Search Ads (RLSAs) producing better revenue and user engagement than broad targeting Display ads, it’s important to try all of AdWords features to find the best efficiencies.
In this post, we’ll share some of the awesome features AdWords has available and encourage you to experiment with any or all of these to see what works for your growing business.
It seems like such a simple question. “Should I do SEO or PPC?” We hear it all the time in Portent’s dedicated small business digital marketing team. “Where should I invest my time and treasure to generate the results and the revenue that will allow my new business to survive right now? And to thrive in the future?” The answer of course is: it depends. But before we try to give any blind guidance, let’s start with a 101 level overview including some resources to learn more about each channel. If you’re more advanced, we’d suggest starting with the Portent Digital Marketing Stack explorer or the Digital Marketing Stack Explained series.
Quality Score is a key metric that should be used to indicate the potential for keyword, ad group, and campaign success in paid search.
On its face, Quality Score is simple: it measures the relevancy and cohesiveness of three components required for every PPC campaign:
The keywords within an ad group
The ad copy searchers see when an ad is triggered
The landing page searchers visit after clicking your ad
The more relevant and cohesive those three components, the higher your Quality Scores will be. Simple enough, but let’s dig in a little deeper.
There are a lot of different elements that go into a successful PPC account, but few things are more frustrating than setting up your account only to have your clicks limited by a high cost per click (CPC).
In this post, we will examine what causes high CPCs, and some cover a handful of strategies you can try to drive them down.
For some businesses, there is only a small team, or even one individual, in charge of all the pay-per-click, or PPC advertising.
And that one person, or team, may have other responsibilities that cut into that PPC management time. As the business grows, keeping up with all the work that goes into a well-managed PPC account (or multiple accounts) can be difficult. So it may be necessary to outsource some, or all, of this workload.
The challenge now is to find the right PPC software or management company. The purpose of this article will be to help you identify the needs of your business and what to look for in companies or software that best fits those needs.
While PPC automation is all the rage, one of the best ways to improve account performance is to optimize your keyword lists – manually.
Not in the habit of optimizing? It might sound like a vague buzzword, so let’s get clear on what we mean. My favorite working definition of optimization is:
In the not-so-distant past, PPC managers created multiple campaigns divided up by device to easily differentiate and customize messages to desktop and mobile users.
Now, device targeting is streamlined. We can use a one-size-fits-all approach to ensure ads are shown on mobile devices with little effort.
But does one size fit all?
Customer upload lists are not new to the PPC toolbox, but I feel that they’re regularly underused. The name itself can sound a bit limiting and I think that’s where people get caught up.
Customer uploads are not only for “customers.”
They’re really for any segment of your potential customer pool that you have personal information for (or can get through a third party) that usually hinges around an email address.
In the world of PPC advertising, there are many different targeting options available, each designed to create a unique way for advertisers to reach their target audience.
Through PPC ad platforms like Google Ads, Bing Ads, Yahoo Gemini, and others, we’re able to serve targeted messages to users based on their search behavior, content they’re viewing, behaviors they’ve exhibited, and more.
In this chapter, we’ll go through each of the targeting options for search, display, and remarketing campaigns and how they can be used to engage with our potential customers.
Running PPC ads can be extremely profitable – or it can be a waste of time.
What makes the difference?
Much of it has to do with your ad text.
Writing great copy for PPC ads is trickier than it might seem at first.
Platforms like Google Ads give you a limited amount of space to catch a searcher’s eye, get them interested in your offer, and entice them to click.
PPC ads come in many shapes and sizes.
They also change frequently, which means it’s nearly impossible to provide a truly comprehensive guide for every ad format available.
What follows is an overview of the major PPC ad formats that are available across Google Ads. Most of the basic text and shopping formats are also available across Bing Ads.
Key performance indicators, or KPIs, are used across almost every industry as a metric of how well something is or isn’t working.
In PPC, you can use KPIs to determine how successful your campaigns were.
Understanding the key indicators of campaign performance is essential for anyone working in PPC right from the get-go. The goal of every single PPC campaign should be matched to different KPIs first during the campaign planning phase.
As PPC marketers, there are certain A/B tests we are always running.
Landing page, ad and audience tests are all important.
But if you have been regularly testing these items and are looking for new features and ideas for testing, look no further!
Below is a list of less obvious PPC tests that you should try out.
Let’s hop in.
Want to learn more about PPC and keep up on the constant changes and news?
Engage in the industry with paid search specialists who have a passion for everything in search and social that is pay-per-click advertising.
There are several amazing people who specialize in PPC and have become experts in paid search marketing for many years.
Remarketing is one of the strongest conversion tactics in digital marketing today.
By using artificial intelligence technology, search engines such as Google and Bing allow companies to serve display advertising or standard text ads to previous visitors of their websites.
This form of digital advertising is in a way personalized to each user and is more targeted than even a display ad that targets certain search terms.
The key word in digital remarketing advertising is relevance.
In retail and ecommerce, you have seconds (and that may even be generous) to get a qualified searcher with high purchase intent to bite on your paid search ad or simply gloss over it.
Seemingly small details in your copy can make all the difference.
What follows certainly isn’t an exhaustive list, but here are seven important details that can give your retail and ecommerce PPC campaigns an edge over your competition.
There’s an old adage that our CRO team likes to share. Companies spend $92 of every $100 to bring customers to their site, but only $1 to convert them.
Seems off, doesn’t it?
Landing page experience is one of the more under-optimized facets of search marketing. It doesn’t fit neatly into a budget, so it’s difficult to find resources.
Not every prospective customer is ready to buy right away. Most don’t want to talk to a salesperson the instant they visit your site.
However, they may be willing to give you their contact information in exchange for a resource you provide to them.
As competition for bottom of funnel attention grows, the importance of reaching people early in the consideration stage increases.
One of the tenets in digital marketing these days is persona-based marketing.
The days of a blanket campaign pushing users to buy your wares have long since passed, forcing brands to circle back to one central acknowledgment: you are marketing to humans.
It can feel like a daunting thing to create a plan for, especially for resource-strapped brands that are already feeling overwhelmed with the sheer number of platforms and creative versions they already have to make.
It’s another way the work gets splintered apart into a lot of effort where the payoffs can feel fuzzy to advertisers.
If you’ve never worked with a PPC agency before, you might wonder what to expect.
What questions will they ask? What will they want you to do?
And what can you do to make the relationship go more smoothly?
As the manager of a PPC agency, I like to think I have some insights into the client-agency relationship.
Here are six things you can expect from your new PPC agency.
Being a paid media professional, whether you’re in-house or with an agency, has its own set of challenges. Digital advertising is constantly changing, and 2018 was no exception as we saw the popularity of Amazon ad offerings skyrocket, major changes to Google’s offering, Facebook platform issues and updates, and much more.
Hanapin Marketing’s annual State of PPC Report provides countless insights for digital media marketers, including what to expect for the coming year. The report is based on the feedback of over 400 marketers, including influencers and decision makers from brands and digital marketing agencies.
When PPC advertising is done well, it’s an effective and low-cost way to convert customers. But get it wrong, and you quickly waste precious marketing dollars at minimal returns.
Years ago, Google Ads was all about punching in a few keywords, setting a budget and forgetting about it. But now, if you don’t target the right keywords for your campaign, search engines will penalise you, customers won’t find what they need and your spend will go through the roof.
People think of SEO and PPC as two different beasts. They don’t realize the benefit your PPC campaigns can have on your SEO strategy.
Your business can utilize your Google Ads data to bolster your search engine optimization by taking the following steps:
Analyze your search terms report with Google Ads
Find queries within your search terms report that drives conversions
Find search terms that the business owner or marketer deems relevant (even if they don’t drive conversions)
Implement search terms on your website on relevant pages
To get the most out of your PPC campaigns, you must be testing ad copy and landing pages and continuously monitoring your results and ad spend.
Some of the biggest roadblocks to a well-optimized PPC campaign are lack of budget, resources and little time to spend on doing it in the first place.
In reality, your campaign needs to be monitored, amended and tested if you truly want to get the most out of your marketing spend. Many companies fail to get the best results out of PPC because they simply don’t put the effort into it that it needs.
Tracking is the best thing – and sometimes the hardest thing – about marketing.
If you can get the tracking for your marketing to work, you’ll know exactly where and how your marketing drives business. Get tracking wrong…and several things go awry:
You’ll look bad.
Your marketing budget may get cut.
You won’t know whether your hard work is paying off or not.
Of course, most marketers generally have an idea of what works. And even so-so tracking can give us valuable clues about where conversions are coming from.
If you’ve been in content marketing for a while, you’ll know those acronyms aren’t some strange culinary trend – they refer to “Top of Funnel,” “Middle of Funnel,” and “Bottom of Funnel.” They’re used to organize content according to the user’s journey, so marketers can deliver more relevant content based on where a prospect is in the buying cycle.
This idea of thinking about content in terms of the user journey can, and should, be applied to PPC advertising. Paid clicks are an ideal way to lead or nudge prospects through their buyer’s journey.
Beyond serving our customers as best as we possibly can, we here at WordStream pride ourselves on our thought leadership—that is, our commitment to introducing new, outside-the-box ideas that help business owners and marketers succeed in a world where online advertising changes almost every day. In fact, thought leadership is one of our core values.
The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from iScootCo, who had a PPC campaign that competed against Google shopping sponsored results, which meant that iScootCo had to use call to actions in their search title to grab the reader’s attention and into a click. The main problem with the campaign, though, was the fact that the landing page was badly formatted, meaning the contents of the landing page did not fit the screen of the device viewing it. This would have frustrated a lot of web users, contributing to a high bounce and exit rate.
With us heading into May, now is never been a better time to start thinking about holidays for the summer. With this, here is an analysis of a PPC campaign from Love Holidays.
Pay per click (PPC) advertising can be deemed one of the best forms of online marketing out there. This is made clear from the millions of people that use the likes of Google AdWords to gain contextual traffic – this is no fluke…
However, making the most of PPC can be quite difficult. Although the structure of the marketing platform is very simple (you pay only once your advert is clicked), there are many elements to a campaign that can influence the return on investment (ROI). With this, here are some tips you can use to help improve your PPC campaign’s performance.
PPC Paid per Click, in this age of digital marketing it is one of the best means of online advertising. It has just fitted itself in the most rapid way that it becomes an essential part of marketing digitally for attaining success in online business.
It is one of the most virtuous ways for marketing your brands that now the most successful online business managers or experts are recommending it for rapid results in marketing.
PPC advertising is one of the most popular methods in online marketing and one of its strengths is the immediate achievement of objectives which in this case would receive visits from relevant traffic through search engines.
Another strong point of the PPC campaigns is that they can be configured so that visits to the website arrive through the keywords selected in the creation of the campaign. This means that if the website sells watches, you would receive visits from internet users who have written the word “clocks” in the search engine.
The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from GoSkyDive, who had, on the whole, a well designed PPC landing page – it was particularly effective to have a video animation of people sky diving on the landing page, to induce a sense of excitement with the web user.
One area that will always be demand is with hotels, especially in London. Looking into this industry, here is an analysis of a PPC campaign from Trivago.
The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from Google, looking to promote YouTube Premium. As you would expect from Google, both the search advert and landing page were extremely well designed, resulting in a very slick PPC campaign that would achieve very good results. The only area of improvement was to have the click through button on the landing page to be sticky, so it was possible for the conversion to take place no matter where on the page the web user had scrolled to.
In this article, the topic of conversation is of tea. With this, here is an analysis of a PPC campaign from The Tea and Biscuit Club.
By default, PPC campaigns run in Google AdWords have automated ad extensions enabled. These are ad extensions that automatically appear, depending on a multitude of factors, to improve the performance of your search advert. The content of the ad extensions is automatically determined, based on your ad copy, landing page and other content areas to improve results.
However, should you allow this to happen by default? It’s an interesting topic to look into, allowing Google to use some of its magic to improving things for you. With this, here are some of the main pros and cons to using automated ad extensions in your PPC campaign.
Digital marketing involves various strategies. The aim of every strategy is to promote the traffic on a particular website. Pay Per Click is one such aspect of digital marketing. It is considered to be one of the fastest ways marketers and business enthusiasts use online media and traditional tools for generation cash quickly online. Pay Per Click promotions are used by various search engines where payment is received by the owner of the website or blog by the advertiser for every click made. When users come on a website or a blog and clicks on any advertisement displayed on them the user is directed to the web page. PPC based campaign management hence is an integral way of generating money online for entrepreneurs. However, the entire campaigns are required to be planned in a way that it is appropriate for the specific business. Let us explore the subject further.
The last PPC campaign I analysed in the ‘Analyse A Real PPC Campaign’ series was from The Tea and Biscuit Club, who had a pretty poor PPC campaign on the whole. The search advert was not ranking high in paid search results and lacked key qualities to a successful search advert. Moving to the landing page, this was a broken link, resulting in all the paid traffic going to waste.
A technology that is coming to place now, with much excitement, is 5G: with the plan to dramatically improve internet speeds for mobile devices. Looking into this, here is an analysis of a PPC campaign from EE.