PPC Bytes: The Latest in Best Practices (The Short List!)
Pay-per-Click advertising is one complex beast. The keywords, ad copy, landing pages, quality score, conversion path – and don’t even get us started on the analytics! Working a PPC account is all about carefully piecing together variables of one giant puzzle with the focus and dedication that rely on industry knowledge and time-tested experience. Making the right decisions is crucial to business success, and the best defense against wasteful spending. Here are the latest trends in PPC:
1. Keyword Trendspotting. We’ve said it before; trendspotting with keywords is all about knowing which of your campaign’s keywords work best during particular times of the year, and maximizing your campaign’s budget accordingly. Trendspotting combines campaign, competitor, and audience behavior research with PPC best practices, and the end product is always success. While that’s great for your core keywords, this summer the industry is all abuzz about in-depth keyword trends with the launch of some cool products from Google that allow campaign managers to drill down the data by data, region, category, and more. The end result is even more behavior targeting data for campaigns and extra insight into search trends that may have been overlooked; for businesses that means maximum exposure to the “now” audience, and better budget management. It was a fine day when we noticed that Google had taken an interest in keyword trendspotting as much as we do. count is all about carefully piecing together variables of one giant puzzle with the focus and dedication that rely on industry knowledge and time-tested experience. Making the right decisions is crucial to business success, and the best defense against wasteful spending. Here are the latest trends in PPC:
2. Brand Yourself. When people think of your business or see your logo, do you know how they are associating those mental images? Industry talk is all about creating your brand, reinforcing your brand, and protecting your brand this summer all in the name of reaching the heart and mind of your customers. Advertising is the best place to test new branding, and PPC is the perfect platform offering extreme data which will let you know if something isn’t working. A PPC campaign will allow you to test your new branding ideas against your old ones or pit two new ideas together – either way your audience’s response will tell you which idea converts better and means more money in your business pocket. Know your business brand and know how your customer feels about the image you project.
3. Test, Re-test, and Test Again. While we’re talking about testing new branding ideas, industry experts are reminding us to continue testing new landing pages and conversion paths. Worried about shocking your audience with a total new revamp? The data will let you know, before you head down a path spending too much money on a failing advertising test, whether or not you’re getting cold or hot with your target market. Although your PPC campaign may be humming along successfully, it’s an old myth that success breeds success. Your customers want to see new innovations, fresh designs, and they want to know that you’re still as interested in your products as the early days when things were new to you. More than that, a new design can increase your site’s convertibility, and setting up a new conversion path where you suggest an appropriate add-on may also increase your overall price per sale. When your advertising campaigns are showing a little dullness, retreat to the drawing board and test your new ideas.