There is little doubt that pay-per-click (PPC) advertising remains a huge boon for many companies in the Houston area. With that said, the latest 2022 PCC trends could offer even more opportunities for success provided that businesses take some necessary steps.
A variety of trends in the industry indicate that next year could be even bigger for PPC results. Perhaps you are looking for a way to refresh your current strategy or maybe you are starting anew, but either way, read on for helpful tips about what you can do to improve your PPC results.
1) Track Conversion Actions
Most PPC strategies will have to measure the success of their current goals, usually through tracking the actions taken by other people. Analytics are now allowing for more aspects to be tracked, and companies need to make use of all this information to get the best possible return on their investment.
Most companies are tracking multiple conversion actions per account, including transactions, online contact forms, request demo or estimate, phone calls, chat conversions, local actions, offline conversions, and custom goals. You need to ask yourself if you are measuring every possible aspect that can be measured and what the value is your company is placing on each conversion.
2) Understand Automations
Automation describes a wide range of technologies that reduce human intervention in processes. Automations are not automatic though, and you will need to have PPC managers who are capable of monitoring and adjusting automation appropriately.
Smart bidding strategies need to be monitored and tweaked from time to time to adjust Target CPA or Target ROAS. Responsive search ads and responsive display ads should also be reviewed for performance on individual assets.
In the end, you will need to determine which components of your account can be automated from bidding to creative to possibly using scripts. You must evaluate and monitor those results.
It can also be beneficial to compare previous manual campaigns on various data points to see what is truly working.
3) How Are Keywords Matching?
Google Ads and Microsoft Ads have both changed keyword match type technical functioning. These changes could drastically impact your own keyword strategy.
For example, the broad match modifier has been discontinued and the other match types have seen some changes as well. Dated versions of keyword organization will need to be reevaluated strategically.
Some of the changes will simplify the account structure, allowing more flexibility on themes. Grouping keywords by match type or using the same keyword with multiple match types, for example, is probably not an appropriate strategy for most advertisers.
There is little doubt of the importance of keywords, so companies will have to carefully examine the most effective keywords to focus on and decide which are matching. Structural changes could be required in some cases.
4) Revisit Ad Copy
Ad copy can be challenging to review, but it is also necessary because it is so important. Ad copy will have to be clear and concise to have the best possible PPC results.
Keep in mind that many ad formats are undergoing major changes, so this can certainly impact your own ad copy. Previous formats such as expanded text ads may soon become obsolete.
You should also know that Google Ads and Microsoft Ads are moving towards the responsive search ads (RSAs) format. This includes up to 15 headlines and 4 descriptions that are mixed and matched into various combinations for testing.
The machine learning component can serve the asset combination that performs best. Two or more ad elements may be “pinned,” meaning that you specify that an asset should be served.
It is a solid way to ensure a preferred call-to-action is present, but do not overuse pins because Google usually rates such ads as less than ideal. Google will also give recommendations on improving headlines or including more keywords.
Microsoft Ads, on the other hand, gives you a performance label indicating “low,” “good,” or “best” in regards to how assets for the responsive ad are performing. When a PPC program includes RSAs, you will want to review ratings of ad components to replace “poor” or “average” assets with “excellent” components.
5) Monitor Responsive Display Ads
Many companies are using display ads in their strategy in the PPC platforms. While responsive display ads may give a better reach while simplifying the creation process, they still get the branding messages advertisers want.
Responsive display ads also open up more inventory opportunities on the display network. Such ads combine headlines, descriptions, and images to “fit” into any space on the web where an audience is present.
By contrast, static image display ads will only be served in the exact ad space dimensions for which they are created. With responsive display ads, they give you the ability to use Google Ads performance feedback to optimize the ad assets.
An additional bonus of responsive display ads is that they can be run alongside any image display ads, giving you the opportunity to test and compare reach and results.
6) Look For Customer Match
You are always looking to serve your primary audience with a PPC ad, so any PPC strategy should focus on making a deep dive into the audience. First-party data is becoming more valuable to advertisers as there is a greater crackdown on cookies.
One useful strategy is customer match. When you use your own in-house data that customers have shared with you, it allows you to reach them again or target similar people with your ads.
If you upload a customer list to an ad platform, it will attempt to match those customers with known users. You can find customer match on almost all platforms, meaning new strategies on how you target messages can be repeated.
You need to understand that the match rate on the ad platforms will vary.
PPC Help in Houston, TX | SERP Matrix
For every $1 advertisers invest in Google ads, they get $2 back, translating to an average return on investment (ROI) of 200 percent. The problem for most people is that they are completely clueless about how to run a PPC campaign, but the good news is that hiring a PPC consultant can make a world of difference.
SERP Matrix specializes in PPC advertising and can help you navigate the complexities of buying ads and make sure that you are investing your money as wisely as possible. We will do the necessary keyword research and also perform all of the follow-up studying to help you gain the advantage.
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If you are seeking help with a PPC campaign in the greater Houston area, you will want to be sure you get in touch with SERP Matrix. Our team has advanced PPC knowledge and we can also assist you with landing page design and testing, social media marketing, and link building.
SERP Matrix has a proven record of success that includes numerous cases of increased revenue for companies of all sizes and sizable growth in website traffic as well. You can have us review your case and discuss your options with you when you call (713) 287-1134 or contact us online to set up a free consultation.