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Coming up with Google advertising ideas is challenging. However, it’s well worth it to have a solid strategy.
With around 3.5 billion searches per day, Google gives you an incredible opportunity to get in front of the right audience. Of course, you first need to know what you’re doing.
If you’ve been looking for ways to get the most out of your Google ad campaigns, this article is just for you.
Before we get to strategy, let’s first understand what Google ads are. Google Ads (previously known as Google AdWords) is an advertising platform for PPC ads. With the right strategy, you can drive qualified traffic, connect with your target customers, and drive sales.
One of the platform’s best aspects is that it allows you to stick within your ad budget by setting your ads to stay within a certain daily, weekly, or monthly cap. You can also pause or completely stop the ads at any time.
Sometimes in marketing, keeping a close eye on the budget can be a challenge. This flexibility allows you complete control over your budget.
If you’re not yet convinced about how effective the platform is, perhaps these numbers can give you more clarity:
It’s clear that Google ads can do wonders for your business and your bottom line.
The only questions now are: With so many marketers using the platform, how do you stand out in this virtual crowd? How do you create the right Google ads that get you in front of the right audience at the right time?
Let’s find out!
There are a lot of components involved in generating and executing successful Google advertising campaigns. Here are a couple of tips to set you on the right path:
Keyword research is an essential element of your campaign. If you don’t get this part right, it will be challenging to achieve the results you’re looking for.
Below, we’ll talk more about keyword research for Google ads, but for now, it’s important to start generating some keyword ideas. To get started, you can use a tool like Ubersuggest.
It’s a free keyword research tool that allows you to generate keyword ideas and look at some of your competitors and the keywords they’re using.
Predictions are an essential part of marketing. Before you start any campaign, it’s necessary to have some idea of what your success (or not) might look like.
Of course, the best way to predict this is with data.
Google Ads offers a keyword planner, which you can use to get forecasts for your chosen keywords. This planner can provide you with essential information, such as the number of clicks your ad might get every day, the average cost for those clicks, the number of impressions, the click-through-rate (CTR), and more.
With this information, you can start building a solid Google advertising campaign.
Keyword research and trend forecasting are just a couple of essential steps to get started. Now, let’s get into the nitty-gritty, the strategies, and everything that can help make your campaign a success.
It’s time to get down to the good stuff: What are the Google advertising ideas that can help you reach your goals?
John Caples once wrote: “If the headline is poor, the copy will not be read. And copy that is not read does not sell goods.”
There’s no denying the impact that a strong headline has on your audience. Of course, this is what convinces people to click on the ad!
Here are some basic pointers for writing strong headlines:
Creating a headline can be one of the challenging parts of the campaign. Sometimes, you just don’t know where or how to start. Consider following a strategy, like Melanie Duncan’s 4U formula, to create useful, urgent, unique, and ultra-specific headlines to help you get started.
When we research keywords, we tend to focus on the numbers. How much search volume does this keyword get per month? What’s the cost per click (CPC)? What about the paid difficulty?
While all these numbers are essential to consider, the most important element of a keyword strategy should be the user intent.
Why? Because user intent (sometimes referred to as “search intent”) gives you the “why” behind the keyword.
Why did your audience search for that particular keyword? Were they trying to purchase something, or were they just trying to get more information about it?
Understanding your audience’s intentions can help you discover which keywords are the best to target for higher ROI.
There are four different kinds of user intents:
Understanding user intent will help you target the right keywords. If someone is searching for how many calories are in a donut, they want content related to that. If your product is a calorie calculator, that’s great! They’re likely to go to the calorie calculator because it helps them fulfill what they’re looking for at that time.
Paying attention to user intent can help you rank higher and attract more clicks because you’ll be giving your audience what they want.
Any offer with a ticking clock naturally encourages your audience to act faster and purchase the product or service. That’s why limited offer sales work so well.
In a nutshell, a limited offer sale is any deal, discount, or reward you offer to consumers who make a purchase during a certain period.
An excellent example of this is Black Friday Sales. Every year, Black Friday sales seem to hit a new record, with consumers spending more and more.
That’s because consumers know they’ll have to wait a long time before they can get the product at the discounted price again, so they’re encouraged to make the purchase quickly.
For your Google ad campaign, if you offer seasonal sales for any of your products, you can create ads around these sales and have them go live when your sale launches.
One of the most important elements of any successful advertising campaign is your KPIs.
Depending on your ad goals, there are a lot of important metrics you can track, including:
Tracking your KPIs helps you know if you’re on track to meeting your goals or not.
For instance, if you see that you’re getting great clicks on your ads, but your CTR is on the lower side, it can mean your headline and keywords are getting you in front of your audience’s eyes. However, something about the ad isn’t connecting.
It could be the copy. It could be the cost of the product or service. Maybe the headline doesn’t connect with the offer in the actual ad.
Whatever the case, now’s the time to look into it and adjust what you need to.
You can use one of five different types of Google ad campaigns for your Google advertising ideas.
These ads appear at the top of the Search Engine Results Pages (SERPs).
For instance, if someone searches for “nursery furniture,” this is what the results look like:
Creating search ads is great because of what we highlighted earlier: The platform receives over 3.5 billion searches per day! This is the perfect place because many people (including your audience) are already searching for products you offer.
Video ads show up before, after, and sometimes in between YouTube videos. Research has shown how effective video has become over the past few years. Creating a video ad campaign, which is different from a text ad, might help you stand out and grab your market’s attention.
Display ads are a way of attracting the market of a particular social media platform, website, or other digital channels to your product or service.
The best way to go about this is to find the website or brand that best connects with your audience. Display ads are great because these are a win-win situation for both you and the owner of the site or digital platform.
The website owner gets an agreed-upon commission (usually based on clicks or impressions), and you have the opportunity to advertise in front of an audience that connects to your brand.
If you have an ad, perhaps Google app campaigns can be the right choice. Here, you can advertise your mobile app through Google Play, Google Search Network, Google Display Network, YouTube, and many more channels.
For app campaigns, you can run ads that encourage your target market to install your app on their devices, or if there’s a new upgrade or version to the app, you can encourage them to take a particular action.
Lastly, there’s Google shopping ad campaigns. These ads include your product’s images and prices, and you can run them from Google Merchant Center.
You’ll input information about the product, and Google creates your ad from this information.
Shopping ads make sense if you’re trying to market a particular product but not necessarily your brand as a whole.
These are all examples of the different types of Google Ad campaigns. As you can see, it’s essential to understand your product and your market. From this, you’ll be able to know which campaign best suits your needs.
You’ve done all the hard work of creating a great headline, finding the right keywords, and bidding for them.
While these steps may get you clicks, it’s what happens after your market has clicked that’s so important. As you know, they still need to buy into the product or service you’re selling.
Your landing page is essential because this is what your user sees as soon as they click on your ad. Ask yourself whether the landing page addresses your market’s pain points clearly. Besides just addressing, does it also solve your audience’s challenges?
There are many elements to creating a perfect landing page, including using testimonials, the right images, and shorter forms, to name a few.
For some inspiration, here are some examples of great landing pages:
From the above examples, you’ll notice that the landing pages are all simple and clear, and the copy and graphics immediately grab your attention. These are crucial elements of a successful landing page.
Earlier, we mentioned the importance of understanding user intent when doing your keyword research because this helps you target the right keywords.
Now we want to highlight the importance of specificity. Your keywords shouldn’t be too broad as this might cause Google to place your ad in front of the wrong market.
Naturally, this would lead to fewer conversions.
For instance, “nursery furniture” may seem like a good keyword at first, but you can do better by getting more specific.
Aim for clarity and specificity in your keywords. Instead of just “nursery furniture,” how about:
It might take a while to get the right keywords, but that’s fine. Remember to keep reviewing which keywords are getting the most clicks and which aren’t. This can help you understand what you should focus on and what to add, remove, or tweak to get the high conversions you’re looking for.
When trying to get the right Google advertising ideas, remember there are three keyword match types: exact, phrase, and broad matches.
Compared to the other keyword match types, exact match is extremely specific. Initially, if you used this match type, users could only see your ad if they typed in the same keyword phrase. Since then, Google made a few changes so that even if your user doesn’t enter the exact keyword phrase, your ads might still match. For this, the match might be with plurals, synonyms, or different variations of your chosen keyword.
Using the exact match type is great because users who type in your specific keyword are more likely to convert.
Your ad appears for a phrase match if a user enters your key phrase in the exact order, but there can be other words before and after the phrase. This leaves you with the possibility of increasing traffic.
However, if the key phrase is too broad, this could mean getting lots of clicks that don’t convert because the phrase wasn’t specific enough.
The broad match reaches more people because your ad appears when a user types in any word of your key phrase, in no particular order. Like with phrase matches, you might get lots of traffic and clicks to your ads, but because it’s not specific enough, there may be fewer conversions.
As you can see, there are pros and cons to all three phrases. To get the most out of your Google advertising campaign, use a combination of all three so that you get a lot of traffic and conversions.
While creating your ads and coming up with creative Google advertising ideas, it’s important to keep in mind that many users are using their mobile devices for searches.
Research shows that 61 percent of US Google visits happen via mobile devices. Most people are using their phones for searches, and it makes sense to keep these users in mind.
Optimizing your ads for mobile includes:
These small details can make a huge impact on how your ads display in front of your audience and your overall conversion rate.
It depends on the nature of your business, but if you have an international audience or you’re in a multi-lingual area, consider making your ads available in different languages to cater to your audience that may not speak or understand English very well.
This may seem like a little detail, but don’t forget that language is powerful and helps us communicate and connect. If you have a non-English speaking audience you’re trying to reach, help bridge the gap by making the Google ads available in their languages.
It takes a lot to generate great Google advertising ideas. While the process may be a lengthy one, it’s certainly worth it to see increased clicks and conversions.
The above tips can help get you on the right path, but don’t forget to A/B test your ads to see what your audience responds to.
Do you have any other Google advertising ideas you swear by?
Banner advertising is everywhere. So prolific on so many pages of the internet you probably visit regularly, you may hardly notice them.
Which is kind of the point.
Banner ads are a type of paid ad designed to sit seamlessly on the top, sides, or bottom of a website. In many cases, they fit so well they look right at home. Of course, their actual purpose is to drive you to click.
Let’s cover what banner advertising is, how to create them, and then explore examples of successful banner ads.
Banner advertising consists of placing a designed ad on another website. As the name implies, the ad is a banner shape, a long rectangle, either horizontal or vertical. Banner ads are usually at the top or bottom of a website or vertically along the side of a website, next to the main content.
Banner ads have been around since the dawn of the internet, allowing website owners to sell ad space, much like a billboard or bulletin board owner would.
While some website owners sell ads directly, most contract with advertising services, like Google AdSense, that create the ads, decide how much to charge, and then display them on your website.
Before digging into creating a successful banner ad, we need to talk about what banner ads do. There are two primary goals for banner advertising: impressions and clicks.
Impressions refer to how many people actually see your banner. While these people may not actually click over to your website, impressions help increase brand awareness.
With click-throughs, your goal is to get people to click through to your website or to a landing page. You may generate leads, capture email sign-ups, make sales, or other specific engagement goals. In this case, you will be tracking how many clicks you get on your ads.
You might also be thinking about retargeting. Retargeting helps you target someone who already visited your website or engaged with you in some way. You can think about these people as a sort of warm lead.
They interacted with your brand at some point, and this is your chance to draw them back in. For this purpose, you’ll be interested in both impressions and clicks, as you make people more aware of your brand and entice them back to your website.
The best banner advertising is the one that draws attention to itself.
Keep in mind the person visiting the website came for a specific reason. Maybe they are scrolling through their favorite news site or looking up a new recipe.
Whatever their purpose, your goal is to capture their attention and draw them away.
That’s a tall order. Here are a few elements that can help you get there faster.
When it comes to the colors and visuals you choose for your banner ad, think about the modern styles of the websites your ad may be on. While you can’t match everyone, you can use design styles that will fit in well with modern websites and will feel at home.
Lean toward the eye-catching and bold. You want to be attractive but not overt.
This is your time to make a statement, not write a novel. Don’t try to tell viewers everything there is to know about your brand.
Instead, choose one item or concept you are selling and focus on that message. Get creative, but keep it simple.
Images are a great way to draw people in, but they need to be very related to the message you’re sharing. If you’re selling a product, the clearest picture of that product is your best bet. If you’re conveying a message or emotion, people or animals or even landscapes can be evocative, but just as with the text, keep it simple and clear.
What do you want them to do next? Use the call to action to tell them. The shorter, the better. Make it obvious how they can learn more or take the next step. Words like “Shop,” “Buy,” or “Find out how” let people know exactly where they’re going if they click on your ad.
To create a banner ad, you first need to choose a display network, such as Google Ads. You’ll work with them to create your ad, with the relevant link, and choose parameters, such as how much you want to pay per click, etc.
They will distribute to relevant websites, and you will pay them. They will also share data on how well your ad is performing. Learn more about Google Display Ads here.
To create the image for your ads, you’ll need to find out the size dimensions from the display network you are working with. Then you can either design on your own or use a template, such as those provided by Canva.
Upload your image into your campaign within your display network, and be on your way.
Want to see what others are doing before you start designing your own? Here are 15 real-world examples of banner advertising.
Let’s talk about what makes them work and how you can emulate some of these elements in your own advertising banners.
They have a clear message here. You can trust their products to be stylish and affordable and make your living space feel like home, they argue. With an evocative image and a clear call to action, you know exactly what to do next if you want that experience.
Also, the neutral color palette makes it ideal for a range of website placements.
Nutrisystem is betting on the idea that you’ll find that price point alluring. They’ve made it really bold so that even when your eyes are looking at something else on the page, you can’t miss the “$249” message.
The other really bold items are the yellow jacket on the smiling woman and the orange “Shop Sale” button, which implies you’ve got a limited time to act.
There is a bit too much text on this ad, but the bold text grabs you with a big promise. The bright blue background and white text makes it stand out on the page. The “Learn more” button is clear and enticing.
This looks like two ads in one, giving viewers two chances to click and learn more. On the left, Chicwish showcases some of their popular items and some selling features, such as free shipping and easy returns.
On the right, there’s a precise text message about how you really only need a few items to have an ample wardrobe. Either way, you’re encouraged to click and start shopping.
The neutral color palette makes this ad at home on a range of websites. They used the two font colors to highlight what they are really about—making books. On the other side of the ad, Outskirts highlights what makes them stand out from their competitors. The call to action is clear, but creative.
True to their own branding, this banner ad from Square is simple and almost monochromatic. The text is clear, with a blue call to action that really stands out.
The picture showcases their product in a real-life environment. While the product is the primary object, there are other items in the photo that draw your eyes in.
With this discovery+ banner ad, the offer is clear. The message is simple and creative, encouraging people to give a subscription instead of buying one for themselves. The ad stands out with a bright, on-theme color palette.
In this IT Cosmetics banner ad, the product takes the spotlight. This is a prime example of staying focused on one product. The text and the photo highlight the selling points, while the call to action invites the viewer to learn more about it.
Here’s another example of a banner ad that focuses on a single product to entice viewers. Without a lot of background visuals, the shoe takes all attention. As you’re scrolling through, you can quickly see the details. The text makes an enticing claim, to learn more about these new shoes. The call to action is simple and clear.
This AARP banner advertising is a GIF, flashing through several program benefits. The bright red color reflects their brand and stands out on many websites. The evocative photo remains the same, and the call to action at the end is paired with a compelling discount.
Here’s another example of GIF banner advertising. This Pottery Barn Kids ad keeps the branding and message the same while switching between two photos. The photos showcase several products in this category.
By focusing on the partnership between two brands, it keeps both brands clear, with an obvious call to action right in the middle.
This American Eagle banner ad is all about keeping it simple. With very little text, only the brand name and a short call to action, all the focus is on the models and the clothes. It also keeps the color palette united by using similar tones for the clothing and landscape.
This banner advertising does more than just show off the product. It also attracts attention with a side-by-side of the competition. The copy explains what makes this wallet different and then provides a simple call to action. The colors are neutral, making it at-home almost anywhere.
The bright purple and yellow colors make this ad from Planet Fitness hard to miss. The text is bold with big promises of sales prices and benefits of membership. The call to action is clear on the bottom, and even the branded image on the top has an active tone.
This banner advertising started with several pictures then landed on this image, which persisted until the viewer scrolled away. The light text on a dark background made the whole image stand out on the website, and the text pops. The creative call to action is enticing.
Growing your brand is no easy task. As you consider different marketing strategies, don’t forget tried and true options like banner advertising.
Get creative and focus on what your target market is looking for, their pain points, and make sure to keep your message clear.
These strategies will help you overcome banner blindness, which can occur when internet users see too much of the same visual noise again and again. Keep it fresh and keep them clicking.
What kinds of successful banner advertising have you seen out there?
With no minimum advertising budget to get started, Twitter offers the chance to grow your business without significant upfront investment. You can use Twitter for marketing, engagement, and customer service. Paid twitter advertising allows you to target audiences with keywords, demographics, and hashtags.
Twitter advertising campaigns work best when they are creative, clever, and aligned with your brand message. With low costs and high potential return, Twitter is worthwhile to explore when trying to grow your business.
You can choose from various Twitter advertising formats, including promoted tweets, promoted accounts, promoted trends, and automated ads managed by Twitter.
Best practices change often, so be sure you’re staying on top of changes to the Twitter platform as you plan and execute new advertising ideas. Get familiar with how the site differs from other social media, too.
For instance, when you compare Twitter and Facebook advertising, you’ll notice Twitter demographics skew younger, and the platform tends to be a popular source for trending news.
Remember that ads should only be a portion of what you’re sharing each day. Your Twitter advertising strategy should combine paid ads with genuine engagement and organic content posting for the best results.
Make sure you always follow Twitter advertising policy when creating ads. Let’s look at some Twitter advertising examples to see how you can best use this platform to reach your audience effectively:
Ensure your brand message is clear through the text, images, and videos you use in your ads. Incorporate bright colors and easy to read fonts so your ads will stand out. When in doubt, follow Twitter’s best practices as you brainstorm Twitter advertising ideas.
Just remember, Twitter is a high-volume platform. Thousands of tweets are sent every second, meaning it’s easy to get lost in the shuffle. Generic won’t stand out, so don’t be afraid to push the boundaries to make an impact.
This promoted tweet from Sportsnet has eye-catching colors, an urgent call to action (CTA), and packs a lot of information into a few short lines.
You only have 280 characters to make your point, so communicate your value with snappy copy and concise messaging. Offer just enough detail to provide clarity about your brand. If you’re adding a link, use a vanity URL to save space and keep the focus on your message—Twitter automatically shortens links to 23 characters, which are factored into your overall account.
Someone seeing your tweet should be able to tell who you serve, what you offer, and know what to do next.
Using the right hashtags ensures maximum exposure for your tweets, which is critical on a platform like Twitter, where the volume of tweets is very high. Anyone looking for a particular topic can find relevant tweets and conversations by merely searching hashtags.
You can use hashtags for topics, events, places, industry terms, or popular themes. Try a mix of popular, trending hashtags and ones that are uniquely yours so people can find your content.
You can find hashtags by looking at trending topics and hashtags on Twitter or checking out hashtag generators.
Most will give you relevant and trending hashtags specific to your brand and content to help you maximize your followers and grow visibility for your tweets. Some will even tell you which hashtags to avoid.
A few hashtag generators you could try out:
Promoting tweets allows you to pay to display your content to people who aren’t yet following you on Twitter. People can interact with them like a regular tweet, but they’ll be marked “promoted.”
Which tweets should you promote? The ones with the best content and ones with a photo or video get more engagement and retweets, as you’ll see below. You should also promote tweets with links in them as they should drive more people to your website, downloadable content, or most recent blog post.
Make sure a new viewer can understand what you’re all about from your promoted tweet. They may not see any others, so give them everything they need to know what you’re about at once.
Adding images to your Twitter advertising can boost engagement by 200 percent. Additionally, Twitter users post images 361 percent more than videos but save videos to their favorites 49 percent more.
Visuals can help explain your campaign and increase the chances that people will notice it and get the message within the short amount of time you hold their attention.
This ad from NICE Ltd. gives a quick message with a direct CTA to watch a demo. The ad itself contains a video showing a visual of what people can expect to see in the demo itself, with more information and a website URL. It’s a lot packed into a tweet!
The best Twitter advertising ideas catch people’s attention, likely creating immediate recognition and response. No matter how creative your written tweets are, they generally won’t stand out the way an image can.
Clear messaging is particularly important when promoting your tweets to people who don’t follow you. They need to recognize what you offer and what your business/brand is in a quick impression.
User-generated content is any content created by users and followers instead of brands and can include text, photos, or videos. Voluntarily created and shared by your fans, it creates connection and draws attention from other users who want to be included.
Sharing what real people think of your product or service through customer testimonials and product reviews can add a valuable human element to your ads.
How can you tap into this powerful source of credibility? Get your followers involved by asking them to create content based on their experiences with you. They may start looking for ways to engage with your brand or be chosen when you feature your followers’ work.
Listening to your fans can help you generate Twitter advertising ideas. You could involve your followers in decisions like product naming, have them upload content to participate in contests, and even create your hashtag.
A Twitter chat is a virtual gathering or discussion that takes place on Twitter at a specific time. They can be a one-time event or a recurring meeting. Usually, a Twitter chat will focus on one main topic, attracting like-minded users to tweet with one another using a hashtag.
Whomever is hosting a Twitter chat guides the conversation, asks questions, and encourages participants to engage.
Hosting a successful Twitter chat can give you valuable insight into your target audience. You could gain valuable feedback, build brand awareness, and establish your authority on relevant topics. If you do it well, you may also make connections, build relationships, and gain followers.
Try to choose topics where interest is spiking, but no one has stepped forward to lead the conversation. If you can offer valuable content and no other brands are engaging directly with fans about a subject, you may see significant results with little time or expense.
Tell everyone the chat and its time, topic, and other details in a promoted tweet. If you want to offer more information, write a blog post and publish it on your site, including a link to the post in your promoted tweet.
Influencers have large followings on social media platforms and have shown they can guide those followers’ opinions and decisions. You can engage with influencers who are active in your industry or have fans from your target audience.
Brands partner with these users to promote their products and services in relatable, authentic ways.
Start by responding to influencers’ tweets, sharing their content by retweeting, and building relationships with them. They may return the favor, which can help you assess which influencers might make the right partners for paid promotions.
A twist on influencer marketing is micro-influencer marketing, which is similar but on a smaller scale. Typically, micro-influencers have smaller followings of very loyal fans, meaning they may share your content with fewer people but likely only promote brands they genuinely like and trust, making their recommendations valuable.
If you can come up with unique Twitter advertising ideas that influencers find attractive, you may be able to benefit from their large followings.
Twitter advertising success depends on your ability to be seen by your target audience as much as possible. You want to use the right keywords to attract users to your content and target users when promoting your tweets based on their recent activities and posts.
You can use a tool like Ubersuggest to do keyword research to learn what keywords you should be using in your content and hashtags (you can also use the free Chrome extension). This free tool offers key terms and long-tail phrases to try in your Twitter advertising and other marketing. You’ll be shown hundreds of suggestions, complete with search volume, competition, and trends for each.
What makes you stand out?
Figure out the primary value proposition behind your product or service, and play on it to help your brand stand out. Ensure you understand why your target audience needs or wants what you offer, and personalize your message based on their needs.
See what your competitors are doing that works for your ideal audience. Don’t copy, but allow yourself to be inspired to try new ideas. Do A/B testing to see what works best, and use analytics to help figure out which tweets your audience enjoys most.
Understand what brings people to Twitter, such as critical events. If a massive volume of people will be on Twitter because of something happening in sports or entertainment, jump in with relevant content.
Events and conferences, whether live or virtual, are often great ways to connect with like-minded people.
This promoted tweet from Salesforce calls attention to an event currently live, uses an event hashtag to bring participants together, and mentions a name people may recognize. By using the person’s Twitter handle, Salesforce also makes it easy for that person to see and possibly retweet their post.
If you connect your brand to the current conversation, you can gain visibility, shares, and followers.
Look for hashtags about local, timely, relevant events and happenings and use them to increase exposure. This could mean holidays, game days, and TV events like the Grammys or Oscars. If you have a local business, capitalize on nearby events.
Twitter advertising offers many ways to target your ideal audience and connect with them in real-time. Appropriately used, paid Twitter advertising costs can be very reasonable and can help you grow your business.
Want to do a deep dive into Twitter advertising? We’ve got all the Twitter advertising guides you need.
Need help with Twitter advertising strategy or other digital marketing ideas for your business? We’ve got you covered there, too.
With a few creative Twitter advertising ideas in your toolbox, your ads can stand out and draw the right users to your business.
Which of these Twitter advertising ideas do you think would resonate best with your audience?
Many marketers think generating a ton of traffic to their website is the end-all-be-all of online marketing.
It isn’t. What’s far more important is getting your target market right.
Your target market is the people you want to buy your product or service. Some are existing customers, while others may never have heard of you.
Isn’t that just the same as a demographic?
Demographics are actually subsets of a target market.
For example, a car insurance company’s target market could be “all car owners.” But their latest marketing campaign could focus on one specific demographic within that market, such as young drivers.
An ad campaign is only as strong as its audience targeting.
To continue the car insurance example, I wouldn’t use messaging and imagery aimed at young drivers in a social campaign targeted at older audiences and I wouldn’t bid on keywords like “car insurance for young drivers” if my target market was older motorists.
Those are obvious examples; you don’t need to be a professional marketer to avoid falling into those traps.
But getting your targeting even slightly off can have expensive consequences.
Consider this: the average cost per click (CPC) of a Google search ad is $2.69, although it’s far higher in some industries.
If you’re in the legal sector, generating just 100 clicks would cost you an average of $675. That’s a lot of money to spend on the wrong audience.
CPCs are slightly cheaper on Facebook, but businesses in the finance and insurance space still pay an average of $377 for 100 clicks.
You can’t afford to throw that sort of money away by reaching the wrong target market.
But there’s more to it than that.
Google and Facebook (and all the other big social sites) use what’s known as a “quality score” or “relevance score.” When you run paid campaigns, you’re given a score from 1-10 based on your ad’s relevance to the target audience.
Here’s the important part: your quality score directly impacts where your ad ranks, and how much you pay to rank there.
If you bid the same as your competitor, but you have a higher quality score, your ads are more likely to reach your audience. In fact, if your quality score is much higher than theirs, you can outrank them while spending less.
There’s no such thing as an “organic audience” or a “paid audience.” We’re all the same; our activity just varies depending on our place in the buyer cycle.
What do I mean by this?
To explain, I’m going to use search as an example. As a rule, people are much less likely to click on paid than organic listings. In fact, just under half of Google searches end in an organic click, compared to about one in 22 that result in a paid click.
But that doesn’t mean paid search is a waste of money, because paid listings beat organic listings by a ratio of almost 2:1 for keywords with high commercial intent.
That means paid clickers are generally more qualified; they’ve done their research, they know they need a certain product or solution, and they’re ready to buy.
If you offer a niche product or service (like car insurance for young drivers), your target market is pretty clear.
Things get more complex if you have an incredibly diverse customer base, or a mass-market product or service. But it’s still possible to drill down to a target market for your PPC and paid social activity.
Unless you’re a brand new business, you’ll already have a customer base. Those customers hold the key to understanding your ideal target market.
They likely share some key behaviors, characteristics, or interests, even if they’re super diverse on the face of things. It’s doubtful the only thing binding them together is a shared love of your brand.
Consider the following data points:
None of these factors will tell you everything about your target market, and you shouldn’t use a single characteristic, like age or location, to define how you speak to them. But in combination, these characteristics will help you target more effectively.
You know who your existing customers are; now you need to figure out why they’re your customers in the first place.
People buy for any number of reasons, but some of the most common include:
Sometimes, a purchase will fall into multiple categories. A new car could be aspirational, a replacement for an older model, and much more efficient than your old gas guzzler.
Try to understand the most significant reason people choose your product. To find out, run a customer survey, asking things like:
Want to know the biggest reason startups fail?
It’s not because they run out of money or price their product too high. It’s because there’s no market need for their product.
This is what happens when the people behind a business are so blinded they don’t stop to figure out if anyone needs what they’re selling. They run off assumptions rather than data.
Don’t fall into the same trap. Never assume you know your target market and understand what motivates them to purchase if you haven’t taken the time to ask them. When they respond, use those answers to guide your marketing, rather than following gut instinct.
Once you understand your target market, you can use those learnings to inform your paid ad strategy. Here’s how to do it.
Chances are, your research has identified multiple subsets within your overarching target market. You could reach all of those demographics at once with a single, super generic campaign.
However, you’ll likely see much stronger results from segmenting your audience and targeting each segment with different ads.
McDonald’s is a fantastic example. Look how the fast-food giant defines its target market:
It’s trying to reach literally everyone! While most of its campaigns have a broad reach, it doesn’t always target all of us with the same ads.
As you’d expect from a huge multinational corporation, its targeting is extremely sophisticated and subtle. Let’s look at two McDonald’s ads, both aimed at a young target market, and both broadly related to issues like activism and social justice.
Almost half the audience for this ad was people aged 18-24. It’s cool, inclusive, and directs users toward YouTube, a platform with exceptionally high reach among younger audiences.
The audience for this ad skewed older, with 50% of the audience aged 25-34. It wasn’t even shown to people in the 18-24 age range, which likely reflects the more serious, corporate-sounding tone of voice.
Platforms like Facebook and LinkedIn offer many demographic options to reach your ideal target market through social ads. Those options start at the top level, incorporating things like:
However, it’s possible to get much more granular.
By using Facebook Audience Insights, you can play around with all those options to understand your target market’s size and makeup. For instance, here’s a top-level breakdown for people in the US interested in digital marketing or digital advertising:
That’s a useful starting point for understanding this target market, but it’s possible to dig much deeper. If I tighten my search from all people interested in digital advertising and marketing, to just men with those interests who are aged 25-34 and live in California, I can see they’re:
The more you already know about your audience, the more you can find out about them. It’s a virtuous circle.
You’ve done your research, segmented your target market into smaller subsets, and built unique paid search campaigns with dedicated landing pages for each audience.
But there’s a problem.
People are clicking ads aimed at different audiences, which means they’re shown landing pages that aren’t relevant to them. Rather than buying, they’re clicking off and heading straight to your competitors.
Fortunately, you can eradicate this issue (and others) with audience exclusions. They allow you to:
To add audience exclusions to your Google Ads campaigns, follow these steps:
As with any element of marketing strategy, identifying your ideal target market takes time. If you’re in a hurry to launch your paid campaigns and start generating results, it’s a step you might want to skip.
But I guarantee it’s worth investing the energy upfront. You’ll reach more of the right people. You’re more likely to convert leads and generate more sales. And you’ll save money by cutting down on inefficient campaigns.
What tactics have you used to define your ideal target market?
The post How to Identify Your Ideal Target Markets for Paid Campaigns appeared first on Neil Patel.
There are more ways than ever before to leverage digital AI for marketing funnel optimization, including responsive ads.
This process could take months to show real results and, even then, you may not get the information you were seeking.
These days, there’s no need to waste your time testing ad copy manually.
With responsive search ads, you can use Google’s high-quality algorithms to create excellent ads that change over time to bring you the best results.
Responsive search ads (RSAs) allow you to automatically tailor your headlines and descriptions to determine your directed ads’ most effective pairing. This is a simple and strategic way to upgrade your automated PPC ads.
With responsive search ads, Google automatically identifies the best ad combinations while discarding ineffective ads. This means no more digging through stacks of data, comparing ad sets, and leaving your ROAS up to chance.
With responsive search ads, you can:
Responsive search ads tend to lead to higher clickthrough rates (CTR) than regular ads. This is because they deliver relevant, tailored content and show up in more consumer searches.
Responsive search ads show more text than traditional expanded text ads and can have three headers at 30 characters each, and two separate descriptions with 90 characters each. That’s almost twice the size of regular expanded text ads.
Google offers up to 15 different headlines and four description options to help you maximize your ad potential. You can then mix these into 40,000 different options to best suit your consumer’s traits.
Setting up your responsive search ads can be done easily in your Google Ads account. Make sure you’re always up-to-date on Google Ad hacks to keep your ROI at its highest.
Start in your Google Ads dashboard and navigate to the left of your screen. You should see an option to use the responsive search ad creator. If you don’t see this function, you may not have access to this feature yet. Contact Google to find out what your options are.
Next, begin adding your headlines into the open lines. Keep in mind you are testing your copy, so make each headline unique. Too many similar headlines may not give you an accurate picture of your campaign.
It’s also important to remember that the more headlines you enter, the more chances Google has to deliver ads that best match user search terms.
You can pin your headlines by choosing the pin icon to the right of the headline. This allows you to show a headline in a specific order rather than leaving the positioning up to Google.
From here, you can choose to place your headline in the first, second, or third position. If you decide to pin only one headline, it will prevent other headlines from being used in that spot. Google recommends not using this feature unless you are a skilled ad tester, as it will impede the ability of the responsive search ad software.
Google allows you to enter up to four descriptions, and it will show up to two at a time in your ads.
Like your headlines, you can pin descriptions in the first and second positions.
Remember, responsive search ads perform best with more headlines and descriptions, as they are built to test and optimize your copy. The more you give Google, the more it can give you in return.
Paired with Google’s intelligent machine learning, responsive search ads can give you insights into thousands of variations of ad combinations.
With responsive search ads, Google is doing the heavy work of ad testing for you and finding the most effective content to push to your audiences. Not only does this save you time in the short term, but it also offers up a breadth of data that you can use in future campaigns.
The best part? Google does all of this for free. All you need to do is pay your regular PPC fees and let Google take over from there.
If you’re already running PPC Google ads and testing different copy and content variations, then you can benefit from responsive search ads.
By utilizing Google’s AI capabilities to reduce your time spent in creating and testing ads, you will be able to better focus your time on growing your business while also curating vast swaths of data that you can use in many aspects of your business.
Although responsive search ads use machine learning to optimize your campaigns, they won’t perform well if you haven’t got the right headlines and descriptions.
Running successful responsive search ads starts with your copy. Here are a few tips for creating compelling RSA copy:
It’s important to create varied headlines so Google can test accurately. When writing your headlines, ensure no two headlines look alike or contain wording that is too similar.
Make sure to follow the Ad Strength meter in the upper-right of your screen to see how your headlines will perform.
There’s no need to max out your character count on every headline. As with all things digital, less is usually more. When creating your headlines, focus on your copywriting skills and write short, punchy content that will attract your audience and solidify your brand messaging.
You can also rewrite or reuse headlines from previous expanded search ads you’ve used if they performed well.
If you want to test your keywords’ effectiveness, try adding one or two headlines that don’t contain your keyword and see how they perform. You can do this with different test groups to test keyword strengths against each other.
It’s also a good idea to use dynamic keyword insertion (DKI), which allows you to tailor keywords based on user search preferences.
For example, if you’re selling winter coats, your keyword may be “jackets.” With dynamic keyword insertion, you could show your content to users looking for “winter jackets,” “rain jackets,” and even “light jackets.” This tactic improves the reach of your keyword and ensures your audience is getting the most relevant information available.
If you haven’t started using responsive search ads yet, you may see prompts in your Google Ads dashboard asking you to get started. If you click through the prompts, you may find Google has already created some headlines and descriptions based on the information they already have about your business.
Review the recommendations and make any changes necessary. Then get to testing!
Google will also make recommendations based on your landing page copy and other ads you may be running. They won’t always be the right choice, but they often have relevant keywords and useful tips that can save you time when creating new copy.
Pinning headlines and descriptions is a great way to feature relevant offers such as limited time only deals or your latest sales.
While pinning can help get important messages out to your audience, don’t overdo it. Pinning too much will inhibit Google’s machine learning abilities and stop your ads from bringing in the best data.
When you first start building your responsive search ads, we suggest not pinning anything for the first few weeks until you have a good swath of data to mull over.
Your descriptions are the place to land your messaging. It’s good practice to add relevant calls-to-action in your descriptions to help guide users to the actions you want them to complete.
Think about the actions you want specific users to complete across your demographic range. For example, a brand new customer may see a “Learn More” CTA, whereas a returning customer could be offered a discount or promo code.
As with your headlines, make your descriptions unique and varied to get the most out of your testing.
Testing more than one responsive search ad per audience group can lead to inconsistent and incomplete data. Make sure you target your RSAs to specific target demographics and locations, and don’t spread yourself too thin.
If you try to speak to everyone, you could end up speaking to no one.
By leveraging Google’s effective machine learning software, you can cut down the time you spend testing and retesting your ads and shift your focus back to growing your business.
Remember, the more information you give Google, the more you will get back, so take the time to build strong headlines and descriptions to give your ads the best starting spot.
What kind of results have you seen with responsive search ads?
Did you know roughly a third of U.S. shoppers check out local business listings online daily? To me, this means there’s a real opportunity to grow your business if you find a way to quickly and reliably connect with the best leads.
How do you achieve this?
By creating a Local Services Ad. Let’s dive in and explore why these ads are such an invaluable tool for finding customers and building your brand.
Local Services Ads connect you to local customers searching for the services you offer, whether you’re a tradesperson or small business owner.
Here’s an example. When customers Google a search term like “New York plumber,” businesses running Local Services Ads appear at the top of the search results.
If you click to see more plumbers, multiple listings show up.
To be clear, Local Services Ads aren’t the same as Google Ads or Google My Business.
You can use all three features, or opt for just one. It’s up to you!
Think of Local Services Ads as a fast-track ticket to positive leads. A few stats will show you why.
In short, these local ads help you find leads who are primed to become paying customers. They’re a highly cost-effective and efficient way to market your business at the local level.
Let’s now return to our plumbing example above and work through the features of a typical listing. If we click on “Petri Plumbing & Heating,” here’s what the listing looks like:
This plumber has a 4.6 out of 5-star rating with 504 reviews, they’re accepting customers, and there’s a telephone number to lead potential clients to take the next step.
If we go down further, there’s a business overview. This is where you can set out:
Finally, there’s a section where customers can leave a review or read reviews left by others.
If someone books a job through your listing and leaves a review, it’s verified by Google as legitimate. Long term, this reassures prospects that you are a legitimate, trustworthy business.
Do you need to take every job the ad brings your way? No.
Simply put, you’re still free to choose the jobs you want, and you only pay for the ad when there’s a high chance of conversion, i.e., a prospect contacts you.
Ready to create your own ad? Let’s work through the setup process together, starting with the basics.
Local Services Ads aren’t available for everyone just yet, so the first step is checking your eligibility. It’s really quick and easy to do.
Click the “Get Started” button on Google’s local service homepage.
Next, select your country, ZIP code, and job categories from the drop-down menus.
If Local Service Ads are available to you, move on to the next step.
Congratulations, you can set up a Local Services Ad! Now it’s time to write a great profile. Your profile determines, among other things:
In other words, it’s important to get it right.
First, input basic details, including your business name and contact details. You need to provide your own name, too, but it won’t show up on the listing.
Once you’ve completed the first screen, it’s time to add specific details about what services you offer, how much you charge, and the ZIP codes you service.
For instance, if you’re a plumber, here are possible services you can offer:
So, if you can’t repair sewers or garbage disposals (or you don’t want to offer these services), you can remove these options.
This lets prospective customers know what to expect before they contact you, meaning there’s less chance of you sifting through jobs you don’t want.
You’ll also note the important caveat at the bottom of the screen: You shouldn’t offer services that you aren’t qualified to complete safely. It’s also your responsibility to ensure you have the right licenses to work legally.
One other thing: Even if you’re registered for other Google services, like Google My Business, you still need to create a separate profile for Local Services Ads.
To improve service quality, Google needs you to upload various documents. You must prove you’re:
Why must you upload these documents? Well, it’s all part of the Google Guarantee. Google won’t cover you unless you can prove you’re properly licensed.
Before you complete this section, verify your paperwork is accurate. I’d also suggest double-checking which licenses you need in your jurisdiction to make sure you upload the right documents.
How do you know which documents to provide? Google has a list. If we stick with our plumber example, here are which documents you need:
If you’re based in the U.S. or Canada, you and all your employees must complete a background check before you can visit customers at their home address or workplace.
Again, it’s a fairly simple process. Google’s background check partner contacts you, and they’ll ask for relevant information. They’ll cross-check the info you and your team provide against national registries, and they’ll confirm your Social Security numbers are valid.
Do you pay for this background check? Thankfully, no.
Once you complete your business profile and pass the background check, you’re ready to start advertising. There’s still one essential box to tick, and that’s setting your budget.
Here’s how it works.
To start, it’s probably best to set a modest budget and lead target. You can test the waters this way and increase your budget over time if you feel it’s a good service for you.
Just remember, “leads” aren’t customers until you book a job. That’s why it’s key to stay ahead of your leads and follow up on them.
You can review your leads on your desktop inbox or through the mobile app. You’ll always be notified of a new lead anyway, but viewing them this way may make it easier to take action on them.
Not sure what to include in your Local Services Ad? Don’t worry, I’ve got you covered. Here are my five top tips for writing an effective ad and generating the best possible leads for your business.
First, make sure your local listing showcases your company’s plus points. Here’s what I mean.
The more information you provide, the more likely prospects are to contact you.
Think about this from a customer’s perspective. What other details do they need to decide to use your business? Here are some examples.
What’s relevant varies from business to business, so give it some thought before you complete your listing.
Remember, these leads are users actively looking for the services you provide, so don’t let them go cold. Here are some tips to manage your inbox.
Most people don’t expect an instant reply, because good service providers are usually busy! However, if your goal is to book jobs and build your business through Local Services Ads, you need to keep a close eye on your dashboard.
According to Google, customer reviews directly influence your ad ranking. How do you get those all-important positive reviews? Well, great service is a must, but you also need to ask for them. Here’s how.
Have you moved premises? Do you need to change your opening hours?
Make sure you update your Local Services Ad to reflect changes like these. Otherwise, you might deter potential customers from working with you.
Finally, keep details consistent across all your profiles, including, for example, Google My Business.
Why is consistency so important? Well, it helps potential customers find you more easily, and it might even build some trust in your brand.
Over 46 percent of Google searches are local, and Local Services Ads can really help you tap into this huge potential customer base. I highly recommend using these listings as part of a diverse, well-rounded digital marketing strategy.
Just remember to keep your information accurate and respond to leads promptly to make the most of your ads.
Are you using Local Services Ads to find customers? How are they working for you?
The marketing and advertising industry is a fast-paced industry.
With technology evolving rapidly, people have found it more convenient to do their shopping and other transactions online.
With digital interactions overtaking in-person activities, this shift in people’s lifestyles means one thing for businesses — they need to pivot fast. Failure to do so can only lead to losing customers.
Enter retail media networks.
With more and more people shopping online, retail media just makes sense.
But what exactly is a retail media network?
A retail media network is when retailers set up an advertising platform on their website, app, or other digital platforms within their network. This allows the store, and other brands, to advertise to customers on sites like CVS or Walgreens. It’s a form of in-store advertising in a digital format.
Here’s an example from CVS’s homepage. Notice the “sponsored” tag in the bottom right corner — this isn’t just a product listing; it’s an ad from a face mask company right on CVS’s website.
Ads on retail media networks can be displayed on many pages, including:
This enables advertisers to reach shoppers at the various stages of their buyer journey.
The reason retail media works so well is that shoppers are more receptive to ads when shopping than when they’re carrying out other non-shopping related activities.
Retail media is changing the way shoppers and brands interact. But is this new form of advertising and marketing a good thing or not?
Well, let’s take a look at the pros and cons of retail media and find out.
We’ll start by looking at the advantages of retail media and breaking them down according to the players involved.
The most significant advantage of retail media for retailers is that it creates a new revenue stream. Advertising is big business, and a retail media network enables retailers to tap into this $560 billion industry.
Profit margins on consumer packaged goods (CPG) have taken a tumble in the past few years. The revenue generated by retail media has been a lifeline for retailers looking to boost their profits.
Retailers that leverage retail media have become the new media moguls, thanks to the rise of e-commerce. This has opened up a new world of possibilities in how they can generate revenue.
Shoppers also benefit from retail media in a few ways.
The first benefit is it offers better price control for customers. With retailers generating revenue from ads, they won’t be as quick to raise their prices. An increase in pricing could result in a drop in traffic, spiraling into reduced ad revenue.
Secondly, retail media benefits shoppers by offering a better customer experience (CX). Sure, ads can be annoying. But if done well, they can help shoppers make better purchase decisions. They can also remind shoppers about related products they may want.
One of the biggest advantages of retail media for advertisers is that it gives them access to first-party data.
First-party data is data collected and owned by the website owner, and in this case, that’s the retailer. It’s clean and more reliable than third-party data collected by other methods such as cookies.
The best part of first-party data is that it’s collected right at the point of sale, giving you better insight into buyer behavior.
Why is this so important?
One word: personalization.
Personalization plays a huge role in designing and executing ad campaigns that convert. To do this, you need accurate data.
Another reason first-party data has become so valuable is because of the impending death of cookies.
For brands that advertise on retail media networks, the most significant advantage is that it’s easier to tie ad spend to sales. Because sales happen closer to the ads, it’s easier to attribute a sale to a specific ad and action. This is crucial to strategic decisions such as resource allocation.
Another advantage for brands is that these ads increase visibility, which helps drive sales.
Even though it’s still in its infancy, retail media is already proving to be a powerful form of advertising set to change the future of online shopping experiences.
With retail media looking so good, could it have any disadvantages?
One of the biggest disadvantages of retail media is that it gives more power to brands that are already big. It creates an uneven playing field for smaller brands that don’t have the traffic, budget, and infrastructure to set up retail media networks of their own.
Another disadvantage of retail media is that it’s a new field that requires infrastructure that most retailers don’t have. Because of that, it’s a learning curve for all the parties involved.
Many brands had already jumped on the digital transformation bandwagon before retail media networks came on the field. They invested in mobile apps where customers could shop for products and get delivery right to their homes.
When the pandemic hit, these websites and apps became instrumental in generating sales for retailers. Research shows that 80% of people are now doing over half of their shopping online. The same study reveals that 60% of respondents said they’d continue shopping online even after the pandemic.
What does this have to do with retail media networks?
This shift in traffic to retailer websites and apps birthed a new form of advertising.
That new form of advertising comes in the form of retailer media networks.
In short, this means brands advertising on retailers’ websites and apps. These can be brands that sell directly on the store or brands that want to reach that store’s audience.
Leveraging already warm traffic to create retail media networks is powerful. That’s because these networks benefit everyone involved, from the retailer to the brands advertising to the shoppers.
Interested to know which brands have their own retail media networks and how they do it?
Let’s look at three brands that caught the shift early and are seeing great results with their retail media.
Originally known as the Consumer Value Store, CVS has become a force to reckon with on the American retail scene.
CVS is one of the first brands to launch its own retail media network, dubbed the CVS Media Exchange (CMX).
CMX allows brands to place their products on channels informed by CV’s first data. This includes off-site as well as on-site targeted ads. When it comes to customer data, CVS has the edge over most retail ad networks, thanks to their:
With this huge data bank at their disposal, advertisers are better equipped to create personalized ads and place them strategically for optimum visibility.
Walgreens is not green behind the ears when it comes to executing digital ad campaigns for other brands.
So it’s no surprise that Walgreens has decided to formalize things and launch a retail media network called Walgreens Advertising Group (Wag).
Wag offers ad placement on their online store, in their brick-and-mortar stores, as well as on other digital platforms such as social media and Google.
Retail and e-commerce giant Amazon is another brand that has mastered retail media and runs its own network.
It’s called Amazon Advertising.
Thanks to its massive digital footprint, Amazon can offer brands more in terms of the kind of campaigns they want to run. It also gives them access to one of the world’s largest customer data banks as well as a massive audience (over 200 million in the U.S alone).
Amazon Advertising works much like Google Ads. Brands that want to be found have to bid for keywords and pay each time their ad is clicked.
Since most retailers don’t have the infrastructure and know-how to run retail media networks, how do they pull it off?
Most of them get external help. Here are some of the top retail media advertisers who are powering the retail media movement:
Criteo is one of the leading retail media advertising platforms around. They make it easy for media buyers to purchase retail media with ease, thanks to their end-to-end service platform.
The platform gives brands and retailers full control of their campaigns and easy access to data and analytics. Robust APIs also allow you to use your marketing tool of choice.
One thing Criteo boasts of is its transparent platform. For retailers, this makes it easier to grow their retail media network, while brands have more flexibility when it comes to choosing the retailers they want to partner with.
Another retail media advertiser that enables brands to advertise their products on retailers’ websites is Promote IQ.
Acquired by Microsoft in 2019, Promote IQ gives retailers full control of the end-user experience. This helps make the retail media seamlessly blend in with the retailer’s website.
Promote IQ claims they can help retailers generate 5X their revenue by cutting out the middleman and working directly with brands through their platform. Promote IQ also provides automation capabilities to streamline and increase your campaigns’ effectiveness.
Brands get more visibility and higher conversions thanks to Promote IQ’s powerful data and analytics platform. This helps create hyper-targeted ads that resonate with shoppers, driving up conversions.
Another advertiser shaking up the retail media world is Elevaate.
Elevaate understands the hassle retailers face setting up a retail media network. That’s why they designed a platform that’s as easy to set up as it is effective in generating revenue. With Elevaate, retailers can maximize their digital real estate profits without compromising their shoppers’ experience.
Elevaate promises increased visibility and high return on ad spend (ROAS) by offering precise targeting.
So how can you create a retail media network to boost sales for your brand? If your brand has a large amount of traffic, consider using one of the tools above, like Criteo or Elevaate.
After all, they have the infrastructure in place to help your retail network up and running quickly. Which means you’ll have more time to spend on your business.
With most of them, the process is as simple as applying to join their program. Once approved, you upload your product feed, and the ad network does the rest.
The world is changing rapidly.
For businesses to succeed in the future, they need to adapt to the changing landscape and buyer behavior.
This is why you must consider the retail media bandwagon if you haven’t yet — either by creating your own or advertising on major sites like CVS and Walgreens.
Not only will it give you an edge over the competition, but it will help you tap into audiences you can’t reach on your own. It will also help you maximize your marketing budget, ensuring you get the best ROAS.
Have you used retail media for your brand? What was your experience like?
Amazon is the king of e-commerce.
With 197 million people logging on to shop every single month, how can you direct some of that traffic to your Amazon store?
A solid advertising strategy can help you increase sales as competition on the platform heats up, even if you don’t have a massive budget.
While most shops start with the basics, using advanced tactics will get you better results, faster.
We’re going to dive into the eight advanced Amazon ad tactics you can add to your repertoire to boost your ad spend ROI, brand awareness, and ultimately bring in more sales on autopilot.
Keyword research is the secret sauce of any advanced Amazon ad strategy.
It’s going to get your products in front of right users who are ready to make a purchase, but you can’t go after any word or phrase. You need to make sure it’s a long-tail keyword.
Because buyers who search for something specific like “wooden chopping board with compartments” are far more likely to make a purchase than someone using a vague phrase like “chopping board.”
Another reason to niche down with your keyword research strategy is the lack of the competition. Generic phrases like “candle” are far more expensive and saturated.
As a new seller on the platform, you’ll have a hard time ranking for the term and getting buyers to click through.
By going after phrases with low competition and a high purchase intent, you can boost your brand awareness and sales and improve your Amazon SERP.
Are you not prioritizing brand awareness? You can bet your rivals on Amazon are.
In a study by Search Engine Land, ad spend allocated for building brand awareness jumped from 26% to 60% in less than 12 months.
So what’s the best way to increase your visibility and start building your top of the funnel advertising strategy?
The ads appear at the top of search results, and it’s one of the most useful tools for building your brand on Amazon.
Use Sponsored Brands to create brand recognition by using a custom headline, adding your logo, and sending traffic to your storefront and products listing page.
By investing in awareness, you’re helping buyers become aware of your products.
You’re showing users you have a solution to a problem in their lives. This strategy helps customers learn more about you and increase sales over time.
Before you start experimenting with an advanced Amazon ads strategy, you need to identify which products would benefit the most from a PPC (pay-per-click advertising) boost by looking at product level profitability.
What does that mean?
Product profitability is the revenue you make from a product and the amount it costs you to make a sale.
For example, your enamel travel mugs might cost $5 to make, but it costs you $15 of ad spend to get a customer.
To find your product level profitability, analyze each product in your storefront, determine which ones have the highest profit margins, and focus your advertising spend on those items.
Once you have your list, run ad campaigns for those products.
Implementing this advanced Amazon tip will help you stop wasting dollars on low-profit or low-selling items and make more money.
Every successful seller on Amazon knows you can’t take a hands-off approach on the platform.
What’s successful this week won’t deliver the same results in a month from now.
You need to continually monitor, analyze, and adjust your ads to avoid losing visibility and giving your competitors an unintended advantage.
And Amazon’s placement reporting has evolved over the last couple of years.
Back in 2018, only three options were available to sellers: Other on Amazon, Remarketing off-Amazon, and Top Search on Amazon.
Today, it’s expanded to five options, which allow you to dig deep into your data and give you greater control over your campaign performance.
The Ad Placement Report is one of the most powerful reports available to you and is a must for anyone looking for advanced Amazon selling tips.
It tells you exactly which ad placements help shoppers find your products and which campaigns need some tweaking.
For example, you might find that an ad placement in the middle of the page consumed less of your budget and had many impressions than a top-of-page one.
The report also helps you identify which keywords are performing the best. You can quickly see which search terms are giving you a greater ROI and which ones are giving you lackluster results.
Don’t put all your advertising eggs in one basket.
While PPC campaigns on Amazon are a great way to build brand awareness and drive sales, you need to incorporate your other marketing channels to find buyers.
Plus, Amazon comes with built-in credibility and superior customer support. As a new brand, you can use this to your advantage by redirecting traffic to your store instead of to your website.
Using Facebook, Pinterest, Instagram, and Google Ads to feed traffic to your Amazon Product Listings strategically can generate a high ROI for your store.
Here’s what you can expect:
However, don’t dive into every single platform.
Do your due diligence and identify which marketing channel your target audience uses before you open your wallet.
Paid advertising and identifying your keywords are important for Amazon sellers.
Yet, they’re not the most critical part of your strategy.
There is something far more important you need to master: your target audience.
If you don’t know to whom you are selling, then you won’t know:
Without a clear audience, none of these advanced Amazon tips will work.
Think of your target audience as the foundation of a house.
Without a solid structure, it won’t matter how many keywords you have inside. The minute a strong breeze rolls through, your house will crumble, and your keywords will become useless.
When you understand your demographics like the back of your hand, you know which words they’ll use to describe their problem.
You can figure out their online behavior and identify which social media platforms to target.
For example, if you’re targeting stay-at-home parents, running ads during the day makes more sense. However, if your customer is a full-time employee, they’ll most likely be on Amazon in the evening after work or during their lunch breaks.
When you understand these nuances and put yourself in your target audience’s shoes, it becomes ten times easier to create ad campaigns that convert.
Anyone can build a landing page on Amazon, but how can you be sure it will convert?
Although there is no exact formula you can follow, there are some standard rules of thumb to increase your chances of building buyer trust and sales.
If your landing page is bland (no call-to-action, little-to-no text), you won’t capture people’s attention.
Here are a few things you can do to optimize your Amazon landing page:
Want to cut down on wasteful ad spend? Filter out negative keywords you don’t want to rank for on the site.
A negative keyword excludes a word or a phrase that isn’t a good match for your product.
Doing so can help you save a lot of money, and not using this tactic is one of the biggest Amazon ad mistakes you can make.
For example, if you’re selling leggings, you might want to rank for keywords like:
But you wouldn’t want to rank for a keyword like “Lululemon leggings.”
The buyer intent is for a brand that isn’t you, and paying to rank for that phrase is going to give you low ROI.
For an advanced Amazon result, look into filtering out keywords receiving large amounts of traffic but few sales.
Not sure what keywords to add to your negative filter?
By following these advanced Amazon tips, you can start selling more while spending less on ads and become a successful e-commerce business.
You can achieve this without a gigantic ad budget. You don’t need to spend hundreds of dollars to see results and start converting your impressions into paying customers.
What you need is strong keyword research and an ad strategy you’re constantly tweaking.
Remember, Amazon is not a “set it and forget it” platform.
Your winning formula is going to change continuously. You need to stay on top of your analytics to adjust your strategy and pivot before losing traction in search and seeing a drop in sales.
How are your listings performing after implementing these advanced Amazon ad tips?
The field of ppc (pay-per-click) is constantly evolving. If you use tools that automate some of the ad campaign processes, your campaigns may become more efficient and effective.
Pay-per-click automation tools allow marketers to automate some tasks by using third-party applications. These tools can save you time, improve campaign performance, and reduce wasted ad spends.
Rather than spending your time hovering over dozens of campaigns, you can focus on tasks like pinpointing areas for business growth, increasing audience engagement, and exploring new ad types that will benefit your sales funnels.
That isn’t to say automation is the key to the future, nor are we all going to be replaced by machines. Paid ad campaigns might always need humans to power them, but you can at least catch a break from constant campaign monitoring.
To start this off, let’s take a deeper dive into what PPC automation is.
PPC automation refers to the system that charges marketers every time their ad is clicked.
PPC automation allows marketers to control their Google ad campaigns through machine learning, without spending hours tediously updating scope, timing, and targeting. By automating some of the systems and steps, you can leverage third-party applications to do the hard work for you.
For example, if you want your ad to stop running on a certain day, or if you want to change the target audience before the end of the running cycle, you can use PPC automation to control these details. This means no more activating, deactivating, and adjusting your ads by hand.
What a relief.
It also means you can shift your focus back to generating leads and growing your business and let the machine do the hard work for you.
PPC automation tools are a great way to optimize ad performance and focus your time on your larger marketing goals.
PPC automation tools allow you to keep up with search engine marketing trends while also giving yourself the time to focus on optimization.
For example, when AdWords became Google Ads, many of the original tools and features were replaced. For a human, relearning these tools can be time-consuming and frustrating. For a machine, it’s instant.
Google actually suggests using PPC automation and smart ad bidding, as it saves you time and increases the performance of your ads.
Think about it this way. Let’s say you’re new to the paid ad world and want to launch your first PPC campaign.
You don’t know much about online paid advertising, but you understand how to target an audience and want a lower cost-per-click. With PPC automation, you can simply enter your campaign goals, choose your smart bidding strategies, and let the machine do the rest.
Even if Google Ads completely overhauls its system the next day, your machine will still know what to do. That means you can take the extra time to learn more about manual targeting or growing your online community.
Manual bidding can be a great asset to a campaign and offers unique ways of winning conversions and lowering ad cost rates. That being said, it only works when done correctly.
Humans often make errors that machines don’t. It’s not that we aren’t as good as they are, but we are more prone to making simple mistakes. The benefit of automated bidding and ad management is you don’t have to worry about those small, silly mistakes, like targeting the wrong audience. In contrast, leaving the work up to a machine can mean less personalization and some important details may be overlooked.
Let’s take a more in-depth look at the pros and cons of PPC automation tools.
PPC automation tools work best for long-term, ongoing campaigns. This is because to create a detailed automated system, you need to have relevant data to feed into it. If you’ve just started a new campaign with a new client and you don’t have any reference data to turn to, it might not be the best time to jump into automation.
That being said, once you get the ball rolling, PPC automation tools can save you a lot of time and money when maintaining and monitoring your PPC campaigns.
If a machine can do it just as well as we can, why not let it?
Even though it might seem like a set and forget system, there are many details that go into the initial setup of automated PPC campaigns.
For example, you still need to determine which bidding strategies fit your business or what kind of results you want to target.
Also, even an automated campaign can have hiccups. It’s essential to continue monitoring your campaigns even if you choose to use automated PPC tools. The work involved in an automated PPC campaign could be less intense than a manual campaign, but don’t let this make you become a lazy marketer just because you think the computer is handling it.
If you’d rather something else handle your PPC campaigns, my agency is accepting new PPC clients.
PPC automation is a growing marketing trend and will only get stronger as our paid ad tools evolve. Getting familiar with these tools sooner rather than later will ensure your business can automate and optimize as much as possible.
PPC automation tools range in complexity and cost. You can find ways to automate pretty much anything – it’s just a matter of which steps you want to automate and how much work you are willing to put into your campaigns.
Here are 4 of the most basic ways to use PPC automation.
Reporting is undoubtedly one of the most frustrating parts of a PPC manager’s life. Think of all the hours spent compiling data, creating spreadsheets, and importing sources to create custom reports.
Automating your reporting systems through integrations can help make this process more efficient. No more manually exporting spreadsheets and no more comparing data.
Integration refers to the different apps and platforms you may want to pull data from when preparing reports. These could be platforms such as Google Ads or Instagram Insights.
When choosing an automated reporting software, be sure to check that it offers the integrations you will need.
Here are a few easy-to-use PPC reporting tools to help make your reporting easier:
Swydo was built for PPC managers and is a simple way to automatically integrate data sets from various sources like Facebook Insights or Bing Ads.
Swydo can also help you monitor your clients’ key points of interest and translate them easily into your reports.
Swydo also lets you schedule your reports so they can be automatically sent to your team or clients, saving you an end-of-the-month scramble.
Swydo claims to help you increase client retention through their automated reporting systems. Pricing starts at $62.00 per month.
Reporting Ninja boasts more than sixteen different integrations and has a range of reporting templates.
Plus, it includes cross-platform comparisons so you can combine data from multiple platforms into a single chart or graph.
Reporting Ninja can also help you create SEO and conversion reports on top of your PPC reports. Plans start at $20.00 per month, which includes ten reports.
Report Garden can help you create client reports, monitor budgets, and add new PPC campaigns, all in one app.
Their creative visual reports will help you look great in front of your clients or company leadership.
They also have a range of interactive dashboards so your clients can see their reports in real-time.
Report Garden plans start at $250.00 per month for ten clients. Dashboards and reports are unlimited for your clients to access. Learn more about how automating reports helped this agency scale from 25 to 500 accounts with Report Garden on their blog.
For example, if you want to add ad schedules for a campaign, you might use a script that looks like this.
You don’t have to be a coder to use these scripts. Google has a whole library of code scripts you can use if you’re new to this method.
Scripts are a great way to do split testing, big management, and reporting. They can be used to automate internal or external functions and save you a lot of time in PPC account maintenance.
Custom builds are certainly the most complicated area of PPC automation. These builds require some expertise, so you might need a developer to help you get started.
Custom builds are coded automations that allow you to customize almost anything in your ads. These builds will enable you to focus on unique metrics and create columns that can segment account data down to its finest points.
Google describes customization like this:
For example, to see the percentage of clicks you get from mobile devices, create a custom column that divides mobile clicks by total clicks. Or let’s say you’re a shoe retailer and enjoy a 40% profit margin for each pair of shoes you sell. To understand your total profit for each sale, ensure your conversion value column tracks revenue. Then, create a custom column that multiplies conversion value by 40% and call it ‘Estimated Profit.’
Comprehensive software platforms allow you to customize, automate, and manage your ad campaigns in a more user-friendly fashion than custom builds allow. A comprehensive software would enable you to do everything we discussed above and more from one simple platform.
Here are a few of the best PPC automation software tools out there, so you can get the most out of your paid ad strategy.
WordStream PPC Advisor is a great pick for small businesses ready to jump into PPC campaigns but don’t have large budgets or big staff rosters to support them.
WordStream offers Google Ads, Bing Ads, Facebook, LinkedIn, and Twitter integrations as well as report building, data analytics, and landing page optimization.
WordStream PPC Advisor plans start at $264.00 per month for 12-month plans.
Optmyzr is a good choice if you’re running multiple PPC campaigns and are looking for a range of automation features.
With Optmyzr, you can create, track, and report on your PPC campaigns. You can also automate scripts and alerts directly from the platform. Optmyzr offers integrations for Google Ads, Yahoo Ads, and Bind Ads.
Plans start at $499.00 per month for the pro version.
Google Ads Editor is free for anyone using Google Ads software.
It’s a great platform for managing your Google ads to create, track, and edit your ads directly from the software. You can also make bulk changes, which is a big benefit when running multiple campaigns for a single client.
Here’s a short explainer video:
Although Google Ads Editor is great for managing your Google Ads, it doesn’t offer much integrations. If you’re running ads on multiple search engines or platforms, then you might find this software limited.
The PPC management software toolkit offered through Semrush is a great asset to campaign planning, keyword research, and competitor research. This tool lets you easily see how you rank against your competitors and how you can modify your ads to out-perform them.
It also offers a range of SEO features like the Keyword Magic Tool, which can show you search volume data alongside suggestions for stronger keywords. (You can also pull keyword data from my tool, Ubersuggest.)
Semrush offers a tiered pricing plan, which starts at $99.00 for the pro version, $199.00 for the guru version, and $399.00 and up for the business version.
Still unsure if you can make paid advertising work for your business? Watch the video below to find out how you can get the conversions you want from paid ads.
Ready to launch a high-conversion PPC campaign?
Interested in using PPC to diversify your web traffic and boost your business?
With these great PPC automation tools, you’ll be able to tap into the benefits of paid advertising and start making conversions that matter.
What are some of the ways you’ve found success with PPC automation?
Even if you have a smaller real estate business, you don’t have to rely on third-party databases to get traffic to your listings through real estate marketing.
With pay per click (PPC) advertising, you can bring people directly to your real estate website, where you own the medium and are in control of how you present yourself. This means rather than your listing appearing—and perhaps being lost—among a sea of competitors, you can showcase your entire portfolio without viewers being distracted by others’ listings.
PPC campaigns aren’t usually difficult to set up. With a few tweaks, you may reach your target audience more efficiently and bring motivated buyers to your website.
With six million homes sold in the U.S. in one year, it’s no wonder competition between real estate agents is tough.
As you would expect in such a competitive market, real estate marketing plays a huge role, and the tactics businesses use are always developing.
Today, we see many realtors using trends such as virtual staging, drone photography, inbound marketing, and automation of lead verification. New trends come and go, the need for a good website never changes—and neither does the need to bring traffic to your site.
This is where pay per click (PPC) comes in.
One of the difficulties with bringing traffic to your site is competition from huge online real estate databases like Zillow (236 million monthly users) and Realtor.com. Let’s take a look at a search query for “buy homes in Naperville IL.”
As you can see, those large sites are dominating the search engine results pages (SERPS).
However, ranking organically isn’t the only way to get to the top of the SERPs, and PPC may grant you a route to the top of the listings. Through a successful PPC campaign, your website could feature at the top of the page for your chosen keywords, potentially bringing in a large volume of traffic.
You pay a small fee for each click, but if you’re utilizing the latest real estate marketing trends well, then you could see a solid ROI. PPC allows you to bring traffic to a medium you control, which puts you in control of your marketing.
PPC could allow your website to appear at the top of the SERPs for virtually any keyword. Your real estate marketing isn’t going to benefit from featuring an irrelevant search term, though. This means you need to find the keywords that work for you and bring in people who convert into leads.
To do this, start by understanding your target audience.
Think about your audience and write out a list of all the ways they might search for your business.
For PPC to work for you, you also need to ensure your landing pages reflect the keywords you’re advertising for. When someone clicks on your ad, the page they land on needs to directly address why they clicked in the first place. Take a look at your current pages and list all the keywords reflecting the content you have on your site.
Once you’ve built up a list of keywords, it’s time to narrow it down so the keywords you bid on are relevant to both your audience and the pages they land on.
Part of succeeding at this is understanding where someone is in the buying cycle. For example, someone searching the keyword “best Chicago suburbs” might be at the beginning of the cycle, where the buyer intent is much lower than later on. Later in the cycle, they may search for “buy houses Naperville IL,” meaning they could quickly become a lead. This distinction should help you understand each keyword’s value and focus your real estate marketing PPC on boosting ROI.
After you’ve narrowed down your list, go to Ubersuggest to find out the cost per click and level of competition for each keyword.
With all our examples so far, we’ve used what’s known as a “location modifier.” For instance, in “buy houses Naperville IL,” the terms “Naperville” and “IL” allow us to target a specific area. Nothing is stopping you from advertising for “buy houses,” and you’d probably get plenty of traffic—but there’s no point if you’re selling houses in Naperville and the user wants to buy one in Ft. Lauderdale.
Local keyword phrases are vital to real estate agents because they’re selling a product with a fixed location. As location is one of the driving forces behind real estate purchases, many people use these modifiers in their searches.
When you use local keyword phrases, your landing pages must match the search intent. If your advertisement says “houses for sale in Naperville,” then it has to deliver on its promise. Many people will click back to Google if it’s showing houses for rent or homes outside of Naperville.
When you set up your real estate marketing campaign, you’re going to be asked to set a budget and decide the maximum you’re willing to pay per click for a specific keyword (max CPC). Remember, you’re not tied into anything—it’s something you can adjust as you go and optimize to get the best results.
To get an idea of your budget, set out the goals you want to achieve with your PPC campaign. For a simplified example, to make $5,000 a month from your advertising and the average value of your houses is $100,000 with a 1% commission, you need to sell five houses a month through your PPC.
The average cost per click for keywords related to real estate is $2.37 with a conversion rate of 2.47%—so, to sell your five houses, you might need just over 200 clicks at the cost of $494. While your numbers might vary from the industry average, you can always adjust your budget based on your average conversion rate and cost per click.
It’s also worth remembering that it’s not all about the price you pay per click, as your advertisement’s quality also plays a part. Google wants to send people to high-quality results, and if your ad achieves this, it’s more likely to be favored by the search engine’s algorithm.
Another way to maximize your budget is by boosting your click-through rate (CTR.) The average CTR for real estate ads is about 3.71%— but if you’re writing excellent ad copy, then you may find even better results. But remember, these are just industry averages, and your experience may vary. An ad budget of hundreds (or even thousands) doesn’t guarantee a sale, but PPC is worth a try for most markets.
When we think of search engines, our minds are naturally drawn to Google because it’s the biggest, with 3.5 billion searches per day. However, there are lots of different search engines and lots of other ad platforms.
Which ad platform you use should be decided by your business goals and your target audience. For example, if you’re selling sleek condos to millennials, your advertising will look very different than if you’re targeting seniors looking for a second home.
This differentiator is where you could help your real estate marketing campaigns by selecting the right platform.
Social media platforms such as YouTube, Facebook, Instagram, LinkedIn, and Pinterest are vital sources for real estate marketing, and they offer great PPC options. 99% of Millenials and 90% of Baby Boomers begin their real estate searches online, and with billions of people on social media, this could be a perfect way to reach them.
The great thing about PPC on social media is that they are highly visual media. Whereas with Google Ads you might be limited to text, social media allows you to incorporate video, images, and other effects. These tools can help your advertising stand out from the crowd, but you must choose the platform and message that resonates with your audience.
57% of Americans aged 25-30 are on Instagram, compared to 23% of 50- to 64-year-olds. However, the numbers look very different on Facebook, as 68% of 50- to 64-year-olds have accounts. This data shows people search for information differently, and your advertising needs to reflect this. You might find Google is the best way to reach your audience, or you may discover an alternative such as Instagram that offers you the most useful real estate marketing campaign.
Here you can see just how different a promoted post on Instagram could look from the traditional ads you see on Google. These various formats could give you the ability to appeal to particular audience demographics and potentially maximize the effectiveness of your real estate marketing.
Whichever platform you use, you’ve got to make sure your message suits the medium, and you’re giving people the experience they’re looking for. Various advertising platforms allow you to diversify your marketing, but you’ve got to focus on the techniques that work best for each campaign.
When you come to set up your ads, you’ll find you have lots of format options. The options vary depending on which platform you’re using, but for Google, you’ll have the following choices:
The key to these different ad types is finding the ones that best suit your business goals. For many real estate businesses, this is likely to be search ads.
This is because this method may best allow you to understand the searcher’s intent. Someone has put a specific query into Google—“find houses in Naperville”— so you more clearly know what they’re looking for and can judge where they are in the buying cycle.
With options like display ads, you can reach a targeted audience—for example, people looking at a house improvement website—but you don’t have control over searcher intent. As you’re selling something very specific that focuses on location, search ads are a good place to start.
Pay per click advertising is an essential tool for your real estate marketing. If you’re to take back clicks from online real estate databases like Zillow, then you’ve got to find alternative ways of getting traffic to your website.
PPC is an excellent way to do this, and it could bring large numbers of targeted, highly engaged visitors with a strong buyer intent to your website. From there, you’re in control of the medium and not reliant on a third party who controls your interactions with customers.
If you’re investing in real estate marketing trends like virtual staging and drone photography and you want to maximize their effectiveness, a way you could do this is by getting them in front of a targeted, engaged audience. With good PPC, you could do just that because it may allow you to boost your lead generation significantly—and perhaps sell more houses.
If you do need help with your PPC campaigns, reach out to my team to see how we can help.
Has PPC benefited your real estate business?
The post How to Create PPC Campaigns for Real Estate Marketing appeared first on Neil Patel.