Brad Geddes / PPC Geek
Official AdWords Seminar Leader.
Author of Advanced Google AdWords.
Co-Founder, Adalysis.
(312) 884-9017

Archive for the 'PPC Marketing Blog' Category

Join us for PPC Hero Summit Online: A Day Long Look at Improving Your PPC Accounts

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Not everyone can make it to a conference, so we’ve partnered with Hanapin Marketing, the creators of Hero Conf to bring you a day full of PPC goodness online – for free Smile on February 28th, 2018.

The sessions include:

  • Machine Learning in Today’s Paid World
  • Creating a Killer Paid Search & Paid Social Strategy
  • Important 2018 Google AdWords Updates
  • CRO 101: What it is and Why it Matters
  • A Step Ahead: Analyzing Your Competition
  • When & How to Pivot Your PPC Strategy

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The day will lead off with Jeff Allen and myself discussing the future of machine learning (for good and bad); how it will affect your job, your marketing tactics, the strengths & weaknesses of adopting AI to manage your accounts.

Of course, if you want to leverage the machines & human creativity, take a look at how Adalysis works for PPC.

You can register here for PPC Hero summit. If you can’t make it; you’ll still get access to the recordings for the day.

We hope to see you there Smile

How To Write The Perfect PPC Ad For Your New Product Line

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Image credit: Pxhere

Crafting great copy for your ads is one of the most important components of a PPC advertising campaign, as well as one of the trickiest.

Traditional advertising methods can offer paragraphs of text or awesome visuals to help you sell, whereas Google AdWords allows just 2*35 character headlines and a 90 character description. It’s not a lot of space to impress in.

Though creating and testing the perfect PPC ad can take some time, it’s worth the effort, as businesses make an average of $2 in revenue for every $1 they spend on AdWords. Those are some pretty good odds!

The following tips will help you to create persuasive and clickable copy for your next PPC campaign.

While you are here — check out our PPC do’s and don’ts.

Mirror the users desired outcome

Remember who you are writing the advert for. A potential customer for your new product line wants to accomplish something by making purchase, so the first step is to figure out what that is. Let’s say, for example, you’re selling a range of dandruff shampoo and you were considering these two headlines:

  • Embarrassed by dandruff?
  • Stop dandruff fast

The first headline tells the potential customer how they already feel about their predicament, whereas the second one offers to solve their problem, and quickly.

This mirrors their desired outcome in plain and simple language, removing any ambiguity and making it very easy for them to make the crucial decision to click on your ad instead of another seller’s.

This is all about being direct and actionable with your language, not going off-piste with a crazy metaphor.

Keep it simple

It isn’t just the headline that needs to be simple and clear. The whole ad is premised on the end goal of getting click-throughs and conversions, so don’t put any barriers in the user’s way.

You may have thought up the most hilarious bit of wordplay or a clever cultural reference for your ad, but convoluted or complicated copy will only serve to tax a potential customer’s mind when they are looking for a simple answer to their query.

However, don’t be so concise in your ads that people can’t understand what they’re reading. For example, using acronyms is a way of conveying more information in fewer characters, but it tends to only work within niche industries (think SEO or PPC). If a potential customer has to pause to decipher an acronym, you’ve probably lost yourself a valuable click.

Use emotional triggers to hook attention

Just because your PPC ad copy needs be short and direct, that doesn’t mean it needs to be boring. Humans feel first and act second; so if you can stir an emotion in the people reading your ads, they’ll be more likely to click on them — the most shared ads of 2015 relied heavily on emotions.

Trigger-driven ads can be created by asking yourself the following questions:

Who is the customer? Are you trying to appeal to a tired commuter? A fitness obsessive? A paraben-free nature lover?

What persona do you want your company to have? A supportive friend? A wise imparter of knowledge? A tough love teacher?

Write from persona to customer. Once you have figured out these two roles, craft your copy from the standpoint of your company persona that will trigger the appropriate emotions in the customer.

How to effectively differentiate

When doing PPC advertising for new a ecommerce product, you have to have a good idea of what the competition is already doing so that you can stand out. Do some competitor research — and don’t just focus on PPC either. Look at both branded websites and marketplaces like Amazon and Etsy to get a full picture of the current market.

Then hone in on spying on the competition’s PPC ads (a tool like SpyFu can help here). Look at branded and popular key terms and see what features and benefits other brands are highlighting.

Could you maybe one up them by offering free delivery, or a more personalized experience? Is your product more genuine?

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You can highlight different things in your ads, from quality and provenance to popularity and social proof. It all depends on what will work for your niche, and what will help you stand out.

You will probably find that a lot of competitor ads are pretty formulaic, so you can always test out a wildcard ad with more personality. You will also want to highlight any local elements — it’s a big conversion driver for customers.

As you are in the process of launching, a special offer or campaign may be a way to get people clicking and through the virtual door.

Create irresistible CTAs

A call to action, or CTA, is the part of the ad that tells the potential customer what do to. A simple example of a CTA is ‘Buy now!’, but the more information you can provide, the more likely they are to click: ‘Buy now!’ could successfully be amended to ‘Buy now and receive 50% off!’.

There are some simple things you can do to create compelling CTAs:

Use words that provoke enthusiasm. For someone planning a vacation, ‘Plan your dream trip today’, will elicit a much more excited response than ‘Book now’.

Give them a reason to click. Adding a reason for doing what you’re asking them to will make them more likely to do it, for example ‘Sign up now and receive a free sample!’

Create some FOMO. Fear of missing out is one of the most powerful emotional triggers at your disposal. Retailers use it all the time when it comes to sales – how many times has a sign reading ‘Shop now! Sale must end Monday’ propelled you into a store?

And once you get users through to your store — don’t disappoint them with a lackluster store experience and design. You will want to build an online store that feels fresh and modern throughout, or create individual landing pages for your PPC campaigns that are laser-targeted.

Make use of ad extensions

Ad extensions allow you to show additional information on your Google AdWords ads, and are a quick and easy way to improve ad performance: Google found that implementing an ad extension can improve a click-through rate by 10-15%.

Extensions include:

Call out extensions. These help you highlight valuable features of your business, for example free shipping or overnight delivery.

Site link extensions. These link directly to a specific page of your website such as opening hours or contact details.

Location details. Enable customers to find your store by telling them your location or specific address.

Call extension. Make it easy for them to call your business by adding a call button to your ad.

Managing your ad extensions correctly will get you more bang for your buck by making your ad bigger and adding more copy – and all for free!

Test and test again

It’s said that the most important part of writing is rewriting, and this also applies to your PPC ads.

Testing your campaigns will help you refine your ads, so don’t just settle when you first start seeing positive results: keep adjusting your ads and push for greater success next time.

Develop a concrete set of objectives so you know what you’re testing for and why: for example, for a specific customer segment — do you want your ad to convert into sales, or for people to sign up to an email newsletter which could result in sales later? A brief grounding in A/B testing is vital if you’re running a PPC campaign, as being able to sort the wheat from the chaff when it comes to your ads will save you money and drive sales.

Utilizing these tips and testing them thoroughly will soon make it clear which ads work for your audience and which fall flat. Every tweak you make to your copy and every test you run to see how well it’s going will bring more people to your new product line. A structured approach combined with some emotionally triggering copy will create an irresistible campaign, so get creative and make some ads that speak directly and convincingly to consumers.

clip_image006This is a guest post by Victoria Greene, a brand consultant writing for Victoria ecommerce. Her blog offers advice to entrepreneurial people looking to launch their online businesses. A big fan of visual content and a customer experience advocate.

Opinions expressed in the article are those of the guest author and not necessarily bgTheory. If you would like to write for Certified Knowledge, please let us know

Webinars, Podcasts, and other Free Virtual Appearances to Up Your PPC Game

Over the next couple of months; we have several upcoming appearances designed to keep you informed of what’s new in PPC; some good PPC chats, in-depth information; and strategies to optimize your lead flow.

We start the year looking forward to PPC Summit. This is an all day PPC event taking place on February 28. It’s hosted by Hannipan (the creators of PPC Hero & Hero Conf) and is full of amazing speakers and presentations.

The event kicks off with myself and the president of Hannipan, Jeff Allen looking at machine learning, AI, what it means to PPC and what it means for your job. If you register, you’ll get access to all the videos and fantastic information.

You can register here.

I had a great conversation recently with one of my favorite PPC people – David Szetela –  on his PPC Rockstars podcast. This podcast has been running for over a decade and it’s always a great conversation across a variety of topics. You can see all of David’s shows here.

In the show we get into:

  • The strangeness of Q4 2017 Data and what that means for the future
  • How Google’s budget changes are affecting accounts
  • How good is machine written ad copy

It’s always a fun show 🙂

I’ll be joining SEMRush on their initial podcast into the breaking news in the PPC & SEO world. Hosted by David Bain, I’ll be on the PPC side and Kevin Indig will be examining the news in the SEO world.

The event will be hosted live on Facebook and then made available to everyone afterwards.  You can learn more about this event here.

I look forward to the comments as this will be my very first time to use Facebook live.

Next, we’ll move into some tactics to improve your lead generation campaigns. This webinar will be hosted by SEMRush and include Matthew & Chris from Ad Fury, along with myself. You can register for the webinar here; and the recordings will be made available after the show.

If you’re looking for a personal event; we kick off the AdWords Seminars in March where we’ll be in San Jose and Munich. You can learn more about our upcoming live events here.

We hope to see you somewhere (virtual or in-person) in 2018!

The 2018 Digital Marketing Predictions are Now Out. Do you agree with them?

The 2018 eBook & videos are now out and you can download your own copy here.

I recently finished reading through them all; and was not surprised to see that I had almost the opposite main prediction than every other person.

No, I don’t think AI is taking over PPC.

To see what myself, and many others do think about AI, machine learning, the future of PPC, and what 2018 holds in store for us from privacy to Bing Ads to AdWords; get your copy and take a quick read.

Happy New Year!

Join us for Two Upcoming Webinars: When Best Practices Fail & The Future of PPC

We’re involved in two upcoming webinars and would like to extend an invitation to all of our readers. We hope you can attend and gain some valuable insights.

When Best Practices Fail

Best practices are called such for a reason–they usually work. However, in some instances, best practices will lead you astray. That’s especially true in the fast-paced bidding environment of pay-per-click (PPC) online advertising. Join us for a fun and adventurous look at best practices, why they are best practices and the pitfalls associated with them.

This webinar will take place at 2pm ET / 11am PT on Wednesday November 15th.

You can register here.

The Future of PPC: 2018 and Beyond

We all want to be able to see the future, especially when it comes to the world of PPC. With the industry constantly changing, it’s easy to feel behind and like your competitors are one step ahead of you. But luckily, we have a panel of experts who are psychic – okay, maybe not psychic – but have been watching the trends and are excited to share their predictions for what is coming in the world of PPC… in 2018 and beyond.

Join AdAlysis’ Brad Geddes, Elite SEM’s Aaron Levy, and Hanapin’s Carrie Albright as they share the exciting journey that PPC will take in the coming years and how you can be prepared for it.

This webinar will take place at 1pm ET / 10am PT on November 16th.

You can register here.

PPC Do’s and Don’ts

I recently spent an hour with the #SEMRushchat on Twitter.

If you’re looking for some good PPC do and don’t insight across the market; SEMRush does a great recap on the chat.

Here’s just one question:

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You can see the rest of the chat and recaps on the SEMRush chat article.

How Fast Will You Lose Your PPC Job to a Robot? A comparison of 5 Marketing Areas.

In 2013, Bryan Eisenberg made a bold statement; “In the next 3 years, 80% of all PPC professionals will be replaced by an algorithm”.

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It’s been 4 years, and yet the job market is still quite strong for PPC managers. Indeed lists over 2,000 open positions right now in the United States; many starting over $85,000/year.  When we look overseas, there are more than 500 available just within London.

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Now, I’m not throwing Bryan under the bus for a bold prediction; as there are many jobs that will be automated. No one spends all day setting bids any longer; a machine can do that. No one should be spending their time defining simple tasks – like telling a computer we’re testing ads – a computer can automatically start any test and tell you when it’s done.

PPC Tools have become quite powerful and do automated recommendations.

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What we should be looking at is what jobs will be replaced and which ones are robot-proof. The job you were doing 5 years ago is not the same as today even if your job title is the same (within the PPC industry). The PPC practitioners job has evolved. So Understanding these trends will help you ensure that you are training for the correct skill set or going up the proper path within your company so that your job will remain safe.

There’s a very interesting site at https://willrobotstakemyjob.com/ that takes the data from the scientific paper from the University of Oxford The Future of Employment: How susceptible are jobs to computerisation? to make it easily viewable the chances your job will be taken over by a robot.

When we think about PPC, there are 5 job areas that fall into these predefined categories:

  • Sales
  • Account managers
  • Market research
  • Statisticians (analytics)
  • Writing

Let’s take a look at these groups; and then see how each will need to evolve (or not) from a robot overthrow standpoint.

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There’s Only One AdWords Seminar Left in 2017

Certified AdWords Seminar TrainerThe last AdWords Workshop for 2017 will be in New York City on October 23 in conjunction with SMX. We’ve also started updating our schedule for 2018 if you can’t make it to New York City.

You can attend SMX, only the workshop, or both.

If you’re looking to stay on top of AdWords trends and get the most out of your account, it’s a good day of intensive learning.

We redo the topics each year, and here’s what we’ll be discussing in October.

Or view it in YouTube.

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The Last AdWords Seminar of 2017 Will be in New York City

Certified AdWords Seminar TrainerThe last AdWords Workshop for 2017 will be in New York City on October 23 in conjunction with SMX.

You can attend SMX, only the workshop, or both.

If you’re looking to stay on top of AdWords trends and get the most out of your account, it’s a good day of intensive learning.

We redo the topics each year, and here’s what we’ll be discussing in October.

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PPC Ad Testing: Discovering what to test and how to do it

Why You Must Test Ads

Testing ads is an essential part of any marketer’s life. Your offers change, your competition changes their offers, people change how they interact with messages, and without ad testing, you will quickly fall behind the competition.

By testing ads, you are ensuring that you are constantly trying to improve your marketing. When we look at accounts that do a lot of ad testing, especially in competitive markets, we generally see one of two trends emerge.

The first trend is where you see improvements; and then your account declines, then you test more and see improvement, and then you see declines.

This is common when your competitors are constantly changing ads or when the market conditions are always in flux; for instance, in the mortgage industry, there are market changes due to mortgage types, interest rate changes, and parts of the year when people are more or less likely to move.

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