Each year, the US Search Awards recognizes the best and brightest brands among the world’s leading search and digital agencies and professionals. We compiled advice from eight of this year’s judges on what every brand should do to optimize their PPC campaigns.
This year’s awards will take place at Paris Las Vegas on Wednesday, October 7th. For more information and to enter, visit the US Search Awards website.
Inbound Marketing Manager, Cisco Systems | @DPease
Monitor Your Extension Performance
With all the hype around ad extensions, we can sometimes get caught up in “extension excitement” – putting site links, callouts, and location extensions on our ads to provide a better user experience. But it’s important to monitor the performance of your extensions, to ensure they’re really working for you in the way you want them to. Create a reminder – and check on a bi-weekly basis. If you have an extension that’s not performing, make adjustments or try removing it. Extensions are a great way to expand your ad, but they need to be monitored.
Head of Strategy for America’s Advertising, Google | @Matt_Mcgowan
RLSA. Do it. It amazes me how many clients don't add the tag to their sites. For free, you can bring together intent, context, and audience to help your business drive sales and leads with great ROI. With remarketing lists for search ads, you can modify bids, ads, and keywords for past site visitors. For example, people visit your sports apparel site to check out available styles, and look at the shoe section of the site. You could add these shoppers to a "Shoe category" list. Then, the next time they search for running shoes on Google you could bid more for them. More here.
UK Industry Expert | @Smartrich
You absolutely have to be leveraging Gmail Sponsored Promotions (GSP) these days. At a recent SAScon event, Larry Kim highlighted the low CPCs that early adopters of the format have benefited from. One great tip is to run a campaign targeting Gmail accounts containing newsletters from your competitors, remembering to negative your own keywords to avoid upsetting existing customers.
Global Head of Biddable Media | @Jimbanks
Anticipate the device your users will be on and have ads that reflect that context. If someone is on mobile, then having the CTA as "Call" or "Tap" will get higher CTR (TTR - Tap Through Rate) than "Click". Dayparting is now a 168-hour a week function, and device, location, and time of day/day of week will help or hurt more than keyword, bid, or ad.
Digital Marketing Strategist, Author, Speaker, Networker, and Columnist; Sustainable Digital Marketing | @SEOPllyAnna
Look at the performance of high-volume, general PPC ads and test the content for titles and meta descriptions. For example, the shipping message "same day shipping" performed better in Paid than the message "fast shipping". Test the better performing message CTR and conversion to see if you get lift in Organic Search the same way you did in Paid Search.
Senior Account Manager, Hanapin Marketing; Founder of #PPCChat | @Matt_Umbro
In order to quickly find keywords that are costing too much and not providing enough (or any) conversions, create an automated rule. I'll generally create a rule that runs weekly and looks at the last 30 days’ worth of data. I'll set the rule to identify all keywords that have seen at least 50 clicks and zero conversions. I'll have these keywords emailed to me so I can choose whether to change my bids, pay particularly close attention to the search queries, and/or pause the keywords all together. You can adjust the filter as you see fit, but this rule helps to easily find poor performing keywords.
Bing Ads Evangelist | @Jmgagnon
To bid or not to bid? Bid. And, there’s finally concrete data. Bing Ads completed a study measuring the number of clicks a brand received when they were the top organic spot alone, versus the top organic spot plus the top paid ad.
After looking at three million impressions on brand searches for retail during 2014, the study found advertisers saw an incremental 31 clicks for every 100 brand searches when a paid search ad was used in combination with the top organic result. That’s huge!
Only 11 of those clicks would have been received anyways. Adjust your CPA lower by about 18% to account for the overlap – and you have a concrete strategy for bidding on your brand terms.
Owner, Beetsonomics | @Beeston
If you're a retailer, then of course you're running Shopping campaigns. But your campaigns will only be as good as the product or inventory feed that powers them. Spend as much time optimizing your feed as you would any other part of the campaign, making sure you have the right imagery and search-friendly titles. As you can use the feed with Bing Shopping Campaigns (now in beta), Facebook Product Ads, and Google Shopping, the optimization will pay off more than once.
The deadline for submitting an entry to one of the 22 categories in the US Search Awards is the 17th of July, so download the entry form today and you could be a worthy winner at the glittering Las Vegas event in October during Pubcon!