It is the end of the year as it is known by us, and we’re feeling alright. Why? Because this season we read — and fell in love with — some articles about all things PPC.
Actually, what you are going to see are my picks. These articles are the unicorns which were able to stick out from a sea of posts.
Here is a look back at the very best of the content this season on search, remarketing, conversion optimization, and paid societal.
Paid Search, Case Studies & Research
When Google changed its layout PPC marketers freaked out and warned the end was close for many people. Spoiler alert: it wasn’t, as I revealed in this article. While CPCs stayed static visitors and cTRs improved.
Takeaway: Don’t worry a change is made by Google to even the SERPs or AdWords. Patiently collect and analyze your data so you can respond sensibly.
Talking of gathering and assessing data, the colorful Frederick Vallaeys of Optmyzer studied 1.2 million advertisements after AdWords began rolling out Expanded Text Advertising (ETAs). He wanted to figure out what all the top acting ETAs needed in common.
Takeaway: Only as I suspected, it’s time to split up using dynamic keyword research (DKI)! Also, don’t fret a lot about headline span; stress more about writing good headlines (psychological triggers FTW!)) .
We can not leave the subject of ETAs earlier checking in using Mark Irvine (not once, not twice, but THRICE). To start, our data scientist appeared at info that was aggregated from WordStream customer accounts to assess the performance. And the winner was… Bing Advertising:
Takeaway advertisers receive higher CTRs and prices from Bing Ads when they can do on AdWords. Don’t overlook Bing.
Up, Irvine wanted to see the way CTR was being impacted by the change from yellow to green advertisement labels. After studying nearly 3,000 WordStream customer accounts: the amount and caliber of advertisement clicks what he discovered had improved considerably.
Takeaway: Test in times of uncertainty. You will almost always find the answer you seek in your information.
Our Mark Irvine trilogy concludes with a look at rates, cost-per-click, conversion rates, and cost-per-action with industry. Truly awesome stuff here:
Takeaway: Unless you are a unicorn, there’s always room. Use these benchmarks to find out if you are on the low end or roughly average for your industry — and if so, attempt to transcend these benchmarks and become a unicorn.
This article by Frederik Hyldig highlighted some jewels that serious PPC marketers should check out. Shortcodes for replicate keywords or ads inside their advertisement groups, hiding types and more intelligent edits are particular worth a browse.
Takeaway: AdWords Editor has attributes, however not all of them are obvious. Always be educating yourself about the tools you use so it is possible to make something that good that far better.
Do you know how to modify broad match? Or having one keyword each ad group can improve your ranking? Or just how to enable campaigns? If not, you’re going to want to have a look at this article from Todd Saunders.
Takeaway: As Saunders puts it, employing these hacks will “maintain your account thin, precisely targeted and improved optimized to drive high-quality results”
Remarketing & RLSA
In this fascinating article, Johnathan Dane stocks 33 types of campaigns that are remarketing and the way to make the most of those. He covers so many amazing types of remarketing: from CRM, to cellular app retargeting, to content, to search.
Takeaway: Remarketing can outperform any other marketing channel and is an incredibly powerful tool.
Larry Kim (hello — that’s me!) Says you should break up using unbranded vanilla search advertisements and just do RLSA. Why? RLSA provides you folks who convert at triple the speed, and will click through at the speed, for half the prices. Really, you’d be better off with the power of networking advertisements to begin making individuals aware of and familiar with your brand.
RLSA campaigns have potential when coupled with a marketing plan. By increasing the total size of your cookie cutters, you will be given the ability you need to make the most of RLSA.
Many PPC plans concentrate on the purchase phase of the conversion funnel. But inside this outstanding edition of Whiteboard Friday, Samantha Noble shares some excellent strategies about how you can use paid press at the devotion and advocacy phases.
Takeaway: Get greater life value out of your current customers with the help of remarketing lists (to bidding on competitors titles, offer unique discounts, and cross-sell or upsell). It is much less expensive than acquiring new customers.
Maddie Cary does a wonderful job of breaking down the remarketing crowds you should be targeting with the stage they are at right now, while it’s analysis.
Takeaway: PPC doesn’t stop using a conversion. Go beyond obtaining new customers and find methods using PPC to create continued dedication and lifetime revenue from your consumer base.
Landing Pages & CRO
Boosting lead generation by 290 percent with conversion speed and 9x? Yes, please. Andy Beohar shows us the way he helped one customer by PPC optimization and landing page best practices.
Never settle for ordinary. You can always turn your PPC donkeys into unicorns in case you do the Job
Jacob Baadsgaard asks an essential question: are you currently monitoring your conversions all. After studying over 2,000 accounts that he found that 42 percent of advertisers didn’t monitor some conversions — and only half of those advertisers who were monitoring conversions were just monitoring some of possible conversion activities. These advertisers have no idea if their campaigns have been unicorns or donkeys.
Takeaway: Establish conversion monitoring (duh!)) .
CRO efforts focus on elements. But if you would like to radically increase conversions, then you are better off doing what I do: focus on increasing brand awareness and creating your offer far more compelling.
Takeaway: Start biasing individuals on your brand using remarketing social networking advertisements, RLSA, and advertisements. As for your offer, it must be vastly different from what your competitors are offering and valuable. Then they are more likely to convert if you can get people excited enough to click on your deal!
Why are Google Analytics than your Facebook? Simply, the way Facebook and report positions differ. But Cassie Oumedian describes how it is possible to close the gap in this post.
Takeaway: Figure out Facebook and Google Analytics monitor and record conversions so you don’t end up comparing apples and oranges. (P.S., PPC Hero stones — Thank you for all the amazing PPC content this season!)
Facebook ad is equally extensive and complex. There is a lot in the event that you really want reach your intended audience to be aware of. Fortunately, WordStream assembled an epic infographic (reported on by Danny Goodwin) that will help you do just that.
Takeaway: Use this infographic or cheat sheet when you are planning your FB advertising plan.
If you would like to have more involvement and brand recall, then Facebook video advertisements are just one method to receive it (and also for cheap!) — as long as you are posting content. Mari Smith shares information on how it is possible to make Facebook video advertisements.
Takeaway: You can’t which one of your Facebook movies will wind up a unicorn, so be sure any movies you do upload have terrific visuals, a great headline, a few personality, and a compelling offer.
Facebook advertisements must be applicable; you should use text on pictures; it’s far better to show people instead of goods or objects; grinning women are guys; together with your logo is poor; and straightforward images work. Fact or fiction? This report reveals some unexpected truths.
Takeaway: Do research, analyzing everything, and collect actual data. Never assume that “best practices” will get the job done for you.
Will there be a method it’s possible to produce? Jon Loomer stocks and absolutely — a process you can implement in this wonderful article.
Takeaway: By simply producing a few website custom viewers that are smart, and targeting those audiences at the time intervals, you can do things to help promote your product.
Is Twitter an effective channel for influencing the conversion speed? A list of leads ran an interesting experiment splitting one which saw remarketing advertisements on Twitter to find out. She discovered that the group converted into customers 64 percent greater.
Takeaway: Twitter remarketing works. There are many reasons to enjoy remarketing leads and conversions visitor engagement, and enhanced brand recall, to name a few. (Also, have a look at my article on the way to conduct an Twitter lead generation effort.)
What causes a successful Twitter Ad? Andrew Tate analyzed nearly 8,000 advertisements to answer that query, looking at use of words, figures and hashtags elements like text duration, as well as sentiment.
Takeaway: a lot are boring donkeys, although a picture was featured by 90 percent of the tweets in this research. Be sure to utilize a picture that stands out. Be the unicorn!
What’s your favourite PPC marketing article from 2016?