It’s not enough to know the basic principles of launching an effective PPC campaign and getting the most out of display ads. The articles from experts we have gathered will help you keep up to date with the latest advertising best practices for your pay-per-click campaigns.
This time we’re zooming in on:
- Ad strength and the findings on its impact on performance.
- Google Ads dynamic exclusion lists for making display ads cost-efficient.
- PPC advertising for Saas Marketing.
Read more to find tips on these topics, calculate the optimal click-through rate, and discover the link between robo-advisors and display ads.
Don’t Be Blinded By The Ad Strength
Still believe that your ad strength can play a crucial role? Renee Akkermans decided to cover this topic, having set an experiment to understand the influence of this metric on performance. The results were surprising, and the writer is sharing them in her
The core of the experiment was in pinning and unpinning headlines and descriptions. The control group’s pinned headlines and descriptions created good ad strength, while unpinned headlines and descriptions in the experiment resulted in excellent strength.
The experiment has demonstrated that better performance doesn’t depend on ad strength. Unpinning led to more combinations, including less relevant ones. And less relevant combinations impacted conversions and CTR negatively.
But here’s the main takeaway regarding the real impact of ad strength on performance:
there was no correlation between time and ad performance: Google didn’t learn from less relevant combinations enough to cause an improved quality score.
3 Reasons to Use Google Ads Dynamic Exclusion Lists
Google Ads Dynamic Exclusion Lists are a game-changer for display ads, Susie Marino says in her 3 Reasons to Use Google Ads Dynamic Exclusion Lists (+How to Do It) article for Wordstream.com.
The reasons to use Google Ads Dynamic Exclusion Lists are:
- protection of the reputation;
- maximizing the budget, and
- saving time.
Worth the effort of learning a new trick, isn’t it? The guidelines to using Google Ads Dynamic Exclusion Lists and specific examples are also provided.
So why not try this out for your next display advertising campaign?
“Even if you feel like you already have your individual placement exclusions under control, give this new Google Ads feature a go. You never know how much you’ll want to scale out in the future, and if you do, you’ll be glad you have this already set up!”
The Link Between Display Ads and Robo-Advisors
We move from advice to the discussion of interesting cases of display advertising. The Link Between Display Ads and Robo-Advisors demonstrates how pioneering products run their display ad campaigns. In addition to a new angle of view on advertising campaigns directly, we can learn more about the phenomenon of Robo -Advisors.
“It’s interesting to note here that not all Robo-advisors use the same network to find websites for their ad placements. For instance, Wealthfront uses Google, FutureAdvisor uses Outbrain, and Bettermine uses Native Ads. This diversity speaks volumes for the effectiveness of each network in helping clients find great placements for their Display Ads to drive conversion rates.”
Google Ads Optimized Targeting Gradually Rolling Out
There has been a lot of innovation in Google ads lately. One of them is the “signal” indicator pop up in the Google Ads account. Caroline Lyden lays out the essence of the optimized targeting for which this pop-up exists in the Google Ads optimized targeting gradually rolling out article.
Optimized targeting is enabled for all Google ads automatically unless you disable it. According to the Google support article, “
Optimized targeting looks for additional conversions by targeting people most likely to convert (based on real-time campaign conversion data, like what people who convert recently searched for). With optimized targeting, your manually-selected audience segments influence the model by providing an informed starting point.”
How and where can you use it effectively? Optimized targeting helps with display ads, discovery, and certain types of video campaigns. But mind the gap between the audience expansion and optimized targeting. Audience expansion looks for additional segments taking the manually added data as a starting point. Meanwhile, optimized targeting takes the information from real-time conversions. Using conversion data help get the most value of the campaign.
How does it work? It finds audiences based on keywords from your landing page or creative assets.
“The goal here is to find advertisers cheaper conversions that might be outside of their perceived audience,” a Google spokesperson told Search Engine Land. “Even if your data is not perfect, optimized targeting will still respect your budget to try to find conversions at your CPA.”
What Is a Good Click-Through Rate?
Finally, the numbers. What are your best click-through rates, and what’s your industry?
In the article What Is a Good Click-Through Rate? Molly Winik reminds the calculations and shows the click-through rates by the industry for both display ads and search ads.
What’s more, she gives five tips for improving CTR:
- in-depth keyword research,
- including negative keywords,
- evoking emotions,
- optimizing the ad and the landing page for mobile,
- continuous A/B testing.
So, this was our July overview on PPC and Display Ads. Thanks for reading, and tell us which digital marketing services you’d like to see in the upcoming August review.