For your PPC campaign to work you’ll need to keep up with the changing trends and technological innovations in the online marketplace. Since your business goal is to increase website traffic and convert online visitors into customers, it is essential to understand the behavior of your target customers. This will help you select appropriate ways of reaching them and earning their business.
Nowadays, people access the Internet using a range of devices, and they often switch from one device to another. As such, your online marketing PPC campaigns should reach them wherever, and whenever across their devices.
How to Enhance PPC Campaigns
When you enhance PPC campaigns with Google AdWords you can manage them simultaneously on various platforms. If you’re unfamiliar, Google AdWords is an online advertising service that places advertising copy at the top, bottom, or beside, the list of search results.
With Adwords you can easily manage complex tasks related to ads, bidding and targeting for the same campaign from different devices—including the PC, mobile and tablet. It also reduces the need to create multiple ad campaigns for each device type, allowing you to create one campaign across platforms.
With enhanced campaigns, PPC ads are eligible to appear on all devices by default, making it easier for you to manage them. You can also choose to grab the attention of customers, for example, by customizing ad text or extensions for the mobile devices they are using. This means that for one enhanced campaign, you can display different ads and extensions for your customers to see according to the different devices they use for searches.
Advantages of Enhanced PPC
Utilizing enhanced campaigns enhances three key components of PPC advertising:
With time, after PPC campaign analysis, you will realize the value you gain from clicks follows certain patterns. For example, location, time of day, and device type may impact certain CTR trends. Enhanced campaigns offers a setting for bid adjustments that enables you to raise or lower your bids depending on when and where you want your ad to appear. You can set multiple bid adjustments for days, times, mobile devices and locations – they are all multiplied together to get the final bid.
Search engines use quality score to determine the cost-per-click (CPC) and position of your ad based on relevance. Every time you enter your keyword into an auction, the quality score is calculated, with the device taken into account. According to Google, “Each keyword gets a Quality Score on a scale from 1 to 10, where 1 is the lowest score and 10 is the highest. Keep in mind that Quality Score is intended to give you a general sense of the quality of your ads, but it doesn’t take into account any auction-time factors, such as someone’s actual search terms, type of device, language preference, location, or the time of day.”
Quality Score should matter to you “because it is representative of the relevance of your ads to users’ search queries… This metric determines whether a keyword is even eligible to enter an auction and, therefore, whether your ad will show for a user’s query on the Google Search Network. Additionally, Quality Score, along with CPC bid, determines ad rank, and this is very important – especially for advertisers with a limited budget.” (Source: PPC Hero)
With a Google Adwords enhanced campaign, you have more control and enhanced reporting on three upgraded ad extensions – sitelink extensions, app extensions, and call extensions. Ultimately, these extensions give online searchers more reasons to click on your ad. “Ad extensions are a type of ad format that show extra information (“extending” from your text ads) about your business.” (Source: Google) There is also a new version of social extensions called social annotations, which essentially offer social proof by displaying the number of Google+ followers your company has under the ad text.
Ultimately, enhanced campaigns will enable you to maximize the performance and improve efficiencies of your PPC efforts. And with limited online advertising budgets it can truly boost your efforts.
This article has been edited and condensed.
Jacob Baadsgaard is the CEO of Disruptive Advertising. He is a passionate digital marketer and entrepreneur with 7 years of enterprise digital marketing experience. He personally managed over 40 million dollars in annual marketing budget and consulted many of the Inc. 100 companies while at Adobe, including groups like: GE, John Deere, Citibank and Home Depot. Connect with @DisruptiveAds on Twitter.
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