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Our friend Kristen McCormick recently shared some strategies to power up pay per click campaigns. The idea behind this is that new privacy laws and Apple’s iOS14 has changed the way data is managed by advertising platforms. The platforms themselves have changed, as well.
These new strategies to power up your PPC campaigns.
1) Pair broad match with audience targeting to succeed without modified broad:
According to Google, broad match can be more effective at driving performance. Yet, it can waste money on low-converting traffic.
By pairing the broad match keyword type with larger affinity, in-market, and custom audiences, you’ll get the benefit of broad matching at a lower risk.
2) Turn YouTube Studio into a video and display ad optimization tool:
YouTube Studio is mostly popular among creators. But if you connect it to your ad account, you get access to data and insights you won’t find in standard Google Ads reporting.
With this, you can:
3) Use Microsoft Advertising Intelligence to get new keywords ideas:
This is a keyword planner tool you can download using an Excel plugin. The amount of information it provides can look overwhelming at first, but it will allow you to discover keywords that you wouldn’t find with Google’s Search Terms Report.
4) Find out how Display Ads are impacting your overall campaign performance:
Now, the number in Google Analytics will show you which users did not convert through Display Ads, but eventually returned to your website and converted through other channels.
These new strategies to power up your PPC campaigns.
1) Pair broad match with audience targeting to succeed without modified broad:
According to Google, broad match can be more effective at driving performance. Yet, it can waste money on low-converting traffic.
By pairing the broad match keyword type with larger affinity, in-market, and custom audiences, you’ll get the benefit of broad matching at a lower risk.
2) Turn YouTube Studio into a video and display ad optimization tool:
YouTube Studio is mostly popular among creators. But if you connect it to your ad account, you get access to data and insights you won’t find in standard Google Ads reporting.
With this, you can:
- Plug leaks in ad spend.
- Identify sources outside YouTube. Find out where traffic to your website is coming from, and use those sources to build custom audiences.
- Obtain the Key Moments report. This shows the exact moments in your videos when users engaged or dropped off.
3) Use Microsoft Advertising Intelligence to get new keywords ideas:
This is a keyword planner tool you can download using an Excel plugin. The amount of information it provides can look overwhelming at first, but it will allow you to discover keywords that you wouldn’t find with Google’s Search Terms Report.
4) Find out how Display Ads are impacting your overall campaign performance:
- Set up Display campaigns names to include “display” so you can create a Traffic Source Audience.
- Make sure your Traffic Sources are added to Google Ads and Google Analytics. This is necessary for the metrics to appear in the Audience Report.
Now, the number in Google Analytics will show you which users did not convert through Display Ads, but eventually returned to your website and converted through other channels.
