Now that we’re well into the new year, it’s time to make sure we’re on a good path towards achieving our digital marketing goals—especially our pay-per-click (PPC) goals. To help, Brad Geddes, the founder of Certified Knowledge and an expert PPC marketer, has put together an AdWords tutorial recapping 2017 and looking ahead to 2018. In it, he delivers a step-by-step guide to improve the performance of your PPC campaigns.
To run PPC campaigns that drive traffic and increase sales, you need to occasionally review, analyze and overhaul your best practices to fit constantly changing audiences. With this tutorial, Brad will help you do a timely assessment for the fresh insight so you can spot opportunities and optimize results in the future. During the tutorial, Brad explains how to:
You can watch the hour-long webinar recording here or read the highlights below (although we recommend you do both to get the most out of the information—and your PPC campaigns).
In the last quarter of 2017, Google witnessed an unusual trend across industries as compared to the other quarters in several years. Some of the trends observed were:
In a Simplilearn webinar, Brad Geddes, founder of Certified Knowledge and an expert PPC marketer, attributed these results to some of the new AdWords features implemented in 2017, many of which you’ll want to be familiar with for 2018. Here are a few useful features that can help you enhance your PPC campaign’s reach and performance:
Other new features include Retargeting for Gmail ads (display ads on top of the inbox ads), expanded text DSAs, in-store measurement, and data-driven attribution that have helped in improving the conversion rates.
In many cases, people are unwilling to experiment with new features if the existing features work well. It’s a case of, “If it ain’t broke, don’t fix it.” However, that could mean missing out on PPC revenue, so it’s worth being proactive and willing to try out the new features.
Although you should be willing to try the new features, you don’t have to try out every new feature, at least not at once. Focus on those that align with what you’re already doing, and keep your sights on your campaign goals. For example, if you are already using Dynamic Search Ads (DSA), try the expanded DSA to provide more information about your brand.
Image source: AdWords
In a nutshell, understand your campaign goals first and use the new features that allow you to achieve the goal.
In this webinar, Brad gives advice for improving your PPC performance in the new year, including:
Once you have identified the goals and selected the features that will help you achieve those goals, be clear about what you want to accomplish in 2018. Brad recommends that companies create a project plan instead of a task list to determine the date when a project will begin and end, and the tasks that are to be done to achieve a milestone. He suggests that companies track every single conversion as a practice, especially with the new integration of Salesforce and Google 360. Marketers should also start using remarketing using audience targeting methods as well as determine how to connect better with users. For example, if you are a company that provides glasses to various types of users, you can create different sets of ads in the AdWords section and target them to a particular demography, for more targeted marketing. Brad also recommends responsive ads as one of the best ways to do audience targeting.
In addition to reading the suggestions above and watching Brad’s webinar, also consider increasing your PPC knowledge with certification training, so you can master the art of paid campaigns and how to generate paid traffic using a variety of PPC channels. Because that might just be the very best way to improve your PPC campaign performance in 2018!
Name | Date | Place | |
---|---|---|---|
Advanced Pay Per Click (PPC) Certification Program | 6 Mar -21 Mar 2021, Weekend batch | Your City | View Details |
Eshna writes on PMP, PRINCE2, ITIL, ITSM, & Ethical Hacking. She has done her Masters in Journalism and Mass Communication and is a Gold Medalist in the same. A voracious reader, she has penned several articles in leading national newspapers like TOI, HT, and The Telegraph. She loves travelling and photography.
Advanced Pay Per Click (PPC) Certification Program
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