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7882Google PPC Trends For Smarter Business 2021
July 10,2021ByDAVID VEGA

Google PPC Trends For Smarter Business 2021

We make it our business to keep our readers informed on the latest PPC trends and features to help your business grow and reach its objectives. As a Google Partner, we have the privilege of staying informed on changes in the industry and offering them to our clients and partners. For this reason, we hope to extend this to our readers as well in our blog posts. Looking to extend your PPC Digital Marketing? Below are some of the latest announcements by Google on new products; learn about features that can support your campaigns and boost your business. Audience Signals If you are eager to reach your ideal audience, audience signals are one of the features you’ll want to implement immediately. Google announced audience signals in GML recently and is expected to be publicly available in Q3’21. Like all of the features we’re reviewing, audience signals leverage automated targeting technology to accelerate learning. The feature uses indicators such as Life Events to flag and analyzes user behavior. Google Ads Signals Explained: Affinity Signals aggregates people with a strong interest in a given topic. This is great for creating awareness in your target market’s community. Demographic Signals: You can target people based on advanced criteria like marital status, education, and age. In-Market Audience Signals: There are users that Google has inferred are in the market to buy – these signals could be researching products and services you and your competitors offer. Remarketing Lists: This is done from your own input, using a pixel – RLSA reach people who have engaged with your website or YouTube channel in the past. Similar audiences: help you find new customers by building a model of your retargeted audience’s behaviors and characteristics and then applying them to potential new customers. This layering of audience sentiments on top of keyword searching can enhance your ad strategy through variable bidding, where you can bid more or less on certain audiences than the keyword itself. Stay tuned for more on this feature. Subscribe to my channel.  Performance Max Campaigns Performance Max leverages automation to help advertisers to reach customers more accurately and drive more remarkable results. Automation technology is applied to bidding, targeting, creative ads, and attribution to achieve increased conversion and value. Performance Max is a goal-based campaign type. It accesses all of Google Ads inventory from a single campaign. Google explains, “it is designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google’s channels–YouTube, Display, Search, Discover, Gmail, and Maps.” Performance Max is an ideal campaign type that supports: Specific advertising and conversion goals such as driving online sales, lead generation, among others Maximizing the performance of your campaign when you are not limited by which channel your ads appear on Accessing Google’s advertising channels through a single campaign Achieving additional reach and conversion value beyond keyword-based search campaigns As an advertiser, you will have the opportunity to tailor your ads in real-time to reach consumers across channels and devices. Google Tip: Do not replace Search keyword campaigns with Performance Max campaigns as you may risk losing reach and performance, given Performance Max does not utilize keywords. Run Search and Performance Max alongside each other for best results. Google explains some of the benefits offered by Performance Max campaigns: Tapping into new audiences across the Google platform Driving better performance related to the goals you assign Acquiring transparent insights Steering automation with your campaign inputs Simplifying campaign management Easily optimizing your ads Customer Match For example, customer Match is a Google advertising tool that helps you apply first-party data. First-party data is data that you collect directly from people who interact with your business. This information reveals behaviors, actions, and interests recorded by your website and apps. Analyzing this data allows you to learn more about the users engaging with your business and opens the opportunity for you to address any needs that they may have. Whereas this feature was once limited to certain advertisers, Google has now opened this up to all. However, specific requirements are still necessary for certain features. Learn more about creating customer match lists. Image Extensions in Search Instagram/Snapchat/TicToc has taught us all that a holistic approach to ads goes a long way. Rich visuals paired with the right copy can make a world of difference when getting your audience to take action. In addition, image extensions are an automated feature that pulls visuals to complement search ads, further driving the message in your text ad and improving results. The extensions do not interrupt the anatomy of the text ad. It continues to include headlines, descriptions, a visual URL, and a final URL. The image component is served at the bottom right of the ad and is clickable to the final URL. Google shares, “Early results show advertisers see up to a 10% increase in CTR when image extensions or dynamic image extensions show with their mobile Search ads in absolute top positioning. Do you need Social Media Content or Image/Graphic Design? Then, schedule a discovery call at Tridence. Conclusion We make it our business to keep our readers informed on the latest PPC & SEO trends and features to help your business grow and reach its objectives. Let’s work together! 22+ years helping brands and businesses grow!...

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7821Apple vs. Facebook: The Battleground of iOS14 and What It Means For You
December 23,2020ByDAVID VEGA

Apple vs. Facebook: The Battleground of iOS14 and What It Means For You

It’s no secret that Apple and Facebook are clashing. In Apple’s upcoming iOS14 update, changes will be made that directly impact Facebook advertiser’s ability to track, optimize, and target customers as they currently do. But it’s not all bad! Let’s break down what we know, what we can do, and why this may not be as dark as it initially seems for advertisers. Apple and Facebook Clash Over Ad Tracking Opened Ads Manager recently? You’ve likely seen this scary notification pop up:  ❗Upcoming Impact to Your Marketing Efforts Apple has announced product and policy changes that may significantly impact the way you can run ads, measure performance, and engage your customers.  Grim.   What We Know about Facebook and Apple’s iOS14 ✅  We know the update to iOS14 is announced to happen in early 2021 and will require all apps to explicitly ask for permission to gather data and track users across mobile apps and websites.  ✅  We know what this question will look like when presented to users, and we know that the majority of them will select “Ask App not to Track”, prioritizing privacy over a custom ad experience.  ✅  Most Facebook users that have an Apple device will receive the notice ––  those with iPhones, iPads, etc who use the Facebook app, and those who use Safari. Instagram will also be impacted for those users. Those who use Chrome, an alternative browser, or use the Facebook app on their android device are safe (for now).  ✅  We know that less than 20% of people worldwide use Apple devices and/or the Safari browser. ✅  We know that losing that tracking information hinders our ability to provide a targeted ad experience to users.  ✅   Some impactful changes have already taken place. iOS13 limited the tracking of cookies to just 7 days, so Facebook is already limited to attributing conversions to actions that occurred within only a week’s time. Custom audiences are impacted by this as well. In that sense, this information isn’t new, it’s the next step in privacy.  ✅  We know that Facebook needs us, the advertisers, on their side. Chances are you’ve already seen their ads about “Speaking Up For Small Businesses.” However, the relationship between Facebook and its users & advertisers is a tumultuous one! Facebook’s policy support team leaves much to be desired. Their policy checking is next to robotic, resulting in harsh restrictions and bans that impact nearly every advertiser at some point. But we love Facebook advertising! We love it because it is impactful and extremely cost-effective –– probably the most effective ad platform there is right now from a targeting and tracking perspective. And we think even with these changes from Apple, Facebook advertising will continue to be impactful for marketers and businesses. How to Prepare for iOS14 and Facebook Ad Management Now, more than ever, it’s vital to take a step back, look beyond the stats of Ads Manager, and take in the whole picture of your digital marketing strategy.   Pay Attention To Your Own Data  Ads Manager isn’t currently 100% accurate, and it’s only going to get worse. It’s crucial to have a pulse on your month-over-month return, so you can make informed decisions for your accounts. Look at what you spent and what worked overall, then come up with a personal data strategy that works for YOU. Don’t get caught up in the day-to-day mantua, because conversion tracking is going to be off.   Finetune Your Targeting  There will be less user interaction data when those Apple users opt-out. It’s up to us to build a customer avatar that knows what our audience’s interests are, their age groups, genders, etc. Who is your customer and how does what you offer help them? You’ll need to use that avatar to inform your targeting as options like lookalikes become less powerful.   Optimize for Facebook Standard Events Make sure you are following, using, and optimizing for standard events with conversion campaigns. Standard events being those predefined actions like “add to cart”, “purchase”, “view content”, etc.  Facebook will likely phase out things like custom conversions, and it’s possible that they will automatically turn them off for us as they become obsolete.   Do the Very Least  Verify your domain in Business Manager. Now. Go.  Our Thoughts on iOS14 and the Future of Facebook Ads Cookies have been around for a long time now, and play a primary role in how we track our audience. As marketers, we are staring at a potentially massive change in terms of how to best optimize. Will cookies be a thing of the past in 2-3 years? How different will they look?  Part of marketing is adapting. We must be able to innovate and shift to get our messages to our customers. Don’t put all your eggs in one basket and don’t be a fairweather advertiser. Diversify your digital marketing portfolio and stay flexible with your strategy. This is just one of many changes we’ll see in our advertising lifecycles, and we’re here to play the long game.  Check out our latest episode of Ultimate Marketer Podcast to learn more about this and all things marketing! Available on Apple Podcasts and Spotify.  Author: Holly King...

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