Do you want to convert your PPC auto recommendations to apply without your intervention? Would you like all your keywords to be converted to a broad match, including even the loose synonyms that you do not want? Well, that day has arrived – and you don’t even need to agree to it. If your ad campaign has started to falter …
Digital Ad Campaigns
There are 8 different ways to target ads running on the Google Display Network (GDN). Each of them is based on either the content (keywords) of websites across the GDN, or the behavior of traffic that transits the GDN.
To plan the targeting for a display campaign, we first determine which of the 8 types of targeting are likely to be successful: (1) In-market, (2) Placement, (3) Affinity, (4) Custom intent (url, or keyword), (5) Customer list matching, (6) Topic, (7) Demographic, and (8) Remarketing.
A significant degree of experimentation is normally required before arriving at the best performing type and configuration of audiences within display campaigns.
Display campaigns pull cold traffic off the internet into the top of your sales funnel, where it becomes “cool” (lightly engaged) traffic. They also function to constructively influence mid-funnel “warm” (more deeply engaged) traffic.
Landing pages for display campaigns play a different role than landing pages for search, shopping, or video campaigns. So our CRO feedback will be different.
On landing pages for display campaign traffic, the primary goal is not necessarily to push for a conversion. We’re more likely trying to clarify and strengthen the value proposition, coming at it from different angles or bringing new aspects of it to light.
Video campaigns are versatile and may generate traffic that enters the sales funnel high, mid, or low. We’ll create CRO feedback for video campaigns based upon your particular campaign, to best match it to the funnel.
On landing pages for video campaign traffic, the primary goal is not necessarily to push for a conversion. We’re more likely trying to clarify and strengthen the value proposition, coming at it from different angles or bringing new aspects of it to light.
Depending upon the nature of the product or service being advertised, it might make sense to also speak to and faciliate low-funnel traffic. But most video campaigns are handling high and mid funnel traffic.
For every PPC account and display ad campaign, we create a conversion value model for each type of conversion event and (related), select a method for click attribution modeling. When a conversion occurs, the value for that conversion is distributed (“attributed”) up through the sales funnel, with weighting as defined by the click attribution model.
In our conversion value model, what we are after is the gross margin (value) that each conversion action is producing. In the case of a display campaign that advertises products, the conversion value would likely be (sales price-sales tax)*(average gross margin).
Conversion value modeling is important because it allows for calculating the two most important metrics in paid search: return on ad spend, and advertising margin. But more importantly, it provides valuable information back to the automated bidding algorithms, which use machine learning to maximize the performance of the campaign.
For eCommerce Shopping ad campaigns, conversion tracking setup is important because it allows for calculating the two most important metrics in paid search: return on ad spend, and advertising margin.
More importantly, it provides valuable information back to the automated bidding algorithms, which uses machine learning logic to maximize the performance of the campaign.
When a Shopping campaign sends accurate conversion tracking conversion values back to the automated bidding logic, automated bidding with machine learning can deliver significant performance improvements, and greatly reduce campaign management time.
Display campaigns are more likely to generate “conversion assist” clicks than final-click conversions. For this reason, click attribution is important for assessing the display campaign’s role in conversion performance. But accurate conversion tracking is also important with display.
For this reason, we implement 100% conversion tracking coverage, whether the events being tracked are transactions, form submissions, phone calls, or other meaningful events.
We’ve found that less than half of existing campaigns have full conversion tracking implemented, and even when conversion tracking is implemented, it is more often than not lacking full coverage.
There is a reason for this – conversion tracking can be difficult to implement and test.
In a video ad campaign, viewers are presented with a call-to-action that takes them to a web property where any conversions happen.
Conversion tracking setup assigns a value to each conversion event that results from a view of the associated video.
In our conversion value model, ideally, the conversion value is equal to the gross margin (value) that particular conversion action is creating.
In the case of a video campaign that advertises products, the conversion value would likely be (sales price-sales tax) * (average gross margin).
When a marketing attribution modeling is used, the value for each conversion is distributed (“attributed”) up through the sales funnel, with weighting as defined by the best click attribution model for that event.
Shopping campaigns drive traffic to website pages featuring individual product SKUs. Our Shopping campaign CRO feedback addresses how effectively the product is presented, and how the bots will index the page.
There are also a number of requirements on the Shopping campaign landing page that are imposed by the ad platform, that we check for. This includes things like the return policy, two means to reach the seller, and refund/exchange procedures.
Landing pages for shopping campaigns have a different role to play versus landing pages for search, display, and video campaigns. Their task is to convert ready-to-buy traffic into sales.
All of our recommendations are consistent with well-known industry best practices, as described in related articles on this site.
Our campaign performance reports provide charts and summaries of key engagement, conversion, and financial metrics, compared to a previous reporting period.
Project update interval varies depending upon the vertical market, urgency of the project in relation to the client’s business, and the phase of work that campaigns are in. When campaigns are in design, PPC client communications typically include some informal email back and forth to resolve open issues, and weekly to bi-weekly project timeline/milestone updates; they’re built into the schedule …
In your project proposal, we will provide a Gantt chart schedule for the project including start date, milestone, and planned duration of key tasks. Typically projects are started immediately when taken on. There are some exceptions, for example eCommerce projects tend to exert strong demand in the fourth quarter tying up key resources.
This question sometimes arises: should we outsource PPC campaign management, or manage our PPC campaigns in-house? Let’s rephrase the question as “can we manage our PPC campaigns in-house at some point after launch, or should we have them managed? Here’s a key aspect thing to understand when considering the question: Accumulating the understanding to operate PPC campaigns is not a …