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Ppc

Want to Reduce CPA? Try Machine Learning–Driven Retargeting.

The way we do retargeting is restrictive.

Creating a tailored, personalized campaign is often done with micro-triggers: Did the user spend more than X minutes on the site? Did they view more than Y pages? Did they add to cart? Are they visiting on mobile?

All of these data points personalize the messaging for retargeting campaigns.

But even a talented campaign manager can juggle only so many variables. Eventually, you end up with tons of segments that are difficult and time-consuming to manage. 

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Why Keyword Themes + Modified Broad Match = Winning PPC Strategy

Cutting out noise and creating a PPC strategy that drives business: it’s the goal of SEM professionals everywhere. So let’s talk about how to do that for real.

By combining ad group theming and modified broad keywords, you can create targeting that rewards you with qualified traffic right away. It’s a structure that rewards you again and again by delivering even stronger target keyword sets.

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Single Keyword Ad Groups

Single Keyword Ad Groups (SKAGs) are ad groups in Google Ads with just one keyword in them. They help PPC marketers gain more control and a cleaner account structure.

Improving your Quality Score, increasing your click-through rate (CTR), reducing your ad spend without compromising results… These are all top-of-mind for PPC marketers using Google Ads.

We increased our CTR by 28.1%, improving our Quality Score from 5.56 to 7.95 (out of 10). How did we do it?

Through single keyword ad groups. While this tactic is not as widely-known as some others, smart marketers are using it to maximize their PPC spend. Here’s what you need to know to do it too.

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Retargeting Campaigns

You already know retargeting works. But what if you’re doing it all wrong?

What if grouping all audiences into the same retargeting campaign is actually doing more harm than good?

The truth is that a lot of people never give the attention or resources that’s needed to improve their retargeting campaigns. It’s an afterthought.

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youtube advertising logo.

YouTube is the second-most-visited site in the world. And YouTube mobile ads are 84% more likely to hold attention than TV ads. If you’re not running YouTube Ads campaigns, you’re missing out on key advertising opportunities.

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bullseye

PPC campaigns continue to become increasingly well-targeted. More and more companies are using tactics like single-keyword ad groups (SKAGs) and single-product ad groups (SPAGs).

While those tactics may have differentiated your campaigns in the past, they no longer do (or won’t soon). One way to stand out is to go beyond keyword targeting and create PPC campaigns for specific targets—an account-based marketing (ABM) strategy.

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linkedin video ads on mobile

On YouTube, a keyword-targeted pre-roll ad might show the same video to a CEO and an intern.

On Facebook, an ideal customer may log on to see photos of a new nephew, not to check out a 30-second demo of your SaaS product.

LinkedIn has the potential to resolve both shortcomings:

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robot human chess

Will PPC look like this in 2020?

Probably not. Nonetheless, there are some amazing automation opportunities that make the life of Marketing Managers, CMOs, and PPC experts quicker and more efficient—especially for fast-growing companies that need to scale their campaigns.

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Are You Optimizing Your Site When You Should Be Optimizing Your Traffic?

If you’re like most marketers, you don’t live in an ivory tower.

You try to follow “best practices” with your marketing campaigns and site, but with your limited resources, you have to spend your time on the tactics that make the biggest difference.

Unfortunately, most best practice recommendations don’t take real life into account. Not every company has a well-managed CRM, a call tracking platform, a solid testing strategy and a big testing budget to boot.

While this sort of setup is obviously ideal, most marketers have to make do with far less.

Their CRM is a joke, calls aren’t being tracked and their testing strategy and budget is…well, let’s just say it’s hypothetical.

If this sounds like you at all, at some point you may have found yourself wondering, “What should be my top priority—the one thing that will get me the most bang for my buck?”

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PPC Mistakes

In Advanced Google AdWords, Brad Geddes wrote, “Wouldn’t you like your ads to be sought after, not ignored?”

That’s the ultimate goal, right? To craft a PPC ad that’s so compelling people are happy to click it. It doesn’t happen often.

If PPC has been around since 1996, why doesn’t it happen more often? Why haven’t advertisers perfected the process? Because the landscape is constantly changing. What you learned 6 months ago could already be outdated information.

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