It’s the end of the year since we know it, and we are feeling nice. Why? Since this past year we examine — and also fell in love with — a few truly amazing articles about everything PPC.
In actuality, what you are going to read are my picks for the 21 greatest PPC marketing articles that were published around the net at 2016. These articles are the unicorns that was able to stick out from a sea of donkey articles.
Here’s a look back at the best of the best content this season on paid search, remarketing, conversion rate optimization, and paid societal.
Paid Investigation, Case Studies & Research
When Google changed its design before this year, PPC marketers freaked out and warned the end was near to all of us. Spoiler alert: it was not, as I showed in this article. CTRs and traffic raised while CPCs stayed inactive.
Takeaway: Do not worry whenever Google makes a change to AdWords or even the SERPs. Patiently collect and analyze your information so that you are able to react sensibly.
Speaking of gathering and analyzing information, the brilliant Frederick Vallaeys of all Optmyzer surveyed 1.2 million advertisements after AdWords started rolling out Expanded Text Advertisements (ETAs). He wished to figure out what all of the finest performing ETAs had in common.
Takeaway: Just as I guessed, it is time to break up with dynamic keyword insertion (DKI)! In addition, don’t be concerned too much about headline length; worry more about writing good headlines (emotional triggers FTW!) .
We can not leave the subject of ETAs prior checking with Mark Irvine (maybe not once, not twice, but THRICE). To start with, our main data scientist seemed at aggregated info from WordStream client accounts to evaluate the operation of Bing ETAs, that appear like AdWords ETAs. And the winner was… Bing Advertisements:
Takeaway: Many advertisers receive higher CTRs and lower prices from Bing Ads than they perform on AdWords. So don’t forget about Bing.
Next up, Irvine wished to observe the way the change from yellow to green advertisement labels was impacting CTR. What he discovered after looking at nearly 3,000 WordStream client accounts: the number and caliber of advertisement clicks had improved substantially.
Takeaway: Evaluation in times of doubt. You’ll almost always discover the solution you seek in your own data.
Our Mark Irvine trilogy concludes with a look at click-through rates, cost-per-click, conversion rates, and also cost-per-action through industry. Truly awesome stuff here:
Takeaway: Unless you are a unicorn, there is always room to boost your PPC campaigns. Use these benchmarks to figure out if you are on the low end or around average for the industry — and even if so, strive to exceed these benchmarks and turn into a unicorn.
This article by Frederik Hyldig highlighted some hidden jewels in AdWords Editor that deep PPC marketers must check out. Shortcodes for more intelligent bulk headers, concealing empty types from the navigation, and duplicate ads or keywords in their various advertisement groups are specific worth a browse.
Takeaway: AdWords Editor has numerous amazingly useful characteristics, however not all of these are obvious. Consistently be educating yourself about the tools that you use so it’s possible to make something which’s already good even that far better.
Do you know how to mass modify broad game modified keywords? Or just having one keyword per ad group can improve your Quality Score? Or just how to enable call-only campaigns? Otherwise, you are going to want to check out this useful article from Todd Saunders.
Takeaway: Since Saunders puts it, using those hacks will “maintain your balances lean, just targeted and much better optimized to drive high-quality results”
Remarketing & RLSA
In this really exciting article, Johnathan Dane stocks 33 types of remarketing campaigns and also the way to make the most of those. He covers so many awesome types of remarketing: from CRM, to hunt, to content, to phone app retargeting.
Takeaway: Remarketing is a remarkably powerful tool and, when done right, can outperform any other marketing channel.
Larry Kim (hi — that’s me !) Says you should break up with unbranded vanilla search advertisements and only conduct RLSA. Why? RLSA attracts you those who’ll click through at twice the speed, for half the prices, and convert triple the speed. Indeed, you would be better off using the power of interpersonal media advertisements to begin making individuals aware of and familiar with your brand.
Takeaway: RLSA campaigns have huge potential when combined with a viral marketing plan. Dramatically increasing the size of the cookie pools will give you the power you will need to get the most out of RLSA.
Most PPC plans concentrate on the purchase stage of the conversion funnel. But inside this excellent edition of Whiteboard Friday, Samantha Noble shares a few excellent suggestions about how you are able to use paid media at the dedication and advocacy phases.
Takeaway: Get more lifetime value from your present clients with the assistance of remarketing listings (to bid on competition names, provide unique reductions, and also cross-sell or upsell). It’s much cheaper than acquiring new clients.
Speaking about the funnel, Maddie Cary does a terrific job of breaking down all of the remarketing viewers you should be targeting by the point they’re at right now, whether it’s research, awareness, intent, activity, or dedication.
Takeaway: PPC does not stop with a conversion. Go past acquiring new clients and discover ways utilizing PPC to create continued loyalty and lifetime earnings from the customer base.
Landing Pages & CRO
Boosting lead creation by 9x and conversion speed by 290 percent? Yes, please. Andy Beohar shows us how he assisted one client by subsequent PPC optimization and landing page best practices.
Takeaway: Never settle for average. You could always turn your PPC donkeys into charming unicorns in case you do the work
Jacob Baadsgaard asks an essential question: are you tracking each one of your conversions. After looking at over 2,000 accounts he found that 42 percent of all advertisers didn’t monitor any conversions — and only half of those advertisers that have been tracking conversions were only tracking some of potential conversion activities. All these advertisers don’t have any idea whether their efforts are unicorns or total donkeys.
Takeaway: Establish conversion tracking (duh!) .
Most CRO efforts focus on on-page elements. But really, if you would like to dramatically increase conversions, you are better off doing exactly what I do: focus on raising brand awareness and making your offer far more convincing.
Takeaway: Start biasing people toward your brand utilizing social media advertisements, remarketing, RLSA, and movie advertisements. In terms of the offer, it must be vastly different and much more favorable from what the competitors are offering. If you’re able to get people excited enough to click on your offer, then they’re more likely to convert!
Why do your Facebook conversions higher compared to Google Analytics? Just, the way Facebook and Google report sales differ. But Cassie Oumedian describes how you can close the gap within this useful post.
Takeaway: Figure out just how Facebook and Google Analytics monitor and report conversions so you don’t wind up comparing apples and bananas. (P.S., PPC Hero stone — thanks for all the awesome PPC content this season!)
Facebook advertisement targeting is both extensive and complex. There’s a lot to know if you truly want achieve your intended audience. Luckily, WordStream placed together a heroic infographic (reported on by Danny Goodwin) to help you do just that.
Takeaway: Use this infographic as a list or cheat sheet when you are planning your FB promotion plan.
If you would like more engagement and brand remember, then Facebook video advertisements are one method to receive it (and to get cheap!) — as long as you are posting content that is memorable. Mari Smith shares advice on how it is possible to make more attention-grabbing Facebook video advertisements.
Takeaway: You will never know that one of the Facebook videos will wind up a unicorn, so be certain any videos you do upload possess a terrific headline, fantastic visuals, a few character, and a powerful offer.
Facebook advertisements have to be relevant; you should use text on images; it is better to show people rather than goods or objects; smiling girls are better than unhappy men; using your logo is awful; and super simple images work best. Truth or fiction? This article shows some surprising truths.
Takeaway: Do research, testing everything, and collect actual data. Never suppose that “best practices” will work for you.
Is there a way it’s possible to make a Facebook effort that does not die after a while? Totally — along with Jon Loomer stocks a method you can implement within this wonderful article.
Takeaway: By creating a few intelligent website custom viewers, and targeting these viewers at the ideal time periods, you are able to do magical things to help promote your product.
Is Twitter a successful channel for affecting the lead-to-customer conversion speed? To learn, Lauren Mattos ran an interesting experiment splitting a record of leads to two classes: one who saw remarketing advertisements on Twitter, and also one who didn’t. She discovered that the former group converted into clients 64 percent greater compared to the latter group.
Takeaway: Twitter remarketing works. There are many reasons to adore remarketing — much more conversions and leads, higher visitor involvement, and enhanced brand remember, to list a few. (Also, check out my article on the way to run a Twitter lead generation campaign.)
What makes for a successful Twitter Ad? Andrew Tate examined almost 8,000 advertisements to answer that query, looking at elements like text length, use of words, numbers and hashtags, and sentiment.
Takeaway: 90 percent of the tweets within this study included an image, but the majority of images people view on Twitter are dull donkeys. Be certain that you utilize an image that stands out. Function as the unicorn!
What was your favourite PPC marketing article from 2016?