How to Make Evergreen PPC Ads

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Marketers often create PPC ads based on the latest trends and one-time deals, but these aren’t the only types of paid ads you can create. Evergreen PPC ads are a must-have addition to your marketing arsenal. Unlike a seasonal ad, they can run throughout the year, even without edits or updates. Plus, they guarantee your paid ads can generate leads every day with minimal effort on your part. Below are tips for creating timeless campaigns that could become an important part of your marketing strategy. Trending Topic vs Evergreen PPC Ads First, let’s cover the difference between an evergreen ad and a non-evergreen ad. PPC ads that aren’t evergreen mostly relate to trends or temporary campaigns. They might include new information, new tools, or recent trends to make consumers stop and stare. Imagine an ad promoting clothes for the winter season or a cosmetics brand sharing products related to a current beauty trend. If a brand has a limited-time offer like free shipping or a sale, then a PPC ad could also highlight it at a specific timeframe. It might also target keywords that focus on urgency, such as “Free Shipping If You Order in the Next 24 Hours” or “New Low Price.” In contrast, evergreen content typically focuses on timeless topics. These can range from general information about your brand or noteworthy product features. Evergreen ads may not seem as striking when compared to ads on trending topics and sales. Despite this limitation, it does a good job at promoting your business to first-time customers who have never encountered your business before. Unsurprisingly, many consumers prefer to learn more about the business before considering their purchase decision. Consider the fact that 82% of searchers choose a familiar brand for the first click. How do you pick keywords for this brand type? Include brand-related keywords like your businesses’ name or target market. Otherwise, your competitors could target your business name and come up on top of the SERPs when people conduct a Google search of your business. Another tip is to target keywords that are relevant to your products, such as features and benefits. This way, your PPC ads appear when consumers browse for products or services having your products’ capabilities. Why Should You Create Evergreen PPC Ads? At a glance, seasonal PPC ads may be more timely and relevant. However, there are a lot of perks to creating evergreen …

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How to Use PPC For Brand Awareness

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Brand awareness can seem intimidating and complicated, but it’s just a matter of getting your brand in front of the right people. When you come up with a great idea or launch a new business, how do you get your name out there? How do you help people become more aware of what you’ve created or are trying to sell? The options are varied, from billboards and bumper stickers to word of mouth and cold calls. However, sometimes it can be simpler than that. You can boost brand awareness with PPC (pay-per-click) campaigns that show your ads to people across the internet, including on SERPs, social media sites, in-app ads, banners on websites, and more. What Is Brand Awareness, and Why Is it Important? In many ways, brand awareness is about how recognizable you are . Of course, in a noisy world online, where brands compete for attention all the …

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4 PPC Tools to Automate Your Ad Campaigns

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The field of ppc (pay-per-click) is constantly evolving. If you use tools that automate some of the ad campaign processes, your campaigns may become more efficient and effective. Pay-per-click automation tools allow marketers to automate some tasks by using third-party applications. These tools can save you time, improve campaign performance, and reduce wasted ad spends. Rather than spending your time hovering over dozens of campaigns, you can focus on tasks like pinpointing areas for business growth, increasing audience engagement, and exploring new ad types that will benefit your sales funnels. That isn’t to say automation is the key to the future, nor are we all going to be replaced by machines. Paid ad campaigns might always need humans to power them, but you can at least catch a break from constant campaign monitoring . To start this off, let’s take a deeper dive into what PPC automation is. What Is …

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What Are Remarketing Lists for Search Ads (RLSA)?

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Have you ever had a customer visit your website repeatedly but never land the sale? Do you sit up at night wondering where those leads go and how you could win them back? Google’s remarketing lists for search ads (RLSAs) may be just what you’re looking for. These engagement-driven remarketing ads allow you to target your ads to your highest-value prospects. That means you can show your ads directly to the customers who are most likely to do business with you. What’s more, you can bid on keywords you don’t generally bid for to attract customers who have been on your website recently. This opens your business up to a broader market of interested buyers you previously couldn’t connect with. Let’s talk about how to get this done. What Are Remarketing Lists For Search Ads? RLSAs are a Google Ads feature allowing you to customize your search campaigns based on …

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How to Use Customer Journey Mapping for PPC Campaigns

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People might think PPC is all about having a huge budget to play with, but I’m here to tell you that’s not entirely true. Yes, your PPC campaigns can be expensive if you haven’t mapped out your ads to the buyer’s journey. However, when you combine PPC with customer journey mapping, you effectively guide your potential customers through all the phases to make a sale. It helps you tighten your funnel and prevent leaks along the way, which can translate to more sales and less money spent on ineffective PPC ads. By the end of this post, you’ll know how to align your PPC campaigns to your customer journey map and which KPIs to look for to measure your success. What Is Customer Journey Mapping? A customer journey map is a visualization of every step a prospect takes to complete your business’s desired action. With PPC campaigns, the action is …

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The Ultimate Guide to Social Media for E-Commerce

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Social media for e-commerce has become a critical element in sales growth for many businesses. Using social media to boost your marketing offers many benefits to help build your business, so don’t wait to explore these valuable channels . Sprout Social reports that after following a brand on social media, consumers continue to engage in other ways. Ninety-one percent check out the brand’s website or app, 89 percent make a purchase, and 85 percent recommend the brand to someone they know. Let’s look at what you can do to promote your e-commerce business with social media and which tools and best practices you should use. 14 Steps for E-Commerce Companies to Find Success Using Social Media The more people integrate social media platforms into their daily routines, the more it makes sense to market to them here. Consumers spend almost two and a half hours per day on social media …

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3 Critical PPC Lessons from 2020 for a Brilliant 2021

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The past 10 months or so have given PPC pros a crash course in adaptability, ingenuity and nimble marketing. Those who thrived in pandemic-era PPC deserve some sort of advanced honorary degree in “PPC’ology.” In many instances, smart, effective PPC has literally saved brands from the brink of devastation. But let’s face it, PPC pros have been in a near-constant state of reinvention since PPC first became a thing. Compared to other marketing disciplines such as print and broadcast, we’re in our adolescence at best, which is actually an exciting place to be. 2020 just made us do a lot more reinventing and adapting in a very short amount of time. The tumult of the past several months may be a hidden blessing. Smart PPC pros are now well-positioned to use the tools at their disposal to help brands ride a wave of recovery while adapting to new normals in …

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How to Edit PPC Ads

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Pay-per-click (PPC) ads can add tons of value to your business, attracting and converting new consumers, while widening reach and visibility. If you’re currently not using PPC ads to promote your brand, today is the day to start. The benefits of PPC advertising include: buyer conversion increased audience reach higher profits stronger brand recognition increased access to marketing data Outside of merely increasing your profits, these five benefits work collaboratively to provide a better understanding of your buyer’s identity and habits, all while increasing name recognition and audience reach. 3 Reasons You Should Edit Your PPC Ads The five above reasons have convinced you. You started a PPC campaign and have ads running on Google and Bing. But before you kick back and watch your profits roll in, you notice some typos. Should you edit your PPC ads? More importantly, do you know how to edit PPC ads? The answer …

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PPC Consulting

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You have developed a killer website and drafted an effective marketing strategy to generate leads and drive sales. So what next? Considering paid advertising offers a 200% ROI , it’s a no-brainer that your marketing strategy should incorporate the same . “But I have no idea where to start with Google ads – in fact, I don’t know where to begin at all!” Well, even if that’s the case, you still have nothing to worry about. You can hire a PPC consultant who can enhance your paid advertising campaigns by offering a unique set of skills coupled with experience and expertise. Choosing the right consultant, however, can be challenging if you don’t know what to look for in a PPC expert, which is where we come in. Our team at Neil Patel Digital has created this handy guide to help you find the best PPC consultant for your business – …

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Holiday marketing: Get the data that puts you ahead of the competition

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What you will read in this post: Understand holiday season traffic trends Optimize for strong SEO and PPC keywords Analyzing keyword-driven traffic for seasonal marketing Which sites won the most keyword traffic? Black Friday marketing: November 2019 Christmas marketing strategy: December 2019 Build strong display and referral partnerships Analyze historic conversion data The biggest display and referral sites (and the brands winning traffic) Black Friday marketing strategy: November 2019 Christmas marketing: December 2019 Already imagining the taste of the delicious holiday meals and the laughter of your kids when the entire family comes together? Sorry, we know you’re a marketer; you don’t have time for that. You’re busy worrying whether you have everything you need so your marketing strategy can ensure the biggest possible chunk of holiday traffic and generate maximum sales. This post investigates seasonal marketing statistics of the past few years and provides some eye-opening insights from SimilarWeb’s …

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How to Pull More PPC Ad Data

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We’re losing PPC ad data. While it used to show you almost all terms, Google AdWords now only offers specific keywords that meet a certain volume threshold. General Data Protection Regulation (GDPR) has limited data from European traffic, and more restrictions could be on the way. This lack of visibility makes it harder to know what’s working and what’s not in PPC. Whether you’re seeking increased conversions, more organic traffic, or a surge in referrals, it’s your PPC data that should tell you if you’re on track or if you need to adapt. How can you navigate these limitations and overcome limited data? Doing More With Less: How to Cope With Google’s Changing Data Transparency More than 80% of U.S. consumers are worried about sharing their data. The EU has passed stringent laws regarding what information websites can gather—and what they can do with that data. When you consider this, …

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