Best Practices for Paid Search in 2019
Paid advertising is still one of the best ways to promote your products and services in front of a wide audience in a short amount of time. It has quick results, and the results are easy to track and measure. If you’re not doing PPC marketing, you’re probably missing out on valuable traffic and revenue. And, if you are doing PPC but not seeing the return you want, you may not be following the best practices.
Below we are going to cover the best practices for paid search and pay per click in 2019. When you familiarize yourself with the latest trends, you can run successful PPC campaigns that deliver a solid return.
Review the Latest Features in Google Ads
Google Ads has a new(er) ad experience that offers a range of new tools and features to improve your paid search campaigns. These include:
- Promotion extensions. Show off your products with a dollar or percentage discount. Promotional extensions stand out and let users know that they can save money, which is a great way to generate more sales.
- Bid adjustments for phone calls. Ads that have call extensions can be adjusted to show more or less often in mobile search ads. Check your ad impressions and call impressions to see what’s necessary.
- Outstream video campaigns. Outstream ads reach potential customers on other sites. These campaigns work well because they are shown to more people and generate brand awareness.
Customize Your Mobile Ad Experience
People are using smartphones and tablets more often, which means that marketers have to adapt. To avoid wasting money, start by assessing the amount of traffic that comes from mobile devices (it’s available in Google Ads). Assess how many conversions are made on mobile phones, tablets and computers. By analyzing this data, you can see if you need to change your bid.
Prepare for Voice Search
Most advertisers aren’t seeing a ton of voice searches yet, but they will soon. To stay on top of voice searches, check the trends in your account. This will tell you what type of information searchers are asking for. We recommend reading this article on how to prepare your PPC campaigns for voice search.
A few key points to keep in mind are:
- Voice search queries are longer, usually 5-6 words or more
- Questions are most popular, such as Who, What, When, Where, How and Why
- Voice search is often localized (think “near me”)
Experiment with Other Platforms
It’s important to test out other advertising platforms because they can expose you to a new audience. For example, LinkedIn is a great platform for targeting professionals and other businesses. If your audience is under 35 years old, Snapchat video ads are highly engaging. Show your ads on Google, Bing and Facebook, and choose another channel that your audience is active on.
By following the above tips, you can build stronger PPC campaigns for 2019. If you’re still not seeing the return you had hoped for, refer to friendly resources that will help you make smarter choices for your campaigns. It’s possible that a few simple adjustments can turn things around.
To build competitive PPC campaigns for your business, contact WSI Star Web Solutions.