For the first time since I was four years old,
September doesn’t mean back-to-school season for yours truly.
Gone (for now) are my days of pens, pencils, notebooks, and
(Well, I guess there’s nothing really stopping me from
continuing to eat fluffernutters for lunch—concerns about my
“outward appearance” and “life expectancy”
But just because WordStream Customer Success Specialist Lauren
Gentile and I are no longer students, doesn’t mean we don’t
like to get a little scholarly every now and then. That’s why
this month’s free WordStream webinar—live
at 2 p.m. on Wednesday, September 18—is all about
getting an A+ in PPC next year.
In line with the classroom theme, we’ll be
dedicating the presentation to talking about the four
biggest lessons we learned about Google Ads this year. Of
course, we’ll turn each of those four lessons into actionable
tips you can incorporate into your paid search strategy for
cross-platform strategies are the most effective strategies,
Lauren will wrap up the presentation with the biggest lesson she
learned about Facebook Ads this year. You’ll
walk away with expert tips to help you with both search and social
You’ll have to
register for the webinar to get all of our insights.
To get a sense of what you can expect, check out this sneak peek at
two of the lessons we’ve learned this year!
1. Search isn’t a purely low-funnel channel
You’ve heard it before and you’ll hear it again:
Facebook and the Google
Display Network are for building brand awareness (targeting
high-funnel prospects) and paid search is for driving conversions
(targeting low-funnel prospects).
This has been the conventional wisdom for some time now, and for
good reason: It’s true—to an extent. There’s
no doubt that advertising on Facebook and across the GDN is a
fantastic way to reach relevant users and generate interest in your
business. Tangentially, there’s no doubt that paid search is an
effective way to capitalize on that interest and win new
There’s an obvious fact that few people seem to acknowledge:
People often search for products and services on Google
well before they’re ready to buy them. In other
words, prospects at the top of your marketing funnel are on the
search network, too. Why wouldn’t you use that as an opportunity
to make a good first impression?
How to optimize your 2020 strategy
Set aside some budget for an awareness search campaign. Identify inexpensive
high-funnel keywords (they exist) and attach them to ads that
are appealing to users who want to learn rather
than buy. You can use this example from Page Music
Lessons as inspiration:
Is this user ready to fork over their credit card information?
Nope. Yet here they are, using Google to learn more about their
options should they choose to buy music lessons somewhere
down the line. Wisely, the marketing team over at Page
Music Lessons seizes this opportunity to make a good first
impression and add a prospective customer to their remarketing
2. Keywords are crucial, but they’re not everything
There’s another tenet of the PPC conventional wisdom
we want to debunk: the notion that audience targeting is reserved
exclusively for Facebook and the GDN. Nothing
could be further from the truth!
Yes—keywords are still at the heart of your search campaigns.
But, as we’ve covered time and time again on this blog, Google
has been improving their suite of search network audience targeting
solutions for years. Back in 2015, they introduced
Customer Match to help you reconnect with past buyers. Less
than a year later,
demographic targeting came on the scene and allowed you to
reach prospects based on characteristics like age and gender. And
of course, 2017 and 2018 brought us
similar audiences and
in-market audiences, respectively.
Our point: Though keywords are a time-tested way to
reach relevant users on the search network, failing to supplement
them with audience targeting is a silly (and costly) mistake.
How to optimize your 2020 strategy
Layer audiences on top of keywords to reach your
perfect prospects. If you sell something that mostly appeals to one
group of people—such as retirement planning services, which are
seldom sought out by people under 30—take advantage of
demographic targeting. If you want to reach new people without
assuming too much risk, give similar audiences a try. And if it’s
crucial that you hit those low-funnel targets next quarter,
in-market audiences are your best friend.
Don’t forget to register!
No matter how well your Google Ads campaigns have
performed this year, there’s room for improvement in everyone’s
account. As budgets increase and competition intensifies, it’s
crucial that you put your best foot forward and think carefully
about your 2020 search strategy.
Today’s sneak preview has barely scratched the surface of the
insights Lauren and I will share during next week’s webinar.
Register for free today and save your seat!
Source: Marketing Blogs
How to Learn from 2019 and Get an A+ in PPC Next Year