How to plan PPC campaigns effectively?
Posted: Mon Dec 23, 2024 4:57 am
Planning PPC campaigns is a common thing, but with SEMrush it is also effective.
At SEMrush we continuously monitor Google updates.
If the search engine doesn't stop, neither do we.
By testing the updates that are most likely to impact advertisers, we've concluded that Google is moving toward "autopilot" campaigns.
In short, the message is clear: the more you delegate to Google Ads' automated suggestions (placements, banner sizes, and so on), the more benefit you and your clients will get from your campaign.
However, the autopilot system will not be able to decide for you when it comes to determining your audience, so it is important to be clear about who your customers are, what search terms they use to describe their queries, and what visual effects activate and trigger them.
This initial input, consisting of keywords, ad copy, images, and dozens of other aspects, should be as specific as possible.
In this article, we'll uncover the most important factors that will help increase the efficiency of your Google Ads campaigns in 2019, and explore different ways to benefit from them.
Factors to make your PPC campaigns more efficient
Ad copy: Provides a variety of ads to choose from
These days, Google is required to give freedom of choice when it comes to ad creatives.
When ad variations are provided for the same set of keywords (at least 3 variations are now recommended), this helps ensure the best user experience.
Easier said than done: imagine writing 3 ads for each of your 100 ad groups.
However, there are several tricks we can use to smooth things out.
“Reinvent” your current ads
To avoid blank page syndrome, you can start by looking at your existing ads and making changes to them.
When it comes to ad copy, there's always something to test and improve.
We recommend trying to experiment with unique selling propositions .
If you are promoting an SEO tool, these USPs can be: a free trial, the number of keywords in the database, SEO awards received, etc.
I’m pretty sure you’ve already established what your USPs will be, so now it’s time to figure out what works best for your online audience.
PPC Campaigns - Reinventing Ads
There is always room for small adjustments.
Play with the verbs in your CTA (“try” or “discover”?).
Play with the numbers (1M or 1,000,000?).
Include or exclude your brand name ("Site Audit" or "SEMrush dubai whatsapp number Site Audit"?).
Sometimes these small changes can significantly improve your CTR.
We, for example, have increased our CTR by 30% by changing just one letter across all of our UK Adwords campaigns.
With all due respect to good old British spelling traditions, we have replaced the American "Z" with the British "S" in verbs such as "analyse" and "optimise" and the British have really appreciated this drastic change.
At SEMrush we continuously monitor Google updates.
If the search engine doesn't stop, neither do we.
By testing the updates that are most likely to impact advertisers, we've concluded that Google is moving toward "autopilot" campaigns.
In short, the message is clear: the more you delegate to Google Ads' automated suggestions (placements, banner sizes, and so on), the more benefit you and your clients will get from your campaign.
However, the autopilot system will not be able to decide for you when it comes to determining your audience, so it is important to be clear about who your customers are, what search terms they use to describe their queries, and what visual effects activate and trigger them.
This initial input, consisting of keywords, ad copy, images, and dozens of other aspects, should be as specific as possible.
In this article, we'll uncover the most important factors that will help increase the efficiency of your Google Ads campaigns in 2019, and explore different ways to benefit from them.
Factors to make your PPC campaigns more efficient
Ad copy: Provides a variety of ads to choose from
These days, Google is required to give freedom of choice when it comes to ad creatives.
When ad variations are provided for the same set of keywords (at least 3 variations are now recommended), this helps ensure the best user experience.
Easier said than done: imagine writing 3 ads for each of your 100 ad groups.
However, there are several tricks we can use to smooth things out.
“Reinvent” your current ads
To avoid blank page syndrome, you can start by looking at your existing ads and making changes to them.
When it comes to ad copy, there's always something to test and improve.
We recommend trying to experiment with unique selling propositions .
If you are promoting an SEO tool, these USPs can be: a free trial, the number of keywords in the database, SEO awards received, etc.
I’m pretty sure you’ve already established what your USPs will be, so now it’s time to figure out what works best for your online audience.
PPC Campaigns - Reinventing Ads
There is always room for small adjustments.
Play with the verbs in your CTA (“try” or “discover”?).
Play with the numbers (1M or 1,000,000?).
Include or exclude your brand name ("Site Audit" or "SEMrush dubai whatsapp number Site Audit"?).
Sometimes these small changes can significantly improve your CTR.
We, for example, have increased our CTR by 30% by changing just one letter across all of our UK Adwords campaigns.
With all due respect to good old British spelling traditions, we have replaced the American "Z" with the British "S" in verbs such as "analyse" and "optimise" and the British have really appreciated this drastic change.