Advanced PPC – Part 1
5 Advanced AdWords Strategies You Can Implement Today
Now that you are familiar with the basics of PPC (if not, that is okay. Check out our blog on the basics of PPC), let’s move on to more advanced topics. This blog will talk about advanced Google AdWords techniques that you can learn about and implement. Here we go!
1. Test in-market audiences
Ever wonder what Google does with the enormous amounts of data they’re quietly collecting about all of us as we sail through a variety of Google products and Google-tracking-infused websites?
The idea behind this feature is to allow advertisers to look beyond demographics and target users who have demonstrated that they’re in the market for a specific product based on their web behavior.
Because Google knows when a visitor is actively researching and comparing products, or clicking on similar ads and converting, they can leverage this data to help advertisers reach potential customers on various sites across the web.
2. Try out AdWords dynamic ads
Standard remarketing serves up ads without knowing which specific product a visitor looked at on your site.
But Google recently launched the ability to do product-specific remarketing. Especially for retailers, this is a feature worth testing.
With a little help from your friends at Google, you can determine which products people looked at and serve up remarketing ads featuring those very products.
3. Customize ads with real-time updates
You know that urgency is an important component of high-performing ad copy, but who has time to constantly run promotions, update coupon codes and tweak ad text accordingly? Not you.
That’s why Google has introduced a handy set of scripts that the layman ad copywriter can understand.
For example, you can now tell Google, “My sale begins today and ends in 14 days, so update my ad copy accordingly every time you show it.” You can even use this strategy down to the hour: “Webinar starts in two hours – don’t forget to claim your seat.”
4. Schedule ads to correspond to your sales bandwidth
In some businesses, your customer will wait for that call – but others are different. When a lead is hot, it’s hot, and after a few hours have passed, a burning need becomes a passive query at best.
To maximize return on ad spend, some companies use ad scheduling religiously.
5. Don’t let competitors drain your ad budget
Your competitors are clicking your ads – I guarantee it. There’s a golden hack you can employ to keep from paying for these clicks.
The hack? Use IP exclusions.
There’s a trick for how to discover and block your competitors’ IP addresses, precluding them from ever seeing your ads again.