Advanced PPC – Part 2
5 advanced Google AdWords features to enhance your PPC
Google AdWords is a highly effective marketing channel for brands to engage with customers.
The auction-based pay-per-click (PPC) model has revolutionized the advertising industry, but beneath the seductive simplicity of this input-output relationship lies a highly sophisticated technology.
1. Demographic targeting
As part of Google’s ongoing shift from a keyword focus to a customer-centric approach, demographic targeting has improved very significantly.
This feature now allows advertisers to target customers by income and parental status, along with gender and age. Targeting by income is only available for video advertising and is restricted to the U.S., Japan, Australia, and New Zealand for the moment.
Search forms a fundamental part of this brand-consumer relationship, so businesses are understandably keen to ensure they are set up to capitalize on such heightened demand.
Click-to-call can be an overlooked opportunity, as it does require a little bit of setup. If advertisers want to add call extensions, report specifically on this activity, and even schedule when these extensions appear, it is necessary to do this manually within AdWords.
3. Optimized ad rotation
In essence, ad rotation constantly tests different ad variations to find the optimal version for your audience and campaign KPIs.
Google’s machine learning technology is a natural fit for such a task, so it is no surprise that Google wants to take much of the ad rotation process out of the hands of advertisers and turn it into a slick, automated feature.
Perhaps this focus on the machine learning side of things has led advertisers to beleive that the process now requires no input from them.
4. Custom intent audiences
Google is clearly making a play for more of the traditionally ‘top of funnel’ marketing approaches.
The launch of more granular custom intent audiences with the Google Display Network is part of a wider strategy to take on the likes of Facebook by providing greater control over target audiences
These automated audience lists are generated based on activity across all of your Google marketing channels, including YouTube and Universal App Campaigns, along with Search and the Google Display Network.
5. Smart bidding
In a nutshell, smart bidding uses machine learning to asses the relationships between a range of variables and improve performance through the AdWords auction.
It is capable of optimizing bids to ensure the best possible return on investment against the advertiser’s target KPIs. Smart bidding does this by looking at the context surrounding bids and isolating the factors that have historically led to specific outcomes. Based on this knowledge, it can automatically bid at the right level to hit the advertiser’s campaign targets.
These targets can be set based on a target CPA (cost per acquisition), ROAS (return on ad spend), or CPC (cost per click).