We already wrote about the impact BERT had on SEO, and how the organic part of search engine marketing will work.
But what about PPC? Will the future be grim for PPC advertisers, or there is a way to make it work even better?
Last year, there was a heavy push on automation to become the predominant bidding strategy for all Google Ads accounts. But what about this year?
Here are 5 PPC tips to skyrocket your marketing strategy in 2020.
Tip 1: Embrace Automation
Following the current focus of Google Ads’ aggressive automation marketing, it will be without a doubt the main focus of 2020 too. It is, after all, the biggest trend of the past couple of years.
Although marketers were reluctant to accept automation in the past because of the terrible feedback, Google has made giant strides to improve the algorithm. This has worked, and we’re not afraid to say that automation is a viable bidding strategy. Still, use it with care.
Reports are leaning on both sides of the wall, some say it increased their ad spend without giving results, others say it helped them scale their accounts and grow.
What every PPC marketer needs to understand is that automation is here to stay. Having said that, the system isn’t perfect, and it has its flaws. But, by knowing these flaws, you can outwit the competitors that don’t.
Where to Start with Google Ads Automation?
If you haven’t already started using automated bidding, you can try it today. If you don’t want to fully commit to changing the bidding strategy of one of your campaigns, you can try Experiments.
How to Start an Experiment in Google Ads?
Select the campaign you want to experiment with, and in the campaign menu, at the bottom, there should be a Drafts & Experiments tab.
Click it, and click on NEW DRAFT. Name your draft, and add a description to it. This will give you a draft at the bottom of the campaign selection panel. Now, you can select your bidding strategy, targeting tweaks, and whatever you might want to experiment with. After you are done, click APPLY at the campaign status window. A message will pop up, asking whether you want to apply changes to the original campaign or Run an Experiment. We want to select the second.
The next window will require the name of the experiment, start and end dates, and most importantly, budget split between the experiment and its parent campaign.
Lastly, and most importantly, is the split test options of the experiment. This is located in the above window, under Advanced options. If you select a search-based split, it will split the traffic randomly based on customer searches. Be careful though, this means that a single person can view both the experiment and the parent campaign. The second option is cookie-based, and this enables you to show only one version of the campaigns to a single user, no matter how many times they see it.
Tip 2: Remarketing Is a Huge Deal
When we start working with many of our clients, the first thing we notice in their Google Ads accounts is that they don’t have any remarketing lists.
Therefore, we think that in 2020, everyone should start leveraging audience segmentation to show highly personalized ads to people who have already interacted with their business.