Today, most of the “marketing secrets” articles people find are just common-sense tips and general knowledge. It is rare to find Google Ads secrets that are actually secrets. Most of the PPC secrets you will find are widely adopted, which means they are the exact opposite of being a secret.
For those who are using Google Ads and who want to find some truly helpful information and tips to guide their campaigns, the information here will likely be invaluable.
1. The Iceberg Effect
Knowing what ads and keywords are responsible for your conversions is easy. The key is to have conversion tracking setup.
However, what happens when the keywords are no longer generating conversions? This is the secret -; the search terms. There is a good chance someone has a huge keyword to search discrepancy that is likely negatively impacting the ads created, spending money, and targeting users that are never going to actually convert.
If a marketer investigates their campaign today, they will likely find more search terms than keywords. The keywords are what is used to control what is being bid on. However, the search terms are what Google controls and what is being paid for.
By lowering the search term to keyword discrepancy, a person can regain more control of their campaigns. From this point, they can improve their cost per acquisition along with a number of the other metrics tracked by Google Ads campaigns.
2. PPC Traffic Temperatures
For those who have had prior successes with PPC marketing, there is a good chance they began by putting text ads on the Google Ads network. From this point, they tried to expand and utilize other PPC channels, such as Facebook and the Display network.
Then, the logic follows that the marketer would take the CTA that is working and replicate it elsewhere. Unfortunately, this often leads to fast failure. It is important to remember that visitors coming from various PPC channels will have different conversion intents. It also means that you must create a CTA with the conversion and temperature that matches the intent of the platform user.
3. Micro Conversions Matter
When someone begins a new campaign using the above tips, they may get frustrated if they do not see the conversion volumes they expected. If this is the case, there is a good chance that the execution is off. Due to this, a person must find out where the bottlenecks are. Before a user can complete a macro conversion (this is the goal), many micro-conversions must occur. Keep this in mind when creating campaigns.
4. Optimize Campaigns for Sales Rather than Conversions
Rather than focusing on getting conversions with the Google Ads created, a marketer needs to focus on sales. This is going to help them hone in their PPC campaign and achieve better results than only focusing on conversions. When it comes to Google Ads and other PPC platforms, there are several factors to consider. Make sure to keep the information here in mind to determine what needs to be done, and why, to achieve the desired results for the campaign that has been launched. By using the actual secrets found here, it will be possible for any marketer to achieve the desired results and get the needed sales and conversions from their efforts.