Categories
Most historians agree that the Stone Age officially over one million years ago.
It is believed that the early man started making simple tools, such as a cutting knife, hand ax, and hammer using stones.
The National Museum of Natural History states that over 200,000 years ago, sophisticated tools, such as bow and arrow, were rampant among the early humans.
Over 1,000 archeological sites documented by the museum support the premise that humans began implementing simple technological solutions millions of years ago. The quest to make our lives easy with the help of technology is ingrained into our subconscious.
The fact, as mentioned above, explains why tech innovation in today’s world evolves almost at the same rate as your heartbeat.
Since the dawn of human existence, people have been inventing tools to help the world overcome obstacles instigated by Mother Nature.
Even monkeys use technology (tools) to execute recurring tasks, such as eating, collecting food, and sometimes personal defense against predators.
Whether you’re a supporter of biblical creation theory or a proponent of the Darwinism School, technology is the best thing ever to happen to human existence.
Why?
It saves time and costs (resources used), making your life easier. The fact above is not an exception to PPC marketers.
In today’s world, digital marketing is increasingly becoming data-centered due to a surge in commercial activities on the web. In the current era, marred with a global pandemic, online purchases have more than quadrupled. Almost everyone is getting used to electronic purchases to either avoid Coronavirus or comply with lockdown laws.
The delivery network is increasingly being recognized as essential, same as the medical sector. Digital marketers need to leverage relevant pay-per-click tools maximally to increase brand awareness and sales revenue.
The word ‘tools’ refers to techniques, strategies, and applications used by marketers to gain an edge over rivals.
Today’s paid search marketing tools are relatively intelligent due to artificial intelligence (AI) and machine learning (ML). This consequently results in insight-driven decision-making and profit growth in the long term. Also, they save you time to focus on high-level strategies, such as improving the overall user experience and trimming the average cost per click.
As you read the blog post, you’ll discover the power of ML and AI in digital marketing and what you need to leverage them maximally for more profits.
You’ll be stunned by what you’re missing by handling your client’s ad campaigns manually.
Innovate or die!
PPC marketing is a complex digital channel, especially if you are starting. It can make or break your client’s campaigns depending on your overall strategy.
Stick with me to learn more about the insider PPC tips.
I won’t go into detail about what’s paid search marketing. I believe you’re reading this article to learn the newest tools in the market to improve your existing or new ad campaigns.
There are innumerable benefits of pay-per-click marketing to small and medium-size businesses (SMBs). Whether you’re trying to persuade your client, team, or management about the value of paid search marketing, there’s a strong case to be made.
Pay-per-click marketing presents a significant opportunity for digital marketers to grow their traffic and conversion metrics.
For starters, pay per click (PPC) offers the following:
Did I mention it grants you access to a new market?
Google Ads allows you to select relevant semantic terms to target only users that matter to you.
1. Agility: Performance results are easy to track and measure. Besides, pay-per-click marketing complements other marketing platforms, such as social media and SEO.
What’s good nowadays than reaching the right people at the right time?
Well, a smart PPC platform provides you with the freedom to customize your campaigns to reach people at relevant times.
2. Measurement: Today’s digital marketing is highly data-driven due to the incorporation of machine learning (ML) and artificial intelligence (AI). You can track the performance of your ad campaigns down to the last cent spent.
How?
Paid search advertising provides you with measurable metrics, such as return on ad spend (ROAS), to track budget usage.
Are you a small or medium business owner without PPC in your overall marketing strategy?
You’re losing out on valuable revenue and traffic.
More and more online enterprises are taking advantage of paid search marketing to grow revenue and reach new audiences. The current global pandemic helps accelerate the growth of the online market in frontier markets in Asia, Latin America, and Africa.
The fact above presents SMBs with an opportunity to scale their operations to the highly profitable global market.
PPC management entails overseeing your paid search campaign’s spend. Managing an ad campaign can be done by a dedicated specialist or a business owner. It doesn’t matter really.
Managing a paid search campaign entails discovering and targeting specific search queries keyed in by prospects.
For example, you’re running a shoes campaign and you are new to the niche. You don’t want to target a broad search term with mismatched intention. You want to be targeting a semantically relevant keyword that connects you to an audience looking for footwear. A keyword analysis is as critical as a body armor protecting a soldier in the battle frontline.
Inaccurate insights into words your audience is using to look for your niche products can drive you into massive losses. It’s like erecting billboards in a location frequented by blind people.
Data-driven PPC management applications allow you to monitor search term reports closely for in-depth insights.
Besides, it provides you with a clear picture of performers and non-performers. For instance, a smart paid search management app provides you with measurement metrics for each stage of your customer’s journey.
An anomaly in clickthrough rates (CTR) of a particular ad group is a strong signal that corrective action is needed. Most importantly, it allows you to keep an eye on the ROI and use it as a guideline to dictate ad spend.
There is no need to reinvent the wheel in digital marketing.
Benchmarking is the game played even by most seasoned digital marketers in the industry.
Keeping an eye on tactics and strategies utilized by competitors is significant to the success of any marketing campaign. Benchmarking on what’s working in the market has helped multiple SMB brands to scale to the global market. However, the whole task of business intelligence is time-intensive.
You need a decision engine to conduct rival analysis and provide you with gaps in their practices and what’s working for them.
Predictive ad management apps make optimizing your ad spends EASY.
How?
You can filter out users matching a category that makes them unlikely to convert.
A high-end fashion retailer, such as Burberry might limit ads to high net audiences because of the high price.
A restaurant based in Houston might limit its ad coverage to the region for relevance and targeting purposes. After all, it’s counterintuitive to target audiences in other states or countries unless you run a chain or franchise business.
Constant split testing in digital marketing will never get old. You’ll find altering small attributes, such as text, graphics, and other display variables has a HUGE impact on your campaign.
Google Ads, Bing Ads, affiliate networks (Amazon), and paid social media placements are some of the channels you should consider for paid search strategy.
However, Google Ads has guaranteed access to an expansive online market.
Managing a pay per click campaign manually is not an option in today’s highly competitive and data-driven landscape. Besides, it’s highly recommended if you’re running multiple ad campaigns at the same time.
Why?
Machine learning (ML) and artificial intelligence (AI) are the two single-most revolutionary revelations in today’s marketing.
Trained algorithms are increasingly taking over various aspects of PPC management, such as forecasting.
Another compelling benefit is that you can identify the needs of existing customers to form strategies for encouraging repeat purchases. You need to automate your paid search campaign as early as now if you want to achieve your primary goals.
Innovate or die!
You’ll come across the phrase mentioned earlier in every tech podcast or keynote presentation, such as TedEx. It’s either you leverage innovation to your advantage or get wiped into extinction by the competition.
You may have come across Terminator 2: Judgment Day (1991) or Star Trek Generations in 1994 movies. British filmmakers recently gave us a glimpse of what’s possible with AI through the blockbuster movie, Ex Machina.
The examples above reveal that the concept of ML and big data is not new.
Google is increasingly pouring billions of dollars into research to make its algorithms smarter. It’s no longer about keyword matching anymore. It’s about the intent of the users.
How do you establish the intent of the user?
The intent of an online user is accurately predicted by the algorithms using the past data and the context of the query.
For instance, you want to purchase a Chevy Tahoe. When you type in a search query, you expect SERP and ads to be tied to a car not Tahoe city, Tahoe restaurant, or Lake Tahoe.
Modern digital marketing is more data-centered due to the availability of vast amounts of relevant information. AI and ML are increasingly getting deployed by search engine marketers to drive profits and cut the overall cost of acquisition in the long run.
AI is a growing branch of computer science that produces ‘trained’ and intelligent algorithms that think, respond, and perform tasks based on the data feed.
AI and ML platforms can perform a more comprehensive array of tasks, such as natural language processing and problem-solving. There’s no doubt that digital advertising is one of the success stories of automation led by machine learning.
Intelligent PPC platforms analyze users’ information and other aspects to tailor the most relevant ads, which is part of user experience (UX).
Who else doesn’t know Google is a strong proponent of marketing campaigns that focus on improving the UX?
Why?
The search engine brand has managed to carve a sizable market globally by improving the overall user experience.
Improve the experience of your customers, and you have yourself a significant following of loyalists. It’s that simple. With an artificial intelligence decision engine, marketers can spot or predict micro-trends and position their brands accordingly.
What’s more?
AI-driven PPC management applications are increasingly becoming more affordable and accessible to SMBs.
Since you’re still reading the article, you don’t have to pay more to access an insight-driven decision engine that provides you with actionable recommendations to optimize your ads EASILY. AI-driven marketing tools give you control over your key performance metrics (conversion, ROAS, and CPC) as convenient as ordering an Uber ride.
It’s irrefutable that AI largely influences your customers’ INTENT, helping to provide relevant recommendations and timely customer service.
By the time you finish reading, you’ll have realized that AI is the steroid that is pushing paid search marketing to newer heights never seen before. Handling your Google Ads campaigns without a smart helper is synonymous with the Stone Age era. Even the early man was conscious enough to realize the importance of technology in making life worth living.
ML tools can help you level-up your PPC campaigns by providing vital information that demonstrates the following:
Search engine optimization (SEO) is still a significant player in a well-rounded digital strategy. It’s no wonder why many marketers are choosing to specialize in this highly sought-after skill.
Have you received the memo about Google’s latest strategy regarding ranking?
SEO algorithms are increasingly becoming intelligent due to constant ‘training’ using past data. Google is focusing more on intent rather than exact keyword matching.
The aforementioned explains why, across significant search platforms, searchable content insights may become more relevant than specific keywords.
Coming up with a revolutionary product is not a monumental task. Convincing the market how the product will change lives is the real deal. Many ground-breaking inventions are yet to see the light of the day due to a flawed marketing approach.
You have a niche product that’s well packaged.
How do you leverage digital resources to your benefit?
There’re different marketing strategies at your disposal to help you achieve your goals. Your desired outcome could either be email sign-ups, actual purchases, or brand awareness.
Marketing tools are ideal if you need to communicate your brand to new audiences. SMBs need a platform to manage and optimize ad campaigns without fighting their way through Google Ads reporting.
Monitoring a campaign is not an easy task. There are so many metrics you have to track. Without a smart helper, failure due to human error (intuition decision-making) is within the horizon.
Do you trust your ‘gut’ probably because you’re a seasoned PPC strategist?
Relying on your intuition is one of the grave mistakes categorized in the same breath as the invention of nuclear missiles.
Modern PPC management tools function based on past data. They are fed with a vast amount of information that you can filter to target specific attributes. For instance, you can filter the target audience based on various dimensions, such as the device.
If you notice that mobile ads are performing poorly while desktop ads are converting well, you have an option to re-allocate your ad spend to the best performing device.
Let’s recap the article briefly.
So far, you’ve discovered the benefits of AI-driven PPC campaigns. You have also gotten a glimpse of the inner workings of the so-called ‘smart pay per click platforms”.
The key giveaway is automating and innovating your search engine marketing strategies for guaranteed sales revenue and profits.
Most of you use several different marketing tools that can be classified broadly into:
Different SMBs have a range of marketing tools at their disposal. Some of the tools are best suited for boosting sales, while others focus on overall campaign performance.
A keyword analysis is the most vital cog in your online advertising gear system.
Why?
Search queries are trigger points of your campaign. Picture a trigger system of any gun. Soldiers ensure their weapons are well oiled in all the moving parts, including the trigger, to avoid unexpected death at the battle.
Failure to optimize your keyword in respective ad groups is equivalent to FAILURE. You MUST have an accurate data set of search volume. Besides, you need semantically relevant search terms for your campaign.
The least your keyword tool should do is to provide accurate results. You need a string of keyword phrases that are a close match to your rivals as possible. If you can remember, earlier on, I cautioned you against re-inventing the wheel.
Well, keeping close tabs on your competitors with regard to search terms is one of the sneaky methods used by seasoned PPC strategists.
In PPC advertising, the best ROI is achieved by keeping an eye on performance. You need the best tool to have a clear picture of where your campaigns are headed in the long term.
Visualization is one of the most effective ways of monitoring ad campaigns. Having charts telling you what to maximize on and what to cut off is very useful. Most small and medium size businesses (SMBs) use PPC tools with flawed visual analysis.
Visual charts are like UAVs that provide battle commanders with a broader picture of the enemy troop movement.
You need a visualization tool that turns the vast amount of data generated by your ad campaigns into actionable insights. It’s only after accomplishing the fact as mentioned above; you can embark on asking the question, “what do you need for better performance?”
Having access to smart and customizable visual charts is a fantastic way to monitor pay-per-click campaigns.
Stick with me to learn the most groundbreaking PPC management innovations trending in 2024. You don’t want to miss the last segment, especially if you are a small and medium-size online business owner.
I promised earlier on to reveal the TOP 3 TRENDING tools in 2024. Technology is highly dynamic, almost at the same pace as a heartbeat. Billions of dollars are being invested in research and development as we speak to improve ML and AI further.
Whoever came up with the phrase ‘information is power’ was not mistaken. Data is priceless. Why do you think Google will never lose relevance among search engine marketers (SEMs)?
The data generated by the search engine giant is GOLD. It provides in-depth insights that are a million times accurate and relevant than your intuition (gut).
Having the tools highlighted below in your arsenal guarantees you ACCURATE insights to propel the delivery of data-driven, personalized ad experiences for target consumers.
Enormous ad accounts are quite challenging, especially during identifying opportunities to maximize on and risks to eliminate.
PPC Signal application helps you optimize your paid search campaigns for a guaranteed return on ad spend (ROAS). It has an integrated decision engine that depends on machine learning and artificial intelligence to keep you updated with actionable insights.
Most rival products are designed to implement the campaign recommendations without your prior permission.
Some of the insight-driven recommendations produced may be misaligned with your overall campaign goals. This, in turn, can result in losses or early draining of your ad budget.
The Signal app is designed to offer recommendations ONLY.
You have complete control and freedom to implement the optimization insights after conducting due diligence on your campaign objectives.
PPC Signal monitors your ad campaigns frequently for statistically significant patterns. When something important comes up, it suggests an improvement backed up by real data.
The insight-backed signals generated facilitate both timely action and accurate forecasting. The predictive ad signal generated by the ML is categorized into:
(a) Opportunity Signal
Assume the signal application has noted that your CPA is falling while your clickthrough rate is through the roof. The optimal action is to lower your ad spend or reallocate your budget to struggling campaigns in such a scenario.
Essentially, a positive signal is a bearer of good news. It provides insights geared towards growth and profit maximization.
(b) Risk Signal
A risk signal is generated when attributes contributing to poor campaign performance have been detected. Assume your CPC is growing, but your CTR is already approaching optimal levels.
The AI-driven app will advise you to watch out for CPC and trim wastage.
i.A large number of accounts and campaign
You are an SMB, and you have many accounts and multiple campaigns to manage.
How do you undertake the above endeavor profitably?
You need a companion that helps you manage innumerable marketing campaigns, monitor performance, browse segments, track budgets, and provides reliable notifications when significant changes happen.
The signal product is designed to search your accounts for inefficiencies and opportunities, generating ready-to-implement insights in seconds.
Managing paid search campaigns is not an easy task. There’s a lot of moving parts that require optimization to achieve the desired goal. PPC Signal application has a friendly user-interface (UI) that allows you to access and interpret the rich and reliable recommendations EASILY.
Log into your ads account, select a campaign, and launch a PPC Signal. In less than a second, you get campaign-related insights that allow you to take immediate and decisive action.
iii. Signals and Warning before time
The screenshot below shows a sample of recommendations generated by the Signal platform.
The red color denotes a risk, while the green represents an opportunity.
The insight-rich recommendations are generated either on time or ahead of time.
How cool is this?
Imagine being able to foresee losses and avert them before they occur?
Here is even a cooler fact.
Picture yourself running multiple profitable ad campaigns because of accessing cost-saving opportunities ahead of time. Well, with PPC Signal, the possibilities mentioned above are not only GUARANTEED but also limitless.
The small blue trends depict the overall movement of your campaign under analysis. An uptrend is an indication that your ad campaigns are on a growth path. The blue C (Forerunner Sales) depicts the respective ad campaign under investigation.
As depicted by the screenshot in the first campaign, the signal generated is classified as a risk. The CPC is draining the ad spend significantly. This is the time to investigate whether your rivals are to blame for soaring cost per conversion (CPC).
In the second paid search campaign, the signal generated is categorized as an opportunity (green). The CTR is growing among the mobile users in the Garmin Forerunner campaign. The PPC manager should consider whether it’s the perfect time to lower ad spends or re-allocate to other campaigns.
Keywords are queries that help search engines identify the topics that your content covers. Algorithms are increasingly growing intelligent in analyzing the search terms and the intent behind them.
The performance of your Google Ads campaigns is highly dependent on keyword optimization.
Keyword research and planning are critical to any PPC campaign. PPCExpo Keyword Planner increases CTR and Quality Score by helping you to find high-performing search terms and filter negative words.
Remember, your clickthrough rate is tied to quality score, according to Google.
The value of a chosen keyword is determined using the factors below:
The search volume denotes the number of users using a particular keyword or string of keywords to probe the search engine on a specific topic.
The cost per click metric estimates the expense of ranking a particular search term.
The factors mentioned above vary in different keywords (KWs). You now know why it’s hard to identify the keyword tool aligned with your business needs, including costs.
With PPCexpo Keyword Planner, you get to save tons of money and still access up-to-date and optimized keyword ideas. Profit is within your grasp with this tool. With a friendly user-interface (UI) that integrates seamlessly without your browser’s search engine, you need not worry about the time-intensive keyword search and analysis.
Adjusting your desired geographical location is as easy as pressing the button adjacent to settings, as depicted on the screenshot below.
PPCexpo Keyword Planner comes fully fitted with visualization charts, such as scatter plots and bar graphs for holistic and comprehensive analysis.
Do you want to make your keyword analysis EASIER by exporting it to a spreadsheet?
Worry no more.
Just click the Export button at the bottom right, and download data as a CSV file to be used in Excel.
ChartExpo is an AI-driven analysis app that comes with innumerable charts that are easy to read and interpret. It comes for Google Sheet & Microsoft Excel sheet plugin to help you create an accurate picture of your ad campaigns’ status in visual charts.
Forget the era of tireless spreadsheet and pivot tables analysis and scripts. The charting tool automatically analyses performance data, search terms, and bids to produce customizable and easy-to-read charts.
The smart chart tool helps to achieve the goals of your campaigns through the following:
iii. The ChartExpo creates engaging reports that help improve user experience, which is what Google demands.
3.You can choose charts aligned with your business’s goals from the expansive library updated continuously.
The early humans were conscious and intelligent enough to know they needed technology to make their lives easier.
As an SMB digital marketer, what are you doing to make your life easier?
How much do you value the data generated by your campaign?
Well, data is the lifeblood of today’s digital marketing. However, data paints only half of the picture. How do you get a complete picture of the status of your Google Ads?
The AI-driven marketing tools have revolutionized the world of digital marketing. Leveraging the appropriate and cost-effective PPC management tools maximally for actionable insights seems to be the only way to avoid being annihilated by the competition.
The fact mentioned above triggers the question, “What tools are you using to grow your SMBs? Are the tools aligned with your business’s goals of maximizing profits and cutting costs?
If you are yet to answer the questions above, please visit here.
PPCexpo tools are data-driven and cost-effective ways to propel your client’s ad campaigns to greater heights. The tools come packaged with a freemium keyword planner and a free audit for your account.
Innovate or die is the crucial giveaway of the blog article.
How much did you enjoy this article?
We will help your ad reach the right person, at the right time
Actionable insights discovered for you. Now you can do more in less time.
PPCexpo Keyword Planner will help you align your keywords with the customers’ intent.
Frequent audits will help you optimize your PPC campaign for success.
Visualizations give you the ability to instantly grasp the insights hidden in your numbers.
Experience the new revolution in reporting … click your way to insights, don’t scroll.
Calculate the number of combinations in your PPC campaign. It may surprise you.
Related articles
A landing page is a web page designed to drive specific actions. Learn the essentials of creating high-converting landing pages in our guide.
ROAS calculation can help you evaluate every PPC campaign's performance so that you know which of your campaigns are converting the best.
Discover the marketing lifecycle stages and how they shape customer relationships. You’ll understand their role in driving customer engagement and retention.
