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Get An A+ in PPC: Using Lessons Learned in 2020 to ACE Google & Facebook in 2021

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Get An A+ in PPC: Using Lessons Learned in 2020 to ACE Google & Facebook in 2021

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Two tenured digital experts dive into the most important Google & Facebook lessons they learned this year, that will help you be successful in the year to come.

Your lessons will cover:

Account structures that DON'T work.
The most successful ad types for each platform.
Clever ad copy to increase conversions.
The reason video needs to be part of your 2021 plan.
That's only a sneak peek!

Two tenured digital experts dive into the most important Google & Facebook lessons they learned this year, that will help you be successful in the year to come.

Your lessons will cover:

Account structures that DON'T work.
The most successful ad types for each platform.
Clever ad copy to increase conversions.
The reason video needs to be part of your 2021 plan.
That's only a sneak peek!

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Get An A+ in PPC: Using Lessons Learned in 2020 to ACE Google & Facebook in 2021

  1. 1. Get An A+ In PPC: Using Lessons Learned In 2020 To Ace Google & Facebook Ads In 2021 September 2020
  2. 2. | Confidential 2
  3. 3. 33 WordStream has partnered with LOCALiQ to deliver results- focused, technology-backed marketing services to help local businesses unlock measurable business growth.
  4. 4. | Confidential 4 The webinar will be recorded. Check your inbox for the materials. Submit your questions for Q&A!
  5. 5. | Confidential 5 I’m Kaitlyn! ● Senior Onboarding Specialist at WordStream ● Navigates new clients through their first month at Wordstream so they can instantly find success! ● Guinea pig enthusiast Kaitlyn Boehm
  6. 6. | Confidential 6 I’m Susie! ● Digital Marketing Consultant at WordStream ● Consult lead generation and ecommerce clients in Search, Social and Shopping ● Lover of all things pumpkin spice Susie Marino
  7. 7. | Confidential 7 Google Ads (Susie) Facebook Ads (Kaitlyn) Using Lessons Learned In 2020 To Ace Google & Facebook Ads 1. Automatic Vs. Manual Bidding Strategies 2. Out With The Old, In With The New (Account Structure) 3. Where did Average Position go? 4. Ad Types: Expanded Text Ads Vs. Responsive Search Ads 1. The Deal with Special Ads Categories 2. Branch Out and Try New Strategies 3. Give Your Ad Copy Some Love 4. Video Ads are King!
  8. 8. 8 The Elephant in the Room
  9. 9. | Confidential 9 Facebook Advertising in the Age of Covid-19
  10. 10. | Confidential 10 Search Engine Advertising in the Age of Covid-19
  11. 11. 11 Google Ads Lesson #1: How To Know Which Type Of Bidding Strategy Is Right For You
  12. 12. | Confidential 12 Manual Vs. Automatic Bidding Manual Automatic ● Allows for more control ● You manually set each individual keyword’s bid ● Time Consuming ● Can change anytime you want ● Budget friendly ●Set Up in Google or in WordStream ●Only set at Campaign level ●Can vary campaign to campaign ●Can go above your Daily Budget ●Bid adjustments are applicable ● Many different options (ie. Maximize Clicks, Maximize Conversions, Target CPA etc.) ● Saves time ● Leverages Google’s machine learning ● Can spend at a higher rate ● Bid caps for Max Clicks ● Algorithmic Learning Period
  13. 13. | Confidential 13 How To Know Which Strategy Is Right For You • Tight budget or want more control? Go for Manual! • Tight on time or unsure where to even start when it comes to your Max CPC bid? Try out Automatic! • There is no one right answer or “secret sauce”
  14. 14. | Confidential 14 Bid Adjustments • A “baby step” approach to making the switch from Manual to Automatic Strategy • Still allow for a decent amount of control • The most helpful with manual bidding • Want to completely cut out a specific device for your reach? Bid adjustments are here for you- regardless of your bid strategy!
  15. 15. | Confidential 15 Bid Adjustments (Cont.)
  16. 16. | Confidential 16 Bid Adjustments (Cont.)
  17. 17. | Confidential 17 Now is the time to be picky about what is most important to you as an advertiser. There are many different strategies and adjustments to try out, but make sure you choose what fits your goals at the current state of your account.
  18. 18. 18 Facebook Ads Lesson #1: Special. Ad. Categories.
  19. 19. | Confidential 19 What are they?
  20. 20. | Confidential 20 Introducing Special Ads Audiences
  21. 21. | Confidential 21
  22. 22. | Confidential 22 The point is…. Special Ads Category advertising is tougher more than ever- but we need to work with what we still have and utilize Special Ads Audiences and getting picky with our ad copy
  23. 23. 23 Google Ads Lesson #2: Friends Don’t Let Friends Use Old Account Structure Strategies
  24. 24. | Confidential 24 2 Account Structure Strategies We Need To Retire In 2021: 1.Single Keyword Ad Groups (SKAG) 2.Bid Stacking
  25. 25. | Confidential 25 SKAG What is it? An ad group with only one keyword in it. This was used to improve account performance/score. Why don’t we like it? ● Ad Relevance is only a small part of Quality Score, so it’s not really necessary ● Can cause an unnecessary amount of ad groups What to do instead? ● 10-20 Keywords/Ad Group ● No more than 10 Ad Groups/Campaign ● Single THEMED Ad Groups (STAG)
  26. 26. | Confidential 26 Bid Stacking What is it? Assigning the same keyword in the same ad group multiple times with only difference being different match types. One major point of this that people often forget is the point of Bid Stacking is to eventually wean yourself off of it. Why don’t we like it? ● People think Bid Stacking allows you to reach a more meaningful pool of search queries, but this has been proven to be untrue. ● Can cause an unnecessary amount of keywords within an ad group allowing for wasted spend ● Close Variants! What to do instead? ● 10-20 DIFFERENT Keywords/Ad Group ● Test out different match types first if you’re unsure which to use, then stick to one or two.
  27. 27. | Confidential 27
  28. 28. | Confidential 28
  29. 29. 29 Facebook Ads Lesson #2: Branch out!!
  30. 30. | Confidential 30 There are so many different ways to target via Facebook - so don’t get stuck with the same ol’ routine!
  31. 31. | Confidential 31 The World of Facebook Advertising
  32. 32. | Confidential 32 For example….
  33. 33. | Confidential 33 Awareness Consideration Conversion
  34. 34. 34 Google Ads Lesson #3: A Year Without Average Position!
  35. 35. | Confidential 35 Average Position
  36. 36. | Confidential 36 Absolute Top Impression Rate
  37. 37. | Confidential 37 Top Impression Rate
  38. 38. | Confidential 38 Top Impression Rate (Cont.) Top Not Top Absolute Top
  39. 39. | Confidential 39 Getting to know these new metrics can give us a competitive edge while we audit our campaign performance
  40. 40. 40 Facebook Ads Lesson #3: Your consumers should appreciate your ads
  41. 41. | Confidential 41 Whether you believe it or not, ads resonate with your audience. If you really focus on making unique and appealing ad copy, you have the chance to stand out from others in the market and establish brand loyalty
  42. 42. | Confidential 42
  43. 43. | Confidential 43 The Proof is in the Pudding!
  44. 44. | Confidential 44 Switch Up Your Messaging ● Message things differently for different audiences ● Curate ads that align with the customer journey ● Tell a story through your audience funnel
  45. 45. 45 Google Ads Lesson #4: Showdown: ETAs Vs. RSAs
  46. 46. | Confidential 46 ETA (Expanded Text Ad) RSA (Responsive Search Ad) ● 1 Final URL ● 3 Headlines ● 1 Display Path ● 2 Descriptions ● 1 Final URL ● 3-15 Headlines ● 1 Display Path ● 2-4 Descriptions
  47. 47. | Confidential 47 Why not have both?
  48. 48. | Confidential 48 ETA & RSA: DON’Ts What To Avoid ❖ Keyword Stuffing ❖ Mismatching Headlines & Descriptions
  49. 49. | Confidential 49 ETA & RSA: DO’s Best Practices • 3-5 Ads/Ad Group with at least one RSA • Fill out every single portion of your ad copy • Continue to include top performing keywords • Keep each section cohesive within your ads • Freshen ad copy regularly
  50. 50. 50 Facebook Ads Lesson #4: Video Ads Are King!
  51. 51. | Confidential 51 Action! • According to Adobe, shoppers that view videos are 1.81 times more likely to purchase than non- video viewers…..
  52. 52. | Confidential 52 • Have engaging imagery or video • Don’t push lower funnel actions to upper funnel audiences • Take risks! Remember that people will “unknowingly” appreciate your ad - but only if its good!
  53. 53. | Confidential 53 WordStream’s Solution
  54. 54. | Confidential 54 BUT WAIT
  55. 55. 55 Bing Moment!!
  56. 56. | Confidential 56 It's Time to Appreciate Bing ● The US had a Bing Market Share of 34% from a research done in 2017 - increasing every year ● Bing has features Google doesn’t! ● You can get started in as little as 10 minutes!
  57. 57. | Confidential 57 Bing also helps Google & Facebook! • Over 75% of people will abandon your website… • Remarketing can be crucial to a cross platform approach. A strong brand campaign in Google/Bing can help bring people back to your website from Facebook! • Bing has different demographics that Google
  58. 58. 58 Final Takeaways
  59. 59. | Confidential 59 Google Ads Facebook Ads We Made It! 1. Special Ads Categories - work with them- not against them 2. Branch out and test new strategies 3. Be creative! Clever ad copy can make or break your advertising 1. Never lose sight of your overarching PPC goals 2. Allow your account structure to ebb & flow along with PPC trends 3. Always be learning about new metrics because you can leverage them later Bing Ads 1. Give it a shot!
  60. 60. © Copyright 2020 WordStream, Inc. All rights reserved. Thank you!

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