Digital marketing will perhaps always be in a state of some change or another. This is pretty much an accepted truth, and the history of the various platforms show this.

1. You Must Be Willing to use
Other Options
Digital marketing will perhaps always be in a state of some
change or another. This is pretty much an accepted truth,
and the history of the various platforms show this. Paid
search is becoming a little bit more intricate, and requires
flexibility on the part of account managers. Strategies have
to be adjusted to reflect both new developments and rising
opportunities. It is a bit sad but some account managers
continue to use what they think are good strategies. They
really are not, and they are costing money and not
producing results. Here are a few examples of PPC practices
that create problems.
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2. Dynamic Keyword Insertion by itself is a good strategy but
account managers may overuse it. DKI is used for creating
and text, but sometimes it is employed as more of a timesaver.
It is an easy solution that can cause some serious problems.
An account manager can accidentally bid on misspelled
keywords and bid on branded terms by mistake. DKI is a
sturdy work horse, but it is not a game changer. It is better to
develop ad groups that concentrate on particular themes. This
allows for more coherent ads that have keywords more related
to the product or service.
www.ppcadsthatsell.com

3. Ad customizers can be used and these are just as good if
not better than DKI. You can tailor your advertisements to
a product brand and model, product pricing, and even have
a countdown functionality with a call to action that
persuades users to make early purchases.
www.ppcadsthatsell.com

4. Overusing the Search Network
of Google
 There is no question that account managers should initiate
PPC efforts using the Google Search Network. Yet, using
Google for everything deprives you of a chance to explore
other possibilities. There are other options you may use
which are highly effective. They include:
 Google Shopping. It permits you to display on the SERP
images of the product you’re trying to promote. The results
can be extremely impressive.
www.ppcadsthatsell.com

5.  Bing Ads Search. What is nice about this option is it follows
a format that is close to the search marketing of AdWords.
You will get lower volume, but that is balanced by less
expensive CPCs.
 Remarketing. This sometimes is an afterthought but it is
highly usable. You can have ad campaigns which reach out
to people within your site in the past, and are more likely to
do business with you. Remarketing is also rather easy to
establish.
 Google Display Network. This can reach millions of sites.
You can easily use it to promote your brand, and connect
with top of the funnel consumers.
www.ppcadsthatsell.com

6.  Yandex/Daum/360/ and other Search Engines. If you are
using Google exclusively in Russia, you are ignoring its
major search engine which happens to be Yandex. Google is
very well known, but it is not the primary engine for a
number of countries. You’re missing out on a large pool of
consumers if you do not take a look at the popular search
engines in various large foreign markets.
www.ppcadsthatsell.com

7. Ignoring International PPC
Practices.
It is a natural mistake to use domestic PPC campaign
strategies in foreign markets. This has some major
challenges, because Google Translate is not going to pick
up on dialect. That can be a very serious shortcut in a
country like China, which has distinct dialects spoken by
millions of people.
Cultural diversity is something that must be taken into
account with foreign campaigns. Some nationalities are
willing to bargain, and others might not. Your campaign
has to understand the nuances of the people whom you are
trying to approach. This means developing an international
PPC campaign focusing on the targeted population.
www.ppcadsthatsell.com

8. Keyword Cramming
There’s a real temptation to have numerous keywords in
the campaign ads. That was deemed necessary in the past
but is no longer usable. Close variant keyword matching
means there is no reason to stuff the text with lots of
keywords. You can easily find yourself with poor quality
scores, which result from terms that have low search
numbers.
Identity-based targeting is going to be more effective. You
can target a market with certain criteria and demographics.
This can allow you to be a little bit more sophisticated, and
have campaigns that are focused towards consumers more
likely to buy.
www.ppcadsthatsell.com

9. Decisions Centered on Quality
Score Figures Only
Quality scores are important but like everything else
mentioned so far, overuse is going to cause problems. CPA
and conversion rates ought to be consulted when decisions
are being made. A given keyword may indeed have a low
score, but that same phrase might be producing good
conversion numbers. You can use quality scores as a backup
evaluator. Low quality scores might also mean reassigning
keywords to a different ad group.
www.ppcadsthatsell.com

10. The old reliable way of doing things may no longer be
practical, especially when it comes to foreign markets. It is
important to be able to look at what other options can do to
help. It means developing a more flexible, open style to
managing PPC accounts. The new economy and the
constant change in digital marketing makes such dexterity
important.
www.ppcadsthatsell.com