Explore the latest insights in PPC with a roundup of notable posts from February 2024.
4 advanced GPT-4 capabilities to level up your PPC efforts — Search Engine Land
Which ways can increase PPC power through GPT-4?
GPT-4 may boost PPC by managing keywords, creating ad texts, and aiding in audience development. However, it struggles with accessing real-time business data and personalizing based on user expertise. That’s why, you should focus on prompt engineering, plugins, custom GPTs, and actions. These strategies address GPT-4’s limitations in data access and personalization to enhance PPC marketing effectiveness.
- Prompt engineering improves interactions with GPT-4 for more relevant responses.
- Plugins facilitate data integration to allow GPT-4 to access external data sources.
- Custom GPTs can be tailored with specific knowledge, actions, and instructions based on unique needs.
- Actions enable custom GPTs to interact with external APIs to expand their capabilities.
Read on Search Engine Land
How Google Uses Keywords — Practical Ecommerce
Google tries to understand what users are looking for through language models and synonyms. This makes exact-match keywords less important but still relevant.
Google used to rank pages by matching search queries with exact text on web pages; therefore, it caused poor content to rank highly. For example, a search for “affordable airfare” might show results for “cheap flights” instead. Keyword research is still an important part of SEO to capture customer needs and better position them within the site structure. However, optimizing for exact-match keywords is outdated and may harm rankings due to Google’s Helpful Content algorithm. To create content that ranks well, proper topic research and understanding the search intent of the target audience form the basis. Including engaging elements along with relevant keywords will increase the success of your content. Also, keywords should be used in titles and meta descriptions without forcing them.
Read on Practical Ecommerce
Negative Keywords: What They Are & How to Use Them — SEMrush Blog
One of the most effective strategies to prevent irrelevant search queries in PPC campaigns is to list negative keyword.
They save money by avoiding clicks from disinterested users, improve Quality Score, and increase conversions. The more control you have over your account, the better the efficiency you have. Moreover, negative keyword match types include broad, phrase, and exact matches. How will you find relevant negative keywords for your business? First, conduct keyword research. Then analyze competitors’ strategies and search manually on Google. You can also use Google Keyword Planner and check Google Ads Search Terms Report. Once you have a negative keywords list, apply them in campaigns or ad groups.
Read on Semrush Blog
Are you getting the most out of landing page testing? — Unbounce
Landing page testing is one of the key methods for optimizing conversions. Otherwise, you may not sure which landing page strategy is works best for your campaign. Testing is the key, but how can you effectively test?
Start with a clear hypothesis and specific goals. Then, conduct A/B tests, altering one variable at a time. Focus on key metrics like conversion and bounce rates. However, avoid testing too many variables and ensure a sufficient sample size for reliable data. After all, analyze your data and iterate based on test results for continuous improvement. You can test headlines, CTAs, and images to figure out what resonate with your target audience. You may create the best headline, but it’s totally nonsense if it’s not relevant to your audience’s search intent.
Read on Unbounce
Gemini models are coming to Performance Max — Google Ads & Commerce Blog
Why is Google Ads planning to include Gemini models to Performance Max?
Of course, Google wants to enhance ad optimization with this update. Now, we live in a world where machine learning (ML) and artificial intelligence (AI) have taken over the marketing workflows. Gemini models also use ML to predict user behavior and adjust bids based on these predictions. It aims to improve ad performance across various platforms and devices. Therefore, advertisers will benefit from increased efficiency and better targeting. Performance Max campaigns already offer automation and flexibility, and with Gemini models, advertisers can double their strategies’ effectiveness-like better optimized bidding strategies, reaching easily target audience, etc. This innovation marks a significant step forward.
Read on Google Ads & Commerce Blog
Google hits back at report criticizing the Privacy Sandbox — Search Engine Land
Here is Google’s respond to criticism of its Privacy Sandbox. So, it enhances privacy by restricting access to user data.
Critics argue the Sandbox gives Google an unfair advantage by hindering competition. That’s why, Google defends its position, so it aims to uphold user privacy while supporting a sustainable advertising ecosystem. The company also stresses collaboration with regulators and industry players to refine the Sandbox. However, critics remain skeptical because advertisers have fears Google’s dominance could stifle innovation and limit consumer choice. On the other hand, Google asserts its commitment to transparency and open dialogue but faces ongoing scrutiny over its market influence and data handling practices.
Read on Search Engine Land
In 2024, the paid social advertising scene is dynamic, influenced by global economics and platform shifts.
Despite a slow growth in early 2023 due to economic downturns and tech changes like Twitter’s switch to X, digital ad spending is poised to rise. Therefore, brands face challenges in adapting to evolving platforms, consumer sentiments, and world events. For example, TikTok gains traction for its cost-effective ads and high engagement, while YouTube intensifies its Shorts feature to rival TikTok. Besides, AI investments, notably Meta’s $30 billion plan, shape advertising advancements. Despite the evolving landscape, businesses can thrive with expert guidance and AI-driven strategies. Here are the trends and predictions.
- Emerging Trends in 2024: Video dominance, AI-powered personalization, social commerce expansion, influencer marketing, interactive content, social listening and conversational ads
- Predictions for the future: Augmented reality (AR) advertising, sustainability-focused campaigns, enhanced analytics and attribution models, increased focus on social responsibility, customization of user experience, regulatory changes.
Read on Marin Software
How to do a PPC audit in 8 simple steps — WordStream
PPC accounts often reflect the unique strategies of their original owners. However, it’s okay if it’s challenging to understand its history and health as a new manager to navigate.
After taking over an account, you need to check the account history. Also, regular experiences are essential until to figure out everything. The process involves thorough examination of Google Ads accounts to identify strengths, weaknesses, and areas for improvement. By following this checklist, managers can gain insights into account performance and make informed decisions to optimize campaigns. Regular audits not only maintain account health but also drive better results in pay-per-click advertising.
- Check your conversion tracking
- Review your targeting
- Assess your ad group relevancy
- Check how many ads are in each ad group
- Dive into ad assets
- Review your keyword match types
- QA your negative keywords
- Create a game plan
Read on WordStream
How to build a content workflow to systematize content creation — SEMrush Blog
A structured content strategy workflow is everything for effective content management. Otherwise, some crisis can occur.
What’s an effective workflow? It’s about setting clear goals, identifying the right audience, doing keyword research, creating an editorial calendar, and integrating feedback loops. Also, you should have great communication and collaboration between team members and use some content management tools for efficiency. Based on data and feedbacks, you should regularly review the results and optimize the content to increase conversions. Lastly, you should stay up-to-date about industry trends to create new strategies. Shortly, the benefits of a well-structured workflow include improved content quality, increased efficiency, and better alignment with business objectives.
Here’s the content workflow for creating an article:
- Determining the content’s intent
- Performing keyword research
- Researching article topics
- Preparing the content brief
- Writing the draft
- Editing the draft
- Publishing the finished page
Read on SEMrush Blog