The Story of ROI and PPC. What can we learn from Google Search Experts?
What is PPC good for, or in other words, what are Google Search campaigns good for and how does the ROI help? Well, nothing complicated here, they increase your conversion rate of goods and services. If done properly, obviously. I’ll not dig into cluttered details about their structure, the best choice of goods and services in the portfolio that have a higher search volume, the keywords that need to be refined as the campaign gets constantly optimized. Such extensive materials about Google Ads from A to Z have been written countless times before.
What had rarely been written, on the other hand, are stories about ROI and PPC gathered from the folklore of experts in Google Search: either entrepreneurs with dedicated businesses, or writers in the field of marketing, or international speakers about aspects of PPC. We’ll start with stories about writing, because that’s how we Nerds and Words roll. What can good copywriters do to improve their Google ads?
The copy must shift the focus from the product (or its features) to the benefit it offers. And it’s not an easy thing to do, especially being constrained by a small character limit. In other words, as Perry Marshall said, no one wants to buy a drill for the sake of the drill. In fact, you need to drill holes with the drill.
The same can be stated about cars. Nobody wants to buy a car, but wants mobility and / or status. No one wants building materials, but they surely want to start a new chapter in life in a residence called „home”.
This exercise can go on indefinitely, but it seems surprising that many copywriters forget about the aspect mentioned above. Sometimes the emphasis on the benefit of the product can be exactly what differentiates a good ad from the rest of the ads. Of course, the specifications can also be mentioned in the description of the ad, but what contributes more to the purchase decision is the landing page of the campaigns. Only at this stage can room for convincing the potential customer in a rational way be found. Keywords are crucial to a successful Google Ads campaign. They need to connect to user searches to increase their Google Search ranking.
As for the landing pages kitchen, at least two dishes must be served here. You guessed it, I mean A / B testing. Tim Ash argues that the testing part of LPs should never have a fixed budget. In his view, the budget must be optimized according to the opportunities that arise. Otherwise, a fixed budget for PPC only guarantees ROI capping.
For industries that have benefited since the pandemic began (such as Pharma, FMCG, fashion, indoors lifestyle and ecommerce), but not only, adapting Google Search campaigns to the new context has become a must do. At least that’s what Lisa Raeshler says. How has the pandemic changed PPC campaigns? Here are some trends:
- Elimination of CTAs urging to visit physical stores
- Inclusion of shipping information, especially where it is free or fast
- Inclusion of working hours and any deviation from the regular schedule
- Inclusion of shopping pickup information directly from the car
Of course, for someone rather uninitiated, optimizing or writing PPC campaigns can seem like robot work. While it is clear that automation will change the optimization process for agencies and clients, Samantha Noble assures us that any AI automation solution will never replace the need for human interaction with Google Search campaigns. So if you want the ad to harmoniously link your story to your ROI, you still need to keep track of the agency or in-house collaborators you work with or are going to work with.
That’s about it from the recent folklore of international PPC experts. You can write to us until next time!
