Sarah Kemp and Rachel Poole walk us through the latest in PPC news and advice, including changes to Dynamic Search Ads, how Twitter and TV ads can boost ROI, and GA tips for remarketing.
Google Makes Dynamic Search Ads Announcement
Google announced on Google+ that they are going to be making the Dynamic Search Ads feature much more relevant.
Currently, Dynamic Search Ads (DSA) allow advertisers to dynamically create product ads and present them to users who are interested in your particular offering. However, in some instances DSA has proved inaccurate.
Google claims that this update to Dynamic Search Ads, which will be rolled out over the next few months, will help to create a better experience for users, stating:
We’re rolling out improvements to DSA campaigns to ensure your ads show for more relevant searches and result in better performance. For example, ads that point to a landing page about iced coffee makers will be less likely to show for less relevant searches like "iced coffee".
All DSA campaigns should be monitored over the next few months using the search terms report to see if the update improves accuracy and click-through rate.
Simultaneous TV and Twitter Ads Boost ROI
Research has found that the simultaneous use of Twitter and TV ads campaigns can boost ROI by at least 18%.
The research, conducted by Neustar and Twitter in Spain, was carried out to give better insight into the way that social media advertising and TV advertising interacts, and the effect it can have on in-store sales.
The research revealed that the return for every €1 (£0.77) spent on Twitter marketing equalled €3 (£2.30) in movie ticket sales. It also found that TV advertising still dominated average spending with 50% of the overall investment, while an 18% increase in return was found when TV and Twitter ad campaigns were run simultaneously.
Vice president of EMEA Strategy, Neustar MarketShare, Luis Chaves, stated:
Marketers are constantly looking for ways to improve on their campaign spend. By partnering with Neustar MarketShare, Twitter will be able to provide marketers with useful in-depth analytics information to help judge the impact their social platform has on TV campaigns and sales.
Google Analytics Tips for Remarketing
Remarketing to people who have already interacted with your brand can usually lead to higher conversion rates, but which audiences are ideal candidates for remarketing? And what are the top five most used, and most useful audiences to monitor in Google Analytics when it comes to remarketing?
Here are some examples digital marketers should have on their radar:
Users Who Have Previously Converted
This should be your first port of call for remarketing. If a user has already shown faith in your product, you’re much more likely to see them convert again when compared with a completely new user. Your list of past converters can be used to form part of Google Display Network campaigns in order to re-engage with past converters via GDN or RLSA campaigns.
Users Who Have Spent More Time Than Average On Your Site
These users, having spent more time than just a few seconds on site, are much more likely to convert. It’s worth spending some time segmenting these users in Google Analytics, and considering if these users who have invested more time than the average on your site are worth testing some different ad creatives to bring them back to your site.
Users From Areas With High Conversion Rates
In Google Analytics, you’re able to view data by geographical location, narrowing down the data set by city. This can help you to identify which areas offer you the highest amount of conversions. That way, you’re able to create an audience that targets users in your highest converting cities. These lists can then be applied to non-converters in the specific location ad groups with tailored copy specific to geographical location.
Users Who Fit Into The Right Target Audience
If the data is available to you, Google Analytics can reveal some valuable insights about your demographic – revealing age range and gender, helping you to narrow down the most valuable users for your offering. Now you can effectively qualify your audience, according to which specific demographic will be the most lucrative for your business. If your primary target audience is female, aged 21-35, use this data to create specifically targeted remarketing campaigns. This may also inform whether you bid more on this segment of your target audience, triggering a PPC ad that you know will have a higher conversion rate.
Users Who Have Visited Specific Pages
Having this data to hand will allow you to create targeted messaging for users depending on which section/pages of the site they’ve visited. For example, users who have spent time looking at a specific product may just need a little more information before they convert. Target them with ads that offer extra information, and if possible, tempt them with an additional delivery offer or a customer testimonial.
More Paid Search News and Advice
Check out our previous PPC news roundup: Google Rolls Out Green Ad Label
Need assistance with your remarketing strategy? Or support with your next paid social campaign? Contact the ClickThrough PPC management team for more information on how we can help you improve your ROI.