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8 Creative PPC Strategies to Overcome Today's Challenging Landscape

8 Creative PPC Strategies to Overcome Today's Challenging Landscape

PPC best practices—like segmenting and targeting your audience, choosing the right keywords, and using data to optimize—are pretty evergreen. But because platforms evolve, companies grow, and customer behaviors shift, the strategies we use to practice them are usually not. And we’ve seen lots of challenging changes over the past year or so from Google, Apple, and Facebook in the name of automation, privacy, and pandemics.

That’s why I’m going to share with you eight PPC strategies that you can use today to overcome the many challenges we’re facing today.

These strategies involve the following:

A modified broad match workaround
Reporting beyond Google Analytics
A way to find new keywords
A different way to use display ads
First-party data collection 
Creating accurate B2B buyer personas
Dealing with Facebook [aggravated] Event Measurement.
A unique way to use click-to-Messenger ads
Let the games begin.

PPC strategies you need to be using in 2021

Almost none of the strategies and tools covered in this post are new. What is new is the role they play in today’s PPC landscape. With Google taking away modified broad match and low-volume search terms; Facebook Ads limiting us to only eight conversion events, and eventual cookiepocalypse redefining pretty much everything, some strategies and tools that were ineffective or didn’t make sense to use in the past are now coming out on top.

1. Pair broad match with audience targeting to succeed without modified broad

Google’s retirement of modified broad was based on their claim that “broad match is now more effective at driving performance” and that modified broad and phrase match often have the same use cases. The PPC community largely begged to differ. Even if it is more effective, broad match will always carry the risk of wasting money on low-converting traffic. 

But with this workaround, you can get the benefits of broad match at a much lower risk. 

How to do it:

With this strategy, you’ll create a workaround by pairing the broad match keyword type with larger affinity, in-market, and custom audiences.

Basically, you’re telling your ad to show for any search that contextually matches up to your broad match keyword, but only if it’s coming from someone in your selected targeted audience.

This way, even if you’re not showing for the best query, you’re at least showing to the right person and getting some brand exposure. And since that audience by design is going to be searching more relevant queries anyway, the “risk” of broad match is already reduced. And you may even find new terms or audiences to target (or exclude).

This strategy is helpful if you’re looking to:

Before you get started, review your campaign setup to make sure there aren’t any restrictions or exclusions that could render this strategy ineffective. You’ll also need a solid negative keyword list to begin with.

For more help with this strategy, head here.

2. Turn YouTube Studio into a video and display ad optimization tool

YouTube Studio is widely known as a hub for Creators, but when connected with Google Ads account, it becomes an invaluable tool for more than just video ad optimization. 

Why? Because YouTube Studio gives you access to data and insights you won’t find in standard Google Ads reporting.

What you can do:

Plug leaks in spend: In the Device type report, you can add the “Card clicks” and “Average percentage viewed” columns to find any device types that are showing your ads but not getting any card clicks.

The “Card clicks” column here shows that TV, Game console, and Tablet placements could be wasting your spend. 

Build custom audiences: In the External Sources report, you can identify sources outside of YouTube that are sending traffic to your videos and then use them to build custom audiences for Display, Video, or Discovery campaigns.
Get placement ideas: In the Suggested Videos report, find out which videos you’re appearing for in the closing suggestions and use them for video or channel placement ideas.
Perfect your video ads: The Key Moments report will show you the exact moments in your videos when viewers engaged or dropped off. It doesn’t get any more specific than that!

3. Get new keyword ideas with Microsoft Advertising Intelligence

Microsoft Advertising Intelligence is a keyword planner tool that you access by downloading a plugin for Excel. The amount of information it provides can be dizzying, but when used right, you can discover new keywords that would otherwise slip through the cracks (or that you may not be able to discover through the limited Search Terms Report).

How to use it:

What you’ll do is paste a list of keywords into the tool’s Excel interface. You’ll then get a list of keyword recommendations with volume, bid estimates, and [lots of] other metrics.

But that’s only the beginning. Now you can get more granular with different views:

Traffic: Organize by device (not match type) to get a duplicate-free list of keywords with total searches in the past month.
Age group and gender: Identify keywords that get searched but not by the right audience.
URL: Paste a list of URLs in to get keyword suggestions, and then check the device and keyword match type used for those keywords.
Associated keywords: Find related keywords other advertisers are bidding on and see if it’s feasible for you to compete.
Now, you can plug the list of new keywords you come up with into the Google Keyword Planner. And don’t exclude low-volume keywords. You’d be surprised to see how many keywords that have little to no search volume in Bing are actually quite popular on Google—and vice versa.

So be sure to upload your Microsoft keyword lists to Google and Google keyword lists to Microsoft. (P.S. You can also use our Free Keyword Tool to get Bing and Google performance data in one place.)

Learn more about this PPC strategy here.

4. Use display ads for more than just brand awareness

This PPC strategy is useful for advertisers to show clients how their display ads are impacting their campaign performance (i.e., to show that the money you’re spending on Display ads is worth it).

What you need to do:

Set up your Display campaign names to always include “display” so you can create a Traffic Source Audience. Or, manually tag your Display URLs with a specific source and medium.

Make sure your Traffic Source audience is added to both Google Ads and Google Analytics. That way the metrics will appear in the Audiences report.
Now, the numbers in Google Analytics will show you which users, who did not convert from your Display campaigns, eventually returned to your site via other channels and converted.

You can also take those audiences you created and apply them in observation mode to your ad groups or campaigns in Search. This way, you can get information on what users are searching for after interacting with your Display ads.

Learn more about this PPC strategy here.

5. Run lead generation ads to scale first-party data collection

As third-party cookies are in their final stages of life, collecting first-party data is now a priority for advertisers. While you can (and should) include lead magnets on your site that collect email addresses and other information, you can scale that data collection by using lead form ads, particularly on Facebook.

Two ways to do it:

The first is by adding custom questions to your Facebook lead ad Instant form. But since more fields can lower completion rate, you might instead select fields that auto-populate based on the information the user has made public in their profile.  

The second is to ask for only their email to capture a large volume of leads. Then, enroll them into your email marketing campaigns that both build trust and send them to your site. These trusting visitors will now be more likely to fill out forms there with additional [first-party-data-collecting] fields.
Of course, you’ll need a robust email and content marketing program set up so you can provide offers your target audience considers worth giving up their information for. 

6. Use LinkedIn Website Demographics to refine your B2B buyer personas

Though this tool came out back in 2017, it still doesn’t seem to get a lot of attention. With it you can capture your own first-party intent data for effective B2B PPC. 

Great ways to use it:

Segment the users who clicked on your LinkedIn ads by job function. You can then compare this data to your pixel data to measure conversions by function. This way, if you’re getting a large amount of traffic from, say, BDRs but they don’t convert, you can either adjust your offer or exclude them in your LinkedIn audiences or Microsoft Ads profile targeting. 

Analyze performance according to company size. So if you get a high volume of traffic from small businesses who don’t have the budget for your services, you could adjust your ad copy to include a starting price.
Filter by job seniority to identify the best types of content to use in your B2B marketing strategies. For example, low-seniority prospects might engage with high-level overviews and educational content while those of higher seniority might respond better to leadership topics or ROI-focused content.
Use these insights on your audience to identify placement options for niche sites your top buyers are visiting.
For more tips on using the LinkedIn Website Demographics tool for PPC success, head here.

7. Use custom conversion events to cope with Facebook [aggravated] Event Measurement

Going from unlimited to-dos to only eight? Fun.

Going from unlimited Facebook conversion events to only eight? Not fun.

Let’s say Facebook Ads for webinars are your top-of-funnel bread and butter. And that since you serve six different verticals, you have a separate conversion event set up for each industry. Well now, you now only have two conversion events left for your entire domain.

What to do:

For the subsequent ad in your Facebook funnel, make the ad creative and copy the same for all industries. Now you can create one Custom Conversion event for all webinar signups, and then choose that one Custom Conversion as just one of your aggregated events.

There are plenty of ways to combine your events in a way that works for you, such as by:

Offer (content vs consultations vs discounts)
Stage of funnel (top vs mid vs bottom)
Seasonal actions together (you can switch out your eight events if needed).
For more ways to deal with Facebook Aggregated Event Measurement, head here.

8. Turn click-to-Messenger ads into lead-generating chatbots

You could also steer clear of conversion events and pixels altogether by using Facebook campaign objectives that don’t send users to your site—like leads (mentioned above) and messages (mentioned below). 

Not only does the messages objective spare you the conversion event complications, but you can also do more with its current iteration. In particular, you can basically turn it into a conversational lead ad.

How to do it:

Once you select the messages objective, go through the standard campaign setup (media type, primary text, headline, etc.) Then, scroll down to the Message Template section and select “Generate Leads – Messenger Only.”

Click Create and you can set up a conditional chat sequence to gather information and further qualify leads.

The conversational approach to information gathering can sometimes engage users who might completely ignore a direct response ad. It’s also a more creative method that might be more appealing to fatigued audiences.

Use these 8 PPC strategies to move with the direction of advertising in 2021

As I mentioned from the start, these strategies and the tools to carry them out have been around for a while. But they’re resurfacing as the PPC world is heading toward one that is privacy-first (and by the looks of it, heavily automated).

Pair broad match with audience targeting as a modified broad workaround.
Turn YouTube Studio into a video and display ad optimization tool.
Get new keyword ideas with Microsoft Advertising Intelligence.
Use display ads for more than just brand awareness.
Run lead generation ads to scale your first-party data collection.
Use LinkedIn Website Demographics to refine your B2B buyer personas.
Combine events to cope with Facebook [aggravated] Event Measurement.
Turn click-to-Messenger ads into lead-generating chatbots

Best Robinhood Penny Stocks to Watch in August 2021

August
2, 2021

6 min read

This story originally appeared on PennyStocks

3 Robinhood Penny Stocks For Your August Watchlist 

Today, both penny stocks and blue chips climbed as a new month set in, and fears of the new Covid wave subsided. While the Delta variant is still surging, investors seem confident in the direction of the economy right now. Today’s moves with penny stocks were overshadowed by a larger tech gain. 

Big-name blue chips like TSLA stock and AAPL stock, pushed higher on the market positivity while penny stocks also saw decent gains across the board. But as is the case over the past year and a half, a lot is riding on what occurs with the pandemic in the coming weeks. With Delta variant-related cases leading to all-time daily case highs in certain states, some investors remain cautious about the future. 

[Read More] 4 Hot Penny Stocks to Watch as August Turns Bullish

In addition to this, penny stocks on Robinhood are getting a boost following the HOOD IPO that occurred only a few days ago. As always, traders should keep up to date with all the latest news. This will help to put you ahead of any unexpected price fluctuations in your portfolio. With all of this in mind, let’s take a look at three Robinhood penny stocks to watch right now. 

3 Robinhood Penny Stocks to Watch Right Now 

Bit Digital Inc. (NASDAQ: BTBT) Cinedigm Corp. (NASDAQ: CIDM) Infinity Pharmaceuticals Inc. (NASDAQ: INFI) 

Bit Digital Inc. (NASDAQ: BTBT)

Cryptocurrency has taken over the news many times in the past six months or so. Its impressive gains and integration into established financial markets have increased investor confidence in crypto as an asset. In addition, this has paved the way for penny stocks such as Bit Digital to succeed. 

[Read More] Former Biotech Penny Stocks Seeing Explosive Moves In 2021

For some context, BTBT is a crypto mining company based out of New York that specializes in mining Bitcoin. While there are thousands of cryptocurrencies out there, Bitcoin remains the most prominent, the oldest, and the most valuable. As of right now, it currently has one of the largest fleets of bitcoin miners in the US, which is helping to bring bullish attention to BTBT. Recently BTBT was chosen to be a panel speaker at the Sequire’s Blockchain Conference.

“There are not many US-listed miners with our scale, so I enjoyed the opportunity to engage with a respected peer. Fred and I had an engaging discussion, that also highlighted some of Bit Digital’s strengths, particularly our leadership in sustainability. We’d like to thank Ibrahim Al-Husseini, a leading figure in environmental stewardship, for moderating and for posing thoughtful questions.” CEO of Bit Digital, Bryan Bullett

Conferences like these are important for investors to glance at as they allow for insight into the company’s present and future. It’s worth noting that shares of BTBT stock are sitting at around $10 which makes it no longer a penny stock at over $5 per share. In the past month, shares have shot up by around 84%. And even more intriguing is that since July 23rd, shares have shot up by over 150%, which is quite substantial. With the crypto mining industry continuing to rise in popularity, BTBT stock could be worth keeping an eye on. 

Cinedigm Corp. (NASDAQ: CIDM)

The entertainment industry is another area of the stock market that is seeing a lot of potential right now. Because of the impact of Covid, the value of the digital entertainment industry has skyrocketed in the past year and a half. And due to its broad reach, Cinedigm is a large player in the entertainment industry and one that could be worth watching. The company states that it has become one of the leaders in the transformation of the digital entertainment sector in the past few years. 

Its work entertains hundreds of millions of users globally and it focuses on the premium content market. CIDM not only operates in the streaming market, but also offers its technology services to some of the largest tech, media, and retail companies in the world. 

One of the interesting aspects for investors to consider is its proprietary software, which manages and services over-the-top (OTT) channels. This platform, known as The Matchpoint Platform Suite, is comprised of three components that together, provide high value for Cinedigm’s customers. Operating hand-in-hand, it can provide full-stack solutions for OTT as well as scaling for video distribution.

As stated previously, because of the pandemic, the demand for entertainment has skyrocketed in the past few months, which could help to explain CIDM’s over 40% gain since early July. Considering all of this and Cinedigm’s role in the industry, is CIDM stock worth adding to your watchlist right now?

Infinity Pharmaceuticals Inc. (NASDAQ: INFI) 

One of the larger gainers of the day so far is INFI stock, pushing up by around 40% by midday. In the past five days, that number jumps to over 80%, which is quite a large gain. Today’s spike comes after analysts at JP Morgan announced an upgrade on their price target for INFI stock.

The analysts added an overweight rating and a $6 price target for Infinity Pharmaceuticals stock as well. While analyst ratings are important, they often will result in short-term spikes like the one we witnessed today. And to understand further what INFI does, let’s take a closer look at the company. 

Infinity Pharmaceuticals is a biopharmaceutical company working on a variety of cancer treatments. Its flagship compound, eganelisib, is a first-in-class candidate in multiple studies right now. In addition to this, it is evaluating a checkpoint inhibitor-free, novel combination regimen of eganelisib in combination with etrumadenant in patients suffering from Triple Negative Breast Cancer (TNBC). 

[Read More] Are These Penny Stocks Worth Buying? 3 to Watch After Big Spikes

Last week, the company announced updated data from the Phase 2 portion of its MARIO-275 trial in TNBC. In the study, over 86% of patients achieved tumor reduction and more than 84% achieved a disease control rate. This is highly promising and could be another factor aiding in INFI’s recent bullish momentum. So, with all of this in mind, is INFI stock worth adding to your watchlist in August?

Which Robinhood Penny Stocks Are You Watching?

With Robinhood continuing to push up in popularity, many investors are turning to the platform to buy penny stocks. And while not all penny stocks are worth it, with the right research in hand, investors can find the ones that are. Considering all of this, which Robinhood penny stocks are you watching in August 2021? 

What is trashing and how to avoid it?

Usually this personal data is on paper, computer, video or in the cloud. By wanting to eliminate documents or materials where this information appears, you can expose yourself to fraud such as trashing.

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August
2, 2021

4 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

Opinions expressed by Entrepreneur contributors are their own.

Do you throw away documents, tickets or invoices at home? It is important that, when disposing of them, you do so responsibly. The real estate portal Propiedades.com shared some recommendations to protect your personal data and avoid trashing in your home. What is personal data? Personal data identifies you and distinguishes you from others, points out the Infoem. It is about: name, telephone, address, fingerprint, license number or social security. Also medical and financial data. “This information is useful to carry out paperwork or transactions physically or online,” adds Leonardo González, Real Estate analyst at Propiedades.com . What is trashing? Usually this personal data is on paper, computer, video or in the cloud. By wanting to eliminate documents or materials where this information appears, you can expose yourself to fraud such as trashing. This crime exists both physically and digitally. They both consist of searching for and retrieving important information from the garbage. Also, passwords that you saved on your computer and then sent to the recycle bin. The INAI indicates that, to recover this information, criminals can apply artisan procedures, such as collecting broken documents, searching for the pieces, and putting them together with tape. Another is the use of specialized software. How to avoid physical trashing? The INAI explains that destroying and erasing information is important to protect your confidentiality, integrity and availability. To avoid physical trashing, the institute suggests shredding. In this regard, González recommends that, before buying a shredder for domestic use, you analyze the type, size of the cut and capacity. Although the INAI does not recommend these techniques very much – due to their environmental impact – you can also delete your data by incineration or use of chemicals. The first is an option to destroy documents, reducing the paper to ashes. In the second, specialists from The Competitive Intelligence Unit (The CIU) explain that the ideal is to use alcohol. “The water does nothing to them, but if you add alcohol to them, you will see how it is destroyed,” they say. In the case of tickets, they suggest reviewing sensitive information and crossing it out with an indelible black marker. Meanwhile, the Condusef advises that, when you get home, you watch your mailbox and take your account statements or bank documents as soon as possible. Also, when you go to the ATM and receive the ticket, do not leave it at the branch. Better destroy the bits and throw them away when you get home. What to do in the event of attempted fraud? Ernesto Piedras, CEO and general director of The CIU, explains that the ideal is to have a culture of prevention at home. If for some reason you did not delete an important document correctly and you receive a call mentioning your full name and the termination of your card, the first thing you should do is hang up and contact your bank as soon as possible. When you implement these techniques, in addition to protecting your personal data, you also protect your wealth and that of your family. Put them into practice and live more safely.