You Must Be Willing to use Other Options

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.

2
An Overreliance on DKI

• 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.
•  

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.

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 youre trying to
  promote. The results can be extremely impressive.

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.

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.
  Youre 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.

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.

8
Keyword Cramming

• Theres 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.

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.
•  

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.