Friends of Search edition 2020 is over again. This year our Advertising Specialist Wilco was present to follow the PPC speakers. In this blog you can read briefly about his most important points of the event.
Impact of keyword type changes,
Every year there is a new development or theme that comes back in the stories of different speakers, something that is currently a hot item. This year it was the changes in Google’s keyword types (active since summer 2019). Due to the adjustments therein, the boundaries of the different types have become blurred. Exact is no longer just exact and with BBM Google also looks at variants, for example the close variant. This creates various challenges within accounts; the same search terms that trigger on different keywords in different campaigns, singular error search terms with plural exact keywords, variants that do not fit the product or service you provide and campaign structures that no longer work.
Several speakers shared their best practices on how to best deal
with these changes. From mapping whether this is an issue within your accounts, to analyzing the data and how to respond to it with your campaigns. You want to ensure that the advertisement remains as relevant as possible to the user’s search query and that these adjustments do not get in the way of that.
More relevant ads
Speaking of more relevant ads: the possibilities in this are also increasing. For example, Leen Bakker, the winner of the SEA Award, showed how they managed to link different products to different (living) styles. After all, everyone has their accurate mobile phone number list own taste, but uses the same generic keyword. How do you ensure that the user, who is looking for a new chair, is shown a chair that is to their taste, compared to a chair that they find terribly ugly? By dividing products into styles and linking them to target groups, they achieved good figures.
To make Ads more relevant many SEA specialists work
with ad customizers . Unfortunately, you cannot use these in the new Google ad variant: the responsive text Ads. Google confirmed during IMPACT ພຽງແຕ່ໃຫ້ຄໍາປຶກສາ, ຫຼືທ່ານໃຫ້ບໍລິການການປະຕິບັດເຊັ່ນດຽວກັນ? Friends of Search that this should be resolved in the short term, so that we can also make those Ads even more relevant. Yay!
From ROAS to profit
In advertising, online KPIs are often used. We want X costs per conversion or a ROAS of Y, but several speakers showed that ROAS does not agb directory always provide a good picture. Especially when you want to use those goals in combination with automation. Gerben and Sander from Freo showed an interesting case where they built a prediction model that gives the final profit of a conversion. By implementing this, their conversions have decreased, the costs per conversion have increased but the actual end result for the company is better. They actually make more profit on the Google Ads campaign than before.
