Webisaba Ltd
New Member
When is the right time to start optimizing ads?
Optimizing ads
- Thread starter Webisaba Ltd
- Start date
HankGustuffson
New Member
It's pretty important to always optimize your ads. If you are continuously testing out different ad sizes and locations, you can ensure you are always making the most of your ad space.
rmmfree
New Member
Ads should be always well optimized. If not, they needlessly waste network resources, mobile battery, our time, etc. These kind of problems are one of the main reasons because users are increasingly using ad-blocks, and the logical consequence is that our benefits by publicity goes down.
Argus
Active Member
I think that you would want the ads optimized from the very beginning. I have been trying to learn this by doing much reading and some things are confusing. I am still trying to figure out exactly what is the best way to optimize advertisements on a blog. I do think that optimized ads from the start will make more money.
ulterios
Well-Known Member
The right time to start optimizing ads is always as soon as possible. It usually take some testing but start out with using the ads that you think will be good performers based on your particular site's niche and then start testing and see what performs best.
What works for one site might not work for another, even if it's in the same niche. Testing and trying new things is a good way to see what performs. Just make sure that any test is given enough time to get accurate results. Changing things daily will probably not give the most accurate results FYI, so a few weeks or a month will usually be the best way to judge an ads performance.
Good Luck.
What works for one site might not work for another, even if it's in the same niche. Testing and trying new things is a good way to see what performs. Just make sure that any test is given enough time to get accurate results. Changing things daily will probably not give the most accurate results FYI, so a few weeks or a month will usually be the best way to judge an ads performance.
Good Luck.
Dean
Well-Known Member
The right time to optimize your ads is as soon as you can. Even if you are only making small optimizations, you will want to get them implemented right away.
Online advertising is always changing, growing and evolving, so you must optimize your advertisements to keep up with everything.
Hope this helps.
Cheers, Dean.
DorisRon
Member
The most important part of the PPC-strategy: define your target audience
When it comes to paid traffic, for some reason, the identification of the target audience is given so little attention. It's ironic, because the advertiser pays promptly for each user involved: a user clicked - take out so positive a budget part.
Apparently, the opinion is strong that the user will not click on the product declaration, which he is not going to buy. Consequently, the ad will be shown to the maximum number of people, and only those who are interested, will click.
In theory it sounds good, but do not try this at home - the trick is performed by non-professionals.
Everyone who works in the field of marketing, of course, once heard the advice "know your audience". This is such a well-known aphorism that it is taken for granted. But this advice is particularly relevant for PPC paid traffic.
Look at the dialogue below, surely you've heard it many times:
PPC-specialist to the client: What is the target audience for this campaign?
The client: In fact we do not have a specific "target audience." Anyone can become our client.
PPC-specialist: And if you had to narrow the target audience for this campaign, how would you describe your ideal customer? Who would it be?
The client: It's hard to say, since anyone can be our customer.
And this is repeated over and over again.
Every marketer knows that the target audience should be described at least a little more in detail than "all men on earth." Businesses that do not have a budget of huge brands, especially need to closely focus on people who can buy the offered product.
When a client is particularly stuck to the philosophy, "but everyone is our target audience» we suggest to ask this question:
How much are you willing to pay per click, the probability of purchase after which is close to zero? $ 10? $ 100? $ 1000? $ 10,000?
Most customers replied that they did not want to spend money for that click. They want to pay only for the clicks of those people who actually buy.
Excellent! Here we are getting to understand the essence of PPC, leaving aside the shotgun strategy, indiscriminately shooting anyone who gets in sight. Obviously, not every click will result in a conversion, but with the right focus, we significantly increase the likelihood of conversion.
Here is an example, when a customer is switched from "all men on earth" to the "target audience".
Who: a regional company, which serves the eastern states.
Initial parameters: they wanted to run a PPC-campaign at the national level.
Rationale for the initial strategy: Perhaps someone will seek our services outside the states in which we work, but he wants to buy "within range".
A PPC-specialist: OK, I caught the gist. But do you want to spend thousands of dollars on advertising to people whom you literally will not be able to sell, just to make sure that you may lose a tiny part of the customers, which we have not included in the target audience?
The result: the launch of campaigns that target only to those states where the client can use services.
But let's say that your client has no idea about what kind of people makes up their target audience.
Or you have the situation with a client who wanted to expand the semantic core for the PPC-campaign on the similarity of SEO-approach.
Who: The local company that provides services.
Initial parameters: Wants to use all types of keywords that somehow relate to the activities of the company, despite the purposes for which the user is looking for information on request.
Rationale for the initial strategy: All of these questions are relevant to what we are doing.
A PPC-specialist: Yes, all of these keywords are relevant to your business. But your niche is very competitive and CPC is high. Are you really willing to spend more than $ 40-per-click to those people who are simply looking for information on how to repair home with their own hands? Or is it better to spend the money to attract the user who needs the services of a contractor and is ready to cause a gager to home in this very moment?
Result: the campaign focused on queries, which indicate that the user is interested to buy immediately.
When defining the target audience for PPC all boils down to a simple formula - who are the people for the attraction of which you are willing to pay? This does not mean you have to ignore most of the potential audience.
It is best to use a shareware traffic channels to show ads to people who are less likely to commit a targeted action. For example, SEO and content marketing can be a more effective way to reach some potential clients who do not fit the description of the target audience for paid traffic.
Practical application of the knowledge of target audience for PPC-campaigns
If we talk about targeted advertising on social networks, no one doubts the need to describe the target group. Profile on the social network is Klondike of customer information about which marketers only dreamed about 20 years ago.
But when it comes, for example, to the contextual search advertising, a portrait of a potential buyer goes to a second and even a third plan, giving way to the semantic core. This collection of keywords is highlighted, and often in isolation from the notion of target audience.
Here are some reasons why you should pay attention to the study of the target group.
Affinity index
Affinity index shows the "profile" of the selected advertising channel with respect to your potential customers. This index reflects the quality of your advertising; usefulness of the channel. For example, beer ads on television would be more effective if they will be shown in the break between halves of a football match, and it is better to show advertising of washing powder after a talk show in the morning on weekdays.
Show time
Perhaps, at the stage of the creation of a customer portrait it turns out that advertising on the social network for the promotion of chemical raw materials is not the best option, and it is better to focus on contextual search advertising, showing ads from 9 a.m. till 6 p.m., when managers of companies make purchases from the office.
Form of submission of information
Ads for the products of economy and premium segments are different. A discount would mean less than the time savings and installation of "turnkey" for more affluent audience.
Targeting on interests
Knowing what your buyer is interested in, you can delete the sites to display ads on the Display Network, and show your ads on those sites where there is more your audience "on a square centimeter of the page".
Geo-targeting
Accuracy of geographical sight is growing every year, so it is likely that in the near future we will be able to track the location of the consumer up to several meters in all channels of online advertising. Beacons bluetooth technology already allows you to show push-notifications to users who are nearby your object (the coffee shop, shops, shopping centers, cinemas, etc.).
Specificity of the key requests
Different groups of users introduce requests in different ways: observe technical terms, slang and local words.
Creation of an advertising campaign without studying your client would be like building a castle on the sand. If you are lucky, you can get to the buyer blindfold, but if not lucky - just spend money.
Whenever you feel that your customer can be anyone, ask yourself how much I am willing to pay to attract a user that with the probability of 99.9% will never buy?
When it comes to paid traffic, for some reason, the identification of the target audience is given so little attention. It's ironic, because the advertiser pays promptly for each user involved: a user clicked - take out so positive a budget part.
Apparently, the opinion is strong that the user will not click on the product declaration, which he is not going to buy. Consequently, the ad will be shown to the maximum number of people, and only those who are interested, will click.
In theory it sounds good, but do not try this at home - the trick is performed by non-professionals.
Everyone who works in the field of marketing, of course, once heard the advice "know your audience". This is such a well-known aphorism that it is taken for granted. But this advice is particularly relevant for PPC paid traffic.
Look at the dialogue below, surely you've heard it many times:
PPC-specialist to the client: What is the target audience for this campaign?
The client: In fact we do not have a specific "target audience." Anyone can become our client.
PPC-specialist: And if you had to narrow the target audience for this campaign, how would you describe your ideal customer? Who would it be?
The client: It's hard to say, since anyone can be our customer.
And this is repeated over and over again.
Every marketer knows that the target audience should be described at least a little more in detail than "all men on earth." Businesses that do not have a budget of huge brands, especially need to closely focus on people who can buy the offered product.
When a client is particularly stuck to the philosophy, "but everyone is our target audience» we suggest to ask this question:
How much are you willing to pay per click, the probability of purchase after which is close to zero? $ 10? $ 100? $ 1000? $ 10,000?
Most customers replied that they did not want to spend money for that click. They want to pay only for the clicks of those people who actually buy.
Excellent! Here we are getting to understand the essence of PPC, leaving aside the shotgun strategy, indiscriminately shooting anyone who gets in sight. Obviously, not every click will result in a conversion, but with the right focus, we significantly increase the likelihood of conversion.
Here is an example, when a customer is switched from "all men on earth" to the "target audience".
Who: a regional company, which serves the eastern states.
Initial parameters: they wanted to run a PPC-campaign at the national level.
Rationale for the initial strategy: Perhaps someone will seek our services outside the states in which we work, but he wants to buy "within range".
A PPC-specialist: OK, I caught the gist. But do you want to spend thousands of dollars on advertising to people whom you literally will not be able to sell, just to make sure that you may lose a tiny part of the customers, which we have not included in the target audience?
The result: the launch of campaigns that target only to those states where the client can use services.
But let's say that your client has no idea about what kind of people makes up their target audience.
Or you have the situation with a client who wanted to expand the semantic core for the PPC-campaign on the similarity of SEO-approach.
Who: The local company that provides services.
Initial parameters: Wants to use all types of keywords that somehow relate to the activities of the company, despite the purposes for which the user is looking for information on request.
Rationale for the initial strategy: All of these questions are relevant to what we are doing.
A PPC-specialist: Yes, all of these keywords are relevant to your business. But your niche is very competitive and CPC is high. Are you really willing to spend more than $ 40-per-click to those people who are simply looking for information on how to repair home with their own hands? Or is it better to spend the money to attract the user who needs the services of a contractor and is ready to cause a gager to home in this very moment?
Result: the campaign focused on queries, which indicate that the user is interested to buy immediately.
When defining the target audience for PPC all boils down to a simple formula - who are the people for the attraction of which you are willing to pay? This does not mean you have to ignore most of the potential audience.
It is best to use a shareware traffic channels to show ads to people who are less likely to commit a targeted action. For example, SEO and content marketing can be a more effective way to reach some potential clients who do not fit the description of the target audience for paid traffic.
Practical application of the knowledge of target audience for PPC-campaigns
If we talk about targeted advertising on social networks, no one doubts the need to describe the target group. Profile on the social network is Klondike of customer information about which marketers only dreamed about 20 years ago.
But when it comes, for example, to the contextual search advertising, a portrait of a potential buyer goes to a second and even a third plan, giving way to the semantic core. This collection of keywords is highlighted, and often in isolation from the notion of target audience.
Here are some reasons why you should pay attention to the study of the target group.
Affinity index
Affinity index shows the "profile" of the selected advertising channel with respect to your potential customers. This index reflects the quality of your advertising; usefulness of the channel. For example, beer ads on television would be more effective if they will be shown in the break between halves of a football match, and it is better to show advertising of washing powder after a talk show in the morning on weekdays.
Show time
Perhaps, at the stage of the creation of a customer portrait it turns out that advertising on the social network for the promotion of chemical raw materials is not the best option, and it is better to focus on contextual search advertising, showing ads from 9 a.m. till 6 p.m., when managers of companies make purchases from the office.
Form of submission of information
Ads for the products of economy and premium segments are different. A discount would mean less than the time savings and installation of "turnkey" for more affluent audience.
Targeting on interests
Knowing what your buyer is interested in, you can delete the sites to display ads on the Display Network, and show your ads on those sites where there is more your audience "on a square centimeter of the page".
Geo-targeting
Accuracy of geographical sight is growing every year, so it is likely that in the near future we will be able to track the location of the consumer up to several meters in all channels of online advertising. Beacons bluetooth technology already allows you to show push-notifications to users who are nearby your object (the coffee shop, shops, shopping centers, cinemas, etc.).
Specificity of the key requests
Different groups of users introduce requests in different ways: observe technical terms, slang and local words.
Creation of an advertising campaign without studying your client would be like building a castle on the sand. If you are lucky, you can get to the buyer blindfold, but if not lucky - just spend money.
Whenever you feel that your customer can be anyone, ask yourself how much I am willing to pay to attract a user that with the probability of 99.9% will never buy?