PPC Blog: B2C

Our PPC Wish List for 2019

It’s become a December tradition at Group Twenty Seven to compile and share a wish list of things we’d like to see in PPC for the coming year.

Sadly, we didn’t get everything we asked for in our 2017 PPC wish list or 2018 PPC wish list. But who knows… maybe this year will be different!

As usual, most of our wish list items relate to Google. This isn’t because we intend to pick on the company, but because Google so thoroughly dominates the paid search industry.

And for the record, we’d like to say that while our wish list is long, we know things could be a whole lot worse!

PPC wish list for 2019

That said, here are our PPC wishes for 2019:

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PPC Functions and Tools We’re Grateful for in 2018

Thanksgiving is once again coming up soon! And as has become our tradition, my team and I like to use this time of year to reflect upon the many PPC functions and tools that make our jobs easier—and help us get excellent results for our clients.

This was an especially exciting year in PPC! We saw a lot of new features roll out as well as the rebranding of AdWords as Google Ads!

As a result, this year’s list consists of both long-loved tools—as well as some new favorites!

Continue reading to see which tools and functions made the cut this year.

PPC Functions and Tools We're Grateful For

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3 PPC Changes That Might Scare You

For many PPC newbies (and even PPC pros!) Google Ads can be a scary place. Things can change and catch you by surprise, leaving you thoroughly spooked!

To help you avoid that kind of chilling situation, let me outline three changes that might scare you (and your wallet) if you’re not aware of them. 

PPC changes

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How You Can Put Google’s Additional Text Ad Headline to Work

At its Marketing Live event in July, Google announced two significant changes to expanded text ads. Specifically, the new expanded text ads will:

1. Show up to two 90-character descriptions (up from one 80-character description).

2. Show up to three headlines (up from two).

Here’s what a newly expanded text ad might look like:

Expanded text ad example

Both of these changes are exciting, but I’m especially pumped about the second one!

Google's additional text ad headline

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8 Important Ways to Qualify Your Paid Search Prospects

Recently, a client wanted to remove qualifying elements from their text ads on the Search Network. We had been using terms in their ad copy, such as “for corporate groups” and “for 50+ people” to help make our target audience clear.

However, the client started to feel that those qualifiers had become unnecessary. They wondered if we couldn’t make better use of that ad text space.

It’s true, we had been using those qualifiers for a long time—but for good reason. We felt that they were a critical part of turning away irrelevant ad clicks.

But the client wanted to test whether those qualifiers were still necessary, so we agreed.

qualify paid search clicks

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Don’t Bother With PPC If….

While we’re always happy to take on new clients, we’ve learned over the years that even the most brilliant PPC campaign can be scuttled when certain conditions aren’t met.

Fortunately, fixing these problems is within reach of most clients with a few resources and the right mindset.

But until then, proceed with caution. As a PPC agency, we don’t want to waste your time or budget. Which is why we sometimes decline to work with clients when these conditions aren’t met.

What are these problem areas you ask? The most common ones are as follows:

Don't bother with PPC if

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Watch Out for Google Ad Suggestions!

In April 2018, Google started implementing ad suggestions. Basically, these are ads that Google generates and “suggests” that you use.

The ads are developed using machine learning. They pull from prior campaigns for content, including ad headlines, descriptions, extensions and landing pages

Advertisers can review, edit and/or dismiss the ad suggestions. But if they don’t act within 14 days, the ads will be applied to their accounts automatically.

So if you’re not paying attention, you may find that ads you’ve never seen before are now live in your account!

Google ad suggestions

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Images in GDN Display Ads: Recent Findings

Like most other PPC pros, we’re continuing to test and experiment with the GDN as we come to grips with changes, such as the elimination of standard text ads and the roll out of responsive ads.

Some of these tests are planned. But some emerge organically as our clients put forth new ideas or new challenges arise.

This happened recently when one of our clients developed a new set of GDN display ads.

GDN display ads

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4 PPC Metrics That Get More Attention Than They Deserve

It’s not uncommon for people new to paid search to get overly focused on certain PPC metrics.

While I applaud their interest, I often find that those metrics—in isolation—aren’t terribly useful.

At the same time, I can understand the fascination with certain numbers. After all, it’s easier to focus on one or two highly visible numbers than more complex metrics that are harder to nail down.

And, sometimes, I think these metrics become a way to avoid taking a broader perspective and asking tougher questions.

Therefore, I’m going to use this post to describe a few metrics that get more attention than they deserve—and what you might want to focus on instead.

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Your PPC Resolution for 2018: Keep Learning!

Paid search advertising is always changing. (Which is one of the things I love about it.) It takes a concerted effort to keep up with the times.

Paid search changes at such a rapid rate, in fact, that you have to look extra carefully at work experience. For example, if someone says, “I’ve worked in paid search advertising for 12 years,” that doesn’t tell me much. Sure, they might have excellent management experience and good contextual understanding of PPC advertising, but if they haven’t touch an AdWords account in the last two years, they would be woefully unprepared to directly manage an account.

PPC resolution for 2018

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“Working with Group Twenty Seven has been tremendously valuable for our PPC goals. They are constantly bringing fresh ideas to the table and are focused on increasing our sales. The personal touch and flexibility they provide has made working with them not only a great experience, but also our ROI continues to grow. I have and will continue to refer the talented Group Twenty Seven!”

Matt Grimm, Ecommerce Director at Red Star Traders

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