Flipping through channels recently, I happened across an intriguing documentary where they were going over the scientific method for a physics experiment. I didn’t invest much time in the documentary, but it got me thinking about the process of creating an ad:
1.) The question: When we get a new assignment, the first question on the brief is “What is the intended outcome?” Sometimes it’s to raise awareness for a new product or service, increase charitable donations, promote a sale or event, etc… A strong and clear goal for your organization is essential.
2.) Hypothesis: What kind of ad will best answer the question? In many instances and for this purposes of this example, let’s say that’s a pay-per-click (PPC) campaign. PPC campaigns on Google’s AdWords platform allow organizations to accomplish the desired outcome, as a solution to issues and pain points while gathering important actionable data.
3.) Prediction: We would then create a wide variety of digital assets including headlines and body text to draft into a large number of unique ads. The idea here is to have a large enough pool to generate ads the audience will respond to, justifying our hypothesis.
4.) Testing: Now that we have hundreds of ads ready to go, we launch them in Google search results. Tracking results from combinations of keywords, copy, and visuals, we can conduct A/B and multivariate testing to find which ads work the best and reallocate the budget to placements that are the most effective in reaching the desired outcome(s).
5.) Analysis: One of the best parts of advertising with Google, is that we get very detailed results about how the ads performed and what the audience did once clicking on them. This actionable data allows us to show our clients how their budget resulted in actions, rather than Nielsen data for traditional forms of advertising. We like to be able to explain how our work directed consumers into becoming customers.
The process is obviously far more complicated than what I’ve just breezed though, but this should give you an idea of how we create work with clear, achievable goals in mind. Then we provide our clients with information they can depend on to grow.
As often as we speak with Google for clients from large banks to regional hospitals, it seems we have made the acquaintance of the entire AdWords Support team in Ann Arbor. FYI — they’re easier to speak with quickly in the mornings, than afternoons. Today we spoke with Google and they confirmed the changes to search results and ads on Google, “the salmon background color behind the ads is going away!”
Google makes on average, two changes per day, so PPC jobs are here to stay, at least in the near term! In the last year, text ads which show in search results have expanded to include more Ad extensions. These Ad extensions including site links which take folks deeper into the sales funnel, locations and phone numbers have significantly improved results and revenue associated with text ads in search.
Notice the impressive mobile click-through rate and low cost per click and cost per thousand impressions (CPM) for ads which included the Call Extension — phone numbers. These are actual results from a recent campaign we built and optimized for Lung Cancer Screenings with text ads in search:
Call us now @ (502) 493-9125 or visit MediaMarketers.com to get more for your brand in search and social media marketing!
You can get more out of your PPC and digital strategy!