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A comprehensive guide to PPC agencies, showcasing strategies and insights.

By OppGen

Hiring the Best PPC Agency in 2024 | A Complete Guide

 

Partnering with the right PPC agency can be a game-changer for businesses that want  to maximize their digital advertising ROI. 

This comprehensive guide covers everything you need to know about how to evaluate, select, and work with a top PPC management partner. 

We’ll explore the key benefits of hiring an agency, their core services, and how to vet candidates during the selection process. 

 

In addition, you will find out about: 

  • Typical PPC agency pricing models 
  • Interview questions 
  • Telltale signs that it is time to switch 
  • And how to transfer accounts easily to a new agency 

 

By the end, you’ll have a thorough understanding of what to look for in a PPC agency and how to find the right fit for your business.

 

Table of Contents: 

  1. What is PPC?
  2. How PPC Campaigns Work
  3. Best PPC Platform to Consider
  4. Pros/Cons of PPC vs Other Digital Marketing Forms
  5. Benefits of Hiring a PPC Agency
  6. PPC Agency Services Explained 
  7. Vetting and Selecting the Right PPC Agency
  8. PPC Pricing Models
  9. When to Switch PPC Agencies
  10. Transitioning to a New PPC Agency

 

What is PPC?

Pay-Per-Click (PPC) advertising is  a model of digital marketing where advertisers pay a fee each time one of their ads is clicked on. 

Essentially, it’s a way to buy visits to your website, as opposed to earning those visits organically through other means like Search Engine Optimization (SEO). 

Businesses (like yours) can use PPC to show their ads to people who are searching for products and services you offer.  

By tailoring your ads and choosing keywords closely related to your business, you can drive targeted traffic to your site with your PPC campaigns.

PPC is one of the most effective forms of digital marketing, offering businesses unique  benefits like:

  • Immediate exposure 
  • Precise targeting 
  • Measurable results 
  • Flexibility 
  • Increased visibility

 

 

PPC is one of the most effective and immediate forms of digital marketing available. This is why businesses across industries invest more in PPC every year.

 

How PPC Campaigns Work

On the surface, PPC campaigns appear to simply involve setting up some ads and waiting for clicks to roll in. But behind the scenes, there’s a complex and strategic process that makes PPC work to produce profitable ROI and revenue growth. Here are some key aspects of how PPC campaigns function:

 

Keyword Auctions

Keywords are at the core of PPC… 

As a user searches for a given term, like “email marketing software,” an instant auction takes place for that keyword among advertisers bidding on it. 

Factors like your bid amount and Quality Score determine where your ad will rank and how much you will pay per click.

 

Quality Score

This metric looks at the overall quality and relevance of your ads, keywords, and landing pages. 

Ads with higher Quality Scores get preferential treatment on PPC platforms. Keeping your score high (on a 1–10 scale) leads to lower costs and better ad positions.

 

Ad Rank Formula

Your bid multiplied by your Quality Score = Ad Rank. 

This formula determines where your ads appear. To rank higher, focus on bidding higher on keywords that matter and improving the overall Quality Score through optimization.

 

Landing Pages

Once a user clicks your ad, they should arrive at a landing page that is relevant, easy to navigate, and encourages them to convert. Align your landing pages with ad messaging for a personalized and contextualized experience to boost conversion rates.

 

Bidding and Budgets

Set daily budgets and use bidding strategies like enhanced CPC to maximize conversions within budget. 

The bids should be adjusted based on the performance data. 

To gain insights, you should set up conversion tracking.

 

Advanced Features

Take advantage of advanced features like:

  • Location targeting
  • Demographic segmentation
  • Customer match
  • Responsive search ads

 

These can help refine your targeting.

 

Best PPC Platforms to Consider

 

 

The major players in PPC each offer unique advantages. 

The platforms you choose to use are determined by the goals you have and the audience you intend to reach.

 

Google Ads 

With a whopping 83.49% search engine market share, Google Ads is the 800-pound gorilla. 

Its massive reach, advanced features, and detailed targeting make it appealing for both B2C and B2B. 

Google Shopping ads are ideal for e-commerce brands looking to get their products in front of people ready to buy. YouTube ads also offer engaging video ad options.

 

Bing Ads

While smaller than Google, Bing still owns over 9.19% of search traffic

Bing Ads can be a cost-efficient option, with less competition on keywords giving better ad positions and lower costs-per-click (CPCs). 

The Microsoft Audience Network also allows Bing ads to show across additional sites.

 

Facebook Ads (Meta Ads)

As the top social media platform, Facebook has over 3.65 billion monthly active users—a marketer’s dream. 

Facebook’s detailed user data gives you the ability to serve  highly targeted ads based on demographics, interests, behaviors, and more. From image and video ads to Stories and Messenger ads––you have a variety of options for engaging users.

 

LinkedIn Ads

For B2B marketers, LinkedIn’s 500+ million professionals make it a prime platform. 

Tailor ads by:

  • Job role
  • Industry
  • Interests
  • Business goals for your targeted audience

Partner with an agency to tap into their LinkedIn campaign management expertise.

 

Pros/Cons of PPC vs Other Digital Marketing Forms

 

 

PPC has unique advantages that make it an essential component of every digital marketing strategy.

 

Search Engine Optimization (SEO)

SEO has key benefits like long-term organic growth and high-trust content. But it can take months to see results. PPC offers a faster complement for leads. Use both in tandem.

 

Social Media Marketing

Organic social reaches highly engaged audiences, but paid social (social media ads) expands reach. Combine organic content with paid ads for ideal social media ROI.

 

Email Marketing

Sending targeted emails to subscribers you already have offers outstanding ROI. 

Yet acquiring new subscribers can be a challenge. PPC can help drive new leads and subscriber sign-ups.

 

The common thread is that today’s savvy digital marketers use both PPC and organic methods like SEO, social media, and email together for short and long-term success. 

The immediacy and conversion-focused power of PPC, when balanced with organic growth channels, can create a comprehensive strategy that maximizes results.

 

Benefits of Hiring a PPC Agency

With a solid understanding of what PPC is and how it works in place, engaging the services of a PPC agency can provide immense value. 

These agencies and consultants have the expertise, tools, and experience to ensure your PPC budgets are being used efficiently and effectively.

 

Access to Advanced Skill Sets and Insights

Don’t underestimate the  skill and effort required to manage successful PPC campaigns.

 The most qualified PPC experts are at agencies that focus exclusively on paid search. 

They live and breathe PPC, staying on top of every new feature, algorithm update, and innovation within the major advertising platforms. 

A PPC marketing agency can identify optimization opportunities that may seem counterintuitive but have data to support them. 

They are experts that can provide insights you might never find on your own. Their strategic vision for structuring campaigns for scale is invaluable.

 

Proven Methodologies and Best Practices

Agencies develop time-tested processes for managing campaigns. 

With an independent, unbiased approach, they can provide a fresh look at your PPC efforts using proven methodologies. This prevents you from stagnating or relying on ineffective strategies that may have become comfortable.

 

Tools and Technology

Many agencies leverage proprietary technologies and tools for research, tracking, reporting, and automation that would be costly for an individual business to develop or license. 

This gives them an advantage in efficiently managing large-scale PPC efforts and extracting performance insights.

 

Added Human Resources

No matter the sophistication of tools, PPC still requires manual management and optimization from experts.

Agencies have teams wholly dedicated to campaign management, allowing more focus than an in-house resource stretched across many marketing channels.

 

Speed and Scalability

Getting PPC campaigns launched and ramped up quickly can be challenging. Especially if you’re starting from scratch. 

An agency can accelerate results through increased budget and testing velocity. Their experience also allows them to seamlessly scale spend across accounts.

 

Customer Acquisition Cost (CAC) Reduction

The combination of increased conversions and continuous optimization that agencies bring means your cost to acquire customers (CAC) through PPC will steadily decline.

As scale increases, they leverage experience to further reduce CAC.

 

With these benefits in mind, partnering with the right PPC agency can transform your paid search campaigns, unlocking significant growth and ROI. 

Identifying an agency that matches your needs takes research. 

The next sections provide tips for choosing the best PPC company.

 

PPC Agency Services Explained

A successful PPC agency provides a wide suite of services that cover all aspects of campaign management. Understanding these core service offerings will help you assess potential agency candidates.

 

Campaign Setup and Structuring

The foundational work of establishing accounts, building campaign architecture, configuring tracking, and importing data is necessary to launch campaigns properly.

 

Keyword Research

Evaluating search behavior to identify high-value keywords and assign them to relevant ad groups. Ongoing analysis provides insights.

 

Ad Copywriting

Writing  compelling ad text entices clicks and conveys your brand.

 

Landing Page Optimization

Designing and optimizing landing pages to align with ads and convert visitors into leads and sales.

 

Bid Management

Setting bids and applying strategies like enhanced CPC and target Return on Advertising Spend (ROAS) bidding to hit KPIs.

 

Audience Targeting

Leveraging capabilities like customer match and lookalike audiences to reach your best customers.

 

Performance Analysis

In-depth analysis of metrics and trends to gain actionable insights. 

Tracking conversions and attributing them to PPC is essential.

 

Reporting and Insights

Providing regular reports and insights to clients that summarize performance and opportunities.

 

Optimization

Continuous testing and refinement of ads, keywords, landing pages, bidding strategies, and more to improve campaign efficiency.

 

Remarketing

Setting up remarketing campaigns to engage visitors after they leave your website. This brings users back into the sales funnel.

 

A/B Testing

Running split tests of ad copy, landing pages, offers, and other elements to determine which variants perform best.

 

Asset Creation

Designing compelling ads, banners, and other creative assets that align with campaign goals.

 

Account Structure

Organizing campaigns, ad groups, and keywords logically to allow for segmentation, testing, and optimization.

 

Budgeting and Billing

Managing monthly budgets across accounts and providing transparent billing and invoicing.

 

Communication

Clear communication of insights, recommendations, and strategy. Quick responses to questions and concerns.

 

Pixel Implementation

Installing conversion tracking and remarketing pixels across your website and sales funnels.

 

Feed Management

Setting up and optimizing product and inventory feeds for shopping campaigns.

 

Technical Optimization

Ensuring ads are displayed correctly across devices and troubleshooting issues.

 

 A full-service PPC agency becomes an extension of your marketing team. 

They can provide the expertise and bandwidth to implement and manage campaigns at scale. They save time, accelerate growth, and provide a definitive ROI, but choosing the right agency is critical.

 

Vetting and Selecting the Right PPC Agency

PPC agencies are not created equal…

Choosing the right partner to steward your paid search campaigns takes thoughtful research and evaluation. Here are key factors to consider:

 

Proven Success and Case Studies

A reputable agency will have a strong portfolio of client success stories and examples of achieved results. Look for proof of  expertise in your specific industry.

 

Strategic Experience

Ask candidates to explain their strategic approach. Assess their knowledge of the latest platform capabilities and trends. Make sure they are thinking long-term.

 

Technical Capabilities

There should be a clear understanding of how to track conversions, optimize landing pages, manage large budgets, and implement other PPC fundamentals.

 

Communication Skills

Clear, proactive communication is a must. Make sure they’ll provide regular reporting and insights, along with quick responses.

 

Client Retention and Reviews

High client retention and positive reviews show an agency provides results and value. Watch for red flags like high turnover.

 

No Cookie-Cutter Solutions

Avoid agencies that push one-size-fits-all programs. Your strategy should align with specific objectives.

 

Cultural Fit

Make sure your agency aligns culturally with shared values and collaboration models. You want a trusted partner relationship.

 

Analyze Pricing and Contracts

Compare pricing models and look for flexible contracts rather than rigid, long-term lock-ins.

 

Trusting your gut during the vetting process goes a long way.

 

PPC Agency Pricing Models

PPC agencies use several types of pricing models. 

Being aware of the pros and cons of each helps determine the best fit.

 

 

Percentage of Ad Spend

PPC agency charges a monthly fee that is a percentage (often 10–20%) of the client’s total ad spend.

  • Pros: Aligns incentives (agency benefits from optimized spend). Easy to budget.
  • Cons: Potentially expensive as spend scales. Does not account for labor time.

 

Fixed Monthly Fee

A pre-set monthly fee based on the estimated workload and labor time required.

  • Pros: Predictable, consistent pricing. Accounts for labor.
  • Cons: Poor alignment of incentives if spend varies. Can underestimate or overestimate workload.

 

Hourly Rate Model

PPC agency charges for actual hours worked based on hourly rates for different team members.

  • Pros: Accounts for actual time invested by the agency. Strong incentive alignment.
  • Cons: Unpredictable monthly costs. Need visibility into work logs.

 

Performance-Based Pricing

Fees tie directly to performance KPIs like conversions, sales revenue, or ROI.

  • Pros: Places focus on results. Aligns agency success with your goals.
  • Cons: KPIs need to be realistic and measurable. Requires transparency.

 

Hybrid Model

Combines two or more models, like a fixed fee + percentage of spend or performance bonus.

  • Pros: Balances predictability with incentive alignment. Share the upsides of success.
  • Cons: Can be complex to calculate. Needs a clear definition.

 

The best fee structure provides incentive alignment while accounting for workload and reflecting a fair value exchange. Avoid rigidity; be open to optimizing the model.

 

When to Switch PPC Agencies

Occasionally, the need arises to switch PPC management to a new agency. 

But how do you know it’s the right time? 

 

Consistently Missing KPIs

If campaigns are consistently falling short of core metrics and goals with no improvement, it indicates underlying issues.

 

Lack of Accountability and Communication

Unresponsiveness to questions or concerns, lack of proactive optimization, and sparse reporting point to disengagement.

 

Churn on Your Account

High turnover of your account manager or team suggests the agency may not be investing properly in talent.

 

No Value Added

If nothing seems to be evolving except your monthly bill, your needs may be beyond your current partner’s capabilities.

 

Outdated Strategies

As Google and other platforms add features, strategies need to evolve. 

Stagnant agencies get stuck in their ways. The best ones will try new strategies.

 

Misalignment on Goals

Ensure your agency understands your business objectives. 

Conflicting priorities breed poor results.

 

Lack of Transparency

Your agency should provide clear visibility into your accounts and how they optimize ad spend.

 

Steadily Increasing Costs with No Value

If costs climb higher with no added value, it may be time for a change. Stay aligned on budgets.

 

If these issues emerge, have an open dialogue with your PPC agency first. Outline concerns and see if alignment can improve. If not, changing partners may be the best path forward.

 

Transitioning to a New PPC Agency

 

 

PPC brings unique advantages that make it an essential component of a complete  digital marketing strategy.

Should you decide to switch PPC marketing agencies, follow these best practices to ensure a smooth transition.

 

Audit Existing Accounts

Thoroughly review existing campaigns, ad groups, and keywords to gain insights before migrating.

 

Export Performance Data

Extract analytics and campaign data to provide the new PPC agency complete visibility into past performance.

 

Set Proper Account Access

Remove old PPC agency access while granting the new agency the proper permissions to manage accounts.

 

Develop Transition Plan and Timeline

Define all key milestones and dates upfront to prevent gaps or downtime in management.

 

Communicate Early and Often

Keep both old and new PPC agencies informed during all stages. Clear communication avoids problems.

 

Execute Parallel Campaigns

Run new agency campaigns alongside old agency efforts for an initial testing period. Learn and refine.

 

Monitor Campaigns Closely

Observe the new PPC agency’s campaigns daily to ensure proper setup, spending levels, and results during the transition period. Provide feedback.

 

Reconcile Billing

Confirm the final invoices from the old PPC marketing agency and start with clean billing with the new partner.

 

Ideally, transitions should allow for an initial ramp-up and testing period where the new PPC agency sets up initial campaigns and gains insights while old efforts continue running. This overlap lets you monitor performance closely. Once ready, the switchover can be made relatively seamlessly.

 

Conclusion

Managing profitable, scalable PPC campaigns requires expertise and constant optimization. 

While an in-house resource may handle basic PPC tasks, the multifaceted capabilities of an accomplished PPC marketing agency are transformative.

The insights in this guide offer a comprehensive overview of the value professional PPC agencies provide, from illuminating how PPC works to evaluating PPC agency services and tips for choosing a partner poised to deliver success.

With the right PPC agency, paid campaigns can transform from a mere marketing channel into a growth engine, delivering tangible ROI through precision-targeted engagement. Treat your agency search as an investment, undertake due diligence, and the returns will follow.

 

Contact us today to learn how our expert team can help take your PPC campaigns to new heights!

 

Clutch 2022 Top PPC Firm Ohio Award

By OppGen

Clutch Names OppGen Marketing a Top PPC Firm in Ohio for 2022

The advertising game has really changed throughout the year. From traditional to digital, the industry is constantly changing and evolving each year. One of the biggest industries in recent years is Pay Per Click. The PPC industry has been revolutionizing how companies and businesses advertise online.

If you are looking for a partner to help you get started, then OppGen Marketing is here for you. With more than a decade of experience in the market, you can count on our team to deliver the best services and solutions for your business. With that being said, OppGen Marketing was recently selected by Clutch as one of the leading PPC companies in all of Ohio.

“Being recognized as a top PPC firm by Clutch reinforces our team’s commitment to providing best-in-class performance marketing solutions for top brands around the world,” OppGen Marketing Partner and Vice President Alonzo Foreman said. “We are honored to have the opportunity to partner with so many outstanding companies in their growth efforts.”

This award is a true testament to our hard work and dedication to helping our clients find success online. OppGen Marketing’s goal has always been to empower businesses and we will continue to improve our skills and knowledge to better serve them in the future.

It goes without saying that this award wouldn’t have been possible without the help of our clients and partners. Thank you for trusting us to be your PPC partners. We are grateful for all the support you’ve shown us throughout the years. 

 

About OppGen Marketing

OppGen Marketing is a multi-million dollar digital marketing agency in Columbus, Ohio, that provides strategic digital marketing strategies to companies offering high-value products and services.

Our clients choose us as their agency because we focus on their goals of generating more profitable business for their company. This sets us apart from other large agencies that focus on weaker metrics like driving traffic. We take our clients’ success seriously while maintaining a start-up–like culture of fun and teamwork.

 

Contact One of Ohio’s Top PPC Firms Today

Let’s discuss your needs! Reach out to our team today. We look forward to working with you.

woman works on presentation preparing for responsive search ads

By OppGen

How Does Google Ads Generate Responsive Search Ads?

On August 31, 2021, Google announced that responsive search ads will be the only type of search ad that can be created or edited in standard search ad campaigns as of June 30, 2022. 

This is a big change that will affect search ad campaigns across the globe. Even though there is a little under a year until the change becomes official, it is a good idea to get a head start and pivot your search ad campaign to using responsive search ads.

Luckily OppGen Marketing is focusing on pivoting many campaigns to responsive search ads to put our clients ahead of the change. Contact us to learn more about our marketing efforts and strategies.

Before you go all-in with responsive search ads, let’s go over the basics of these ads.

 

What are Responsive Search Ads?

For those unfamiliar, responsive search ads are a type of paid search advertisement that makes search ad creation and management simpler through the power of machine learning. Using the content you’ve already written, Google will generate flexible ads and show them to prospects.

Compared to the expanded text ads (the ad type responsive search ads are replacing), responsive search ads are more flexible and adaptable because they can show more or less text depending on the device a prospective user is using. The content itself can also change based on what prospects are searching for.

 

How Google Ads Generates Responsive Search Ads

Google Ads generates responsive search ads through automated machine learning. When you enter more headlines and descriptions, you’re giving Google Ads more options for creating new ads that can more accurately match with prospects’ searches.

Once you enter headlines and descriptions, Google Ads takes them and assembles them into several different combinations. You can submit up to 15 headlines and 4 descriptions for one responsive search ad. In the ad itself, you will be able to have a maximum of 3 headlines and 2 descriptions. If you need a specific headline or description to be consistent across all responsive ads, you can pin them to certain positions. Otherwise, the headlines and descriptions can appear in any order.

When you write these ads, it’s important to remember to make sure the headlines and descriptions are relevant to one another to avoid the generation of an ad that doesn’t quite make sense.

Our team will double- and triple-check to make sure the responsive ads are relevant and make sense. Contact us to learn more.

 

What Are the Benefits of Letting Google Ads Generate Responsive Search Ads?

Spend Less Time Writing Ad Copy

Instead of writing fresh ad copy for every single search ad, responsive search ads will make it look as though every ad is new by mixing and matching headlines and descriptions.

 

Provide More Flexibility in Your Message

Different devices have different widths, and different widths can result in your ad’s message getting cut off. But by giving Google Ads multiple options to use, it can determine which headlines and descriptions will best fit the device.

 

Tailor Ads to More Prospects and Bring in More Customers

You can change your headlines and descriptions to include information like your prospects’ locations or locations of interest. Responsive search ads’ flexibility also allows them to better match prospects’ search queries, which can result in more clicks and conversions.

 

Improve Campaign Performance Without Lifting a Finger

By giving Google Ads multiple options to work with, it can mix and match ads and determine which ads are the most effective when it comes to conversions, clicks, and other goals, and will then push those ads more often. 

 

Learn More About Responsive Search Ads

Although June 30, 2022, is nearly 280 days away (at the time of this blog’s publication), it’ll be here before you know it. If you have any questions or concerns about this big change in Google Ads, talk to the experts at OppGen. We’re already working on shifting campaigns to responsive search ads so we can be better prepared for when the change happens.

For more information, contact us today.

oppgen marketing clutch top ppc agency ohio 2021 featured image

By OppGen

Clutch Lists OppGen Marketing as a Top PPC Management Company in Ohio for 2021

During the pandemic, the internet has brought a whole new market. Digital marketing became the norm for a successful company. You need more exposure and more sales, and if you are not involved in this, your business will not grow in the future. How can you expect success from someone who only understands marketing? No worries, we are here to help you!

OppGen Marketing is a team of experienced professionals who work together to help you achieve your business goals. We have excellent leaders in finance, sales, marketing, and development. We develop ways to offer our highly strategic programs to startups and enterprises, which means our team strives to provide high-value products and services. 

With that being said, we are proud to announce that Clutch, the leading B2B platform, just recently listed our company as one of the Top PPC Management Companies in Ohio for 2021!

Clutch is a B2B ratings and reviews platform based in Washington, DC. Each year, they evaluate technology service and solutions companies based on the quality of work, thought leadership, and client reviews. They also recognize the highest-performing B2B companies by industry, service focus, and location every month. This is a milestone for OppGen Marketing to be acknowledged by this prestigious firm.

Here’s what our management team had to say about the award: 

This award serves as a great acknowledgement of our team’s continued efforts to help our client partners grow and win online through intent-driven lead generation marketing.

The whole team wants to dedicate and celebrate this significant recognition with everyone who truly supported and trusted us all the way. We thank our clients for their valuable reviews on our Clutch profile. Your words help us maximize our ability in providing quality and optimal solutions. 

Take a look at some of our 5-star reviews:

 

 

 

Do you want to grow your business over the internet? Drop a message. Let’s work together!

Google headquarters building

By OppGen

15 Important Google Marketing Livestream 2021 Updates

On May 27, 2021, Google’s annual marketing livestream aired, and with it came a lot of promising updates for the world of digital marketing.

If you missed the livestream, don’t worry — you can register to watch the keynotes and other sessions on demand.

But if you don’t have the time to sit through hours of video, that’s not a problem, either, because we’re recapping the most important updates to Google marketing that were announced during the livestream. If you have any questions about the livestream or anything else, contact us today.

Our main takeaways from #GML2021 were:

  1. Automation continues to be the cornerstone of Google’s innovation moving forward. With new products, like Performance Max, your customer journey will become more in focus to differentiate your business.
  2. Data measurement and privacy are a key focus for Google in order to protect consumers, provide clarity, and improve performance attribution.
  3. Expanding reach, across all Google properties, will become increasingly easier for advertisers. 

 

1. Customer Match Access is Now Available for (Almost) All Advertisers

Google is committed to opening its customer data to nearly all of its advertisers, enabling most advertisers to utilize first-party data (i.e., name, email, address, and phone number) in a privacy-safe platform called Google Match.

Customer Match lets you use both online and offline data to reach your customers across Google Ad channels, including:

  • Search
  • Shopping
  • Gmail
  • YouTube
  • Display

Customer Match works by letting you upload a list of customers you have compiled. Then, you’ll create (or update) a campaign to target the customers on the list. When these customers are signed in to their Google account, they’ll see your ads on any of the above channels. It will also allow you to use a similar audience targeting option, similar to Facebook’s audience lookalike option.

To start utilizing Customer Match, your account must have:

  • A good history of complying with Google’s policies
  • A good payment history
  • At least 90 days history in Google Ads
  • More than $50,000 total lifetime spend

We believe that it is likely that the last restriction will be lifted, but only time will tell if that is the case.

That said, we are excited about this change, especially because it opens up more doors to smaller businesses that could use access to first-party data to improve their campaigns. To learn more about how this could open up opportunities for your business, contact OppGen to schedule a free strategy call.

 

2. Performance Max Campaigns Can Improve Results Across All Google Channels

Performance Max is a new goal-based campaign type that lets performance advertisers have access to all of Google’s channels for a single campaign, including:

  1. YouTube
  2. Display
  3. Search
  4. Discover
  5. Gmail
  6. Maps

We expect this to be a great way to expand reach and a complement to keyword-targeted campaigns.

Performance Max is still in beta and will be leveraging automation, but that doesn’t mean you won’t be able to use it. In fact, there are still spots available to join the beta testing phase. If you’re interested in joining the beta testing phase, all you have to do is complete this form (or ask the marketing agency that’s in charge or your accounts to fill it out). The beta is only available to those whose goals are to generate leads or grow online sales without Google Merchant Center.

 

3. Set Up Enhanced Conversions for Improved Accuracy and a Privacy-Safe View of Performance

To ensure that your attribution reporting is accurate, you can now set up enhanced conversions for a more accurate view of performance that also keeps privacy safety into account (which is especially helpful now that fewer cookies are being used nowadays).

 

4. Get More Foot Traffic with Brand-New Local Ad Formats

Businesses focusing on driving sales to physical locations will have more Local ad formats to play around with, from optimizing for shop visits with video action campaigns to the ability to shop sales through Local campaigns. Another new service option that’s now available is pick up today for any retailers using local inventory ads. A pick up later option is currently in beta testing. Local businesses can also expect to test out some new Google Maps ad formats as well.

 

5. The Improved Google Insights Page Will Give You More Insights on Your Performance and Customers

Over the next few months, keep an eye out for some improvements to the Insights page. Google has announced the new and improved Insights page will add 3 new types of insights:

  1. Demand forecasts
  2. Consumer interest themes
  3. Audience insights

The updated Insights page can help you see current and potentially emerging trends and interests in products or services that could be relevant to your business. This can help you decide if there are any new services or products that you should start including as add-ons to what your business already provides based on these trends.

 

6. Expect More Robust, Data-Driven Attribution Reporting

Google will be adding more attribution reporting to its search, Shopping, Display, and YouTube ads channels. This includes data-driven attribution and integration of in-app conversions, too.

Data-driven attribution is incredibly useful because it can help you figure out which keywords, ads, ad groups, and campaigns were the most successful. This can help you better optimize your bidding based on performance data and choose the best attribution model for your business.

 

7. Optimize Lead Quality with the New OCI Helper Tool

Tracking online conversions is easier than ever before, but what about offline conversions? Thankfully, you can utilize the new OCI helper tool to implement offline conversion imports.

If you want to record a conversion that occurs offline, such as closing a sale over the phone or in-person, you can now include that information through 4 different offline conversion import options:

  1. Google Ads Conversion Import
  2. Google Ads Conversion Import for Salesforce
  3. Zapier offline conversion tracking
  4. HubSpot’s Google Ads optimization events tool

All 4 of these options can easily be done through Google Ads thanks to the OCI helper tool, so don’t be afraid to keep this information up to date with it.

 

8. Image Extensions Can Make Your Search Ads More Engaging with Appealing Visuals

Search ads won’t be text-only anymore! With image extensions, you’ll be able to capture prospects’ attention with detailed, relevant visuals that work well alongside the text ads.

You can upload a maximum of 20 different high-quality images that are relevant to your keywords, but be sure to follow the image extensions format requirements and guidelines to avoid getting your ad rejected at the quality and policy checks.

We anticipate that the addition of images will drive performance and be a great way to increase visibility.

 

9. Create Personalized, Relevant Ads with Ad Customizers

Ad customizers will adapt your ads at a scale based on what your potential customers and clients are searching for in real time. You get to define custom attributes, like product names and prices, and tailor these attributes, also in real time. Attributes can be created individually or from spreadsheets, making them highly relevant and personalized for your prospective customers and clients.

 

10. Maximize Value with Target ROAS Bidding

Now that Target ROAS bidding is now available for all advertisers using video action campaigns, it’s much easier to optimize your bids to maximize value. Target ROAS bidding will be opened to Discovery ads later this year. Your Target ROAS bids will be automatically optimized at the time of the auction, so you can tailor the bids for each auction as needed. It can be used for a single campaign or across multiple campaigns.

 

11. Keep an Eye Out for a Personalized Feed in the Google Ads App

Google Ads app users can expect to see new insights tailored to your business and content that can teach you how to meet your campaign goals. As a bonus, you’ll be able watch Google Marketing Livestream sessions from anywhere as long as you have your phone on you.

 

12. Hotel Ad Extensions Expand Reach and Help Your Business Recover from the Effects of the Pandemic

Google is progressively updating hotel ad extensions over the coming weeks. These extensions will help expand your reach to travelers. Combined with the fact that the COVID-19 vaccine has been distributed to a large portion of the U.S. population, more people will be looking to travel, so this is a good chance to speed up recovery from losses due to the pandemic.

And it’s not just hotels that will be getting a boost — so will vacation rental properties. (AirBnB owners, now’s the time to start getting into Google Ads if you haven’t done so already!)

Along with these amplified extensions for search campaigns, Google is also enhancing commissions (per stay) bidding to find more qualified customers looking for a place to stay at a lower cost.

 

13. Connect Your Google Merchant Center Feed to Showcase Your Products in Video Action Campaigns on YouTube

By connecting Google Merchant Center to YouTube, you can showcase your top products through video action campaigns. Google has said that we can expect to see this option available for Discovery ads in the coming months, so pay close attention to that.

 

14. Build Brand Awareness More Effectively with Video Ads

If you’re trying to build awareness for your brand, you can now do so more effectively with the TV in Reach Planner. This tool forecasts your reach and the frequency of how often your campaign will be delivered across TV, YouTube, and Google video partners.

You can expect more video reach campaigns to become available to advertisers across the globe, driving reach by combining different types of ads on YouTube and across Google video partners.

 

15. Share In-App Content and Products Through YouTube Ads

A new effective way to promote a new app (or one that could use some more users) is through YouTube ads. Feeds in app campaigns can display content that would be more likely to appeal to prospects who are more likely to be interested in your app.

 

Stay Up to Date on the Latest Marketing Updates with OppGen

OppGen, a national digital marketing company located in Columbus, Ohio, keeps its finger on the pulse of the latest updates in marketing. We hope this recap of the Google Marketing Livestream 2021 event keeps you informed and aware of the changes to come in the ever-changing world of digital marketing.

If you want to learn more about these updates and how they could affect your marketing campaign, don’t hesitate to contact us today. Alternatively, you can fill out our free digital audit so we can give you an idea of how your current marketing campaign or strategy can be improved.

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