Author: manhattanmediahub.com

How to control your rising month-over-month CPC’s in Google Ads non-brand search campaigns.

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How to control your rising month-over-month CPC’s in Google Ads non-brand search campaigns.

Let’s begin with a scenario: you notice that your CPCs (cost-per-clicks) have been steadily rising in your non-brand Google Ads search campaigns. If the data below feels familiar to your experience, this article is for you.


Now that we’ve identified the problem, let’s explore potential causes and solutions. Managing rising CPCs in non-brand search campaigns requires strategic control over competition, keyword relevance, and ad performance.

Causes of Increasing CPC in Non-Brand Search Campaigns:

  1. High Competition: Non-brand keywords are often more competitive since you’re bidding on generic industry terms that many advertisers target.
  2. Low Quality Score: If your ads aren’t perfectly aligned with the search intent or if your landing pages aren’t optimized, your Quality Score may drop, driving up your CPC.
  3. Broad Match Keywords: Broad match keywords can trigger your ads for irrelevant searches, leading to unnecessary clicks and higher costs.
  4. Overbidding: If automated bidding strategies aren’t optimized, you may end up bidding too high to maintain ad positions, especially for highly competitive keywords. Example: If you have given tROAS/tCPA in your search campaigns at campaign level and if they ar not optimized regularly google mat bid too high to maintain that ad position in order to bring higher ROAS and if google does this everytime even for low intent users, you might end over spending you budget.
  5. Ad Relevance Decline: Over time, ad copy that doesn’t resonate with users or address their search intent can lead to lower click-through rates, resulting in higher CPCs.

Campaign Structure Strategies to Maintain Low CPC:

  1. Separate Brand and Non-Brand Campaigns:

Why: Mixing brand and non-brand keywords within the same campaign dilutes your control over bidding, ad copy, and targeting. Brand keywords usually have a higher Quality Score and lower CPC compared to non-brand keywords. By keeping them separate, you can allocate the right budget and bid strategies to each.

Action: Create distinct campaigns for brand and non-brand search terms. Non-brand keywords should focus on generic industry terms, product categories, or customer pain points, while brand campaigns should strictly focus on searches related to your brand name, product names, or trademarked terms.

Below is a campaign structure chart that highlights effective segmentation strategies, such as separating brand and non-brand campaigns Brand campaigns managing high and low intent keywords with exact and phrase matches and Non-Brand Campaigns managing high, mid, and low intent keywords, using broad matches and negative keywords where necessary.

  1. Ad Group Segmentation by Keyword Intent:
    • Why: Grouping all your keywords in one ad group can lead to generic ads that don’t align with searcher intent, resulting in lower CTRs and higher CPC. Grouping by intent allows more relevant ads and landing pages to be shown.
    • Action: Segment your non-brand search campaigns into tightly themed ad groups based on keyword intent.
      For example, if you’re selling shoes, create different ad groups for “running shoes,” “formal shoes,” and “women’s shoes.” Each ad group should have its own tailored ads and landing pages, improving Quality Score and lowering CPC.
  1. Use SKAG (Single Keyword Ad Groups):
    • Why: Using SKAGs can give you more control over your bids and ad messaging, directly aligned with specific keywords. This can result in higher relevance, CTR, and Quality Score, leading to lower CPC.
    • Action: Create SKAGs where you have one keyword (or a very small group of closely related keywords) per ad group. This allows you to write highly targeted ad copy and direct users to the most relevant landing page, enhancing overall campaign performance.
  1. Use Tiered Bidding Based on Funnel Stages:
    • Why: Non-brand keywords generally target users higher up in the funnel, and those users may not convert immediately. Having a one-size-fits-all bidding strategy can lead to overspending on top-of-funnel searches.
    • Action: Structure your campaigns to focus on different funnel stages—top-of-funnel (TOF), mid-funnel (MOF), and bottom-of-funnel (BOF)—with different bidding strategies.
      For Instance:
      set lower bids for TOF campaigns (generic, non-brand searches)
      Set higher bids for MOF or BOF campaigns (remarketing, product-focused, or branded search).
      This ensures you’re not overbidding on non-converting users, keeping your CPC in check.
  1. Exact, Phrase, and Broad Match Keyword Structuring:
    • Why: Relying too heavily on broad match keywords can drive CPC up by showing your ads for irrelevant searches. Conversely, using too many exact match keywords can limit your reach and make it difficult to scale.
    • Action: Structure your ad groups with a mix of exact, phrase, and broad match modifiers to balance relevance and reach.
      For instance:
      Broad Match Modifiers: Maintain reach without sacrificing relevance.
      Exact Match: Target high-intent searches precisely.
      Phrase Match: Capture mid-funnel searches with moderate precision.
  1. Negative Keyword Strategy:
    • Why: Allowing your ads to show for irrelevant search queries wastes your budget and drives up CPC. Over time, if irrelevant clicks aren’t managed, your ad relevance and Quality Score can suffer.
    • Action: Continuously update and expand your list of negative keywords to avoid triggering ads for irrelevant searches.
  1. Ad Testing and Optimization:
    • Why: Stale or underperforming ads can lead to a lower click-through rate (CTR), which directly impacts your Quality Score and increases CPC.
    • Action:
      Regularly A/B test different versions of your ad copy and monitor performance.
      Use dynamic keyword insertion (DKI) to increase relevance, and ensure that your headlines and descriptions are compelling and aligned with the user’s search intent.
  1. Bid Adjustments for Time and Dayparting:
    • Why: User intent and conversion likelihood can vary greatly by time of day or day of the week. Without proper bid adjustments, you could be overspending during low-converting hours, increasing your average CPC.
    • Action: Use ad scheduling and dayparting to increase bids during peak times and reduce them during low-performing hours.
      For instance, if your e-commerce store sees more conversions during evening hours or weekends, adjust your bids accordingly to maximize ROI while controlling CPC.
  1. Use Audience Targeting:
    • Why: Not all non-brand searches are equally valuable. Some users may be returning visitors or high-value audiences, while others are new and may require more nurturing.
    • Action:  Incorporate audience targeting into your search campaigns by layering audience segments (like remarketing lists, customer match, or similar audiences) over your non-brand search campaigns.
      For more insights on audience types, check Google’s article: Google Ads Audience Types.
  1. Device, Location, and Demographic Segmentation:
  • Why: Different devices, locations, or demographic segments may have varying levels of performance. By not segmenting these properly, you might overbid on low-performing segments, which drives up CPC unnecessarily.
  • Action:
    – Continuously monitor demographic data (age, gender, income) in the Audience section to gain insights into your audience, allowing for more precise targeting.
    – Focus on specific geographic regions instead of broad audience targeting. When choosing location options, prioritize “Presence” over “Interest” to ensure your ads reach users within the desired area.

Here are the above-mentioned key strategies for controlling rising CPC in non-brand search campaigns, along with their impact levels:

Final Thoughts:

A well-structured non-brand search campaign that separates brand and non-brand keywords, optimizes match types, implements negative keywords, and uses precise audience and bidding strategies can significantly help control rising CPC. By focusing on ad relevance, segmentation, and ongoing optimization, brands can drive more efficient ad spend and avoid escalating CPCs in competitive non-brand search campaigns.

Optimizing Your Facebook Ad Strategy for the Festive Season

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Optimizing Your Facebook Ad Strategy for the Festive Season

As the festive season approaches, your social media marketing efforts become essential for both retaining existing customers and attracting new ones. Facebook Ads play a pivotal role in driving consumer engagement and sales during this time, as consumers are more inclined to purchase products that catch their attention—especially when paired with enticing festive offers.

A strategic ad approach ensures you make the most of the seasonal surge in demand while keeping costs under control. Early planning enables your campaigns to align with business goals and helps your brand stand out amidst fierce competition. Let’s explore key strategies to enhance your Facebook ad performance during the festive season.

Why the Festive Season is Crucial for Businesses

Festive periods are golden opportunities for businesses, often driving significant spikes in sales and profits. These peaks are fueled by increased consumer spending, festive moods, and a higher interest in discounts and offers. Special promotions tailored to festivals like Diwali, Rakhi, Christmas, and Independence Day help brands capture attention and boost conversions.

Businesses must prepare in advance by:
– Identifying target audiences and products to promote.
– Setting realistic budgets and campaign timelines.
– Crafting festive-specific promotions to resonate with buyers.

Creating a Winning Facebook Ad Strategy for the Festive Season

With heightened shopping activity and intense competition for ad space, a refined strategy is essential to maximize ROI and minimize wasted ad spend. Below are actionable tactics to overcome these challenges.

1. Addressing Ad Space Competition

Problem: Increased advertiser activity during the festive season raises CPC (Cost-Per-Click) and limits ad visibility.

Solutions:
1.Optimize Bidding Strategies
– Automatic Bidding: Let Facebook’s algorithm manage bids to remain competitive without overspending.
– Cost Cap Bidding: Set a maximum conversion cost to control your budget and still compete effectively.

2. Leverage Audience Segmentation and Targeting
– Detailed Targeting: Focus on interests, behaviors, and demographics to reach relevant users while reducing ad waste.
– Custom Audiences: Retarget visitors or existing customers to engage with warmer leads that are more likely to convert.

3. Expand Reach with Lookalike Audiences
1. Tap Into New Segments: Build lookalike audiences based on high-value customers to reach new but relevant users.

2. Enhance Ad Quality and Engagement
1. Create High-Impact Ad Creatives
– Use eye-catching visuals and short, engaging text to captivate your audience quickly.
– Include strong CTAs that prompt immediate action.
2. Improve Ad Relevance
– Ads that align closely with your audience’s interests tend to perform better and lower CPC.

3. Leverage Seasonal Offers to Drive Conversions
1. Festive Promotions: Feature limited-time discounts, flash sales, or exclusive deals aligned with festive themes.
2. Bundle Deals: Increase average order values by offering product bundles at discounted rates.

4. Monitor and Optimize in Real-Time
1. A/B Testing: Test variations of ad copy, visuals, and targeting to determine what works best.
2. Performance Analytics: Regularly monitor key metrics (CPC, ROAS) and adjust campaigns based on insights.

5. Use Alternative Ad Formats for Engagement
1. Video and Carousel Ads: Showcase multiple products or features in a creative way to increase engagement.
2. Interactive Content: Use polls, quizzes, or interactive ads to stand out from static posts.

6. Tap into User-Generated Content (UGC)
1. Encourage Customer Stories: Ask customers to share their festive shopping experiences and tag your brand.
2. Use Authentic UGC: Incorporate customer reviews and testimonials in your ads to build credibility.

Key Tips for a Successful Festive Campaign
1. Set Clear Campaign Objectives: Aim for a mix of awareness and conversion-focused ads. A 50-50 split helps drive both brand recognition and sales.
2. Segment Audiences Smartly: Create tailored offers based on behavior, such as:
– New users or those unfamiliar with your brand.
-Users with abandoned carts or no previous purchase history.
-Returning customers who might respond well to smaller discounts.
1. Optimize Ad Delivery and Placements: Start with automated placements and refine them based on performance data.
2. Craft Persuasive Ad Copy: Use festive themes and emotional language to resonate with the season.

Quick Takeaways for Festive Campaign Success
– Mix consideration ads with conversion-focused ads for a balanced campaign.
– Build custom audiences based on website activity for precise targeting.
– Optimize placements for maximum visibility using automated tools.
– Use dynamic creatives to test different ad variations efficiently.
– Infuse seasonal elements into your visuals and offers.
– Include emotional triggers and clear CTAs to drive engagement.

Conclusion

A successful festive Facebook ad campaign demands careful planning and agile execution. By leveraging these strategies, you can effectively tackle competition, boost visibility, and achieve meaningful results. Stay proactive with real-time optimizations to make the most of the festive rush, and always deliver value to your customers with relevant offers and engaging content.

How to Build Brand Loyalty: Proven Strategies to Make Your Customers Love You

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How to Build Brand Loyalty: Proven Strategies to Make Your Customers Love You

In today’s competitive market, it is crucial to attract new customers. However, what if those customers not only returned but also became loyal advocates for your brand? Building brand loyalty is the key to ensuring long-term success, repeat purchases and positive word-of-mouth. Loyal customers can drive exponential growth with less effort than constantly acquiring new ones. Let’s explore how you can cultivate strong brand loyalty for your business.

What is Brand Loyalty?

Brand loyalty refers to a customer’s preference to repeatedly purchase from a specific company despite having alternative options. This loyalty is based on trust in the brand, positive experiences, and a shared alignment with the brand’s values. Building brand loyalty not only enhances customer retention but also drives increased profits. Research indicates that improving customer retention by just 5% can boost profits by up to 25%.

12 Strategies to Build Brand Loyalty:

1. Craft a Compelling Brand Story

A strong emotional connection fosters trust and loyalty. Your brand story should communicate your values, vision, and purpose. Let your audience know the “why” behind your products and how you’re filling gaps in the market. A relatable and inspiring narrative can engage customers on a deeper level.

2. Deliver Consistent Quality

Consistency is crucial. Providing the same high level of quality for your products or services creates trustworthiness. Customers are more likely to return to brands they can rely on. For instance, Starbucks excels in consistency by offering familiar experiences that keep customers coming back.

3. Focus on Customer Experience

Beyond transactions, prioritize the entire customer experience. Exceptional service creates lasting relationships. Chewy, for instance, is known for sending condolence notes and offering refunds to grieving pet owners, leaving a lasting emotional impact.

4. Personalize Your Interactions

Tailoring your communication based on customers’ past interactions shows them that you value their preferences. Personalized emails, offers, and recommendations based on purchase history can foster a deeper connection.

5. Seek and Act on Customer Feedback

Customers want to feel heard. Regularly ask for feedback through surveys or reviews and make improvements where necessary. When customers see their suggestions taken seriously, it strengthens trust.

6. Handle Unhappy Customers with Care

Turning a negative experience into a positive one can win a customer for life. Addressing complaints or issues quickly and effectively can convert a frustrated customer into a brand advocate.

7. Build a Strong Online Presence

Make it easy for customers to engage with your brand across multiple platforms, from your website to social media. A consistent online presence helps ensure customers recognize and engage with your brand frequently.

8. Engage on Social Media

Social media provides a direct line to your customers. Engage with them by responding to comments, sharing user-generated content, and even resharing their posts. Social interaction fosters a sense of community, deepening their connection to your brand.

9. Involve Yourself in the Community

Whether it’s through partnerships, local events, or charity involvement, being active in your community strengthens brand identity and customer loyalty. People love supporting brands that give back to their communities.

10. Launch a Loyalty Program

Reward your customers for their continued business with loyalty programs. Whether through discounts, special offers, or exclusive deals, incentivize repeat purchases. Programs like Sephora’s Beauty Insider offer tiered benefits that keep customers coming back.

11. Create a Referral Program

Encourage your existing customers to bring in new ones through referral incentives. This taps into your loyal customer base and turns them into brand ambassadors who can attract others.

12. Stay True to Your Brand Values

Loyalty is built on trust. Upholding your brand’s values consistently helps retain customers. If sustainability is a core value, ensure all aspects of your operations reflect that. Any deviation can harm your credibility.

Why Brand Loyalty Matters

Focusing on building brand loyalty might seem secondary to generating new leads, but loyal customers are the ones who sustain your business in the long term. By implementing these strategies, you can nurture deeper relationships with your customers, turning them into loyal advocates who will drive your business forward.

Applying these techniques to your business will build a loyal customer base that loves your brand and continuously returns for more. Test out a few of these strategies to see what resonates most with your audience, and watch your brand loyalty—and business—grow.

How to Do a Google Ads Audit in 6 Simple Steps

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If you’re running Google Ads campaigns, keeping them optimized for peak performance is crucial. Regular Google Ads audits can help you uncover inefficiencies and improve your overall return on ad spend (ROAS). Whether you’re a business owner or a digital marketer managing campaigns, this detailed Google Ads audit guide will walk you through six essential steps to improve campaign results. These actionable insights will ensure your Google Ads are performing at their best, maximizing clicks, conversions, and sales.

1. Verify Your Google Ads Conversion Tracking

Conversion tracking is the backbone of any successful Google Ads campaign. Without accurate tracking, your data becomes unreliable, and you may be optimizing for the wrong goals. Here’s how you can quickly verify and optimize your conversion tracking:
  • Accessing Conversion Settings: Head to the Tools & Settings menu, then click on Measurement and Conversions. Review the conversion actions you’re tracking to ensure they align with your campaign objectives.
  • Focus on Key Conversions: For example, if your primary goal is to generate leads or sales, make sure you’re tracking these conversions as “primary actions.” Review secondary actions like time spent on site or downloads to support your strategy but prioritize your key conversion goals first.
Regularly auditing your Google Ads conversion tracking ensures that you’re accurately measuring success and optimizing your campaigns effectively.

2. Evaluate Campaign Structure for Better Targeting

The structure of your Google Ads campaigns plays a huge role in the overall success of your paid search efforts. Proper campaign segmentation allows you to target the right audience with relevant ads, improving your Google Ads Quality Score and ad relevance. Here’s what to focus on:
  • Segment by Products/Services: Make sure each campaign is focused on a single product or service. For example, if you’re running eCommerce campaigns, create separate campaigns for different product categories.
  • Utilize Ad Groups for Keyword Themes: Within each campaign, ensure your ad groups are tightly themed with relevant keywords. This can help improve your click-through rates (CTR) and Quality Score, ultimately lowering your cost-per-click (CPC).
By refining your campaign structure, you ensure your Google Ads campaigns are better targeted, resulting in more qualified leads and improved performance.

3. Optimize Google Ads Keywords and Search Terms

A successful Google Ads audit should always include a thorough review of your keywords and search terms. This process helps identify keywords that might be draining your budget or missing out on opportunities for relevant traffic.
  • Keyword Analysis: Check the performance of high-spending keywords. Are they generating conversions? If not, consider pausing or adjusting bids.
  • Expand Your Keyword List: Use Google’s Keyword Planner to find new opportunities. Search for long-tail keywords related to your business that can drive more qualified traffic at a lower CPC.
  • Search Terms Review: Regularly review the Search Terms report to identify irrelevant searches that are triggering your ads. Add these as negative keywords to prevent wasted ad spend.
Optimizing keywords and search terms in your Google Ads audit can dramatically improve the efficiency of your campaigns.

4. Review and Improve Your Ad Copy

Your ad copy is what convinces users to click, so it’s important to regularly review and optimize your Google Ads text ads. Focus on writing compelling, relevant, and engaging copy that drives more clicks and conversions.
  • Focus on the Headline: Make sure your headlines include your target keywords and a clear call-to-action (CTA). For instance, using phrases like “Shop Now,” “Get a Free Quote,” or “Buy Today” can drive more action.
  • A/B Testing: Always run A/B tests on different ad variations to see which ones resonate best with your audience. Split test different headlines, descriptions, and CTAs to find what works best.
Improving your Google Ads copy will increase click-through rates and enhance the overall performance of your campaigns.

5. Audit Your Bidding Strategies

Google Ads offers various bidding strategies, and choosing the right one can significantly impact your campaign’s success. As part of your audit, it’s essential to evaluate whether your current bidding strategy is delivering the desired results.
  • Smart Bidding: If you’re not already using automated bidding strategies, such as Target CPA (cost-per-acquisition) or Target ROAS, this might be a good time to test them. Google’s machine learning can help optimize bids for better performance, especially if you have a large volume of conversions.
  • Manual Bidding: If you prefer more control, you can adjust bids manually based on the performance of individual keywords or ad groups. Reduce bids for underperforming keywords and increase bids for top performers.
Regularly revisiting your bidding strategy ensures you’re maximizing the value of each click and staying competitive in Google Ads auctions.

6. Analyze Your Google Ads Audience Performance

Another key aspect of your Google Ads audit is reviewing audience performance. Google Ads allows you to target various audience segments, including in-market, affinity, and custom audiences.
  • Analyze Demographics and Segments: Check how different audience segments are performing in terms of clicks, conversions, and ROI. Are there any underperforming segments that need to be excluded or refined?
  • Remarketing Audiences: Set up remarketing campaigns to target users who have previously visited your website. These audiences tend to convert at higher rates, so if you’re not already running remarketing ads, this is a great opportunity to start.
By optimizing your audience targeting, you ensure that your ads are shown to users most likely to convert, boosting overall campaign performance.

Conclusion

Performing a Google Ads audit might seem daunting, but breaking it down into these six simple steps can make a big difference. By focusing on conversion tracking, campaign structure, keywords, ad copy, bidding strategies, and audience targeting, you can identify opportunities to boost your ROAS and scale your business. Don’t forget, a well-executed Google Ads audit is not a one-time thing. Regular reviews and updates will keep your campaigns competitive and performing at their best. If you’re looking to take your Google Ads campaigns to the next level, start by implementing these steps today!

How to Achieve 2x-5x Business Growth by Optimizing Your Impression Share on Google Ads!

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How to Achieve 2x-5x Business Growth by Optimizing Your Impression Share on Google Ads!

Running brand campaigns on Google Ads can feel like navigating a maze, especially when faced with competitive pressures and fluctuating metrics. Whether you’re fighting to maintain visibility or looking to grow your audience, a strategic approach is key. In this blog, we’ll break down two of the most common challenges in brand campaigns: low search impression share and high search impression share, and we’ll provide practical solutions to each.

1. Low Search Impression Share: The Hidden Competition

A low search impression share can be an indicator that your competitors are outbidding you on your own brand terms. This can lead to a cascade of negative effects, including:

  • Lower Return on Ad Spend (ROAS)
  • Higher Cost-Per-Click (CPC)
  • Increased Customer Acquisition Costs (CAC)
  • Higher overlap with competitor ads

This means your brand is losing visibility, and as a result, you’re paying more for fewer conversions.

How Does Low Search Impression Share Affect Your Campaign?

Consider this data from a typical Google Ads brand campaign:

CampaignMonthSearch impr. shareClicksCTRAvg. CPCConv. value/costCost/conv.
Search – Brand (US)Feb-2464.46%2,47924.32%3.813.3340.57
 Mar-2469.77%7,18821.76%4.103.1139.63
 Apr-2478.08%6,17328.42%3.283.6337.10
 Aug-2456.13%7,91926.55%5.632.1962.37

In this example, the search impression share has steadily dropped over time, while costs per conversion have increased. This signals the need for immediate action to regain control of your brand terms and maximize efficiency.

Strategies to Address Low Search Impression Share

                    Manual CPC

  1. Objective: Regain control over bids to prevent further CPC increases.
  • Pros: Provides full control over bid amounts and can stabilize costs.
  • Cons: Risk of underbidding, especially in highly competitive auctions, which could result in losing out on conversions.

    Target Search Impression Share

  1. Objective: Boost visibility and reclaim lost impression share.
  • Pros: Ensures higher search visibility in competitive spaces.
  • Cons: Likely to drive up CPC, further increasing costs.

    Maximize Clicks
    Objective: Increase traffic at potentially lower CPCs.

  • Pros: More traffic at a lower cost, increasing the potential for conversions.
  • Cons: May bring unqualified traffic, negatively impacting ROAS.

By testing and balancing these strategies, you can choose the one that fits your budget and performance goals. Discover the best approach by reading this blog.

2. High Search Impression Share: Time for Expansion

If your search impression share is consistently high (above 90%), congratulations—you’re dominating your brand terms. However, this may also mean you’re hitting a saturation point and missing opportunities for growth. With less competition on your brand terms, it’s time to focus on expanding your audience.

How Does High Search Impression Share Benefit Your Campaign?

A high impression share means you’re maximizing visibility on your brand keywords, but this alone won’t sustain long-term growth. Now, the goal is to broaden your reach beyond brand terms and capture more top-of-funnel (TOF) audiences.

Strategies to Scale with High Search Impression Share

  1. Launch YouTube and Demand Gen Campaigns
    Objective: Capture more attention at the top of the funnel.
  • Use case: Reach users who aren’t actively searching for your brand but might become future customers.
  • Benefits: Increases awareness and brand recall, positioning your brand in front of a new audience early in their decision-making process.
  1. Non-Branded Search Campaigns and Performance Max (PMax)
    Objective: Target mid-funnel audiences who are exploring options and are close to converting.
  • Use case: PMax and non-branded search campaigns can help you capture demand from users searching for solutions but not yet familiar with your brand.
  • Benefits: These campaigns can bridge the gap between TOF awareness and bottom-of-funnel (BOF) conversions, effectively expanding your customer base.
  1. Retargeting Campaigns for Abandoners
    Objective: Recover lost conversions by targeting cart abandoners, checkout visitors, or users who showed interest but didn’t convert.
  • Use case: These audiences are already familiar with your brand, so reminding them of your offering can bring them back to complete their purchase.
  • Benefits: Higher conversion rates at a lower cost, as these users are already primed for purchase.

Conclusion: Tackling Your Brand Campaign Challenges

Whether you’re battling low search impression share and rising costs or looking to expand your audience after securing a high share, Google Ads brand campaigns require a nuanced, flexible approach. Using a mix of bid strategies and audience expansion techniques can help you not only maintain your visibility but also grow your customer base efficiently.

By addressing these pain points strategically, you’ll be better equipped to keep your brand campaigns profitable and on track. Make sure to monitor your campaign data consistently and be ready to experiment with different approaches—because success in digital marketing is all about adaptability.

Takeaway Tip: Always stay one step ahead by closely analyzing your brand’s performance metrics and adjusting your strategies accordingly. What works today may not work tomorrow, so testing and iterating is the key to long-term success!

Which Bid Strategy Suits Your B2C Brand Campaign and Why?

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Which Bid Strategy Should You Use for B2C Brand Campaigns? 🤔

When you are running a brand campaign for a B2C company, choosing the right bid strategy is crucial. A well-optimized bid strategy ensures you’re not just spending efficiently but also reaching the right audience at the right time. Let’s dive into different bid strategies and why certain ones might (or might not) be the best fit for your brand campaigns.

1. Manual CPC: Control or Constraint?

Manual CPC allows you to control the cost per click (CPC) for your brand campaign, but is it really the most effective strategy?

I don’t think so. While Manual CPC’s main purpose is to give you control over how much you’re spending on each click, brand campaigns typically require more flexibility. The challenge here is that brand campaigns are often at the bottom of the funnel (BOF), where customers are close to making a decision. If your bid is too low, you may lose out on valuable customers. If it’s too high, you might overspend unnecessarily. And because customer value can vary greatly depending on their intent, manual CPC doesn’t offer the adaptability you need. You could lose a customer at the final moment simply because your set bid is off by a fraction.

2. Target ROAS: Focused but Narrow

Target Return on Ad Spend (ROAS) aims to get you a fixed ROAS for every dollar you invest. Sounds promising, right? Not quite.

Here’s the issue: while Target ROAS helps you achieve your desired profitability, it can narrow your focus too much. If you’re solely focused on maintaining a specific ROAS, you might miss out on potential customers still deciding whether to engage with your brand. Remember, brand campaigns aim to capture and convert those who are already interested. A narrow focus on ROAS might prevent you from expanding your reach. Moreover, because this strategy is primarily conversion-focused, it might limit the number of impressions, especially if it chooses not to show your ad to certain prospects just because they might not convert immediately.

This works well when you’re more concerned about profitability, but for brand awareness and capturing BOF audiences, it could hold you back.

3. Search Impression Share: Visibility, but at What Cost?

Search Impression Share ensures your brand shows up when people search for it. Sounds ideal, but there’s a catch.

Google may sometimes show your brand for a high CPC just to ensure your ad meets the required impression share. This could lead to overspending on irrelevant clicks or audiences, which isn’t efficient for BOF campaigns. While it’s important to be visible, you don’t want to do it at the cost of draining your budget on clicks that won’t convert. Yes, you’ll be present when people search for your brand, but make sure you’re not paying a premium for that visibility when cheaper, more targeted options are available.

4. Maximum Clicks: The Winning Strategy?

In my opinion, Maximize Clicks is the best strategy for B2C brand campaigns. Why? Because it focuses on volume. Your audience is likely searching for your brand with intent, especially if they’re familiar with it. With this strategy, you’re not limited by specific CPCs or ROAS. Instead, Google optimizes to get the most clicks at the best price.

Here’s why it works well:

  • Audience Quality: Since these are branded campaigns, the audience searching for your brand is more likely at the BOF and ready to convert.
  • Cost Efficiency: You’re less likely to overpay for irrelevant clicks since Google will optimize for the most cost-effective placements.
  • Improved Visibility: With higher clicks, you also get better impression share without worrying about hitting overly high CPC or restrictive ROAS targets.

With a well-targeted branded campaign, maximizing clicks can lead to higher conversions simply because your audience is already interested and ready to buy.

Conclusion

Maximize Clicks emerges as the most suitable bid strategy for B2C brand campaigns. It balances cost efficiency with volume, ensuring that your brand reaches the most relevant audience without overspending. This strategy should work well if your primary goal is to boost visibility and conversion for bottom-of-the-funnel customers.

What do you think? Let us know in the comments below

Unlocking Multichannel Marketing: How to Expand Your Reach Beyond a Single Platform

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 Unlocking Multichannel Marketing : How to Expand Your Reach Beyond a Single Platform   

In today’s saturated market, brands have numerous ways to engage with their target audiences. It takes more than just a single-channel strategy to stand out in the sea of advertisements that compete for viewers’ attention each day. Your marketing plan should be as complex as your personal relationships. Adopting a multichannel marketing strategy is essential to successfully interacting with your target audience and creating enduring relationships.

Why Does Multichannel Marketing Matter?

Every day, hundreds, if not thousands, of advertisements are thrown at consumers. In this busy market, it’s easy for your message to be lost in the commotion. But consider the possibility that your company may stand out from the competition by connecting with customers on the platforms they already use. By doing this, you foster stronger relationships with potential customers while growing your online presence.

Use One Channel’s Success to Reach a Wider Audience

You’ve already got an advantage if you’re seeing success with a certain marketing channel. Here’s how you can leverage that accomplishment to strengthen your online presence across other platforms and develop a thorough marketing plan:

  1. Examine Your Successful Measures

To begin with, figure out why your current channel is working for you. Examine your key performance metrics (KPIs), including return on advertising expenditure, engagement rates, and conversion rates. This will assist you in determining what appeals to your audience and how to apply these insights to other media.

Example: Examine the most effective ad types and audience segmentation if your Facebook advertisements are generating a lot of engagement.

  1. Create Audience Segments for Cross-Channel Remarketing

Utilize your successful channel’s audience information to segment and target related audiences on other platforms.

Identify the people in your audience by:

Top of Funnel (TOF): People who have expressed a preliminary interest.

Middle of Funnel (MOF): Engaged users that have not achieved conversion.

High-value clients who might be ready for loyalty programs or upsells are at the bottom of the funnel (BOF).

Example: Build remarketing lists based on high-performing Google Ads and use them to target Instagram or LinkedIn people who are similar to them.

  1. Incorporate The insights into Fresh Channels

Utilize the information from your prosperous channel to customize your content and messaging for new media platforms. Advertisements and content should be created with your audience’s interests and behaviors in mind.

For instance, if your audience enjoys watching YouTube videos, modify your content to fit the TikTok or Instagram Reels style.

  1. Put Cross-Channel Strategies into Practice

Use your core channel’s insights to guide remarketing advertisements on other platforms. With this strategy, you may target consumers who are already familiar with your brand, which raises the possibility that they will interact.

Example: Using the information from your profitable Facebook advertising, create lookalike audiences on Pinterest or Twitter.

  1. Always test and improve

Continuous testing and optimization are necessary when branching out into new channels. Keep a careful eye on your campaigns and be ready to make adjustments based on their results. To determine what works best, try a variety of ad forms, messaging, and audience segments.

Example: To determine which messaging and ad creatives your target audience responds to the best, test them on LinkedIn and Instagram.

  1. Keep Your Messaging and Branding Consistent

Even though every channel could have its own distinct qualities, be sure that the tone and message of your brand don’t change. This builds audience trust and strengthens your brand identification.

Example: Make sure that your brand’s emphasis on high quality is communicated consistently across various channels, such as Twitter and Google Search advertisements.

  1. Leverage Data to Drive Continuous Improvement

To improve your strategy, keep examining data from all available sources. Seek out emerging trends and data that could guide your marketing expenditures and efforts.

Example: If a particular audience segment excels on a particular platform, think about reallocating resources to give it greater attention. 

In summary

Using a multichannel strategy instead of just one effective channel to increase your marketing reach will greatly increase brand awareness and engagement. You may improve audience engagement and achieve more by utilizing the insights from your existing channel, putting cross-channel plans into practice, and sticking to your brand’s core values.

Ready to elevate your marketing strategy and engage your audience across multiple platforms? Let’s connect and explore how a multichannel approach can take your brand to new heights.