Fine Tune Your PPC

Plus, đź“Š Current Trends in B2B Creative Strategy

September 03, 2024


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PPC

🎯 Fine-Tuning Your PPC Strategy: 5 Essential Tests to Conduct Now
Insights from Search Engine Land

As the prime PPC season approaches, now is the perfect time for marketers to optimize their campaigns. Conducting these five key tests during the quieter months can provide valuable insights, setting your PPC campaigns up for success when demand peaks.

The Scoop:

  • Explore New Channels: Experiment with alternative platforms like Reddit or Capterra by reallocating budgets from underperforming channels. This diversification can help you discover untapped audiences.

  • Optimize Landing Pages: A/B test different elements of your landing pages, such as copy, layout, and CTAs, to enhance user experience and boost conversion rates.

  • Test Seasonal Creatives and Offers: Tailor promotions and creative content to upcoming seasonal trends. This strategy is effective for both B2C and B2B sectors.

  • Assess Incrementality: Use holdout or geo tests to determine whether your campaigns are driving true incremental value. Adjust your strategy accordingly to maximize ROI.

  • Review Default Settings: Test the impact of disabling default settings like Google Search Partners or audience expansions to see if it improves efficiency.

By refining your PPC campaigns during the off-season, you’ll be better positioned to capitalize on increased demand during peak periods. Implementing these tests now will ensure your campaigns are optimized and ready when traffic surges.

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B2B

đź“Š Current Trends in B2B Creative Strategy
Insights from Magna Global

Recent research by LinkedIn and Magna highlights the crucial elements that drive engagement in B2B advertising, focusing on the importance of format, creativity, and messaging to influence decision-makers effectively.

The Scoop:

  • Video Ads Excel: On LinkedIn, video ads outperform other formats, delivering stronger response rates across various metrics. Video is proving to be a critical format for B2B advertisers seeking engagement.

  • Creativity Enhances Brand Consideration: Creative B2B ads are 40% more likely to increase purchase consideration. Despite this, many B2B ads lack the relatability and storytelling needed to connect with decision-makers. Creative elements like humor and compelling narratives are underutilized but can significantly boost engagement.

  • Clarity in Messaging: While creativity is essential, clear messaging remains paramount. B2B audiences respond best to straightforward, easy-to-understand content, though the industry could benefit from more creative approaches.

  • Tailored Creativity by Sector: Sectors like Auto and Retail benefit from humorous, storytelling-driven ads, whereas industries like Healthcare and Finance show mixed results with these approaches. Tailoring creative strategies to specific sectors is crucial.

  • Consistency Amid Longer Purchase Cycles: With extended B2B purchase cycles due to more decision-makers, maintaining creative consistency is key. Only 5% of B2B buyers are actively considering purchases at any given time, making ongoing creative engagement essential.

For B2B marketers, these studies underscore the importance of investing in creative video content paired with clear messaging. While humor and storytelling can drive engagement, these elements must be tailored to each industry. Consistent, creative advertising is crucial for sustaining brand consideration and engagement throughout longer purchase cycles.

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🚪Walmart is launching the Multichannel Solutions program on September 10, providing U.S. sellers with a new way to fulfill orders from various e-commerce platforms, offering shipping rates up to 15% lower than alternatives. 

🖇️Google’s John Mueller has dispelled the SEO myth that adding a specific number of outbound links enhances rankings stating that Google doesn’t count links for SEO purposes and recommended focusing on creating content for readers instead.


That’s all for today! While we curate another Viral Scoop for tomorrow, let us know how you felt about today! And share this with someone who’d love it.🥰