In the world of PPC, staying on top of the latest trends and tools can make or break your campaign’s success. This October, the annual ADworld Experience event took place in Bologna, bringing together top PPC professionals to share actionable insights. With over 40 presentations packed into two days, here are five standout tips that you can start implementing right now to optimize your PPC efforts.
1. Prioritize Landing Page Speed with GTmetrix
Navah Hopkins, a respected voice in the PPC space, emphasized the importance of a fast and user-friendly landing page. She suggests using GTmetrix to check your CLS (Cumulative Layout Shift) score. If it’s above 0.2, it’s time to make improvements. A faster, stable landing page not only boosts user experience but can also positively impact your ad quality score and ROI.
2. Boost Sales with Bestseller Bundles – No Discounts Required
Tomasz Abbott-Wieczorek highlighted an intriguing approach to increase sales without resorting to discounts: bestseller bundles. By grouping popular items together, customers see more value in their purchase, and it can also lead to a higher average transaction value. This strategy can work especially well for e-commerce businesses looking to maximize revenue without sacrificing margins.
3. Optimize Display Ad Headlines for Better Visibility
According to Michal Barta, even though display ad headlines allow for up to 30 characters, sticking to 25 characters ensures your headlines won’t be cut off on various devices and screen layouts. Keeping your message concise not only prevents truncation but also grabs attention quickly – a crucial factor in successful display advertising.
4. Leverage Exclamation Marks to Control Ad Descriptions
Miroslav Varga provided a clever tip for managing ad descriptions without pinning. Adding exclamation marks can prevent certain descriptions from appearing together, giving you more control over how your ad is displayed to different audiences. A simple tweak like this can enhance the impact of your ad messaging and improve engagement rates.
5. Use N-Gram Analysis for Smarter Keyword Targeting
Igor Ivitskiy, winner of the Best International Presentation award, advocates for N-gram analysis to improve keyword targeting. By identifying profitable terms, you can optimize broad match keywords and eliminate those that underperform. This data-driven approach to keyword refinement is invaluable for enhancing relevance, improving click-through rates, and maximizing ad spend efficiency.
