Approach for PPC Keyword Research in 2019

Best Practices for PPC Keyword Research in 2019

Ever since Google has introduced Google Ads (formerly known as Google Adwords) for the users, from the same day, they have been bringing new technologies into the sane platform. Since, it's 2019 and time has quickly changed especially in Digital Marketing, so it becomes more important for business owners to adapt to the changes very quickly before the competitor goes to the next level. So keeping this in mind, I decided to come with an article which will guide you how to approach for PPC Keyword Research in 2019.

Get ready to rock PPC in 2019!

1. It's time to review new features rolled out in Google Ads

Years after year, google tends to bro bring new features and setup deadline for few of their old features likewise back in October 2018, Google urged advertisers to switch over to the new ad experience rolled out by October 25. With this change, new features were introduced likewise

Promotion extensions: Showcase products with a dollar or percentage discount. These can be added to the account down to ad group level. This is great option for advertisers who have been using sitelinks or ad copy for promos. The promotion extensions stand out more and take on a “coupon” look.





Promotion extensions

Bid adjustments for phone calls: Increasing bid adjustments on ads with call extensions can drive those ads to be served more often. Check the number of ad impressions and call impressions to see if this is necessary.





Bid adjustments for phone calls

Outstream video campaigns: Mobile-only video ads served outside of Google and YouTube only on partners sites or apps.

So don’t overlook these new features of note in Google Ads.



2. Testing with New Platforms Introduced

There was a time when only Google Ads was only the paid platform but as the time progresses, few other advertising platforms introduced. So, I would suggest you not to stick with Google ads but go beyond Google & even Bing ,in 2019 likewise

LinkedIN




LinkedIN Ads


Pinterest




Pinterest Ads


Snapchat




Snapchat Ads






3. Focusing more on mobile preferences

As the technology evolved, new smartphones were introduced in the market. Basic purpose of this introduction of smartphones in the market to make easy for the customers/users to look out, buy out things more easily & quickly. Back in 2018, I have seen many PPC advertisers who ignore mobile preferences ended up on wasting paid budgets and losing opportunities to reach their target market. So, I would recommend you to access your volume of traffic coming from mobile devices in PPC.





Device Performance

Above chart is available only in the latest Google Ads interface to get a snapshot of performance by device. If we start reading out above graph, it states that google advertiser is seeing large percent of conversions coming from mobile phones (bottom blue bar) with the lowest cost per conversion. This data can also be analyzed at the campaign level to determine if the bid should be adjusted based on the device or not. Try to make changes in small percent increments or a mid level to determine how the changes might impact the bottom line.



4. Get ready for voice search

There are chances that you might not be getting a tremendous amount of voice searches yet as of most of the google advertisers aren’t. But it is equally important to keep an eye with the changing trends in your account. Be ready to respond to information voice searchers are seeking or negative-out the irrelevant searches. Read up on the basics in 4 Steps to Prepare Your PPC Campaigns for Voice Search, including how to identify voice search queries. Here’s a screenshot that shows a quick way to eyeball possible traffic in your account in the new Google Ads interface:





Google Ads: Voice Search

I would recommend to review this activity on a regular basis to determine if there are any valuable keywords to add to the account or as a new campaign. For example, if you notice several navigational voice searches like “ramen restaurant near me”, consider creating a campaign to hyper-target those people trying to find you, perhaps with ads and landing pages with easy access to directions, hours, and parking.



5. Closely look out for budget

Some advertisers stand still in a very rut and forget to review and reassess the distribution of their budgets. Learn more about managing a small PPC budget, or for any size budget, take into account the following:

a.) Which campaigns were successful, with positive ROI?
b.) Is there further more traffic to capture to grow those results for the winning campaigns?
c.) Are you able to allot further budget from different campaigns with less stellar performance?
d.) Shifting budget from other channels with less stellar performance?
e.) Are you able to request the agency invest more in these results?



6. Report Evaluation

Have you been using the same the identical recent report for years? It’s time to reevaluate your essential PPC key metrics and replace or add that data into your reports. Both Bing Ads and Google Ads have recently revamped their Overview pages. Both need work, but can provide a few handy graphs if you need them in a pinch. Your objectives in reevaluating the reporting are:

a.) Are we still using this data?
b.) Is the information we are using actionable?
c.) What new metrics should we consider adding we haven’t thought about?



7. How to effectively make use of Scripts

PPC managers can learn to automate repetitive tasks in their Google Ads accounts using scripts added to the account. Navigating through the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal providing use cases and resources to get started with scripts. Luckily you don’t need a PhD in computer science because there are resources online with free or templated scripts. Google also holds workshops across the country for training.

Article Source Information & Reference: https://www.searchenginejournal.com/ppc-keyword-research/298625/