Marketers using PPC ads must understand bidding strategies to create better Google Ads campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 02, 2020, 8:26 AM UTC

Implement a bid adjustment of +10-20% to maintain top impression share for pay-per-click (PPC) ads on mobile devices.

Marketers opting for PPC ads for Google Ads must have a fundamental understanding of features like keywords, bidding strategies and others. They can leverage bidding strategies like “Manual CPC" or "Target search page location" to control spend per clicks.

The author recommends combining negative keywords with search terms’ data to optimise ad targeting for higher quality impressions. Brands must create aggressive PPC campaigns for mobile devices, to earn high-quality impressions, as most PPCs can often take up the entire top section on the search results.

Using Ad Extensions with site links can enhance the appearance of ads and increase click-through-rates and drive conversions. Craft creative Ad Extension and PPC copies to attract the attention of targeted audiences.

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