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How to Leverage the New Google PPC Developments in 2023 to Grow Your Business

Pay-per-click (PPC) advertising is a powerful way to reach potential customers. If you’re unfamiliar with PPC it is simply advertising on search engines. Moving you to the top through bidding on certain key terms.

Paid ads are a great way to generate results. Whether you’re an Ecommerce brand looking to increase sales, a SaaS brand looking to drive leads or anything in between.

Google is constantly innovating on its advertising opportunities, coming up with new tools and analytics. There have been a number of new Google PPC developments in 2023 that businesses like yours can leverage to improve results and grow online.


How can businesses like yours leverage these new developments to grow online?

Use automation to your advantage

Google have introduced AI into its PPC arena through Smart Bidding. This innovation implements machine learning to optimise your ads for conversions. Using data, it makes predictions in real time and implements them automatically to your campaigns. Sounds great, and it is, but there are few negatives.

Lack of Transparency

The data that Google’s machine learning has access to would be a dream to most Paid Media Marketeers. However a lot of the data we can actually see is quite limited, a real disadvantage if you want to get granular and really understand why something is performing well.

Less Control Over Bids

Machine learning isn’t perfect, so there’s still a chance of mistakes. For example, perhaps the keyword’s it is bidding on don’t match your own target audience. After all, Google might not understand  your business the way you do.

This can become a problem when you see a need to tweak your bids based on your own understanding. Using Smart Bidding gives control of this to the machines, leaving you powerless to implement changes based on what you know about your website’s conversions.

Requires Some Amount of Data

Google claims that Smart Bidding can work even on new campaigns. However,  because some data is needed, this isn’t strictly true. For it to work on a ‘new’ campaign, it will require you to have had other existing campaigns from which it can get data. What’s more, to get accurate results, you need your data to meet the minimum conversion threshold.

The best way to take full advantage of automation then is to implement it along witha manual strategy. An experienced & certified Google Partner agency managing your account can help you get more out of your PPC campaigns. This means that you can focus on other aspects of your business, such as product development or customer service, knowing that your PPC campaigns are running smoothly.


Create effective responsive search ads

Responsive search ads can help your business improve your click-through-ratio (CTR) and conversion rates online. Responsive search ads are a type of ad where an advertiser can create multiple headlines and descriptions for each ad. By using responsive search ads, multiple ad variations are created from the title and descriptions. These are then automatically tested against each other allowing your businesses to find the ad variations that perform best.

Having the ability to test multiple combinations and, importantly put forward the best ones at different times carries great benefits to your business.

Improved personalisation
Responsive search ads are displayed based on a potential customer’s online history. Their clicks, device type, and searches. Google will use this data and deliver a title and description combination that is most relevant. This can create a feeling of personalisation which will impact not only initial conversions but can also have a long term positive impact on brand loyalty.

Quick and Easy A/B Testing
An obvious one, but with so many variations Google is doing the heavy lifting when it comes to testing which headlines and descriptions work best. Google allows you to upload up to 15 headlines and 4 descriptions. This would give Google the opportunity to test up to 32,760 variations of your ads.(15 x 14 x 13 x 12 = 32,760)

This means you won’t have to manually create different variations to understand what combination works well ( impacting your other campaigns). Google also states that through this testing you could see 6% more clicks and a 5% increase in CTR


Focus on micro-moments marketing

Google Discovery ads are visually engaging and personalised ads that appear in Google’s feeds on their apps for YouTube, Google and Gmail.

These new campaigns can help reach customers during those brief moments when they are actively looking for information or looking to make a purchase decision. These moments are referred to as “micro-moments”, and they are a great opportunity for businesses to reach their customers with relevant ads at the right time during the user’s customer/purchasing journey.

While a new ad type is always exciting for marketers, it also comes with a few qualities that are important to note:

  • Discovery ads target audiences, not keywords so you can’t focus on people based on what their search intent is. Google gives you the opportunity to choose which audiences you want, including remarketing, detailed demographics, Affinity, in-market audiences and more.

  • Google Discovery ads have limited campaign settings. You cannot adjust elements such as manual bid strategies, contextual targeting, device targeting, ad rotation, frequency capping, or delivery method.

How can Digital Ethos help your business?

At Digital Ethos, we are experts in helping businesses like yours leverage PPC strategies to help you grow your business. We have a proven track record of success in creating and managing PPC campaigns that deliver results.

We can help you:

  • Set up and optimise your PPC campaigns. We can help you choose the right bidding strategy, create effective ad copy, and target your ads to the right audiences. This will ensure that your campaigns are as effective as possible. This ensures you’ll get the most out of your investment.
  • Track your results and make adjustments as needed. We will track your results closely and make adjustments to your campaigns as needed to ensure that you are getting the most out of your investment. This will help you (and our team) to identify what is working well and what needs to be improved.
  • Help you reach your marketing goals. We will work with you to develop a PPC strategy that is tailored to your specific business goals. Ensuring that your campaigns are aligned with your overall marketing objectives.

If you are looking for an experienced & certified Google partner who can help grow your business, contact Digital Ethos today. Visit our website to learn more about our PPC services.