One of the great tragedies of the digital marketing world is that the “PPC” people and the “paid social” people don’t see each other at the same marketing table, even as ad networks bring them ever closer together.
Advertisers who are “Google first” or “Meta first” often struggle to make the jump to the alternative platform. However, as paid media (i.e. more than just SERP and feed-based) becomes the norm, advertisers will need to feel comfortable translating their strategies across platforms.
Ad networks have already begun to blur the lines by shaping account structure, audiences, and creative. As the digital channel landscape and brand demands evolve, we’ll delve into:
Examining how the trend towards socialization has altered guidance methods. Provide information on how to navigate these changes effectively.
Despite the common misconception that equates PPC with Google alone, this article considers PPC to include all forms of paid media, not just the Google platform.
PPC’s primary goal is to capture user intent. This can be on search engine results pages such as Google or Bing, through contextually targeted videos, or on third-party sites where content and ads are contextually linked.
Historically, keywords have been central to PPC strategies and have served as the core of most campaigns. However, in recent years, the role of PPC keywords has evolved, becoming more and more like audiences.
This change warrants a closer examination of the differences between PPC keywords and audiences.
A PPC keyword, according to current definitions, is defined by the user’s search query and the degree to which the keyword matches the intent or syntax of that query.
A keyword’s effectiveness also depends on the type of match you choose, which can take into account various factors such as audience signals, landing page relevance, and other variables.
For example, broad matching incorporates a wider range of factors, such as audience statistics. In contrast, phrase and exact matching only look at syntax matching of close variants.
While this discussion won’t delve into the specifics of match types, it’s important to recognize their role in the growing integration of audience data into keyword strategies.
For a long time, platforms like Google and Microsoft prioritized keywords and negative keywords over targeting or excluding specific audiences. Keywords alone were sufficient for targeting, and audience targeting is considered an optional enhancement.
As keywords began to incorporate audience traits, it became crucial to understand audience behavior and strategically integrate it into campaigns.
This shift reflects the broader trend in PPC to become more “socialized,” emphasizing audience information and targeting for better campaign optimization.
Audiences in PPC
A key driver of PPC socialization is the strategic use of audiences, which are essentially groups of individuals categorized based on certain criteria.
By including or excluding these groups in your campaigns, you send clear signals to the ad network about your target audience.
Aside from location targeting, audiences represent the primary targeting method in paid social media. These audiences can be people who:
Committed to your brand. They have shown interest in related topics. Possess certain characteristics that are considered relevant to your business.
This evolving landscape has led platforms like Google and Microsoft to introduce broad and highly targeted audience targeting options. In industries with limited personalized advertising, adopting less personalized targeting strategies is crucial.
Exclusions are now the primary targeting method:
Avoid certain locations and topics. Excluding specific audience groups. Using postcodes as exclusions rather than targets.
This move to broader targeting, while still excludable, shows how PPC is becoming more social. Understanding and adjusting to audience behavior and regulatory changes is vital to successful campaigns.
PPC account structures, A/B testing strategies, and scaling achievements have evolved significantly.
Traditionally, most structural decisions in PPC are made at the campaign level. While Microsoft allows adjustments at the ad group level, the key decisions usually happen at the campaign level.
However, there is a growing trend towards structured paid social campaigns, where crucial strategic decisions occur at the ad set level.
Microsoft has long allowed granular decisions to be made at the ad group level, which allows for more nuanced control compared to campaign-level options.
Google’s Demand Gen campaigns have also expanded targeting and opt-out options at the ad group level.
This shift is significant as it moves from traditional campaign-wide strategies to a segmented approach, similar to paid social platforms.
Performance Max campaigns embody this evolution, with groups of assets meant to marry audience and creativity.
This concept is similar to the ad set structure of paid social advertising, where assets are grouped and targeted to specific audience segments distinct from other groups.
This management style diverges from traditional PPC methods, which typically prioritize organizing campaigns by keywords, match types, or bidding strategies rather than focusing on target audiences or specific user intent.
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Offers beyond CPC
In paid social and PPC, it is crucial to consider the evolution of bidding strategies.
Traditionally, PPC and other forms of paid media relied heavily on cost-per-click (CPC) bidding, where advertisers paid for each click their ad received.
However, with the rise of video and visual content gaining prominence in the advertising landscape, the CPC bidding model has become somewhat outdated.
The move to multiple media formats requires a comprehensive approach to paid media, incorporating text, images and other types of ads to drive overall growth. This comprehensive view of ad campaigns enables a nuanced understanding of how various formats can advance a brand’s goals beyond clicks.
Additionally, it is important to reconsider how auction prices are interpreted across channels. There is a misconception that higher auction prices mean higher quality traffic, while lower prices mean lower quality. This bias may undervalue video and image ads, which may have lower auction prices due to their format, but are not necessarily less effective.
Traditional PPC and modern paid media professionals should reconsider the value of lower auction prices on paid social media. Instead of ignoring them, ensure meticulous configuration of tracking mechanisms such as UTM parameters for accurate attribution. Recognize the significant impact visual content can have on transactional search advertising performance.
Adopting these insights allows you to optimize campaigns across paid media channels, achieving better results with cost-effectiveness and accurate attribution.
Here are five practical steps you can take today to adapt and thrive in this evolving landscape.
1. Reevaluate your channel strategy
While integrating paid social into broader paid media strategies is crucial, don’t forget historically successful channels. Instead, adapt your approach by evaluating audience targeting, creative formats, and bidding strategies to match evolving dynamics.
2. Adopt audience-centric orientation
Focus on understanding the audience segments relevant to your paid media business. Experiment with targeting options to discover the best ways to reach your key demographics.
3. Innovate with creative content
As visual and video content gain prominence, take a creative approach to your ads. Explore various content formats and test to see what resonates best with your audience. Stay on top of social media trends to guide your creative choices.
4. Optimize for multiple bidding strategies
Beyond traditional CPC bidding. Explore alternative bidding strategies that might be more aligned with your campaign goals, such as cost per acquisition (CPA) or return on advertising investment (ROAS). Try different bidding strategies to help you discover what works best for each channel and campaign type.
5. Take advantage of advanced tracking and attribution
As paid media channels combine, it’s critical to have solid attribution and tracking models. Make sure your UTM parameters are configured correctly. Consider adopting more sophisticated attribution tools to accurately measure the impact of each channel and campaign on your overall marketing goals.
By implementing these action items, you can better navigate the complexities of the paid social media landscape, making informed decisions that drive the growth and efficiency of your marketing efforts.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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