18 Jul Wrapped: The Science of PPC Parts 41-50
Over the course of the series thus far, the Science of PPC has covered the gamut of paid search topics with the goal of sharing expert advice and insight into the ever-changing world of paid search marketing and digital marketing analysis.
Summarized below, parts 41-50 of the Science of PPC continue Andrew Goodman’s investigation into all things PPC. Featuring actionable analyses of the particulars and peculiarities of Google Ads, Andrew tackles topics from bidding strategies and conversion rate optimization to strategic considerations like domain names and risk management.
Thought the investigation would end with part 50? So did we. But The Science of PPC isn’t stopping here—stay tuned for more updates and new insights from Andrew, minus the weekly schedule. For now, dust off your lab coats and safety goggles and dig into the latest 10 parts.
Newborn paid search accounts are especially susceptible to threats like spend spikes, Quality Score growing pains, and unexpected keyword expansions that lead to an explosion of unproductive or irrelevant queries. Don’t let these small fires turn into raging infernos—get Andrew’s advice on 10 perils PPC pros can’t ignore, especially during account infancy.
Part 42: Target ROAS for You, Inefficient Spend for the Hoi Polloi: What to Expect as Google Collapses Bidding Strategies
Will the loss of Target CPA and Target GOAS affect bidding behavior? Andrew questions Google’s claim that bidding behavior will continue as usual and offers advice for making new bidding strategies like “Maximize Conversions” and “Maximize Conversion Value” work for you.
How can your domain name impact your paid search results—and your website’s performance overall? Andrew investigates three ways your domain name can impact PPC results, from positioning and brand considerations to ease of recall and the “swagger” factor.
As PPC pros mourn the apparent loss of control brought about by automated features like Smart Bidding, Google continues to add new precision bidding options to some aspects of the Google Ads interface. Geo-targeting and bidding is one area in which paid search pros retain control, but the best approach varies by industry and there is no one right way to tackle effective geo-precision. Get Andrew’s advice for how to put geo-targeting to work in Part 44.
Low conversion rates are the scourge of paid search campaigns. It’s tempting to make a knee-jerk diagnosis when conversion rates start to slip and blame everything from IT limitations and user behavior for poor PPC performance. Andrew dons his detective cap and offers his advice for using targeting-level fixes to help solve conversion rate problems.
Suspiciously high conversion rates can be just as problematic as low conversion rates, especially when advertisers are using alternate user behaviors to record a conversion. Andrew uses the example of a freemium SaaS provider to highlight how mega-high conversion rates can actually be hurting financial performance.
In the world of money management, risk management and solid stewardship can help generate favorable outcomes for investors. Andrew applies these lessons to Smart Bidding to show how bots are reducing waste and improving paid search ROI in Part 47.
The sun isn’t setting on the fertile field of digital marketing any time soon! Ad budgets remain strong and the boom in digital culture and remote work have shifted the terrain in favor of paid search pros who are willing to go all-in on this channel. Andrew examines 7 reasons why paid media channels are coming into their own—and why they’ll continue to be a fertile ground for the foreseeable future.
“Off-intent” keywords are a recipe for lower conversion rates, worse Quality Scores, and higher costs. In the wake of the loss (and return) of search query data and myriad other developments in paid search that may have disrupted account function in the last five years, Andrew offers a fresh investigation of keyword match types, how they may hamper performance and generate misleading reporting, and what PPC pros can do about it.
Andrew steps up to the plate with new signs from the dugout about overcoming career ADD in paid search, how to avoid striking out, and more major league advice for how to win at digital marketing.