As the paid search and SEO landscape evolves rapidly, top agencies stay ahead of the curve by testing innovative PPC tactics. Ladera Ranch Marketing continually refines our approach based on emerging best practices shaping client results.
Here we’ll explore several more advanced PPC strategies that Ladera Ranch Marketing relies on to maximize ROI for our clients.
Location Extensions and Geo-Targeting
Adding your business location and target area to ads using Google’s location extensions can boost performance. This extra context signals to searchers how close you are, building credibility for local businesses. We’ve seen click-through rates increase substantially when implementing location extensions strategically.
Geo-targeting your ads even more precisely with radius and polygon tools also improves relevance. For example, an outdoor equipment retailer may focus their budget on people searching within 50 miles on the weekends when usage peaks. Micro-targeting locations maximize value for both advertisers and local customers.
Long-Tail Keywords
While top-volume keywords are highly competitive, the long-tail can be a goldmine. These more specific search queries relating to your products and services may have lower search volumes but much higher intent. Mining long-tail keywords through filtered auto-targeting helps populate your ads cost-effectively.
Ladera Ranch Marketing clients often score some of their highest converting sales from tail keywords achieved at a fraction of the cost-per-click of broad terms. It’s important to constantly monitor performance and adjust bids to weed out non-converting queries over time.
Responsive Search Ads (RSA)
Google’s RSA format dynamically optimizes different ad elements like line lengths and layout positioning based on the device. On mobile with less screen real estate, long-form ads simply don’t cut it. We’ve found RSA consistently outperforms standard text ads, particularly for clicks on smartphones and tablets.
The auto-optimization of RSAs simplifies management while improving user experience and clicks. It’s a no-brainer strategy for all advertisers to unlock additional search traffic and conversions.
App Campaigns
If your business has a mobile or desktop application, carving out dedicated app campaigns is essential. You want your app listing and download links ranking for related search queries rather than passive redirects to your website.
Ladera Ranch Marketing structures optimized campaigns, ad groups, and keywords to drive app installs, visits to app stores, and Page campaigns promoting specific in-app functionality. Monitoring install-driven revenue closely, to ensure the highest ROI.
Ad Schedule Testing
Most advertiser intuitions about “peak hours” are only partially correct. By testing variations of ad schedules that precisely mirror prospect behavior patterns, substantial uplifts can emerge.
We routinely A/B test expanding or limiting schedules and find strategic suppression of ads during low intent periods often grows performance. Tweaking schedules with this level of sophistication ensures every budget dollar is maximally put to work.
Dynamic Search Ads (DSA)
DSAs automatically generate new ad text and marketing pages by pulling relevant snippets from your website to precisely match searcher queries. Leveraging artificial intelligence in this way to hyper-contextualize responses at scale constantly amazes us.
When compared to broad matching campaigns side by side, DSA regularly drives considerably more conversions due to heightened topical relevance. It’s among the most powerful yet underutilized paid search tactics available.
Conversion Uplift Modeling
Partnering with analytics vendors and applying machine learning to your first-party data and millions of additional signals expands your identification of high-potential customers.
By incorporating these predictive “uplift models” into advertising, Ladera Ranch Marketing routinely achieves 10-30% increases in revenue-driving conversions for clients. It’s one of the most effective ROI boosters available.
In summary, keeping testing of sophisticated techniques and continuous optimization are paramount. Agencies helping clients do this will stay ahead of the competition for paid search results and budgets.
