Brendan Almack and Cathal Melinn discuss the evolving landscape of PPC advertising, exploring the impact of AI, the importance of tailored landing pages, e-commerce strategies, and essential tips for PPC beginners. They emphasize adapting strategies and correct conversion tracking for campaign success.
PPC remains crucial in digital marketing despite rising costs and increased competition.
Marketers are shifting focus towards new customer acquisition strategies beyond ROAS metrics.
Effective cost management and communication are essential for PPC campaign success amid external influences.
Deep dives
The Importance of PPC in 2024 and Increased Competition
PPC advertising, specifically in Google Search, remains a significant form of advertising. The increase in competition post-Covid has intensified the battle to keep costs per click down. Notable players like Teemu spent billions on PPC ads, elevating competition levels. PPC campaigns now focus on maintaining cost-effectiveness amidst heightened competition.
Shift in Focus from ROAS to New Customer Acquisition
There has been a shift from focusing solely on ROAS (return on ad spend) towards considering new customer acquisition. While ROAS has been a key metric in recent years, marketers are now questioning its role in business growth. Brands are exploring different strategies beyond ROAS to enable sustained growth and attract new customers.
Challenges in Dealing with Rising Cost of Paid Search
Marketers face challenges in explaining the rise in costs outside their direct control, especially in paid search campaigns. Factors like Google's proprietary systems and competition influence escalating costs. Managing these costs effectively while consistently explaining the impacts is crucial for campaign success and ROI optimization.
The Significance of Post-Click Experience and Bespoke Landing Pages
Creating tailored landing pages that align with user intent is crucial for maximizing conversion rates and ROI. The post-click experience plays a vital role in guiding users towards desired actions. Emphasizing user-centric design and relevant content on landing pages can significantly impact conversion rates and overall campaign success.
Importance of Analyzing Long-Term Performance and Supplemental Metrics
Enhancing the measurement and reporting of PPC campaigns involves looking beyond short-term results. Analyzing performance over extended periods and supplementing key metrics with brand growth indicators can provide a comprehensive view of campaign impact. Exploring tools like Google's Meridian for marketing mix modeling can offer valuable insights for long-term strategy development.
Paid search, or pay-per-click (PPP) advertising, has always been a core part of any digital marketing strategy, and a perfect complement to SEO tactics. However, with the changes in users' search behavior and the rise of AI-powered search, such as Google's Search Generative Experience (SGE), is PPC really worth it anymore?
In this episode of the DMI podcast, host Will Francis talks to Brendan Almack, Managing Director of Wolfgang Digital, and Cathal Melinn, digital marketing expert, about the changing face of PPC and where we are at now. They assess how the PPC landscape has been evolving, and they explore what tactics you can deploy future-proof your PPC strategies.
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