Paid search is an efficient and cost-effective way to drive more high-intent customers to your business. If you can get a potential customer to call, they convert at 10x the rate than they do online, so you might be sitting on a conversion gold mine. But driving inbound calls with PPC is a bit different than clicks, and attribution and optimization can be tricky.
To make sure you can get the most out of your pay-per-click campaigns, check out our new ebook, “11 Paid Search Tactics the Drive Quality Inbound Calls.” We partnered with the paid search experts at Hanapin Marketing to give you the latest trends in PPC and the top tactics you need to employ to drive more conversions with every marketing dollar you spend. Here’s a preview of what’s in the ebook:
Paid Search Trends
PPC is an ever-changing beast where trends come and go and technology constantly advances, making it tough for marketers to keep up. To help you stay abreast of the latest in PPC, in the ebook we cover the top 5 PPC trends, including:
- Audience targeting on Google, LinkedIn and Bing
- AI and dynamic search ads
- New tools on YouTube
- The Amazon effect
- New ways to optimize landing pages
Using AI for for CPC Bidding
Setting bids in Google Ads is a time-consuming task that is often fraught with guesswork. Handing over the bidding reigns to Google’s AI could be a bit unnerving for marketers that are used to doing it manually, but it will save you massive amounts of time and will likely improve performance, too. Google’s Smart Bidding takes into account factors you might not even think of, and can crunch more data than any one marketer can. In the ebook, we’ll go over why you should use Google Smart Bidding.
What About Using PPC on Bing, LinkedIn and Twitter?
Google ads dominates the paid search market, but CPCs are getting out of control, especially for competitive keywords. But there are other fish in the PPC network sea that you might want to consider using. Check out the ebook to see the value you can get from advertising with LinkedIn, Facebook, Bing, and other non-Google networks.
Building Lookalike Audiences
You know what your customers looks like, so why not find more people just like them? Building lookalike audiences can help you reach customers similar to your most high-value clients that have never connected with your brand before. This allows you to expand your reach using an established source audience such as people who have viewed one of your videos or called your business. In the ebook, we go over how to create lookalike audiences on Facebook, YouTube, and Google Ads and how you can use call analytics data to do it.
Tracking Calls Made From Ads and Landing Pages
Want to get more calls that drive lots of sales? The best way to do that is to analyze the calls you are already getting. Since you can’t do that manually at any scale, you hate to use the right tools. Making powerful optimizations that drive results all comes down to data. By using Google Ads with a call tracking & analytics solution like Invoca, you can track all calls that result from your paid search efforts, including calls made directly from an ad or landing page. In the ebook, we’ll show you how that works.
Author: Owen Ray
Owen Ray is the Senior Content Marketing Manager at Invoca. Prior to that, he worked with SaaS companies like Aria Systems, Glassdoor, and Mindjet. Owen sharpened his writing tools at San Francisco State University and Bay Area newspapers before working his way into the Silicon Valley creative services set. He hails from Petaluma, California and definitely does not leave work early on Wednesdays to go drag racing at Sonoma Raceway.