In our recent blog, we detailed some of the major paid advertising lessons in 2023. As we step into the new year, now is the time to use these lessons to build a cohesive paid advertising strategy that incorporates the best of what Google Ads and Social Media Advertising has to offer.
In this comprehensive guide, we delve into both platforms, providing actionable insights and strategies to empower your digital advertising efforts. We’ll cover the evolving terrain of Google Ads, emphasising the control that still lies within eCommerce accounts and the pivotal role of lead generation landing pages, followed by a focus on the indispensable nature of Social Media Advertising, underlining its long-term impact and the critical importance of strategic testing.
Join us on this journey as we unlock the secrets to flourishing in the digital advertising landscape of 2024.
Maximising the Success of Google Ads in 2024
1. Taking Control of eCommerce Campaigns
When it comes to managing Google Ads for eCommerce accounts, having complete control has become more difficult over time. However, strategic control over budget management and ROAS targets is still possible and remains key in seeing success.
For example, when adjusting ROAS targets, keeping within a 20% range will ensure the campaigns do not enter a learning phase and that bigger changes can be implemented incrementally. This provides advertisers with continuous tweaking capabilities for improved performance. By monitoring and adjusting these metrics to align with campaign goals, advertisers can ensure that accounts are managed using a dynamic approach that adapts to market changes.
2. The Power of Lead Generation Landing Pages
In the evolving landscape of Google Ads, lead generation landing pages are indispensable tools for success. Advertisers are discovering that dedicated PPC landing pages provide direct and impactful means of engagement. These can also be tested, tweaked, and perfected over time to continually improve performance.
For instance, for one of I-COM’s clients, simply removing navigation from a landing page resulted in a staggering 40% improvement in conversion rates. This underlines the need for advertisers to harness the potential of tailored landing pages, maximising user experience and conversion rates.
Key Takeaways - Google Ads
- Don't be afraid to tweak your ROAS targets if performance starts to run away from you. Keeping within the 20% range will not spark a learning phase, so you have some wiggle room for experimentation.
- From a lead gen perspective, make sure you have a dedicated PPC landing page that is solely dedicated to getting that user to convert. Streamline your content and ensure you have multiple CTAs across that page.
- Finally, make sure you no-index your pages to avoid competing with your organic listings.
Harnessing Social Media Ads to Drive Performance
1. The Benefits of Social Media Advertising
In 2024, the call for businesses and advertisers to embrace Social Media marketing reverberates louder than ever. Contrary to Google, social media advertising budgets remain unaffected by competitors, offering a cost-efficient avenue for businesses.
The significance of social platforms in establishing a long-term business presence cannot be overstated. However, success in social media advertising lies in the commitment to continuous testing and understanding what works best for your unique audience.
2. Testing and Patience - The Building Blocks of Social Media Advertising Success
Social media advertising can sometimes be a slower burner, as it introduces a longer learning phase that requires patience and a strategic approach. The initial month often serves as a settling period, allowing campaigns to find their rhythm. However, once you are confident in the strategy's stability, rigorous testing of various variables can commence, producing a wealth of actionable data that can drive great results. It's crucial to resist the temptation to test multiple variables simultaneously, ensuring clarity on the factors influencing performance.
3. Ensure You are Casting a Wide Net
For new social accounts, casting a wide net in audience targeting proves vital. The broader audiences often yield superior results initially. Only after the account has settled does the strategic testing of different audiences commence. This phased approach ensures a solid foundation before delving into nuanced audience testing.
Key Takeaways - Social Media Ads
- Don't rush your testing! Once you are confident your campaigns have settled, you should be testing new ads and audiences every 14 days.
Looking Forward to Successful Advertising in 2024
As we navigate the ever-evolving landscape of digital advertising in 2024, the synergy between Google Ads and Social Media Advertising emerges as a powerful catalyst for success.
From wielding control in eCommerce accounts to crafting impactful lead generation landing pages, and from embracing the unique advantages of social media to patient and strategic testing, the keys to success lie in adaptability and continuous optimisation.
By understanding and leveraging the strengths of each platform, businesses can position themselves for a prosperous year, driving meaningful results and establishing a lasting digital footprint. The journey to maximise success awaits those ready to seize the opportunities of the digital frontier in 2024.
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