5 Less Obvious PPC Testing Ideas That You Should Try

As PPC marketers, there are certain A/B tests we are always running.

Landing page, ad and audience tests are all important.

But if you have been regularly testing these items and are looking for new features and ideas for testing, look no further!

Below is a list of less obvious PPC tests that you should try out.

Let’s hop in.

1. Test Increasing Brand Awareness with Target Impression Share Bidding

Smart bidding strategies are a way to incorporate some automation while not relinquishing complete control of your campaigns.

Google has a smart bidding type that is perfect for increasing brand awareness: Target Impression Share.

Using this smart bidding model, you can choose the amount that your ads will appear in the auction in conjunction with page position and a Maximum CPC you are willing to pay.

5 Less Obvious PPC Testing Ideas That You Should Test | SEJ

How to Get Started

This bidding strategy works best when you want to increase or stabilize visibility and brand awareness.

If your competitors are encroaching on your brand terms, it’s a great time to test IS bidding.

If you’re seeing cost per leads that are trending too high and want to decrease the impression share your ads are receiving, you could set the IS at a lower percentage to be less competitive.

We ran a test for a client who also wanted to increase leads while decreasing costs by decreasing IS, which we found to be a delicate balance.

If you have a new brand that has a core group of highly competitive terms, this could also be a useful bid model, but you’d want to be careful and potentially only test a few core terms to begin.

2. Test Competitor Keyword Campaigns

5 Less Obvious PPC Testing Ideas That You Should Try

Some advertisers are opposed to competitor campaigns and some are all for it. In today’s landscape, I always recommend at least testing competitor campaigns.

Competitor campaigns are a delicate balance, as it can inflate CPCs and ultimately CPAs, but when done right, it can also allow you to gain brand awareness amongst an audience that has shown intent.

How to Get Started

Head to Auction Insights in the search channels to check out who your biggest competitors are currently.

When drafting ads, make sure not to use the competitor’s name in the ads – those ads will get disapproved. Instead, use this as a starting point to highlight your brand, call out what’s different and how you stand out.

Starting with a smaller scope can allow you to test the waters before jumping in and potentially spending a great deal on folks who are looking for your competitors.

There are a few ways to do that:

You can start with a limited set of keywords, perhaps long-tail keywords like “chewy.com dog food” instead of just “chewy.com”.

Test a limited geographic area. Instead of targeting the entire state of California, try testing 1 DMA (designated market area) to start.

Keeping bids low but competitive can also be helpful in long-term success.

3. Test Dynamic Search Ads

Feel like you have plateaued with traffic and can’t seem to find additional ways to grow?

Dynamic Search Ads (DSA) may be able to help you uncover additional keywords and search trends.

DSA has gotten a bad rap in the past. But this campaign type has seen a lot of improvements since its initial release.

How to Get Started

I always recommend having a page feed in place. This will allow you to have the most control over a campaign that has the potential to wreak havoc.

Also read: 10 Most Important PPC KPIs You Should Be Tracking

Source: https://www.searchenginejournal.com/less-obvious-ppc-testing-ideas/301771/

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