Paid Search Archives - Digital Marketing Experts

What Really Makes Paid Ads Work in 2026

Joel Sleet — Mon, 06 Apr 2026 16:13:26 +0000

ICP. Offer. Messaging.

Not surface-level messaging. Real customer targeting, offering and messaging.

As things become more automated, the businesses that win are the ones that stay human, stay real, and stay commercially aware.

Every year, paid ads become more expensive – and for many businesses, returns seem to go down and down. This isn’t always due to bad management, a poor product, or bad luck. The reality is simple: competition is higher than ever.

Platforms like Google, Meta, and LinkedIn are becoming increasingly competitive. More advertisers mean higher costs, and those clicks quickly add up.

In this blog, we’ll break down what actually makes paid ads work in 2026 – and how you can still make them profitable despite the rising competition.

1. Targeting

Targeting has always been seen as the number one priority, right?

There’s no point paying to get your product in front of people who don’t need it or don’t care about it. That hasn’t changed.

What has changed is how much control you really have.

Platforms are pushing more automation than ever. Broader targeting, fewer restrictions, and more reliance on algorithms to “figure it out.” Naturally, that makes businesses cautious – and rightly so. Left unchecked, it can burn through budget quickly.

But avoiding it completely isn’t the answer.

With the right guardrails in place – strong exclusions, clear structure, and most importantly clear messaging – you can actually use this automation to your advantage. It allows you to reach audiences you may never have considered, rather than limiting yourself too tightly while competitors scale past you.

The key is balance:

Give platforms signals
Maintain control where it matters
Let automation assist, not take over

2. Offer

No matter how strong your targeting is, or how creative your campaign looks – it all falls apart without a strong offer.

This is where a lot of businesses get it wrong.

Once someone clicks your ad and lands on your website, the ad has done its job. From that point on, it’s your business that needs to convert them.

That could be:

Competitive pricing
Strong product positioning
Clear value
Experienced team support
Trust signals and credibility

If those aren’t there, no amount of ad spend will fix it.

Paid ads don’t create demand out of nothing – they capture and direct it. Your offer is what turns that demand into revenue.

More conversions. More customers. More return.

3. Messaging

Messaging is everything.

It needs to be clear, immediate, and effective. Someone should be able to land on your ad or website and instantly understand:

What you sell
Who it’s for
Why they should choose you

If they have to think too hard, you’ve already lost them.

Messaging also directly impacts how much people are willing to pay.

If your brand, website and ad creative feel premium, you’ll attract higher-value customers. If it feels outdated or unclear, you’ll attract price shoppers – or worse, no one at all.

This is where strategy comes in.

On platforms like Google, this ties directly into things like negative keywords. It’s not just about getting traffic – it’s about filtering out the wrong traffic.

Cut out:

Low intent searches
Irrelevant queries
People who were never going to convert

And focus your spend on the people who actually need what you offer.

Whether you’re selling a light fitting, a car, or a legal service – your messaging needs to make it obvious that you are the solution.

Bringing It All Together

Paid ads in 2026 aren’t about hacks or shortcuts.

They’re about:

Understanding your customer
Having a strong offer
Communicating it clearly

Layer in commercial awareness and the right growth partner, and there is a real opportunity to scale – even in a more competitive market.

Stick to the fundamentals. Build properly.

Get in touch today to discuss how teclan can help you as a growth partner.

The post What Really Makes Paid Ads Work in 2026 appeared first on Digital Marketing Experts.

How To Set Up An Ad Account & Advertise on Google

Caitlin Maclean — Wed, 03 Apr 2024 11:16:22 +0000

Are you a new online business owner eager to propel your products and services into the limelight? Or perhaps you’re seeking innovative ways to market your existing website? Look no further than Google Ads; an online advertising platform developed by Google where advertisers invest to showcase a variety of ad formats, including product listings, service offerings, videos, and mobile app promotions to internet users.

These ads are visible across Google’s search engine results pages, websites within the Google Display Network, YouTube videos, and mobile apps. Google Ads follows a pay-per-click (PPC) model, ensuring advertisers only incur costs when users engage with their ads. Its sophisticated targeting capabilities allow advertisers to pinpoint specific keywords, demographics, locations, and interests, facilitating precise audience targeting and effective reach.

In this guide, we’ll walk you through the essential steps to set up your Google Ads account, along with some crucial considerations to ensure your advertising efforts yield fruitful results.

Understanding The Basics of Google Ads

Before diving into the setup process, it’s essential to grasp the fundamentals of Google Ads. This powerful advertising platform lets you connect with potential customers actively searching for products or services like yours. However, effective utilisation requires careful planning and execution.

Ensure Your Website is Optimised for Success

Your website serves as the digital storefront for your business. Before launching your Google Ads campaigns, ensure your website is not only relevant but also easy to navigate. A cluttered or confusing website can deter potential customers, undermining the effectiveness of your advertising efforts. Focus on creating compelling landing pages that prompt visitors to take action, whether it’s making a purchase, filling out a form, or contacting you directly. The content should also be relevant to the copy within any ads you produce. This, alongside a sensible budget, will help you rank higher in the search results.

Initial Google Ad Efforts Require Extra Attention

The initial stages of setting up your Google Ads account demand meticulous attention to detail. Whether you’re new to PPC advertising or a seasoned marketer, dedicating time to study and understand the platform’s nuances is crucial. Leverage free Google Ads training courses or enlist the expertise of certified professionals to guide you through the process. Expect to invest significant effort in the first month as you monitor performance and fine-tune your campaigns for optimal results.

Commitment is Key

Success with Google Ads isn’t instantaneous; it’s a journey that requires dedication and perseverance. While it’s tempting to expect immediate results, remember that building a robust account structure and refining your strategies takes time. Be prepared for the long haul and embrace the iterative process of testing and optimisation to maximise your campaign’s performance.

Define Your Google Ads Conversions

Identifying your desired conversion actions is paramount to measuring the success of your Google Ads campaigns. Whether it’s driving online purchases, generating leads, or encouraging phone inquiries, clarity on your conversion goals is essential. Determine the value associated with each conversion to accurately assess the return on your advertising investment.

Setting Up a Google Ads Account: Step-By-Step Guide

Now that you’re equipped with the necessary insights, let’s delve into the practical steps of creating your Google Ads account.

1. Create or Choose Your Google Account

To begin, ensure you have a Google account in place. If you already use Gmail for your business, you’re all set. Otherwise, create a separate account dedicated to your business by visiting accounts.google.com and selecting “Create account > For work or my business.”

2. Sign Up for Google Ads

Once you’ve followed the steps for signing up and logged into your Google account, navigate to ads.google.com to sign up for Google Ads. Follow the prompts to set up your account, ensuring you select the option to create a campaign from scratch for full control over your advertising strategy.

3. Configure Your First Campaign

Avoid the temptation of opting for the automated Smart campaign and instead switch to Expert Mode for greater control. This means you won’t automatically allow Google to control your spend each day, and instead, you have the manual ability to manage and change bids within campaigns.

Follow the onscreen prompts to configure your campaign settings, including budget, targeting criteria, and ad creatives.

Our Google Advertising Advice

The guide above provides you with the basics for starting your advertising journey on Google. However, there is a lot more to be explored and discovered on the platform. With various campaign types such as manual search and shopping, as well as the newer AI-enhanced Performance Max campaigns, it can be overwhelming for those new to the platform.

Over time, as your campaigns gather momentum and build data, you will be able to remarket to lucrative audiences and also target specific demographics based on previous search and buying habits. We’d recommend linking Google Analytics if this has not already been set up, as the platform provides fantastic visibility of previous behaviour with your ads and website.

Feeling overwhelmed with it all? Our experts are here to help. We can provide training to you and your team, or if you’d like to invest your time in other parts of the business, we can manage campaigns for you. As a Google Partner, teclan offers a team of certified experts skilled in navigating the complexities of Google Ads. Leveraging our understanding of Google’s intricate algorithms and analytical tools which are constantly updating, we strive to maximise your return on investment. From conducting thorough keyword research to crafting engaging ad copy and monitoring ad performance, we handle these tasks, allowing you to focus on the core aspects of your business.

Get in touch today to find out how we can help boost your online business, and a member of our friendly team will be happy to chat with you!

The post How To Set Up An Ad Account & Advertise on Google appeared first on Digital Marketing Experts.

How To Choose The Best Digital Marketing Agency For Your Business

Caitlin Maclean — Thu, 22 Feb 2024 15:29:46 +0000

In today’s digital age, having a strong online presence is crucial for the success of any business. Whether you’re a small startup or a large corporation, effective digital marketing can help you reach your target audience, drive sales, and grow your brand. However, navigating the complex world of digital marketing can be challenging, especially if you don’t have the expertise or resources in-house. That’s where you might find partnering with a digital marketing agency beneficial.

With so many agencies out there offering a wide range of services, choosing the right one can seem like a daunting task. To help you make an informed decision, we’ve put together a comprehensive guide on how to choose the right digital marketing agency for your business.

Assess Your Business Needs and Objectives

Before you start your search for a digital marketing agency, take some time to assess your business needs and goals.

What are you hoping to achieve with your digital marketing efforts?
Are you hoping to increase website traffic?
Do you want to generate leads with your marketing efforts?
Do you want the digital marketing agency to help improve brand awareness?

By clearly defining your objectives, you’ll be better equipped to find an agency that can help you achieve them. Of course, the ultimate goal is to increase your revenue but there are so many ways to do this, and you first need to create that awareness for your brand. So, do you want to do that yourself, and then bring in an agency, or do you want the agency to do it all for you?

Research and Evaluate Potential Digital Marketing Agencies

Once you have a clear understanding of your goals, it’s time to start researching potential agencies. Take advantage of online resources such as Google, social media, and industry directories to compile a list of agencies that seem like a good fit for your business. Be sure to read reviews, case studies, and testimonials to get a sense of each agency’s track record and reputation.

You may even want to reach out to companies you know have worked with specific digital marketing agencies to get an understanding of their experience. You’ll be able to grasp the kind of results the digital marketing agency produced for the company, as well as how they communicated work and results to the client.

Consider Industry Experience and Specialisation of the Marketing Agency

When evaluating potential agencies, pay close attention to their industry experience and specialisation. While some agencies may offer a wide range of services, others may specialise in specific industries or niches.

For example, at teclan we are a team of experts that provide a range of strategic, creative, and technical services. We offer future-proof ecommerce solutions like Aero Commerce website design and AI-powered marketing campaigns across the likes of Google and social media. Not to mention, we develop powerful apps for our clients with our tec-Connect service that help them increase engagement with their audience and boost brand loyalty.

Choosing an agency with experience in your industry can also be advantageous, as they’ll have a better understanding of your target audience and the challenges you face. Take a look at an agency’s portfolio to get an idea of the types of brands they’ve previously worked with.

Evaluate Communication and Transparency

Communication is key to any successful business relationship, and it’s especially important when working with a digital marketing agency. Look for an agency that communicates clearly and transparently from the outset. They should be responsive to your enquiries, provide regular updates on the progress of your campaigns, and be willing to explain their strategies and tactics in plain language.

We get it — not everyone is fluent in marketing jargon. At teclan, we place great importance on ensuring our clients are fully informed about the work we do. We provide regular updates at every stage of the process and explain results in straightforward terms, ensuring clarity for everyone, regardless of their level of experience. Moreover, we are readily available by phone or email whenever our clients need us. We approach each client’s business as if it were our own, believing that our success is directly linked to theirs.

Look for Customised Strategies and Solutions from the Digital Marketing Agency

Every business is unique, and your digital marketing strategy should reflect that. Look for an agency that offers customised strategies and solutions tailored to your specific needs and goals. Unless you need something quickly, without worrying about the results, then you should probably avoid agencies that take a one-size-fits-all approach. Instead, opt for a digital marketing agency that takes the time to understand your business and develop a strategy that’s designed to deliver results.

Assess Scalability and Long-Term Partnership Potential

Finally, when choosing a digital marketing agency for your company, consider the scalability of the agency’s services and their potential for a long-term partnership. As your business grows, your digital marketing needs may evolve, so it’s important to choose an agency that can scale its services to accommodate your changing needs. Additionally, look for an agency that values building long-term relationships and is committed to your success.

teclan continually adapts to changing customer needs and expectations through our proactive approach to service delivery and innovative solutions. We have expanded our service offerings to meet evolving customer needs. For instance, through our tec-Connect service, we now provide Progressive Web App development, offering clients a cost-effective solution to have their own fully functioning app across various devices. We listen to and act upon client feedback to ensure we can provide them with the service they need and exceed their expectations. Through our commitment to customer satisfaction and innovation, teclan has solidified its reputation as a trusted partner in the industry and is proud to have long-standing relationships, with a number of our clients working with us for over a decade.

Ready To Create Your Marketing Strategy?

Choosing the right digital marketing agency is a crucial decision that can have a significant impact on the success of your business. By following the steps outlined in this guide and taking the time to research and evaluate potential agencies, you can find a partner that aligns with your business goals and helps you achieve the results you’re looking for.

The post How To Choose The Best Digital Marketing Agency For Your Business appeared first on Digital Marketing Experts.

Proactive Versus Reactive Marketing: Understanding Strategies & Their Implications

Caitlin Maclean — Thu, 03 Aug 2023 14:50:13 +0000

In the ever-evolving world of marketing, businesses must navigate various strategies to stay competitive and relevant. Two primary approaches that companies often adopt are proactive marketing and reactive marketing. Both strategies have their merits and drawbacks, and understanding their nuances can help businesses make informed decisions about their marketing efforts. In this article, we will explore what proactive marketing and reactive marketing entail, discuss their respective benefits and risks, and provide examples of reactive marketing in action.

Proactive Marketing: Taking the Initiative

Proactive marketing is a forward-thinking approach where businesses actively plan and execute marketing strategies in anticipation of future opportunities and challenges. This method involves analysing market trends, understanding customer needs, and creating targeted campaigns to reach and engage potential customers.

What Are the Benefits of Proactive Marketing?

By staying ahead of the curve, proactive marketing allows businesses to gain a competitive edge over their rivals. They can capitalise on emerging trends and be the first to meet customer demands by using data available to them and beating competitors to the chase.

Consistent and well-thought-out proactive marketing efforts help strengthen the brand’s reputation and create a positive image among the target audience. By implementing a marketing strategy, sticking to it, and providing useful or engaging content for potential customers to interact with, businesses can establish themselves as a thought leader and of being reliable within their industry.

With a clear marketing plan in place, businesses can allocate their resources more efficiently, optimising their budgets and efforts towards activities that yield the best results. The strategic blueprint provided by a clear marketing plan acts as a roadmap, guiding the company towards its goals and objectives.

Risks of Proactive Marketing

In the realm of marketing, proactive strategies, characterised by meticulous planning and a clear-cut approach, undoubtedly offer numerous advantages. However, like any venture, they are not exempt from potential risks and drawbacks.

One of the primary uncertainties associated with proactive marketing lies in its uncertain outcomes. Despite the best-laid plans and meticulous preparation, there remains a possibility that initiatives may not deliver the desired results. This is often attributed to unpredictable shifts in the market landscape or changes in customer behaviour, which can throw even the most well-crafted campaigns off course.

Another aspect that businesses must reckon with when employing proactive marketing is the significant upfront investment it demands. Research, campaigns, and product development all require a substantial financial commitment, which can pose challenges for some enterprises, especially smaller ones. The potential for substantial costs can make proactive marketing a risky proposition for those operating on tighter budgets.

While proactive marketing undoubtedly has its merits, businesses need to weigh these potential pitfalls against the anticipated benefits. Striking a balance between proactive and reactive marketing strategies can help companies navigate the complexities of the ever-changing business landscape more effectively. Working with a professional agency can help ease these concerns and provide you with more time to focus on the day-to-day running of your business.

Reactive Marketing: Responding to Current Events

Reactive marketing, on the other hand, involves responding to current events or trends that capture public attention. This strategy capitalises on the moment, utilising unplanned opportunities to create marketing campaigns. Reactive marketing can be particularly useful in the age of social media, where trends or memes can quickly go viral and offer companies a chance to gain immediate exposure.

What Are the Benefits of Reactive Marketing?

Reactive marketing offers businesses several benefits, leveraging the power of timely responses to current events and trends. By swiftly reacting to trending topics, companies can portray themselves as up-to-date and in tune with their audience’s interests. Such responsiveness resonates with audiences who are actively engaging with the discussed subjects, enhancing the brand’s appeal and connection with potential customers.

Another significant benefit of reactive marketing is the potential for increased visibility. When executed skilfully, reactive marketing campaigns can generate substantial media coverage and social media engagement. By capitalising on viral trends or popular events, businesses can grab the attention of a broader audience, significantly boosting brand exposure and widening their reach.

Risks of Reactive Marketing

As with any marketing approach, reactive marketing carries its share of risks. One of the primary concerns lies in maintaining brand consistency. The fast-paced nature of reactive marketing demands quick decision-making, which can potentially lead to rushed messaging that deviates from the brand’s established identity. Inconsistency in messaging can confuse customers and dilute the brand’s core values, eroding the trust built over time.

Moreover, there are reputation risks associated with reactive marketing. When companies chase trends without thoroughly considering their implications, they risk coming across as insensitive or misinformed. Ill-judged reactions to sensitive topics or events can cause controversies, damaging the brand’s reputation and alienating its customer base. Therefore, careful consideration and sensitivity are essential when engaging in reactive marketing initiatives.

Examples of Reactive Marketing

Reactive marketing often involves creating content or campaigns based on popular events, memes, or news stories. Here are some examples of our favourite executions by brands online:

Lastly, Dicksons of Inverness delivered a brilliant example of reactive marketing. When traffic heading to the Belladrum music festival reached a standstill, with guests enduring up to five hours of wait time to move a few miles to the festival site, Dicksons seized the moment to create a tongue-in-cheek advertisement. They humorously suggested that next time, people should make the long wait in one of their cars. This witty response not only entertained the audience but also showcased Dicksons’ ability to be responsive and relevant to current events.

Heinz, for instance, demonstrated their prowess in reactive marketing by cleverly riding the wave of Barbie memes that became popular due to the blockbuster film this summer. They took advantage of the trend and showcased two of their beloved condiments in a cheeky way that perfectly aligned with the Barbie franchise.

Aldi, known for poking fun at themselves, seized an opportunity to playfully target Meta’s founder, Mark Zuckerberg, on the new social media platform Threads. Given Aldi’s history of products that border on copyright infringement, such as their Colin the Caterpillar knock-off, the jibe at Zuckerberg was both timely and relevant. The recent criticism directed at Zuckerberg following the introduction of Threads, which closely resembled Twitter (now known as X), made the post even more impactful.

Reactive marketing is undoubtedly an effective way for brands to connect with their audience, and these examples demonstrate how it can be used to capture attention and create engaging content that resonates with consumers.

Embracing Proactive AND Reactive Marketing

Proactive and reactive marketing are two distinct approaches, each with its own set of advantages and risks. Proactive marketing allows businesses to stay ahead of the competition, build their brand, and allocate resources effectively. On the other hand, reactive marketing provides opportunities for immediate relevance and visibility, capitalising on timely events and trends. Striking a balance between these strategies can be advantageous, as a well-rounded marketing approach considers both planned initiatives and timely responses to the ever-changing marketing landscape.

Looking for advice when it comes to your marketing strategy? At teclan, we adopt innovative approaches to ensure your brand is not only relevant but also on-trend. Let us help you navigate the complexities of the digital world and elevate your marketing efforts to new heights. Contact us today to discover how teclan can transform your brand’s online presence and drive impressive results.

The post Proactive Versus Reactive Marketing: Understanding Strategies & Their Implications appeared first on Digital Marketing Experts.

Why You Should Work With a Google Ads Agency

Caitlin Maclean — Tue, 06 Jun 2023 16:25:10 +0000

In the ever-evolving landscape of digital marketing, Google Ads reigns supreme as an efficient strategy to boost your business’s online presence. While setting up Google Ads may seem simple on the surface, there’s more to it than meets the eye. From creating campaign goals, optimising keywords, managing a budget, and regularly reviewing campaigns for optimal returns, there is a lot of upkeep required for a successful Google Ads campaign. That’s where a specialist Google Ads agency, such as teclan – a leading PPC agency based in Inverness and Manchester- can truly add value.

Driving Revenue and Leads With Google Ads

The primary benefits of using a Google Ads agency are increased revenue and lead generation. By placing your ads in front of the right audience, at the right time, and in the right place, Google Ads can dramatically increase your business’s visibility. This in turn generates more leads and drives more traffic to your website.

An experienced PPC agency can optimise your campaigns for higher conversion rates, not just click-through rates. Agencies can employ advanced techniques such as remarketing and demographic targeting to ensure that your ads are reaching the right people – those most likely to convert into paying customers. This focus on conversions rather than just clicks, significantly boosts your return on investment, translating into higher revenue for your business.

Embracing the Future: Google Analytics 4 and Performance Max

To maintain success across paid advertising efforts, it is imperative that you stay abreast of new trends. This can be time consuming as the PPC landscape is constantly evolving; that’s where a trusted agency comes in. More often than not, reputable Google Ads agencies will be up to date with changes and be proficient with new innovative tools such as Google Analytics 4 and Performance Max campaigns.

Performance Max campaigns, the latest offering from Google Ads, consolidate all Google’s inventory into one campaign. This streamlines your advertising efforts across multiple channels, delivering highly effective and efficient campaigns. Our experts are skilled in harnessing the power of this tool to maximise your business’s online visibility.

Google Analytics 4, meanwhile, provides richer insights into your customers’ journey, enabling more personalised engagement. Our team is well-versed in leveraging these insights to tailor your campaigns to your audience’s behaviour, driving better engagement and higher conversions.

Tailor-Made Strategies With a Trusted PPC Agency

When you work with a trusted Google Ads agency, you get strategies tailored to your unique needs and market. A blanket approach may work for a while, but for sustained success, a more personalised strategy is essential. A local agency in particular understands your business environment, the local consumer behaviour and market dynamics. This expertise is vital in creating a Google Ads campaign that resonates with your target audience and drives maximum return on investment.

A successful strategy will include open communication between the agency and the client in order to understand goals, and current campaign performance. A reputable PPC agency will work with you to ensure campaigns focus on your particular goals and make optimisations based on actual data.

Choosing a Google Ads Agency: Expertise Matters

Google Ads is a dynamic and complex tool. One that requires deep understanding and continued learning. Using a specialist Google Ads agency can give your business a significant edge. Agency experts possess knowledge beyond the basics, helping you navigate Google’s constant algorithm updates and ensuring your ads stay ahead of the curve.

As a Google Partner, teclan brings to the table a team of certified experts adept at handling the intricacies of Google Ads. Google’s frequent algorithm updates demand constant learning and adaptation, areas in which our experts excel. Our team stays ahead of the game, equipped with the latest knowledge about all Google Ads features and strategies. We use our understanding of Google’s complex algorithms and analytical tools to optimise your return on investment. We tackle comprehensive keyword research, create compelling ad copy, and monitor your ads’ performance – leaving you to concentrate on the core of your business.

Are You Looking for a Trusted PPC Agency in the UK?

A leading Google Ads agency, teclan boasts an expert team ready to help your business reap the benefits of Google Ads. As a PPC agency in Inverness with clients across the UK, Europe, and locally, we are uniquely positioned to understand your business and develop a winning strategy.

Our commitment to staying up-to-date with the latest Google Ads developments, coupled with our local market expertise, sets us apart. We are dedicated to maximising your ad spend, generating high-quality leads, and driving revenue for your business.

So, if you’re ready to take your business to the next level with Google Ads, reach out to us at teclan, your trusted PPC Agency in Inverness. We’re eager to partner with you on your journey to online success.

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PPC Trends To Look Out For In 2023

Caitlin Maclean — Thu, 05 Jan 2023 12:19:33 +0000

Online marketing is constantly evolving, and it is important that businesses stay on top of trends so as not to fall behind within the digital landscape. So, what are the major trends to look out for across paid advertising online in 2023? We asked our PPC experts this very question and they’ve provided some insight into what to look out for at the start of this year. From new campaign types on Google Ads to audience targeting on Facebook, we’ll cover some of the most important changes coming to PPC marketing in 2023 so that your business is at the top of its game this coming year.

Google Analytics Is Changing

This summer Google Analytics 4 will replace the old Google Universal Analytics product, bringing several benefits, particularly around improved event tracking and data analysis. Google Analytics is a powerful and highly important tool for understanding data in order to roll out new strategies across online marketing efforts. It provides businesses with insight into where their website traffic and conversions are being directed from, while also providing data about customers so that you can better understand your audience.

Google began rolling out the new GA4 product towards the end of 2020 for businesses to begin collecting data on the new system. While Universal Analytics will stop collecting data in July 2023, users will still be able to access historic data on the account. At teclan, our paid advertising team began the process of setting up GA4 properties for many of our clients throughout 2021 and 2022 so that data was available within the new product by the time Universal Analytics sunsets.

Phasing out Universal Analytics for GA4 is set to bring a number of benefits including;

Improved tracking for customer journeys
Improved user engagement analysis
Ability to create improved, powerful audiences for PPC campaigns to produce better conversions
More intelligent user privacy and tracking features (crucial for GDPR laws)
Easier to set up goal and event tracking
Reporting and visualisation enhanced

Google Analytics 4 will ultimately provide more opportunities to better understand a business’s audience so that online marketing strategies can be improved. This will benefit PPC marketing for businesses as the data provided by GA4 will allow for campaign optimisation and increased conversions.

Increased Focus On Performance Max

PPC marketing can come in a variety of different formats. Google Ads continues to be the leading platform for pay-per-click advertising, enabling a number of different campaign types to reach potential customers at different stages of their consumer journey. At the end of 2021, Google released a new goal-based campaign type, known as Performance Max, to all advertisers. Performance Max campaigns allow businesses to access all their Google Ads inventory from a single campaign. Google has designed this to complement keyword-based Search campaigns to help businesses find more converting customers across all of Google’s channels such as YouTube, Display, Search, Gmail, and Maps.

Created to drive performance based on business goals, Performance Max works by optimising campaign performance in real-time, and across channels, through the use of Smart Bidding. Ultimately, the automation technologies Google incorporates into this campaign type aim to add more value and increase conversions for your business. Combining these technologies across the likes of bidding, creatives, and audiences, Performance Max is driven by a specific advertising objective (such as a target return on ad spend) as well as the creative assets, optional data feeds and audience signals provided by the advertiser.

Throughout 2022, advertisers found Performance Max campaigns to produce mixed results and limited data reporting. However, Google is focused on continuing to improve advertisers’ experience of working with these campaigns which mean Performance Max is likely to become essential in order to maintain success in the online advertising world. Our PPC experts have been navigating these campaigns in recent months and have found varying levels of success — with many clients seeing an increasing return on ad spend through various tests. With Google’s continuing focus on improving Performance Max campaign mechanisms, we believe this to be a PPC trend that won’t be disappearing anytime soon.

Efficiency of Artifical Intelligence

Artificial Intelligence continues to play a major role in the advertising world across most marketing platforms. With Facebook ads removing many interest-targeting options in 2022 and Google continuously introducing new automated techniques, advertisers are finding themselves having to rely more and more on AI systems.

Learning from data, AI has the ability to evaluate previous successful campaigns to predict which factors can be applied to new campaigns in order to drive further success. Implementing AI into PPC campaigns means that you will have the ability to predict future click-through-rates, identify keywords and bids most likely to produce traffic, and analyse potential customer conversion rates.

AI’s invasion of PPC marketing won’t stop with the technicalities of campaign settings, as platforms are beginning to introduce its capabilities within creative assets. We have recently seen this with Meta’s Advantage+ creative feature where AI has the ability to create variations of your brand’s creatives based on what it believes users will be most receptive to. While this can bring some performance improvements, it is vital that your PPC campaigns still have human oversight as suggested enhancements can result in brand guidelines being ignored. For best results, it is recommended that AI is carefully introduced alongside PPC management so that your business gets the best of both worlds: expert knowledge and data driven success.

Custom Audiences Are More Important Than Ever

Social media and paid advertising work hand in hand as it provides the ability for businesses to engage their audiences on their preferred platforms. Brand visibility (both organically and paid) across the likes of Facebook, Instagram and TikTok, helps to provide a more positive customer experience as it highlights that brands are interacting with audiences, which in turn helps to increase conversions.

However, with fewer targeting options being provided by social media giant Meta (the parent company of Facebook and Instagram) in more recent times, it is becoming increasingly important for businesses to have expertise in building custom audiences for ReMarketing and Look-A-Like audiences. These types of audiences are statistically more likely to purchase your product or service as they have previously interacted with your business, or relevant pages, and are similar to users who have been in the market for what your business sells.

In 2023, it will be important to continuously optimise custom audiences and adapt to changes to audience settings across PPC platforms so that your business can continue to reach those most likely to convert. At teclan, alongside our full-service PPC packages, we can provide training so that you are able to set up and optimise audiences on social media.

How to Stay on Top of PPC Trends

If our PPC experts have learned anything during their years of experience, it’s that PPC is constantly evolving. To remain successful, strategies need to change in line with technological advancements and new trends. What may work today, might not work tomorrow. It is therefore crucial that you stay updated with the latest marketing news and harness fresh PPC trends to continually drive revenue and leads for your business. At teclan, our paid advertising team has been driving growth in businesses of all sizes. Our specialists stay up to date with changes across the PPC landscape and are always on hand to provide advice and use their expertise to help optimise your campaigns to increase revenue.

Looking to grow your business in 2023? Get in touch and we will be happy to help you reach your business goals through our range of PPC marketing services.

The post PPC Trends To Look Out For In 2023 appeared first on Digital Marketing Experts.

How To Optimise Your Online Paid Advertising Strategy To Earn More Leads & Revenue

Caitlin Maclean — Tue, 22 Mar 2022 11:07:59 +0000

As a business owner, you are likely to constantly be on the lookout for new ways to expand and develop your business. A key component of profitability is having a strong online presence. Many brands use PPC (pay per click) advertising as part of their online strategy as they know placing paid adverts across the likes of Google and Bing boosts brand awareness and revenue. With Google Ads, brands are able to reach their potential customers at the time they are looking for their products or services. This benefits both brand and audience as it makes it easier for a customer to find your business and make a purchase. However, it is important that your PPC campaign is well-managed as each time a user clicks on an ad, it costs the business money. Therefore, a poorly managed campaign can often be costly.

So, how do you optimise your Google Ads to ensure the best chance of a conversion? Our experts have put together a few of their top tips to make the most of the opportunities presented by Google.

Direct your audience to a relevant landing page

The ultimate goal of a PPC campaign is to make a sale or gain a lead. While a successful campaign will direct qualified leads to your website, the customer journey does not stop there. The next step lies with the page the potential customer lands on. You should ensure that the pages your ads direct users to are relevant to what they are searching for, as well as making the conversion process simple for them. Landing pages should be optimised in line with the content within your ads. Google charges advertising fees based on when someone clicks an ad so by ensuring consistency between keywords, ad copy and landing page, it is likely that only those with a relevant interest in your business will click on the ad with a higher chance of a conversion. Maintaining consistency between your keywords, ad copy, and landing pages should improve both your click-through and conversion rates while lowering your CPC. With this in mind, you should include keywords within ad copy and landing pages.

Fill in every available field when creating search ads

Last year, Google announced that advertisers will no longer be able to create or edit expanded text ads. Instead, businesses have been encouraged to take advantage of Responsive Search Ads (RSAs). These are created in order to adapt to show more relevant information to your audience. When creating these ads, multiple headlines and descriptions are entered so that over time Google can test and learn which combinations perform best for your business. Businesses are able to add up to 15 headlines and four descriptions for a single RSA.

In any given ad combination, a maximum of three headlines and two descriptions will show. It is worth highlighting that any combination of ad copy can show, so it is important that headline and descriptions are written in a way that they make sense within every possible combination. By making use of all available space, businesses can tell customers a clear story about their brand, product, or service, leading to higher quality leads and conversions.

Conduct regular negative keyword reviews

A powerful aspect of Google Ads is the ability to use a negative keyword tool. This allows businesses to specify search terms that are irrelevant to their product or service. By ensuring your ads don’t show for irrelevant search terms, you are more likely to receive a qualified lead or conversion. For example, if you are a criminal defence lawyer, you want to make sure you appear for terms relevant to the legal services provided. It would be costly for your ads to appear under search terms such as ‘property solicitors’ if you do not provide these types of legal services.

Customise your target audience

Google Ads allows you to choose the type of person you would like your ad to reach. Perhaps you’d like your business to appear in front of a 28-year-old who lives in York and has an interest in cars. You can tailor ad campaigns to target users of a specific age range in certain locations, with specific interests, and reach them based on the searches they perform. You can also create custom audiences each with their own “custom affinities” and “custom intents” to narrow down your target audience and allow your PPC campaign to land in front of those more likely to convert.

Making the most of your Google Ads account

With PPC campaigns that are maintained and managed properly, businesses can see drastic improvements in the quality of leads and an increase in revenue. As Google charges for each click, it is important that ads are as relevant to the desired audience as possible. Above are just a few tips to help optimise your Google Ads but there are many more tricks to ensure your ads are fully optimised to drive relevant clicks and conversions. For years, the team of paid advertising experts at teclan has been driving growth in businesses of all sizes. Our specialists are always on hand to provide advice and use their expertise to help optimise your campaigns to increase revenue.

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Google Updates its Policy Violations Enforcement with Three-Strike Rule

Caitlin Maclean — Wed, 11 Aug 2021 15:23:19 +0000

Google has announced that it will introduce a new strike-based system to prevent repeat Google Ads policy violations. In an email sent to advertisers, Google stated that the new system will roll out on 21st September 2021, slowly increasing over a three month period.

If you have ever advertised on Google, you will know that Google requires advertisers to comply with a number of policies. If these policies are broken, ads will be disapproved and ineligible to run until changes are made. However, the new system which comes into place in September runs a ‘Three Strikes And You’re Out’ style rule.

What's Changing?

For advertisers who continue to violate certain Google policies, the company will issue strikes (accompanied by email and in-account notifications) to deter repeat offences. The first policy violation will only result in a warning, but continued rule breaks will see advertisers earn their first strike. For each strike an advertiser receives, the penalty applied will progressively increase.

As a result of first and second strikes, advertisers will be placed on temporary account holds. A first strike will result in an account hold of three days, while a second strike will result in a seven day account hold. A third strike will result in suspension of the account.

To resume advertising, accounts placed on a temporary hold will need to fix any violations and submit a form of acknowledgement to Google. There will also be an option to appeal a strike if an advertiser believes there to be an error. Once successfully appealed, adverts will immediately resume serving but if no action is taken by an advertiser then accounts will remain on temporary hold. Unless successfully appealed, strikes will remain on an account for 90 days.

After a third strike, suspended accounts will not be able to create or run ads until the suspension has been appealed by Google.

Which Policies Will Be Impacted?

As previously mentioned, the new system will roll out in September over a period of three months. The system will apply to the following Google Ads policies:

Over time, the new strike-based system will extend to other policies and advertisers will be notified by Google of any changes.

It is important to note that this update does not impact regular account suspension protocol for egregious Google Ads policy violations. With these upcoming changes, it is vital that you maintain a strict practice of regularly reviewing Google’s policies and auditing your account for any possible policy violations. If you have any questions or would like advice regarding Google Advertising, get in touch with us and one of our experts will be happy to help.

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Are you using Google Ad extensions effectively?

Caitlin Maclean — Wed, 28 Jul 2021 15:54:24 +0000

Google Ad extensions are a great tool to help your business stand out against other paid advertising results. With additional information and the inclusion of your USPs, ad extensions can act as a distinction between the ordinary and the extraordinary.

So, what is an ad extension?

Google Ad extensions provide users with snippets of additional information about your business. They also allow potential customers to take action as soon as they see an ad, resulting in greater click-through rates and engagement with your company.

Typically, extensions include information such as telephone numbers (known as call extensions), additional website links (sitelink extensions) or any offers your business is currently running (promotion extensions). Click here for a full list of ad extensions offered by Google. These extensions can appear within a search ad on the Google results page.

Are you making the most of Google Ad extensions?

Google aims to show the strongest combination of ad formats from among those eligible in the available space. As there are so many elements rotating within an ad, there is no option to prioritise which extensions may appear. Google uses machine learning to determine which extensions appear; based on previous performance, user context and available space on the results page.

The most important tip to remember when including ad extensions is that you are enabling the extensions that are relevant to your business. There is no point in enabling a lead form extension, for example, if your business is e-commerce based and does not rely on enquiry forms. On the other hand, if you’re looking to encourage customers to visit you in-store, your business would benefit from including location extensions.

At teclan we always create at least four ad extensions for our clients. We recommend doing this because these will make ads larger with more opportunity for potential customers to take action. With more extensions to choose from, Google is able to test and optimise performance of these ads.

How do you benefit?

If you have any questions about Google Ad extensions or would like to discuss online paid advertising opportunities, our team of experts will be happy to help. Contact us to hear more about how we can help achieve your business goals.

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Are you analysing the correct PPC metrics?

Caitlin Maclean — Wed, 26 May 2021 11:37:29 +0000

To really understand your customers, it is important to continuously analyse any and all online marketing data. While it is excellent to see positive results, it is also crucial to understand why customers may not be converting after reaching your website via a pay per click (PPC) ad.

There are a number of online tracking tools enabling businesses to gauge marketing performance. One of our favourite tools is Google Analytics. The real power behind analysing data with a tool like this is understanding the important metrics, how to interpret them and create strategies to optimise performance based on a better understanding of your customers.

Once you have a better idea of who your customers are, you can test and drive various marketing tactics best suited to them. Regularly testing campaigns and analysing data will lead to a stronger comprehension of your brand and customer identity.

Set KPIs

When creating content for advertising, the first thing you should ask yourself is ‘What do I want to achieve?’ By setting yourself an objective, not only will your content be much more likely to make sense, but you will be able to measure performance against these objectives.

A Key Performance Indicator (or KPI) is a measurable value that demonstrates how effectively a company is achieving key business objectives. Digital Marketing KPIs are linked directly to your online marketing strategy. The data could include anything from online revenue growth and website traffic to engagement rate and number of leads.

Choosing What To Track

There is no ‘one size fits all’ approach to choosing which KPIs a Digital Marketer should track. It varies from business to business and is based hugely on the business goals.

For example, if brand awareness is an area you would like to push, then you should focus on reach and impressions. These metrics will give you an idea of just how many people have seen your brand name and messaging. Additionally, you may want to track your organic or direct traffic to give you an idea of how many people are typing your brand name into their search bar because they have previously been made aware of your company.

It’s also important to understand the metrics you are tracking. Are they core, directional or simply ‘vanity’ metrics?

Key Conversion-Driven Metrics

Utilising the three metric categories discussed above, these are the key metrics we would recommend analysing for your conversion-driven eCommerce ad campaigns:

Core

Conversions: Probably the most obvious metric to track. This will be the event you consider to be the most important (e.g., a transaction or goal such as an enquiry form submission).
CPA (Cost per Acquisition/Conversion): Provides an understanding of how much you pay towards each of your goals.
Return On Ad Spend (ROAS): Perhaps the most important metric – your gross profit produced by paid advertising conversions.
Conversion Rate: Percentage of people who clicked on your ad and then converted.

Directional

Click-through Rate (CTR): How many people are clicking through to your website once they have seen your ad?
Average Cost Per Click (CPC): How much do your clicks cost and how many can you achieve within your daily budget?

Vanity

Impressions: The number of times your ad has been viewed. A fantastic metric for brand awareness but purely ‘vanity’ for a conversion-driven campaign.
Optimisation Score: The score given by Google based on how many recommended campaign changes you make.

By determining your goals and analysing your key metrics, you will be able to improve your marketing performance due to your better understanding of your audience. The team of experts at teclan is always here to support and advise you with any questions you may have about your marketing performance. Get in touch to learn more about how we can help you achieve your business aspirations.

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