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 updated ebook, “10 Paid Search Tactics that Drive Quality Inbound Calls.” We partnered with the paid search geniuses at Media Experts 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. And a lot has changed since we first published this guide in 2018! To help you stay abreast of the latest in PPC, in the ebook we cover the top PPC trends, including:
- Utilizing first-party data in a cookie-free world
- The customer-centric comeback
- Increased marketing automation
- What the continuing eCommerce boom means for marketers
Of course, we also cover 10 great paid search tactics and give you tips from the paid search pros at Media Experts that you won’t want to miss. Here’s a sample of what you’ll learn in the ebook:
Using AI for for CPC Bidding
One of the simplest, sure-fire ways to optimize your paid search bidding is to use Google’s Smart Bidding. Google’s keyword bidding algorithm takes into account factors you might not ever think of, and can crunch more data than any one marketer can. Google recently rolled out new features like Simulators that can help you understand how Target CPA, Target ROAS, and budget changes may impact performance, allowing you to forecast performance in Search campaigns. Download the ebook to learn how you can benefit from using Smart Bidding.
What About Using PPC on Microsoft Ads (aka Bing) and Other Networks?
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. Get the ebook to learn what Media Experts has to say about alternative paid search networks.
How to Make High-Performing Call-Only Ads and Call Extensions in Google Ads
Google call-only ads are a great way to make it easy for high-value customers to pick up the phone and potentially complete a sale. But there are some tricks to make these call-focused ads work better. For example, make sure you have very specific ad schedules in place for call extensions and call-only ads. Not having someone there to answer the phone is infuriating to the consumer. Added bonus: with a tight ad schedule, you can afford to push your Max CPCs so you are getting the most bang for your buck.
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 have to use the right tools. Making powerful optimizations that drive results all comes down to data. By using Google Ads with a conversation intelligence 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.