As we close out the year, the PPC Live blog has featured a diverse range of articles that have resonated deeply with marketers and PPC professionals.
From strategies for optimizing campaigns to exploring the latest trends in the industry, these top 10 most-read articles reflect the evolving landscape of pay-per-click advertising.
Topics such as audience targeting, the impact of AI on PPC, and the essential skills for PPC specialists highlight the dynamic nature of the field.
Here are the top ten read articles of this year:
10. Broad Match Keyword Targeting Works Better with Audience Layering. Here is Why by Anu Adegbola
While Broad Match can expand audience reach and simplify keyword research, it may also lead to wasted ad spend by attracting irrelevant clicks.
The article outlines different keyword match types (Exact, Phrase, Broad) and highlights the pros and cons of Broad Match.
Strategies like audience layering can mitigate some disadvantages by refining targeting. Ultimately, success with PPC requires ongoing testing and learning to optimize campaigns and improve ROI.
9. The Future of PPC in a Conversational AI-Driven World by Veronika Höller
As tools like ChatGPT and Google’s Gemini grow, users are bypassing search engines, threatening the effectiveness of Google and Microsoft Ads.
Shopping ads are particularly vulnerable, with AI potentially replacing traditional product listings. While social ads remain stable for now, AI could reshape user engagement on platforms like Meta and TikTok.
To adapt, PPC managers must diversify ad channels, invest in native and conversational ads, and understand shifting user behaviors. This article emphasizes the need for collaboration and swift action to stay competitive in this evolving landscape.
8. What Are the Important Qualities and Skills in a PPC Specialist? by Anu Adegbola & co
This article introduces the role of a PPC (Pay-Per-Click) Specialist, a key figure in digital marketing who manages online ad campaigns to boost a company’s visibility and sales.
It explains that PPC Specialists handle tasks like researching keywords, designing ads, and analyzing data to improve campaign performance.
The article highlights important qualities for success in this role, such as being adaptable, patient, and having strong communication skills.
7. Get to grips with Google Ad Placements by Chris Murray
The article explains how to effectively manage Google Ads placements to improve campaign performance. It covers three main ways to control ad placements: Placement Targeting (selecting specific sites), Placement Exclusion Lists (blocking unwanted sites), and Content Suitability settings (account-level controls).
Key challenges include:
- Limited control over where ads appear
- Difficulty in managing placements across multiple accounts
- Time-consuming manual processes
- Technical limitations in bulk operations
- Unclear relevancy matching by Google’s algorithm
6. Top PPC Job Interview Questions by Anu Adegbola & co
January and February are the prime hiring months, driven by new budgets and objectives at the start of the year. Job seekers need to strategically plan their career moves by reviewing their skills, researching industries, and preparing for interviews to increase their chances of success.
The article shares insights from PPC hiring managers on the top interview questions for junior, mid-level, and senior PPC roles.
These questions cover campaign planning, performance metrics, account structuring, and career ambitions, providing valuable guidance for those seeking PPC positions. The piece encourages continuous learning and preparation to navigate career transitions effectively.
5. The Underestimated Art of Manual Bidding in Google Ads by Sarah Stemen
This article explores the ongoing debate between automated and manual bidding in Google Ads. While automation and machine learning are becoming dominant in 2024, manual bidding still holds value in specific industries and scenarios.
Sarah Stemen, a seasoned PPC professional, acknowledges the benefits of automation for large advertisers, allowing for strategic focus and improved efficiency. However, working with smaller brands and service-based businesses led to a reconsideration of manual bidding’s role.
Sarah concludes that while automation is essential for scaling, manual bidding remains a valuable tool, blending human expertise with technology to optimize results.
4. 15 Tactical PPC Testing Ideas to Drive Campaign Performance by Anu Adegbola & co
This article highlights the evolving PPC landscape and the importance of continuous testing to optimize campaigns.
It compiles 15 tactical PPC testing ideas from industry professionals to help marketers discover new opportunities and enhance campaign performance.
3. Setting Up a Feed-Only Performance Max Campaign by Tolulope Ajibade
This guide explains how to set up feed-only Performance Max (PMax) campaigns in Google Ads, ensuring most of the ad spend goes towards product listing ads. This strategy gives better budget control and maximizes ad efficiency for e-commerce businesses.
Key steps include creating a PMax campaign, duplicating it in Google Ads Editor, copying product groups, and deleting existing asset groups. A new asset group is then created, and the copied product groups are pasted in. Additional tips cover disabling automatically created assets, monitoring performance, and maintaining product feed quality.
The guide highlights the importance of regular optimization to ensure successful campaigns and higher ROI.
2. PPC Standard Operating Procedure (SOP) for Beginners by Veronika Höller
This post provides a comprehensive guide to managing PPC (Pay-Per-Click) campaigns, focusing on both beginners and experts.
It covers essential steps for getting started with PPC, optimizing performance, and scaling success, particularly through Google Product Listing Ads (PLA) campaigns.
1. The Difference Between Microsoft Ads Audience Ads & Search Partners – And How And Why You Should Opt – Dids Reeve
This article explains the differences between Microsoft Search Partners and Microsoft Audience Ads, highlighting their respective networks and targeting methods. It describes how to track where ads are shown, measure their performance, and how to opt out of either or both networks.
Dids Reeve shares a cautionary tale about an unapproved stock image being used in an Audience Ad and advises advertisers to use image extensions to prevent this.
The article also provides steps to exclude unwanted placements and optimize ad distribution settings for better performance.
