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Is Perplexity A New Option For Paid Ads

Perplexity Paid Ads Within AI Search and Its Implications

As the landscape of digital marketing continues to evolve, Perplexity, an AI-driven search engine, is stepping into new territory by introducing Perplexity paid ads within its AI search results. This innovative move, set to begin later this quarter, marks a significant shift in how advertisements are integrated into search engines, blending traditional ad revenue models with cutting-edge AI technology. The introduction of Perplexity paid ads promises to reshape the relationship between advertisers, publishers, and AI-powered search platforms.

A New Business Model: Integrating Ads in AI Search

Perplexity’s new business model revolves around a revenue-sharing approach where brands can purchase “related follow-up questions” that appear beneath the primary response to a user’s query. These sponsored questions will be clearly marked as such, ensuring transparency for users. Each brand will pay a fee for every thousand user views of these sponsored questions. Notably, when a publisher’s content is utilized to form an answer to a sponsored question, that publisher receives a share of the ad revenue, which Perplexity describes as a “double digit” percentage.

Additionally, Perplexity paid ads offer publisher partners access to its large language models via an API, enabling them to develop their own answer engines based on their content. This feature could allow publishers to innovate by providing direct answers to users’ queries, potentially increasing user engagement with their content.

Addressing the Content Scraping Controversy

Perplexity has not been without controversy. The company faced backlash for scraping publishers’ content to generate answers, sometimes even after publishers explicitly denied permission. Traditional search engines typically drive traffic to various sites, allowing users to engage directly with the original content. In contrast, AI-driven search tools like Perplexity compile comprehensive answers from a pre-indexed database, which can reduce direct engagement with original sources. This model can potentially deprive publishers of site visits that might lead to subscriptions, ad views, or social media shares.

In response to these concerns, Perplexity has been revising its processes and products. The company has updated how it indexes and cites sources, and it is actively collecting feedback from publisher partners such as Time, Fortune, Entrepreneur, and Der Spiegel. These efforts are aimed at refining its platform to better balance the interests of content creators with its own operational needs.

The Implications for Paid Search

Perplexity’s introduction of Perplexity paid ads within AI search results has broad implications for the paid search landscape. The launch of Perplexity paid ads brings several key considerations to the forefront:

New Ad Formats and Inventory: The “related follow-up questions” ad format presents a novel opportunity for brands to engage users in a more interactive and contextual manner. This new inventory could attract advertisers seeking fresh ways to connect with audiences, potentially leading to shifts in ad spend from traditional platforms.

Shift in User Behavior: As users grow accustomed to receiving comprehensive answers directly from AI searches, the likelihood of clicking through to traditional search result pages may decrease. This could result in lower click-through rates (CTRs) for standard paid search ads, prompting advertisers to rethink their strategies.

Changes in Bidding Strategies: With the introduction of AI-generated follow-up questions, advertisers will need to develop new bidding strategies. These strategies may differ significantly from traditional keyword bidding, focusing more on the relevance and engagement potential of follow-up content.

Focus on Content Quality: The value of high-quality, informative content is likely to increase, as publishers who produce such content can benefit from the revenue-sharing model when their material is used in AI-generated answers.

Evolving Metrics and Measurement: The traditional metrics of ad effectiveness, such as CTRs, may become less relevant in this new environment. Instead, metrics may shift towards impressions and engagement with follow-up questions.

Publisher-Advertiser Dynamics: The revenue-sharing model proposed by Perplexity could redefine relationships between search engines, advertisers, and publishers, potentially fostering new types of partnerships and collaborative efforts.

Competitive Pressures and Innovations: If Perplexity’s model proves successful, it could challenge Google’s dominance in the paid search market, prompting innovations in ad offerings from other major players.

Changes in Ad Inventory Dynamics: The nature and availability of ad inventory will likely evolve, influencing pricing and competition within the paid search market.

Adaptation Challenges: Advertisers and agencies will need to adapt their tools and methodologies to manage campaigns effectively across both traditional and AI-driven search platforms.

These factors highlight how Perplexity paid ads are poised to reshape the digital advertising ecosystem, challenging marketers to adapt their strategies in this AI-driven search environment. This development is a significant shift in the digital marketing landscape, with potential ripple effects on user behavior, advertising strategies, and the broader ecosystem of content creation and monetization.

As the industry adapts to these changes, stakeholders will need to innovate and collaborate to navigate this new frontier effectively.

Paid search engine marketing is one of the most efficient and effective ways to reach your target market, but it can be difficult to know where to start or how to get the most out of your investment. Without a well-run PPC campaign, you’re leaving money on the table and your competitors are taking all of your potential customers. Our team of experienced PPC professionals will work with you to create and manage a high-performing paid search marketing strategy that will help you reach your business goals. We’ll help you target the right keywords, create effective ads, and track your results so that you can make data-driven decisions about your marketing campaigns.

The Three Traffic Sources For Startups

I was recently re-reading Randall Stross’s book, The Launch Pad: Inside Y Combinator, Silicon Valley’s Most Exclusive School for Startups. Inside is a quote from Y Combinator co-founder Paul Graham about growth rates for start-up

A good growth rate during YC is 5-7% a week. If you can hit 10% a week you’re doing exceptionally well. If you can only manage 1%, it’s a sign you haven’t yet figured out what you’re doing. A 5%-7% weekly growth rate is extremely aggressive but if you want your start-up to get traction in the market, it’s a good growth number to aim for..

Paul Graham

Y Combinator

The big question then is “How do you do that”? There are three traffic sources for startup. In order to be successful and meet Paul Graham’s growth target you need to master at least one of these, if not two of these traffic sources.

Rented or Paid Traffic

The first traffic source that most start-ups use is paid traffic. Paid traffic gives you time to allow your other traffic channels to grow and evolve. It allows you to get product market fit, find those first customers, and find out if you have product market fit

The most common paid traffic sources are Google Adwords (PPC), Facebook ads, display ads, retargeting, paid influencers, and paid content promotion.

With paid traffic, you can contribute content and engage with the audience. You might be able to control the conversation, but you do not own anything else (data, relationship, creativity, etc. etc.). Hence the name rented traffic.

Without the initial steady stream of visitors from paid traffic, you might never get enough data to growth hack your way to success. That is why paid traffic is many startups’ most important traffic source. Over time, that might change, but it is rare to see a startup succeed that does not buy its initial visitors.

Owned Traffic

The second most common traffic source is owned traffic. Owned traffic is traffic from properties that you own. You own the customer relationships. You make the decisions around content, creativity, and evolution. The more owned properties you have, the more chances you can drive traffic to your website.

Examples of owned properties are websites, blogs, and customer forums. Social media properties like Facebook, LinkedIn, Pinterest, and Twitter can also be considered “owned sites”.

One of the most overlooked traffic sources is your email list. You have total control over the timing of the messages you send to your subscribers. And when you click “send,” your messages get delivered straight to them.

The challenge for start-ups is that owned traffic takes time. It takes time to organically grow a following via social media or build an email list. That is why owned traffic is usually the second traffic source that startups tackle.

Earned Traffic

The third traffic source is Earned or influenced traffic. This traffic is online word of mouth, usually seen in the form of mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites. It is a traffic source that you cannot directly control. For example, you cannot directly control whether people will “Like” you on Facebook, follow you on Twitter, and then visit your website and become your customer.

Nor can you control whether a piece of content you have produced goes viral. Earned traffic also includes organic traffic from search engines. Traffic from organic search is considered earned traffic as you cannot control how much traffic the search engines can send you. But like other influenced traffic you can impact this by following SEO best practices. The challenge for startups with earned traffic is that it is too difficult to predicate, especially in the early stages.

You cannot build a growth strategy hoping that you make it to the front page of Hacker News or Business Insider. This is usually the third traffic channel that startups focus on.

Frequently Asked Questions About Traffic Sources For Startups

How can I determine which paid traffic sources are best for my startup?

To determine which paid traffic sources are best for your startup, you should begin by identifying your target audience. Understand who your customers are and where they spend their time online by using tools like Google Analytics and social media insights to gather demographic data and behavioral patterns. Knowing your audience helps you select the right platforms where they are most active.

Next, evaluate your budget. Different paid traffic sources come with varying costs. For instance, Google AdWords and Facebook ads offer flexible budgeting options, while paid influencers or display ads might require a more substantial investment. Determine your budget and allocate funds to the platforms that offer the best return on investment (ROI).

Analyzing competitor strategies is also beneficial. Look at where your competitors are investing their advertising dollars using tools like SEMrush or Ahrefs. This can provide valuable insights into effective paid traffic sources for your industry.

Start with a small budget and test ads on multiple platforms like Google AdWords, Facebook ads, and LinkedIn ads. Monitor the performance of each campaign in terms of clicks, conversions, and cost per acquisition (CPA). Testing allows you to see which platforms yield the best results for your business.

Additionally, leverage retargeting to reach users who have previously visited your website but did not convert. Retargeting on platforms like Google Display Network and Facebook can help increase conversions by keeping your brand top-of-mind for potential customers.

Once you identify the platforms that perform best, focus on optimizing your campaigns by refining your targeting, ad copy, and creatives. Scale up your budget on the top-performing platforms to maximize your reach and conversions. By following these steps, you can effectively determine the best paid traffic sources for your startup and achieve your growth targets.

What strategies can I use to effectively grow my owned traffic?

To effectively grow your owned traffic, start by focusing on creating high-quality content that resonates with your audience. Develop a content strategy that includes blog posts, videos, infographics, and other types of content that provide value to your visitors. Ensure that your content is informative, engaging, and relevant to your target audience.

Next, optimize your website for search engines (SEO). Use keyword research tools to identify the terms your potential customers are searching for, and incorporate these keywords naturally into your content. Make sure your website is technically optimized with fast loading times, mobile responsiveness, and a clear site structure. Regularly update your content to keep it fresh and relevant, which can help improve your rankings on search engine results pages.

Building an email list is another crucial strategy. Encourage visitors to subscribe to your newsletter by offering valuable incentives like exclusive content, discounts, or free resources. Once you have a list of subscribers, send regular, high-quality emails that provide value and keep your audience engaged. Email marketing is a powerful tool for driving repeat traffic to your website.

Leverage social media to drive traffic to your owned properties. Share your content across various social media platforms and engage with your audience by responding to comments and messages. Use social media to build relationships with your followers, and encourage them to visit your website for more in-depth information.

Another effective strategy is to utilize internal linking within your website. Link to related content on your site to keep visitors engaged and encourage them to explore more of your pages. This not only improves user experience but also helps search engines understand the structure of your website, potentially boosting your SEO efforts.

Collaborate with influencers and other businesses in your industry to expand your reach. Guest blogging, co-hosting webinars, and participating in online events can introduce your brand to new audiences and drive traffic to your website. These partnerships can also enhance your credibility and authority within your industry.

Lastly, analyze your traffic data regularly using tools like Google Analytics. Understand which strategies are driving the most traffic and which areas need improvement. Continuously refine your approach based on these insights to ensure your efforts are effective and aligned with your business goals.

By implementing these strategies, you can effectively grow your owned traffic, increase engagement, and build a loyal audience for your startup.

How can I increase earned traffic for my startup?

To increase earned traffic for your startup, start by creating high-quality, shareable content. Focus on producing content that is valuable, engaging, and relevant to your target audience. This could include blog posts, videos, infographics, and interactive content that people find useful and interesting enough to share with others.

Optimize your content for SEO to attract organic search traffic. Use keyword research to identify popular search terms related to your industry and incorporate these keywords naturally into your content. Ensure your website is optimized for search engines by improving page load times, ensuring mobile responsiveness, and creating a clear site structure. High-ranking content on search engine results pages can drive significant earned traffic to your site.

Leverage social media platforms to amplify your content. Share your content across various social media channels and engage with your audience by responding to comments and participating in discussions. Use social media to build relationships with your followers and encourage them to share your content with their networks. The more your content is shared, the more earned traffic you can generate.

Engage with influencers and thought leaders in your industry. Collaborate with them on content, such as guest blog posts, interviews, and social media takeovers. Influencers can help increase your reach and credibility, driving more earned traffic to your website as their followers engage with your content.

Encourage user-generated content by creating opportunities for your audience to contribute. This could include running contests, creating branded hashtags, or featuring customer testimonials and reviews. User-generated content not only boosts engagement but also increases the likelihood of your content being shared, thereby driving more earned traffic.

Earn backlinks from reputable websites to improve your site’s authority and search engine ranking. Reach out to industry blogs, news sites, and online publications to pitch your content and ask for backlinks. High-quality backlinks signal to search engines that your content is trustworthy and authoritative, which can help increase organic traffic to your site.

Participate in online communities and forums related to your industry. Share your expertise and provide valuable insights in discussions. Include links to your content when relevant and appropriate, but avoid spamming. Being an active and helpful member of these communities can drive traffic to your website as people become more aware of your brand and seek out your content.

Lastly, continuously analyze your traffic data to understand what is working and what needs improvement. Use tools like Google Analytics to track your earned traffic sources and identify successful strategies. Refine your approach based on these insights to maximize your earned traffic over time.

By implementing these strategies, you can effectively increase earned traffic for your startup, enhancing your visibility and attracting more potential customers.

Navigating the AI in Marketing Revolution

Welcome to the transformative world of Artificial Intelligence (AI), a force that’s not only reshaping the future of business but also redefining the role of marketing professionals. In this guide, we’ll explore the profound impact of AI on the marketing industry, address the challenges it poses, and unveil effective strategies to leverage AI for sustainable success in this new digital age.

AI and Web Traffic: Navigating the New Dynamics

The advent of AI in search engines, such as Google’s AI-powered tools, presents both challenges and opportunities for digital marketers. Consider The Atlantic’s scenario, where 40% of their web traffic comes from Google. With AI’s ability to directly answer user queries, traditional methods of driving organic traffic are under threat. This evolution calls for a strategic shift in digital marketing tactics. Marketers must now focus on creating AI-friendly content, optimizing for AI-driven search algorithms, and exploring alternative traffic sources.

The AI Job Market: Embracing Change and Innovation

The impact of AI stretches far beyond search algorithms; it’s reshaping job markets globally. With predictions like those from the International Monetary Fund’s managing director, Kristalina Georgieva, stating that AI could impact 60% of jobs in advanced economies, it’s clear that adaptation is crucial. This change presents a unique opportunity for marketing professionals to spearhead the integration of AI in their strategies, driving innovation and staying ahead of the curve.

AI in Business: The New Frontier

In the AI era, companies are being reclassified into three categories, as observed by Paul Roetzer of the Marketing AI Institute: AI Native, AI Emergent, and Obsolete. AI Native companies, built with AI at their foundation, are leading the way. AI Emergent businesses are those adapting and incorporating AI into their existing models. Those slow to adopt AI risk obsolescence. For marketers, understanding your company’s position in this spectrum is vital. Embracing AI not only propels your company forward but also ensures its relevance and competitive edge.

Transforming Media and PR with AI

The media and public relations sectors are undergoing a significant transformation due to AI. Instances like the NYT vs OpenAI lawsuit underscore the growing influence of Large Language Models (LLMs) like GPT-4 in shaping media narratives. For PR professionals, this necessitates a new approach to media relations, emphasizing AI-driven content creation and distribution strategies to maintain visibility and relevance in an increasingly AI-centric media landscape.

AI in Marketing FAQs

"AI-friendly" Content: What does that really mean?

AI search algorithms are constantly evolving, but some key principles remain important. AI-friendly content focuses on answering potential user questions clearly and with authority. This includes using natural language rather than overly promotional or keyword-stuffed phrases. Additionally, structuring your content with clear headings, subheadings, and concise paragraphs helps AI systems understand its hierarchy and relevance. Consider exploring tools like SurferSEO or Frase, which analyze existing content and offer concrete suggestions for improving AI-friendliness.

Skillset Development: How do we get there?

Technical proficiency with AI tools is essential, but so is an analytical mindset. Focus on skill development in data analysis, understanding user search intent, and the ability to interpret AI-generated recommendations. Platforms like Coursera, Udemy, and even dedicated institutes like the Marketing AI Institute offer specialized courses in AI for marketers. Emphasizing hands-on experimentation alongside formal training will quickly translate into practical skillsets.

The Financial Impact: What's the ROI?

The ROI of AI in marketing comes in several forms. Tools for content optimization can decrease time spent on writing and editing, freeing up resources. AI-powered audience segmentation leads to highly targeted campaigns with better conversion rates. Predictive analytics tools can help identify potential churn or untapped opportunities well before they happen. While hard numbers vary across industries, look for case studies in your specific niche that demonstrate the successful financial results gleaned from AI implementation. Many AI solutions offer free trials or basic plans, allowing you to test the waters and assess potential ROI before a full financial commitment.

Embracing the AI-Driven Future

AI’s influence across various facets of marketing is both profound and pervasive. From altering web traffic dynamics and reshaping job roles to redefining business models and revolutionizing media strategies, AI’s footprint is unmistakable. For marketing professionals, this era of transformation is laden with challenges but also ripe with opportunities. The importance of understanding and integrating AI into marketing strategies cannot be overstated. Braveheart, an award-winning digital media agency, is uniquely positioned to guide businesses through this transformative landscape. Our expertise in AI-driven marketing strategies ensures that your business can navigate these new frontiers effectively. Partnering with Braveheart means embracing the potential of AI to enhance your marketing efforts and achieve unparalleled success in the digital era. Contact us today.

SEO vs PPC: Which Is The Best Driver Of Website Traffic?

If you’re a business owner, you know that online visibility is key to success. But what’s the best way to achieve it? SEO and PPC are both effective methods of marketing your business online. But which one is right for you? Let’s take a closer look at SEO vs PPC, their respective pros and cons, and how to determine which one is right for your business.

SEO and PPC: An Overview

SEO (Search Engine Optimization) is the process of improving the visibility and ranking of your website in search engine results pages (SERPs). This is done through optimizing your website content, structure, and on-page elements like title tags and metatags. SEO is a long-term strategy that can take months or even years to see results. PPC (Pay-Per-Click) advertising is a form of online advertising in which you pay a fee every time someone clicks on your ad. Ads can be displayed on search engine results pages (SERPs), social media platforms, and websites that are part of the Google Display Network. PPC is a more immediate way to gain visibility for your website, but it requires ongoing investment.

SEO: The Pros

SEO is a great way to increase the visibility and ranking of your website. SEO is a long-term strategy that can take months or even years to see results, but it is worth the investment. SEO will help you to build trust with your audience, as well as increase traffic and leads for your business.

SEO: The Cons

SEO can be a long and difficult process, and it can take months or even years to see results. SEO is also constantly changing, which means you need to keep up with the latest trends and algorithm updates to ensure that your website is visible in search engine results pages. SEO can be a difficult and time-consuming process, but it is worth the investment for your business.

PPC: The Pros

Pay Per Click (PPC) is a great way to gain visibility for your website quickly. PPC ads can be displayed on search engine results pages (SERPs), social media platforms, and websites that are part of the Google Display Network. PPC is a more immediate way to gain visibility for your website, but it requires ongoing investment.

PPC: The Cons

PPC can be an expensive way to market your business, especially if you are in a highly competitive industry. PPC also requires ongoing investment and management, as well as constant monitoring and optimization to ensure that your ads are performing well. Additionally, PPC can be complex and time-consuming to set up and manage.

FAQs about SEO vs PPC

How can a business effectively combine SEO and PPC strategies for optimal results?

Combining SEO and PPC strategies effectively requires a holistic approach to digital marketing that leverages the strengths of each method to complement the other. Businesses can achieve optimal results by using PPC for immediate visibility and targeting specific keywords or campaigns that are highly competitive and harder to rank for organically. At the same time, they can invest in SEO to build a strong, sustainable online presence that drives organic traffic over the long term. Integrating both strategies allows for comprehensive keyword coverage, data sharing between SEO and PPC teams to refine and target efforts more accurately, and the ability to test keyword effectiveness through PPC before committing to long-term SEO strategies. This combined approach can also improve the overall user experience on the website, as SEO efforts enhance site usability which is beneficial for PPC landing pages as well.

What are some industry-specific considerations when choosing between SEO and PPC?

Industry-specific considerations when choosing between SEO and PPC often revolve around the competitive landscape, customer buying cycle, and the average cost per click (CPC) in the industry. For industries with high CPCs, such as legal services or insurance, SEO might offer a more cost-effective way to attract traffic over time. Conversely, in industries where immediate results are critical or where there is an opportunity to capitalize on timely events or trends, PPC can provide the speed and specificity needed. Understanding the customer journey is also crucial; for B2B industries with longer sales cycles, SEO may play a more significant role in building thought leadership and nurturing leads through informative content.

How do changes in search engine algorithms affect the efficacy of SEO versus PPC over time?

Changes in search engine algorithms can significantly affect the efficacy of SEO versus PPC over time. SEO strategies must continually adapt to these changes to ensure high rankings and visibility. Algorithm updates may alter what search engines deem as high-quality content or how they prioritize certain website characteristics, impacting organic traffic performance. PPC, on the other hand, is less directly affected by algorithm changes, as it is based on bid strategies and ad quality. However, changes in the search landscape, such as the introduction of new ad formats or adjustments to the ad space on search results pages, can influence PPC effectiveness and costs. Staying informed about these changes and being ready to adapt strategies accordingly is crucial for maintaining the effectiveness of both SEO and PPC in driving website traffic.

Which One is Right for Your Business? SEO or PPC

Now that we’ve looked at the pros and cons of SEO and PPC, you may be wondering which one is right for your business. The answer, as with most things in business, is that it depends.

If you’re just starting out and are on a tight budget, SEO may be the better option for you. SEO takes time to see results, but it is a more affordable option than PPC. However, if you need immediate results and are willing to invest in paid advertising, PPC may be the better option for you.

If you’re not sure which one is right for you, speak to a marketing professional who can help you assess your needs and make a decision. SEO and PPC are both great ways to market your business online. The best way to determine which one is right for you is to assess your needs and goals, and then speak to a marketing professional who can help you make the best decision for your business.

If you need help increasing your website’s visibility and ranking, or if you’re looking for a more immediate way to gain visibility for your business, contact Braveheart Digital Marketing. We offer both SEO and PPC services, and our team of marketing professionals can help you determine which one is right for your business. Contact us today to learn more

How to Choose a PPC Agency for Your Business: The Complete Guide

PPC agencies can be a great asset for businesses, but how do you know which one to choose? There are a few key things to consider when choosing a PPC agency, including: – The agency’s experience and track record – The size of the agency – The services offered by the agency – The agency’s approach to PPC – The agency’s transparency and communication style Choosing the right PPC agency can be a great way to help your business grow and succeed. Follow these tips to find the perfect agency for you.

The agency's experience and track record :

You want to choose an agency that has a lot of experience and a proven track record. The last thing you want is to work with an agency that is new and doesn’t have a lot of experience. Make sure to ask the agency about their experience and what kind of results they have been able to achieve for their clients.

The size of the agency :

The size of the agency can be important, depending on your needs. If you are a small business, you might want to choose a smaller agency so that you can get more personal attention. If you are a large business, you might want to choose a larger agency so that you can get more resources and support.

The services offered by the agency :

Make sure to find an agency that offers the services you need. Some agencies only offer PPC management, while others offer a full suite of digital marketing services. If you only need PPC management, make sure to find an agency that specializes in that.

The agency's approach to PPC :

You want to make sure that the agency you choose has a good approach to PPC. Ask them about their process and how they go about managing campaigns. Make sure that their approach is one that you are comfortable with and that you feel will be effective for your business.

The agency's transparency and communication style :

You want to work with an agency that is transparent and has a good communication style. You should feel like you can ask them anything and that they will be open and honest with you. Make sure to ask them about their communication style and how often they will be in touch with you.

Summary

Choosing the right PPC agency is an important decision for your business. Make sure to consider the experience and track record of the agency, the size of the agency, the services offered, the agency’s approach to PPC, and the transparency and communication style of the agency. By following these tips, you can be sure to find an agency that is a good fit for your business.

If you’re looking for an experienced and results-driven PPC agency, look no further than Braveheart Digital Marketing. We offer a full suite of digital marketing services, including PPC management, SEO, social media marketing, and more. We’re confident that we can help your business grow and succeed. Contact us today to learn more about our services.

Sustainability of SEO Over PPC

In a previous post, we discussed the main differences between search engine optimization (SEO) and pay-per-click (PPC), the two main web traffic drivers. For short-term marketing goals, PPC is a great source of immediate traffic, but for a traffic source that consistently drives high quality long-term traffic then SEO is the best option. One factor that makes PPC a difficult sustainable marketing channel is the steady increase in CPC as can be seen below. Some highly competitive keywords have seen their CPC more than doubled in the last four years.

We call this trend CPC inflation which is the gradual increase of average cost-per-click over time when other variables appear to be the same. It means having to spend more per-click just to maintain your average position or impression share.

That is why the sustainability of SEO makes it the most cost-effective driver of website traffic in the long run because it delivers (1) high-quality traffic with intent to buy and (2) an increase in ROI over time. No digital marketing channel generates long-term traffic, leads, and sales with a better ROI than SEO.

On average, SEO is 12% of a typical marketing budget but generates 14% of leads.

Despite having 8% of the marketing budget, PPC generates only 6% of leads. If you are spending more of your marketing budget on PPC than SEO, then your lead generation program is costing you traffic and revenue.

It’s not just the number of leads generated from SEO that makes it such an important inbound tactic it is the quality of those leads.

When asked for the average percentage of leads converted to sales by marketing channels, marketers sighted SEO as the most effective marketing channel.

That’s why Search Engine Optimization is a more sustainable and cost-effective driver of website traffic than PPC is in the long run. The longer you engage in good SEO practices, the lower the cost of driving each visitor to your website. No other traffic source does that. Ready to integrate SEO into your business strategy? Contact us today!

If you’re looking for help with SEO, contact Braveheart Digital Marketing today. We are a leading SEO Agency in Manchester NH that can help you to improve your website and reach new customers. Contact us today

Improving Your Paid Ad Campaign Performance

There are at least 23 things you can do to improve the performance of your paid ad campaign. We have broken them down into six categories: Ad Format, Audience, Design, Copy and Placement and in upcoming posts we will break down the tactics within each category that we use to improve performance for our clients.

As a paid media company, we understand the power of advertisement and its ability to reach people on different platforms. Paid ads give you an opportunity to get your product or service in front of a target audience quickly. While there is no guaranteed formula for success when it comes to paid advertising, there are several techniques that can be used to improve the performance of your paid ad campaign. In this blog post, we will discuss the various techniques and tactics that can be used to improve your PPC advertising performance.

We’ll start with Ad Format and look at five methods that you can use to optimize your ads for better results.

Let’s get started!

Ad Format

Choosing the right ad format for your paid ad campaign is an important decision that can make or break a successful ad strategy. It’s essential to understand the unique advantages and disadvantages of each type of ad format, such as search ads, display ads, performance max ads, video stories, and carousels.

For instance, Search Ads may provide more impressions than other ad formats but it requires more keyword research and optimization expertise; Display Ads are great for reaching a larger audience and can be used to build brand awareness through creative visuals; Performance Max Ads offer more advanced targeting options and will help you hone in on the most valuable users; Video Stories are fantastic for engaging viewers with a multi-dimensional experience involving sight, sound and motion; lastly Carousels increase engagement by giving people multiple opportunities to click. When creating a digital ad campaign it’s important to consider which ad format best suits your business goals before making any decisions.

Search Ads

What is a search ad?

A search ad is an online advertisement that appears in the form of a text-based link next to organic search engine results. These ads allow businesses to target keywords related to their product or service and appear as sponsored content, giving them higher visibility in the search results. Search ads are used by companies to increase website traffic, brand awareness, and ultimately, sales.

Why are search ads important in advertising?

Search ads can be a powerful tool when used strategically, allowing businesses to reach target audiences more quickly. With search ads, advertisers select the most relevant keywords that people use when they search online and include them in the ad copy – this helps search engine algorithms identify and surface your search ad in front of people who are searching for a product or service.

To optimize search ad performance, you should use data-driven insights to make smart decisions about which keywords will be most effective, in addition to continually testing and experimenting with different types of search ads to see what resonates best with different kinds of target users. Ultimately, having an informed approach when selecting keywords for search ads will maximize the number of clicks and visits from potential customers.

What is an example of a search ad?

Headline: Get Professional Online Marketing Services

Description: Need help with your online marketing strategy? We can help. Get professional online marketing services today!

URL/Display URL: www.example.com/online-marketing-services

These types of search ads are great for businesses looking to drive website visits from potential customers or clients who are actively searching for related products or services.

Display Ads

What is a display ad?

A display ad is an ad that appears on websites, apps, and social media channels, usually in the form of banners or videos. It is targeted to a specific audience based on factors such as demographics and past behavior. Display ads are used to build brand awareness and can be used for remarketing campaigns to increase customer engagement and sales.

Why are display ads important in advertising?

Display ads are often used to increase brand awareness, promote products or services, and build an online presence. To get the most out of display ads it is important to make sure they are targeted towards the right audience and platform, as well as implemented strategically.

The key to optimizing display ads is to ensure that they have high quality visuals, are relevant to the target audience, and use a clear and concise call-to-action. Taking steps such as split testing different display ads against each other can also be effective in determining which display ad attracts more attention and provides better results for your business.

What is an example of a display ad?

Headline: Get Healthy & Glowing Skin Now

Description: Our vegan-friendly skincare products are designed to keep your skin looking and feeling its best. Shop now!

Image/Video: A picture or video showcasing the product range

URL/Display URL: www.example.com/skincare-products

These types of display ads are great for businesses looking to drive awareness and sales from potential customers who may be interested in their offering.

Performance Max Ads

What is Performance Max?

Performance Max is a new goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign. It’s designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps.

How does Performance Max help increase campaign performance?

Performance Max Ads are designed for maximum impact with limited investment. These ads use advanced optimization techniques such as dynamic creative optimization (DCO) and sequential targeting in order to deliver maximum results from a minimal budget.

Performance Max helps increase campaign performance by providing users with an extendable platform that enables optimization of digital marketing campaigns. It allows users to customize and manage campaigns in one unified interface, and it provides helpful analytics for measuring the results of those campaigns. It also provides personalized recommendations that enable businesses to reach their desired goals quickly and efficiently.

What is an example of a performance max ad?

Headline: Get Behind the Wheel of Your Dream Car

Description: Find your perfect car with our vast range of new and used vehicles. Shop now!

Image/Video: A picture or video showcasing different types of cars from their selection

URL/Display URL: www.example.com/cars

These types of ads are great for businesses looking to increase sales from potential customers who may be interested in their offering. They allow you to target more people, faster, and with greater precision – helping you maximize the results from your campaigns quickly and efficiently.

Video Stories

What are video stories?

Video stories are short videos that tell an engaging story about a brand or product. These types of ads have become increasingly popular on social media platforms such as Instagram, TikTok and YouTube due to their ability to captivate an audience with compelling visuals and sound effects.

How do video stories help increase campaign performance?

Video stories are a powerful tool for creating impactful campaigns. Stories have the power to inspire, connect, and motivate people in a unique way that plain facts or figures cannot. Structured video stories are particularly effective for communicating the message and objectives of campaigns; the combination of audio-visual elements, combined with an emotionally engaging narrative, create an emotionally resonant connection with viewers that can be difficult to achieve using other forms of content. This can translate into improved campaign performance as more people become engaged and start sharing the video story across their networks.

To optimize video stories, you should focus on creating a high-quality video with a clear narrative that speaks to the target audience. Additionally, you should use data-driven insights and testing methods to identify which videos are performing best in order to create better campaigns in the future.

What is an example of a video story ad?

Headline: Exploring the World with XYZ Travel

Description: Follow us as we explore some of the world’s most breathtaking places.

Video: A montage of clips featuring stunning natural landscapes, vibrant cityscapes and other memorable locations – all accompanied by uplifting music

URL/Display URL: www.XYZTravel.com

This type of video helps to create an emotional connection with potential customers, allowing them to imagine themselves in these exotic locations. It also offers potential customers a glimpse into what traveling with XYZ Travel would be like, which could lead to more conversions and sales.

Carousels

What are carousel ads?

Similar to flipping through the pages of a carousel book and being able to preview all the content from one page, carousel video stories allow viewers to click through multiple video panels in one video message. They’re often used on social media platforms such as Instagram and Facebook as an effective way to showcase products or services.

How do you optimize carousel ads?

To optimize carousel ads for maximum results, it’s important to choose visuals that reflect your brand identity and convey a clear message to the viewer.

A few key areas that should be considered when putting together carousels are creative design, strong targeting, and relevant messaging. When done correctly, carousels are not only extremely attractive and eye-catching but can also dramatically increase user engagement and overall ROI.

An important part of carousel stories is to make sure that each item included in the carousel is striking. The carousels should tell a story that is purposeful and cohesive – and be sure to create a call-to-action for your customers to deepen engagement. Additionally, keep carousel stories short and sweet so customers feel compelled to click through for more information. Finally, keeping carousels fun by swapping out ads regularly can ensure you’re capturing viewers’ attention with every new story they see.

What is an example of a carousel ad?

An example of a carousel ad could be an advertisement for a car dealership. The carousel would feature different cars from their selection, with visuals that showcase the features and benefits of each model. This can be combined with engaging copy to create an effective way for customers to learn about different makes and models without having to visit the physical store. Additionally, including a call-to-action such as “Shop Now” at each step of the carousel encourages viewers to take action after viewing.

These are just some examples of how businesses can use video stories and carousels to increase your paid ad campaign performance. By using these tools in combination with other strategies such as smart targeting, companies can amplify their reach and get more people interested in their products and services.

We hope that this article on five tactics that you can use to optimize your paid ad campaign for better results useful and insightful. Stay tuned for future posts in this series.

If you’re looking for help with your Google Ads campaign, contact Braveheart Digital Marketing. We’re a PPC agency in Manchester, NH that can help you create a successful campaign and achieve your business goals. Get in touch today to learn more!

8 Common PPC Mistakes and How to Fix Them

Pay-per-click (PPC) advertising can be an effective way to drive traffic to your website and generate leads. But if you’re not careful, it can also be a quick way to waste a lot of money. In this blog post, we’ll take a look at eight common PPC mistakes and how you can avoid them.

Not Narrowing Your Target Audience

One of the biggest mistakes PPC businesses make is failing to narrow their target audience. They assume that anyone who sees their ad will be interested in what they’re selling. As a result, they end up wasting a lot of money on ads that are never going to convert.

Not Doing Your Keyword Research

Before you launch your PPC campaign, you need to do your keyword research. You need to understand what words and phrases potential customers are using to search for your products or services. Once you know this, you can create ad campaigns that target those keywords. Without keyword research, you’re just guessing, and chances are you’ll guess wrong.

Targeting Too Many Keywords

Once you’ve done your keyword research, it’s tempting to try to target as many keywords as possible in your ad campaigns. This is a mistake. Instead of spreading yourself thin, focus on a few key phrases and create laser-focused campaigns around them. You’ll get better results—and save money—in the long run.

Bidding On The Wrong Keywords

Another common PPC mistake is bidding on the wrong keywords. Keywords are the foundation of any PPC campaign, so it’s important to choose them carefully. A lot of businesses make the mistake of bidding on broad, generic keywords that get a lot of searches. But just because a keyword gets a lot of searches doesn’t mean it’s going to be successful for your business.

Broad keywords are often too general, which means they attract a lot of people who aren’t actually interested in what you’re selling. As a result, you end up paying for a lot of clicks that never turn into conversions.

Instead of bidding on broad keywords, focus on long-tail keywords that are more specific to what you’re selling. Long-tail keywords may get fewer searches, but the people who do search for them are usually further along in the buying cycle and more likely to convert.

Not Using Negative Keywords

Negative keywords are words or phrases that you don’t want your ad to show up for. For example, if you sell women’s clothing, you might want to add “men” as a negative keyword so that your ad doesn’t show up when people search for “men’s clothing.”

Not using negative keywords is a huge mistake because it results in wasted clicks—clicks that could be going to a more relevant ad. It also hurts your quality score, which is a metric used by Google to determine how relevant and useful your ad is. A low quality score will result in higher costs per click and less exposure for your ad.

To avoid this mistake, take some time to brainstorm a list of negative keywords for your business. You can also use Google’s Keyword Planner tool to find negative keywords that are relevant to your business.

Not Testing Your Ads

Another common PPC mistake is not testing your ads before you launch your campaign. You might think you know what works best, but unless you test multiple versions of your ad, you won’t know for sure. A/B testing is a simple way to test different versions of your ads and see which one performs best. Once you know what works, you can roll out your campaign with confidence knowing that your ads will perform well.

Not Optimizing Your Landing Page

Your landing page is the page on your website that people are taken to after they click on your ad. An effective landing page is relevant to the ad that was clicked on and contains a clear call-to-action (CTA).

Too often, businesses make the mistake of sending PPC traffic to their homepage instead of creating a customized landing page. This is a missed opportunity because a well-optimized landing page can dramatically improve conversion rates.

Providing relevant content and an effective CTA will increase the chances that visitors will take the desired action—whether that’s making a purchase, signing up for a newsletter, or calling your business.

Not Monitoring Your Campaigns Regularly

Once you’ve launched your PPC campaign, it’s easy to set it on autopilot and forget about it. But if you want your campaign to be successful, you need to monitor it regularly and make adjustments as needed. Things change quickly in the world of online advertising, so what worked last month might not work this month. The only way to keep your campaigns effective is to monitor them closely and adjust as necessary. Otherwise, you’ll end up wasting a lot of money on ads that aren’t performing well.

Avoid these common PPC mistakes and set yourself up for success. Do your keyword research, focus on a few key phrases, and test your ads before launching your campaign. By following these steps, you’ll be able to maximize your results—and generate more leads—with your PPC campaigns.

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Ad Format

Search Ads

What is a search ad?

Why are search ads important in advertising?

What is an example of a search ad?

Display Ads

What is a display ad?

Why are display ads important in advertising?

What is an example of a display ad?​

Performance Max Ads

What is Performance Max?

How does Performance Max help increase campaign performance?

What is an example of a performance max ad?​​

Video Stories

What are video stories?

How do video stories help increase campaign performance?

What is an example of a video story ad?​​​

Carousels

What are carousel ads?

How do you optimize carousel ads?

What is an example of a carousel ad?

Recent Posts

8 Common PPC Mistakes and How to Fix Them

Not Narrowing Your Target Audience

Not Doing Your Keyword Research

Targeting Too Many Keywords

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Not Testing Your Ads

Not Optimizing Your Landing Page

Not Monitoring Your Campaigns Regularly

Recent Posts

What is an example of a display ad?

What is an example of a performance max ad?

What is an example of a video story ad?