Significant Digital Marketing Stats to End 2017

Ah, a new year! What better way to celebrate the conclusion of a turbulent 2017 than with some nerdtastic digital marketing data? Some of these “significant stats” may excite. Some may surprise. Some may make you shrug a shoulder. But they’re all true, so there’s that.

Enjoy.

Automotive Page Speed

Photo: marketingcharts.com

22 Seconds

The average mobile website takes more than 22 seconds to load completely. The average user abandons an unloaded mobile site after just 3 seconds. Can you see the dilemma there?

Within our direct market (automotive), the average mobile site speed comes in at a blistering (/s) 9.5 seconds. If you’re seeing high bounce rates on your dealer site, start by inspecting your site structure and caching settings, including how you’re utilizing mobile ads, banner graphics, vehicle images, and add-ons that may not generate a lot of attention in your heat maps.

320 Characters

In early December, Danny Sullivan (hi, Other-Danny!) officially announced Google had increased the character limit for meta descriptions, expanding the snippet length from ~160 to 320 characters.

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6 PPC Ad Copywriting Tips Every AdWords Manager Should Read

As marketers, we know to add call-to-actions, value propositions, and keywords to our paid search ad copy. Data strongly suggests these techniques work, but there are even more ad writing tactics that may be flying under your radar.

If you’re an AdWords manager whose PPC-stardom is reliant on garnering quality leads for your clients, be sure to take a look at these essential ad copywriting tips before you build another campaign. (Words are powerful, friends.)

1. Answer Readers’ Questions (Mirror User Objectives)

User Ad Objectives

Photo: wordstream.com

 

Ads on the SERP aren’t meant to be entertaining (yet?)—they’re meant to provide users with insight and a tangible reason to click. So, ask yourself three main questions when considering how to earn that ad click:

  1. What would I search for if I wanted to [find a local porcupine hairdresser]? (example)
  2. How can I make my ad stand out against other ads for [porcupine haircuts]? (again, just an example)
  3. Will my target audience be likely to visit my [porcupine barber shop] website if I write copy this way? (once again, we in no way offer rodent hair styling services)

Certain phrases may be more enticing in your niche—you’ll find some common advertising language that sparks interest further down this post—so keep that in mind when choosing words. The goal is to attract high-value readers, not those people who have time to kill and a smartphone at their disposal.

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Google Search Partners: Good or Bad for Your PPC Campaigns?

Our Opportunity Max family has spent years in front of the computer screen, analyzing and optimizing hundreds and thousands of AdWords campaigns and ad groups, all to help our clients succeed in the digital marketplace. Over those years, we’ve closely followed the debate over Google’s Search Partners.

  • Are they good or bad?
  • What are the benefits?
  • Should they be optimized separately in their own campaigns or groups?

Now the verdict is in, and we’d like to shed some light on this discussion with the only data we trust—hard data.

PPC Search Partners - Good or Bad

What Are “Search Partners”?

Search Partners are primarily composed of companies that opt into Google’s program; in exchange for ad space, the companies receive a small percentage of click revenue—it’s almost like Affiliate Marketing, but on a larger scale.

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Google AdWords Transitions to “Close Variant Exact Match” Keywords

We all know to choose keywords based on the probable intent of our targeted searcher. For years, AdWords marketers and PPC kings have labored over hundreds and thousands of keyword phrases, all for the sake of their or their clients’ businesses. We’ve run through the gauntlet, passed the “broad match” rounds, ventured into “broad match modifier” territory, and circled all the way back to the drawing board countless times. We’ve added tedious prepositions and conjunctions to our long-tail keywords, hoping to draw even a few extra visitors. We’ve typed more open and closed brackets than probably anyone in the history of the internet.

Google AdWords Changes

Is that time over? Has Google’s AdWords team become our salvation? With Google’s newly announced changes, exact match keywords will become somewhatexact match, instead—and it just might save us time and effort.

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5 New Paid Search Updates from Google AdWords & Bing

Opportunity Max is here to give you the down-low on the latest updates in the paid search world over the past few weeks. Be sure to check back, as we will inform you of any impacts caused by these recent updates.

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1. Bing Advertisers – Now Able to Automatically Sync Google AdWords Campaigns

Bing continues to improve their platform by finding ways to help simplify managing pai.d search campaigns. If you are managing a Google AdWords account plus a Bing account, it can be difficult to ensure that you’re making adjustments to both accounts – let alone terribly time-consuming.

Now advertisers no longer have to remember to update ad copy, budgets, extensions, sitelinks, keywords, etc. on both accounts. You are now able to schedule automatic imports straight from your AdWords account. Keep in mind that you can import all or only specific campaigns depending on your paid search strategy for Bing.

Save some valuable time by following these few steps:

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Digital Marketing from Opportunity Max: Our PPC Package

Last month we reviewed the services and products you can expect with Opportunity Max’s SEO package. This month we are going to go into depth about our Pay-Per-Click (PPC) advertising package.

Our Paid Search Specialists develop a search engine marketing strategy customized for your dealership’s needs and goals by building your campaign strategy from scratch, ensuring a hand-crafted approach. Our experts optimize paid search campaigns to target appropriate shoppers and bring more relevant traffic to your website that converts into leads. Opportunity Max is here to make it easier for your dealership to turn those leads into sales.

Opportunity Max PPC Services

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To Infinity & Beyond! Google Introduces New Price and Message Ad Extensions

Google wants people to click your ad, they really do. That’s why they’re constantly making changes and additions to ads, because they’re doing their best to get searchers to engage. The latest updates include the addition of two new Ad Extensions: Price Extensions and Message Extensions. Let’s get acclimated with the new members of the growing Ad Extension family and see how they can help you (and Google) get people to click your ads.

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Price Extensions – For Free!

There’s no point beating around the bush – people want to know what something costs, and you’d do better to give them that information up front than to send them on a wild-goose chase. You know that, and Google knows that, and now they’re here to help with Price Extensions. Like other extensions, Price Extensions are additional nuggets of information that accompany your ad, showcasing your products and services, along with associated prices. And like most extensions, there’s no added cost – you simply pay the same as the CPC for your ad.

google-price-extensions

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Infographic: 10 Tips for Writing and Amplifying Expanded Text Ads (ETA)

If you don’t know already, Google announced that expanded text ads would soon replace standards ads. Well folks, the time has come to start writing and testing your expanded text ads if you haven’t started doing so already. Don’t worry, they are not as complicated as you think. All it means is that you get more space to insert keywords and branded terms in your ads. Below is a diagram we borrowed from WordStream that clearly shows the difference between standard ads and expanded text ads.

Standard Ads vs. Expanded Text Ads

According to Search Engine Land, “advertisers will no longer be able to create or edit standard text ads as of January 31, 2017.” We know time goes by so quickly, that’s why we’ve taken the initiative to provide you with some helpful tips and tricks to make your transition to expanded text ads smooth. Check out our infographic below to learn how to make your expanded text ads stand out:

5-essential-ad-elements-for-expanded-text-ads

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Expand Your PPC Account By Doing Keyword Research The Right Way

Are you looking for new opportunities to grow your search traffic? Expanding and refining your current keyword list can save you money and help you reach more people. Both new and mature accounts can benefit greatly from keyword research. Before we move on, keep in mind that the number of keywords on your list does not affect your account’s performance. When it comes to keywords, quality is more important than quantity, so be sure to avoid adding keywords for the sake of making your list look good.

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Keyword Expansion Explained

Keyword expansion is exactly that, expanding your keyword list by including new keywords. This is an essential step in keeping your ads relevant. There are a lot of efficient tools you can use to find valuable keywords. Some of our favorite tools to use are SpyFu, WordStream and SEMrush. These tools allow you to see your competitors’ most profitable keywords and find missed opportunities. You can also use these tools to benchmark, optimize and maximize your keyword lists to improve rankings and gain more traffic to your website.

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Better Together: How To Best Pair Google AdWords and Analytics

While both Google Analytics and AdWords give you a plethora of reporting capabilities and insights that you can use to optimize your campaigns and website, it’s even better when you pair the already stellar tools. Link up your accounts and optimize them for more insight on your bidding strategy, campaign performance, and more. Here are some quick tips to get you started; for more information, check out Google’s handy guides on sharing metrics and analyzing your performance.

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Linking Analytics and AdWords

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