Every October, my friends and I meet all month to watch a horror movie on Halloween.But although it’s cool to be scared during happy hour no It’s cool to be scared when you run a PPC account.
Unfortunately, there are some truly worrisome The statistics there give our advertisers a reason to do so.So, in the spirit of Halloween, I share with you 11 actually scary statistics that every PPC advertiser should know, and why you should be concerned.
But don’t worry! I will turn these creepy statistics into less scary tricks that will save you from the nightmare of PPC.
1. 94% of people skip search ads
You read that right. 94% Of searchers enter the natural search results directly through your search ads. the most important is, 41% Of paid clicks only enter the first three ads on the page. This means that your ad copy and ad position are more important than ever.
What you need to do
- First, make sure you test your ad copy regularly.this Responsive search ads The format helps with this, but it’s still important Run A/B test. The right copy will have a higher click-through rate, which will improve your Ad position. This will increase your chances of being part of the advertising percentage Do Attract clicks and stop those who usually jump to natural results.
- Most importantly, please make sure your ad has compelling and compelling ad copy! That’s it:
(Needless to say, you should have one A strong organic SERP exists and also. )
2. 96% of iOS users have opted out of app tracking
Last year, I just thought about the notorious iOS14 update This will give the user this option which is terrible.Now that the update has been launched, it’s even scarier to know 96% Of US iPhone users have actually opted out!
The scary thing is that it greatly reduces the efficiency of the Facebook pixel, which leads to inaccurate tracking data, which disrupts your conversion tracking and positioning. To make matters worse, the audience size is shrinking, leading to an increase in CPM.
What you need to do
To resolve this issue, please make sure:
3. 80% of advertisers rely on third-party cookies
Most paid advertising strategies are built around third-party cookies.These cookies capture behavioral data, allowing you to see how ad clickers reached your website, what they did on your website, and what they did afterwards-this Conversion tracking And retarget the audience. Cookies also enable platforms such as Google and Facebook to provide new target audiences based on interests.
With the final deprecation of third-party cookies, the report and positioning are 80% Of advertisers know that it won’t be there anymore. Google, Facebook, publisher sites, and other platforms have all introduced new tools and technologies to help advertisers cope with this shift, but you should be prepared now.
This is what you need to do
- Strengthen your First party data collection. Create Lead magnet And build your email list Creative call to action.
- Set up a Google Ads tag on your website to track first-party data-even if you set up tracking via import.go Tools and Settings> Shared Library> Audience Manager> Audience Source.
- For Facebook, implement the Conversions API mentioned above.
- familiar Google FLoC——This is terrible in itself.
4. 60% of consumers deliberately provide false form information
Bad news for you Leadership qualification effort.Above this High proportion of counterfeiters, 81% Of people have also given up at least one online form, and most people will not come back to complete it.
What you need to do
5. There are ad blockers on more than 615 million devices worldwide
As more and more devices have VPNs or built-in blockers, 615 million Most likely to continue to rise.
What you need to do
Sadly, there is really no way to bypass ad blockers. However, Multi-channel strategy You can make up for your loss by attracting viewers elsewhere. E.g, OTT advertising It cannot be skipped or blocked by an ad blocker.
6. 40% of advertisers say their PPC budget is lower than they want
It is possible that you have been in this position at some point PPC budget travel.With request Digital advertising is constantly changing, Advertisers feel the heat. 40% Some of them said that maintaining a competitive budget in such a heavily saturated space has become increasingly difficult.
What you need to do
Although increasing the budget is not feasible for most people, you can still cunningly expand the budget further. Depending on your needs, you may need:
For more PPC budget help, please visit the following:
7. Only 10% of advertisers optimize their Google Ads accounts every week
add, 20% ‘S account managers do not do any processing on their accounts within a month. The bad news?You can be one of them This statistic! good news? Your competitor Can also
What you need to do
- Pay close attention to your account and make constant adjustments to prevent any unwelcome surprises.
- Enter a PPC routine And make sure Review your account often. First, try to schedule only a few minutes every week, month, and quarter to check specific areas of your account.
Don’t know what to optimize? Use our free Google Ads Performance Grader to learn in one minute.
8. Online advertising is the most diverse media type in the United States
only 9% Of people claim that digital advertising is the most diverse media they encounter. In contrast, Internet TV ranks much higher at 43%. and, 54% Of people do not feel the cultural representation in online advertising. From all angles, PPC obviously lacks diversity to a large extent.
What you need to do
People are attracted to the brand that represents them—not only their pain points and lifestyle, but also their cultural background.As advertisers, we can make impactful changes in the following ways Implement accessibility and inclusiveness in our adsIn addition, the more diverse your ads, the more people you can reach and attract. To do this:
9. 96% of consumers do not trust advertising
Remember the severe saturation of paid advertising space I mentioned earlier? According to this statistic, we might even get ourselves dirty.
Paid advertising has been increasing so much that people have become insensitive to them.and 96% Of consumers don’t trust advertising, advertisers must work harder Prove their credibility.
What you need to do
- A good way to start is Provide social proofWhen you make a claim in an advertisement, people will not just believe your words. However, they will believe the words of friends, family or other consumers.This is why Online comment with Reputation management Very important when running paid advertising.
- Another strategy is to include a credibility “seal” in your ads as much as possible. For example, you can include “NASSM certification” or “family owned” in your ad Your ad copy.
- You can also include awards and partner badges in your login page. In addition, try to choose attributes available to you, such as female-owned, black-owned, or veteran-owned, for a more personalized and trustworthy contact.
10. 67% said that once a brand loses trust, it can no longer be restored
Except that people are more suspicious of your ads 67% Of consumers will lose their trust in the brand once they say that their trust has been breached—whether due to false claims, damaged goods or services, Bad customer experience, or unintentional mistakes.
What you need to do
Of course, don’t lose their trust! But how can you do this?
11. Search volume for “near me” increased by 100% between 2019 and 2020
If you are a national or online brand, this statistic will only be scary. Of course, the sharp increase is due to blockades caused by the pandemic, but searches for “near me” may continue to increase.We can use This statistic As a clue to understanding current consumption habits.
What you need to do
Don’t be a victim of these terrible statistics
Leave the screams to horror movies and prevent your account performance from catching you off guard. Awareness of these shocking data points is the first step in prevention. As I always say, friends will not let their friends place bad PPC ads. So, to recap, here are my tips to avoid being part of these terrible PPC statistics:
- Always adjust and test your ad copy to prevent your ad from being skipped.
- Use Facebook Conversions API to prevent data loss from iOS14 App Tracking Transparency.
- Start collecting first-party data and try Facebook’s conversion API.
- Keep the form concise and use the lead form to avoid filling out false forms.
- Use a multi-channel strategy to manage ad blockers.
- Be creative in bidding and positioning to avoid under-budget.
- Enter the PPC program and stick to it to keep your account optimized.
- Ads that cater to you everyone In your target audience, make them feel better.
- Use social proofs, partnerships, and unique identifiers to prove credibility.
- Maintain brand consistency to prevent loss of trust (forever!).
- Always handle PPC from a small-scale, local perspective to keep up with consumer trends
