Each October, my friends and I gather to watch scary movies in the run-up to Halloween. While it’s acceptable to be spooked during fun times, it is not acceptable to be spooked while running a PPC account.
And, unfortunately, there are some truly alarming statistics available that give advertisers cause for concern. Thus, in the spirit of Halloween, I’m going to share with you 11 truly frightening statistics that every PPC advertiser should be aware of, as well as why you should be concerned.
However, do not be alarmed! I’m going to transform these frightening statistics into less frightening tips that will save you from a PPC nightmare.
1.94% percent of people ignore search advertisements
That is correct. 94 percent of searchers bypass your search advertisements in favor of organic results. Additionally, 41% of paid clicks are directed to the page’s top three ads. This means that your ad copy and position in the search results are more critical than ever.
What you must do
- To begin, ensure that you are consistently testing your ad copy. While the responsive search ad format helps with this, A/B testing is still necessary. Proper copywriting results in a higher click-through rate, which improves your ad rank. This increases your chances of being included in the percentage of ads that generate clicks and causes people who typically skip to organic results to pause.
Most importantly, ensure that your ads are eye-catching and compelling with eye-catching and compelling ad copy! This is how:
- Employ emotive language and expressions
- Ad headlines can be written in a variety of ways.
- Utilize our eight best advertising copywriting tips (ever!)
- Avoid these five Google Ads copywriting errors
- (Of course, you should also have a strong organic SERP presence.)
2.96% of iOS users have disabled app tracking.
Last year, the prospect of the infamous iOS14 update granting users this option was frightening. Now that the update has been rolled out, the fact that 96 percent of iPhone users in the United States have opted out is even scarier!
What’s frightening about this is that it significantly reduces the effectiveness of the Facebook pixel, which results in inaccurate tracking data, which messes up your conversion tracking and targeting. Even worse, audience sizes are contracting, resulting in an increase in CPMs.
What you must do
To circumvent this issue, ensure that you:
- Utilize the Facebook Conversions AI immediately!
- Maintain effective Facebook ad targeting in iOS 14 by following our tips.
- Utilize the following seven strategies to combat rising Facebook CPMs as a result of iOS 14.
