The most successful pay per click projects I’ve ever worked on have all involved two things: micro-targeting and diversity.
Micro-targeting means writing ads to specific groups of people, rather than broad audiences. Eventually, micro-targeting may go away as a thing. Google has more data points than you do. They know an eerie amount about your online history, location and browsing habits. Based on all this, Google should be able to show exactly the right ad to someone, based on more data points than you’ll ever have access to.
To do that though, they need diversity.
Diverse systems are always more robust than non-diverse ones. Diversity can mean diversity of ads. It could mean diversity of offers. Diversity of domain names (you can now test different domains in AdWords by using the ‘drafts and experiments’ feature). Diversity of ‘hooks’ or appeals. Diversity of images. Higher diversity gives you more robustness.
There’s a reason why Google’s new responsive ad format invites you to enter up to five ad headlines and descriptions. They need a diversity of copy resources to match the right ad to the right person. At the moment they also need a lot of data – more data than you can afford to give them – which which is why you’re best not letting them too far off the leash. They’ll spend your money like there’s no tomorrow given half a chance.
This is one of my Google Ads predictions for 2019. I’ve written up my other 6 into a guide, which will be available only until the end of the year. You can grab a copy here.
My role here is to help you increase the diversity of your marketing.
If you’re making plans for 2019 and would like a chat, you can book a 30 minute call using the link at the end of the report.