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Test and scale marketing tactics that increase ROI across every channel
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853
Growth Tactics
Across Every Channel
4
Tactics Added
In Last 30 Days
29%
ROI Increase
Reported on average
  • traffic
    Bid Optimization Target
    Depending on which networks your campaign is targeting, consider optimizing your Google AdWords bids to focus on increasing the overall number of clicks, conversions, views, or impressions your ads receive. For instance, if you want to generate more traffic to your website, focusing on Cost-per-click (CPC) bidding. Likewise, to increase views or interactions with your ads, you can use cost-per-view (CPV) bidding.
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    +71%
  • traffic
    Callout Extensions
    Adwords offers ad extensions called callout extensions which should improve CTR.
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    +67%
  • traffic
    Multi-Target Audience
    When the goal is to test a very specific persona, you may only be able to isolate this audience with multiple layers of targeting. Get granular by layering targeting options one on top of another, combining geography with demographic and behavioral data to narrow down your reach to the specific persona you’re trying to target. This will help you better cater your creative for the smaller audience you’re trying to reach without wasting money on too broad a reach.
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    +52%
  • conversion
    Keywords In URL Path
    Adwords allows you to edit the display url with two /path fields. Using keywords that relate to the adgroup and search intent can increase CTR & quality score.i.e. try.ladder.com/marketing-strategy
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    +57%
  • traffic
    Negative Keywords
    Adding negative keywords to your AdWords / Bing campaigns can help you get higher quality clicks for your spend. If you look at Dimensions in AdWords you can see exactly which search terms landed you clicks and conversions. Finding that a keyword like "B2B marketing plan template" lands you a lot of clicks but no conversions, for example, might be a strong sign that you should add that keyword as a negative so your ads don't appear on that keyword. This can save you a ton of budget for higher quality clicks.
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    +72%
  • traffic
    Complement Keyword Audience
    Target audiences with keywords that complement your product category. For example, target luxury products if what you sell is also a luxury product - i.e. people interested in Porsche are likely to be interested in expensive watches. Consider what other items and item categories your audience buys and make ads that target those keywords.
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    +36%
  • traffic
    Category Exclusion
    Exclude certain categories from showing your ads (e.g. don't show your ads on crime related sites).
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    +20%
  • traffic
    Dynamic Retargeting
    When retargeting users who have visited your site in the past, try using a dynamic creative that’s based on the products they’ve browsed through. Doing so directly reminds them of the awesome products they saw and encourages them to return. Each ad impression will be relevant to the individual that sees it based on prior interest rather than generic for all viewers.
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    +61%
  • traffic
    Highly Specific Ad Copy
    If you offer multiple products, or a broad category of products, test honing in on just one specific product or aspect of your product offering. You can target a different product or category to each audience. For example, if you’re a fashion retailer, target men who love watches with ad copy and creative showcasing men’s watches.
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    +60%
  • traffic
    Frequency Capping
    Cap the number of impressions a person gets via retargeting on GDN, helping save ad spend and optimize performance.
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    +13%
  • traffic
    Large Rectangle Ad (336x280)
    Large rectangle ads are a popular ad format on the Google Display Network (GDN) because of their effectiveness. Generally, wider ads tend to perform better than taller ads due to their reader friendly format.
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    +19%
  • traffic
    Publisher Placement
    If you know that your ideal audience is likely to be on a specific website or on a section of a specific website, use site placement targeting in Google AdSense to target that website or section. Julian Bakery successfully used site placement targeting in conjunction with geo-targeting to increase conversions by 35%.
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    +24%
  • traffic
    Adwords App Install Ad
    Use Google's AdWords Editor to apply a "mobile app install" campaign type to your advertising efforts. Next, tell Google whether your app is located in Google Play or the Apple App Store. Lastly, decide you budget and push the ad live.
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    +59%
  • traffic
    Product Keyword Audience
    Targeting people who are searching for the product you sell can drive highly qualified users. For example, if you sell employee training software, target keywords like ‘training software’. You’ll access an audience searching for exactly the product you’re selling.
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    +42%
  • traffic
    Direct Ad Copy
    Being more direct in the ad copy can give your users more context before clicking resulting in higher-intent. You can write this way by first writing how you'd normally write it, then aggressively editing to get to a shorter, simpler version. Just say it like it is and boil the product down to its essential components. Your audience will thank you for it.
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    +68%
  • traffic
    Speed Benefit Ad
    If a major benefit of your app is speed over its competitors, use that to your advantage. Write copy that highlights how fast your app is to set up or how quickly users can do something major. Use an image that shows that speed - try a timer next to your app’s dashboard or a casual photo of your phone next to your laptop timing your use of the app.
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    +15%
  • traffic
    Placement Exclusion
    Remove a placement that hasn't performed for you historically on the GDN.
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    +78%
  • traffic
    Brand Name Defense
    Your first step with AdWords should be to target your brand name as a keyword especially if your business name has a generic word. You don’t want your competition to show up when someone runs a Google search for your brand name. It can also push unwanted reviews further down the page. Bidding on your own brand as a keyword is inexpensive and will defend your brand name by making sure your ad shows up #1 when people search for you.
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    +83%
  • traffic
    Time Of Day Exclusion
    Remove certain times of day if they perform worse for you. This is a great way to figure out where you might be spending a lot of money on ads but not getting any return on that investment. For example, you might find that early morning hours result in very few conversions or significantly lower conversion rates, but equal or even higher spend and clicks. This will enable you to optimize spend on times of day that do in fact drive positive ROI.
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    +15%
  • traffic
    Search Query Report
    Remove negative matches from your search terms. Google AdWords has a search terms report that can show you how your ads perform when they have been triggered by specific words. Mark words that aren’t as relevant to your business as negative words and avoid spending money on people who aren’t interested in your ad.
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    +17%
  • traffic
    Google Search Network With Display Select
    Google says their Search Network with Display Select ads are the best opportunity to reach the most customers.These ads combine traditional pay per click search engine advertising on Google search results and search partner sites with advertising on Google’s Display Network, which includes over 2 million websites, videos, and apps. According to Comcast, the Display Network increases your exposure to over 90% of Internet users worldwide.In essence, you’re running two tactics at once — search and display — across a very large audience. You’ll be relying on Google to determine when and how best to deliver your ads.For both ad tactics, you’ll set your budget, designate relevant keywords, and create your ads.Search Network Only ad formats include text ads, shopping ads, dynamic search ads, and app and digital content ads. Adding Google’s Display Network to the mix allows for responsive image ads in place of shopping ad formats.The image ads open a lot of creative avenues and placements that aren't available with Search Network Only.You can run native responsive display ads that blend into the look and feel of the sites they appear on. Placements include Gmail ads that appear as emails in people’s inboxes and engagement ads on YouTube and other video sites. In addition, you can target specific ad zones on and within sites you choose.Ads that run on Google search results and search partner sites support manual and automatic bidding. Automated bidding is your only option for the ads that run on Google’s Display network. In both cases, you can see which sites your ads run on, what ads earn the most clicks, and where you're getting the lowest cost and highest value.You can easily turn Search Network Only campaigns into campaigns that include Google’s Display Network. If you do that, be aware that you’ll likely see an equal increase in cost and conversions of around 15%.
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    +55%
  • traffic
    Quality Score Optimization
    Quality Score has a major effect on ad performance. A poor quality score will cause impressions and ranking to drop, and CPC to rise (as you'll be paying a premium to be seen). Increasing your quality score (best practices are platform specific) can drastically help you campaign and your budget.
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    +69%
  • traffic
    "Alternative To" Keyword Audience
    Targeting the terms “alternative to [competitor]” or “[competitor] alternatives” can land you right in front of their audience. Being the top ad on that search term can bring you a highly qualified audience and is especially effective when they’re sent to a you vs. competitor landing page.
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    +53%
  • traffic
    Demographic Targeting
    Narrow your audience by relevant demographics to your business. Let’s say your ideal customer is a 25-34 year-old male: you can target that group specifically in many of the major ad platforms.
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    +43%
  • traffic
    Square Ad (250x250)
    Square ads are a popular ad format on the Google Display Network (GDN) because of their flexibility. This format can fit into small spaces that large rectangles ads cannot.
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    +19%
  • traffic
    Location Exclusion
    Stop wasting ad spend. Exclude certain locations in your advertising targeting to avoid serving ads in areas that historically do not convert. Also exclude locations that do not fit your target audience's profile. E.g. don't advertise a luxury product in a poorer area.
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    +20%
  • traffic
    AdWords Copy In Meta Descriptions
    Look at AdWords ads for the different keywords you’re prioritizing for your landing pages and content. What words do they use often? Adding those words into the meta description of your article or page can help you get more clicks on your content via search engines.
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    +16%
  • traffic
    Campaign Structure Test
    If you're running multiple ads at the same time, it's easy to become overwhelmed or disorganized. For this tactic, we'll launch multiple Campaign Structure tests to measure performance, test new audiences, and optimize your best performing ads.
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    +82%
  • traffic
    Narrow Keyword Audience
    Narrowing down your target keywords by creating ad-specific groups will help you reach a more targeted audience. Create specific groups with specific ads for high-intent niche search terms, catering your ad copy and imagery to the specific audience you’re targeting. This lets you serve unique ads with targeted copy and creative to each segment of your audience.
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    +82%
  • traffic
    "Central Commercial Areas" Targeting
    You can target central commercial areas (places with high business presences i.e. restaurants, offices, malls, etc...) to quickly segment high traffic areas of a specific geography. This lets you exclusively target tightly packed, narrow geographies that might be more relevant audiences for your ads.
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    +64%
  • traffic
    Question Ad Copy
    Try rephrasing your ad copy as a leading question to give your customers something to respond to. The answer should indicate why your service is valuable to them! i.e. "Want more customers?" "Need higher conversion rates?"
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    +63%
  • traffic
    In-Market Audience Targeting
    Select from in-market audiences in the Google Display Network to reach customers who are actively considering purchasing products and services that are similar to your own. Google suggests that in-market audiences are most effective when used together with remarketing. Layer your in-market audience on top of your remarketing list to boost your volume of remarketing conversions.
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    +24%

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