Ways to Advertise Online: Data-Backed Insights from your Top 25 Customers

“ You, alright? I actually learned it by watching a person! ”

Because of the famous anti-drug PSA from the eighties , we often associate these terms with dangerous, ill-advised behavior.

But learning from other people isn’ t necessarily a bad matter. In fact , when we’ re referring to online advertising— something we perform from time to time— learning from other people is one of the smartest things you can do.


That’ s why the Director of Managed Services, Zina Kayyali, and our Director associated with Customer Success, Phil Kowalski, crunched some numbers and determined exactly why WordStream’ s top-performing customers enjoy a lot success.

In this post,   we’ ll break down the main insights from Zina’ s plus Phil’ s research. Apply these to your online marketing strategy and you’ lmost all be yelling at your dad very quickly.

Or… something similar to that.

The technique Behind the Madness

To generate the stats plus lessons you’ ll find beneath, Zina and Phil dug by means of 13 months of WordStream consumer data— from September 2017 till September 2018.

Particularly, they were interested in tracking two KPIs: gross conversions and CPA. The particular top-performing WordStream customers were people who drove lots of conversions while considerably reducing the amounts of money needed to do so.

Of the twenty five accounts named our top artists, 17 leverage WordStream Advisor to more proficiently manage their paid search plus social accounts as the remaining 8 pass off these responsibilities to our Managed Services group.


“ Let us manage your accounts , please. ”

19 of them use software and services to generate more (and more highly qualified) leads. Another 6 are in the business of marketing products online.

And, no— our top-performing customers aren’ t our highest-paying customers . Although some of them invest as much as $300, 000 per month upon online advertising, several of them work with monthly financial constraints below $1, 000.

One last thing before all of us dive into the bulk of this post: even though Zina and Phil zeroed within on two specific KPIs, the particular 25 WordStream users who centered from September 2017 until Sept 2018 did so across all the major indicators . Check it out:

  • Typical CPA among top performers: $28. 61 (vs. $43. 56 for everybody else)

  • Average CTR among top performers: 3. 50 percent (vs. 1 . 72% for everyone else)

  • Average CPC amongst top performers: $1. 22 (vs. $1. 57 for everyone else)

  • Average CVR among best performers: 5. 67% (vs. a few. 66% for everyone else)


Let’ ersus find out how they did it.

How to Advertise Online: Shift

According to Zina’ s and Phil’ s study, two pillars support successful internet marketing campaigns: diversity and simplicity. Fundamental the first pillar is a familiar principle— don’ t put all your ovum in one basket.

Display Advertising

There’ s a key distinction between Search advertising plus Display advertising : whereas the previous allows you to advertise your product or service in order to consumers when they’ re positively looking for it, the latter allows you to distribute your brand across the Web through banner ads.


Generally speaking, Search ads drive higher CTRs plus CVRs than perform Display ads. This makes sense: people are more willing to click and/or transform when they’ re actively searching for solutions to their problems.

The WordStream customers who seem to find the most success recognize that Search plus Display are built for different purposes. Therefore, it’ s no surprise that just 3% of our top performers make use of Search and Display within the exact same campaigns (vs. 35% of everyone else).


Nonetheless, Screen ads are powerful— and the evidence is in the numbers.

The majority of our top-performing clients use Display ads. The majority of the other customers don’ t. Plus, our own customer data show that making use of Search and Display in conjunction yields a 31% boost within brand lift (an indicator from the extent to which consumers interact with your own brand).

The particular Google Screen Network (GDN) isn’ t solely about branding, possibly; you can leverage it for conversion-based goals. Specifically, our top marketers use 3 audience targeting strategies to drive a lot of conversions at low costs: Remarketing, Similar Audiences, and Custom Intention.

Remarketing in the GDN

Remarketing via the GDN is the practice of serving Screen ads to consumers who’ ve interacted with your business in some manner— visited the homepage of your site, engaged with specific resources on your own website, begun to fill out an application, etc . The idea is that you can use remarketing to keep your brand at the top of the particular consumer’ s mind.


Our top-performing customers carry it a step further: they segment their own remarketing groups according to intent . The prospective customers who’ ve only visited the particular homepage land in a lower-intent team while those who’ ve authorized for a demo land in a higher-intent group.

Segmentation ensures that your Display ads are usually as appropriate and as focused as you can given the prospect at hand.

Similar Audiences on the GDN

Similar Audiences is straightforward: it enables you to target consumers whom behave similarly to those who are already within your marketing funnel. It’ s a remarkably easy and efficient way to spread your own brand messaging to a wider (yet still relevant) audience.

Display advertisers who make use of Similar Audiences yield 60% a lot more impressions, 48% more clicks, plus 41% more conversions. You much better believe our top performers benefit from it.

Custom made Intent Audiences on the GDN

Like Similar Viewers, Custom Purpose Audiences are an outward exhibition of Google’ s drive in order to capture the magic of Facebook’ s i9000 audience-centric advertising logic.

Here’ s how functions. Google crawls your Google Advertisements account and your website to figure out exactly what you’ re trying to sell. Then, this cross-references your digital profile using its scores of data regarding consumer research behavior. The end result: auto-generated audiences of shoppers whose online activities indicate that you ought to be advertising to them.

Top WordStream customers set them selves apart from the rest by supplementing the particular audiences automatically created by Google simply by designating specific search terms on which in order to base further audiences.


And, as with Remarketing Audiences, Customized Intent Audiences can (and ought to! ) be segmented according to intent .

Search & Purchasing

6 from the 25 customers whose success blew away Zina and Phil had been ecommerce vendors. On average, these high-performing eccomerce advertisers  allocate 78% of the online advertising budgets to non-Shopping systems. Among all the other ecommerce vendors who also use WordStream, that figure falls to 58%.


It’s important to note that these advertisers dropped into the following categories:

  • Big spenders : All 6 ecommerce customers spend at least $15, 000 every month in ad spend. B udget-constrained advertisers may be best seeking a different ad spend submission.
  • Custom order sites : A few of these ecommerce businesses were custom purchase sites, where the product is less likely in order to attract high-intent users who are prepared to transact immediately.   Clients like this will need to invest a lot more in Search and Display.
  • High AOV/High consideration products :   Clients like these will need to commit more in Search and Display to achieve an user’ s varying concern points.

That means that these clients particularly benefited from a majority  of advertisement spent in Search and Display; this particular won’t always be the case for e-commerce advertisers, but it does bring up a substantial take-away. The most successful ecommerce marketers are distributing ad spend in between Shopping, Display, and Search.

So why does it pay out to also advertise your ecommerce business on Search? It’ ersus simple: online shoppers are 90% more likely to visit your website if they at first encounter your brand through a textual content ad.  

Think like a consumer for a second. When it occurs to you that you could utilize a wristwatch, you probably don’ t Search engines “ wristwatch” and click on the initial Shopping ad you see. Rather, a person navigate to the text ads, click to some websites, and let some different vendors make first impressions you.

The best e-commerce advertisers recognize that their prospects get into every single nook and cranny inside the marketing channel . As such, they invest considerably in text ads to drive visitors their websites and to establish acknowledgement among shoppers.

Desktop & Mobile

The majority of our top-performing clients (we’ re back to talking about all them— not solely ecommerce vendors) allocate at least 25% of their internet marketing budgets to mobile devices ; most of them allocate more than 50%.

Keep in mind: the commonality across these twenty five businesses is their focus on conversion rates.

To many, this particular doesn’ t make much feeling. If these businesses are so conversion-focused, what makes them spending so much money on mobile— the place where conversions don’ t happen ?

Here’ s what Zina plus Phil found, though: conversions do happen on mobile. The notion that customers only use their phones whenever they’ re on the go is an argument. 60% of mobile use happens at home— which is where all of us tend to be when we buy things.


“ Lemme appreciate this view just before I buy more V-necks. ”

Neglect mobile and you’ ll obtain left behind.

Methods to Advertise Online: Simplify

You know William of Ockham (WOO) was a smart dude since his name includes “ of. ” If someone with a name that will follows the “[blank] of [blank]” file format offers you free advice, it’ t best to hear him or her out.

WOO is known meant for Ockham’ s Razor: the idea that the easiest answer is the best answer. That pertains to online advertising.

Key phrases & Quality Score

It wouldn’ t become a complete discussion of PPC superiority without a look at keywords.

Specifically, Zina and Phil desired to investigate any differences between the top performers and the rest of the customer base in terms of keywords along with low Quality Scores . That encompasses every keyword obtained between 1 and 3.

What they found is definitely illuminating: 24% of our most profitable customers— practically 1 in four! — yield few to simply no impressions from keywords with low Quality Scores . By comparison, only 8% of our some other clients can say the same.


Evidently, the advertisers that drive the most conversions at the cheapest costs purge their own low-quality keywords using their Google Ads accounts and allocate the savings to more productive locations.

Account Framework & Ad Strategy

Now, that’ s most of well and good. But how about account construction ? Once you’ ve completed to your low-quality keywords what Greta Van Fleet has done to their creative integrity— I’ m ready to reduce them as soon as they admit they’ re a cover band without the covers— how do you go about grouping them?

Let’ s take a look at what the WordStream Top 25 perform. 80% of them average fewer than seventeen keywords per ad group (vs. 66% of everyone else).


60% of them average less than 10 keywords per ad team (vs. 46% of everyone else).


Perhaps most importantly, our own top performers are significantly less likely to make use of ad groupings with 1 to 4 key phrases . 10 to 15 appears to be the nice spot.

Nearly all our most successful accounts limit their ad groups to several or fewer ads; they also often restrict their campaigns to five ad groups.

The particular theme: from the broadest to the narrowest parts of their Google Ads balances, our top-performing customers keep almost everything neat, focused, and robust.

The Crucial Takeaways

A short blog post along with as much information as this one should end up being treated like a Lexus in a shateringly out-of-touch holiday season TV commercial: covered in a bow. Luckily, Zina plus Phil were able to boil their huge insightful presentation down to 2 classes and 6 action items:

1 . Diversify.

  • Use conversion-oriented audience targeting solutions on the GDN.
  • Leverage Search plus Display in tandem with Purchasing.
  • Advertise on mobile phones.

2 . Easily simplify.

  • Purge key phrases with low Quality Scores from your accounts.
  • Aim for 10-15 key phrases and 3 ads per ad group.
  • Aim for 5 ad groups per campaign.

If you can discover a way to incorporate some (if not all! ) of these strategies into your online advertising efforts, you, too, will be a top performer in PPC.

Huge thanks to Zina and Phil for doing the hard work and to our designer, Maria, for the awesome graphics.

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