How To Prioritize Between Analyzing Ad Copy vs Biding Strategies

Effective PPC competitor analysis can help answer the critical question of whether to focus on ad copy or bidding strategies. To balance between the two, you have to consider your goals, budget, and performance.

Let’s break it down step by step.

1. Do A PPC Competitor Analysis

In the initial stages of your PPC campaign, focus on creating bidding strategies based on your PPC competitor analysis report. A solid foundation ensures your ads reach the right audience while keeping costs in check.

Why Start with Bidding?

Your bidding strategy should be based on your PPC competitor analysis rates. Poor bidding will result in your ads never reaching the audience you’ve painstakingly targeted.

Example in Action:

Take eBay, a brand that often uses machine learning-based bidding strategies. By leveraging smart bidding, they’ve ensured their ads appear prominently for high-intent searches like “buy vintage watches online.” This tactic helps them dominate competitive niches efficiently.

2. Optimize as You Go

Once your campaign is live, PPC competitor analysis should guide your iterative approach. Ad copy and bidding strategies should both evolve based on performance data.

Regularly Analyze Ad Copy:

• Monitor Metrics: Watch for click-through rates (CTRs) and conversion rates. Low CTRs could indicate that your ad copy isn’t resonating.
• Test Variations: Run A/B tests to see which messages drive engagement.

Continuously Adjust Bidding Strategies:

• Track Key Metrics: Pay attention to cost per click (CPC), cost per acquisition (CPA), and return on ad spend (ROAS).
• Optimize Bids: Lower bids for underperforming keywords and increase bids for high-value opportunities.

Example in Action:

Nike excels at balancing these aspects. They craft ad copy that appeals to different audience segments, like runners or basketball players, while tweaking bids to dominate key search terms such as “best running shoes for women.”

3. Decide Based on Campaign Goals

Your campaign’s objectives should dictate where to invest more energy.

For Conversion-Focused Campaigns:

Balance both ad copy and bidding strategies equally. Persuasive ad copy pulls users in, while smart bidding ensures your budget is spent wisely.

For Brand Awareness Campaigns:

Focus more on ad copy. Eye-catching, memorable ads will leave a lasting impression.

Example in Action:

Airbnb prioritizes compelling ad copy for brand awareness campaigns. For instance, they highlight unique experiences like “Stay in a Castle” to attract clicks while keeping bids moderate to stay within budget.

4. Work Within Your Budget

Stick to your budget to avoid plunging your client or business into financial turmoil. Regularly check the ROI (return on investment) to know which keywords to focus on and which to expunge from your campaign.

Pro Tip:

• Start by capping bids for low-performing keywords.
• Shift resources to high-converting keywords to make the most of every dollar.

5. Address Performance Issues Holistically

When a campaign underperforms, both ad copy and bidding need attention. Here’s how to identify the root cause:

If Ad Copy Is the Issue:

• Refresh headlines and descriptions.
• Add keywords that align better with user intent.

If Bidding Strategies Are the Issue:

• Test different bidding models, like switching from manual CPC to enhanced CPC.
• Reallocate budgets to higher-performing campaigns.

Example in Action:

HubSpot got better results by addressing both factors. They revamped underperforming ad copy while optimizing bids for high-value keywords, boosting overall conversions.

6. Treat Optimization as an Ongoing Process

PPC success isn’t a one-and-done deal. Regularly analyze the performance of your ad copy and bidding strategies, using insights from PPC competitor analysis, to refine your approach.

Checklist for Continuous Improvement:

• Analyze performance weekly.
• Test one variable at a time (ad copy or bids).
• Stay updated with trends and competitor tactics.

The Strategic Edge: Harmonizing Ad Copy and Bidding

Balancing ad copy and bidding strategies is an art and a science, and PPC competitor analysis is your compass. I always start with bidding strategies to build a strong foundation, then iterate to optimize performance. For me, it’s all about staying flexible and letting data guide my decisions. Every PPC campaign is unique, and by continuously analyzing, testing, and refining, you’ll stay ahead of the competition.