- Big companies are able to scale their paid ads profitably,
do you want to know their secrets?
Hey everyone, I'm Neil Patel,
and today I'm going to break down eight paid ad secrets
you can learn from the big brands.
(upbeat digital music)
Before we get started,
make sure you subscribe to this channel,
and if you're on YouTube, click the alert notification.
Now, one thing I have for you is,
if you're going to do paid ads, listen to these eight steps.
You may know some of them, you may not know all of them,
but if you implement all of them,
you're going to do better with your paid advertising.
So number one,
focus most of your ad spend on seasonal opportunities.
Easter, Valentine's Day, Christmas,
Black Friday, Mother's Day, graduation season,
back-to-school season, St. Patrick's Day,
Father's Day, Halloween, Thanksgiving,
Cyber Monday, free shipping opportunities,
these all do extremely well and they convert higher.
We have tons and tons of data on my ad agency, NP digital.
If you ever need help with your paid ad management,
you should always check us out.
We've managed so many campaigns, we've seen this data,
and we know that seasonal spending just works so well.
Two, avoid spending too much of your ad budget
in the beginning and the end of each quarter.
You need to pace it out and take your learnings.
By taking your learnings and pacing it out,
you then have the firepower to spend
when you need to spend.
Huge companies try to reach their quarterly goals.
The goal isn't to just spend it all at once,
the goal is also to be there consistently,
which helps your ad campaigns perform better
in the long run versus you turning them on and off.
Because when you keep turning on and off,
depending on the platform you're spending money on,
sometimes you have to warm things up back again,
which is just a pain to do,
and it causes a reduction of ROI.
Three, prepare for seasonal opportunities,
months before they happen.
So most of the big companies we work with,
they're planning their Easter promotions,
their Christmas or Black Friday,
way before it happens, months and months.
Not just their ad campaigns, but products, inventories,
even service-based, software companies,
they're all starting to run offers
and they prepare months in advance,
and it works exceptionally well.
Four, optimize for mobile,
Mobile sales are projected to be 73%
of total e-commerce sales in 2021.
Look, if your website's not responsive,
you got to make sure you are responsive,
because if you don't want to to design a different website
for mobile, or desktop, or tablets,
it's the easiest way to maintain an all-in-one experience.
And make sure your purchase experience on mobile
is even better than desktop, it should be one click.
I love the Shopify Pay
because I can click a button and boom, right?
People can just end up paying and then going through
without filling out their credit card details,
or Google Pay, or PayPal, add the different options.
And if you post long-form content,
try using shorter paragraphs,
than just having a really long form,
and break those paragraphs up,
and make sure that you include media and CTAs.
Five, A/B test everything you can.
Ad creatives, ad copy, ad audiences,
bids, add-to-cart buttons, product images,
big companies test everything,
and they're constantly testing.
And what we found is when big companies run a test
and they find a winner,
they don't just assume two years from now
that's going to keep being a winner,
they retest their winners
because sometimes market conditions change.
For example,
it used to be when big companies would have people sign up,
they would do things like sign in with Google,
and that worked out great years ago
and some of them saw 40, 50, 60% lifts in conversion.
But then, people started getting scared about security.
So then, when they had to sign in with Google,
as the only form of signing in,
eventually their conversions tanked
versus having multiple options.
That's an example of what worked in the past
may not work today.
I'm not saying that'll happen with you,
but that's why you need to retest,
and that's why big companies retest.
Six, use Google Merchant Center
and Google Smart Shopping campaigns.
When you run a Smart Shopping campaign,
Google will automatically position your products
in the best places to maximize your conversions.
So leverage the technology that Google provides,
it'll help you get a better ROI.
Number seven, multichannel retail.
Leverage marketplaces and their ad platforms.
From Amazon Ads to Etsy Ads, to eBay Promoted Listings,
to Walmart Advertising, this all helps.
And number eight, last but not least,
Facebook dynamic product ads.
It automates a process to show the most relevant products
to the most relevant people.
It eliminates ad targeting guessing game.
And this is super effective
because if you're going to do ads,
why try to figure it out on your own?
Why not use the technology that these companies have
to maximize your ROI?
Keep in mind, if you make a better ROI, you spend more,
which makes Facebook more money,
so use the technology that they have at your fingertips.
If you need help with your marketing,
check out my ad agency, Neil Patel Digital.
If you enjoyed this video, like it, share it,
and tell people about it.
And leave a comment if you have a question about paid ads,
we're here to help.