The compensation plan is a 4x3 forced matrixThe compensation plan is a 4x3 forced matrix which means you can have no more than 4which means you can have no more than 4 people on your first level, 16 on your secondpeople on your first level, 16 on your second level, and 64 on your third. You would have alevel, and 64 on your third. You would have a total of 84 people in a complete matrix. Once atotal of 84 people in a complete matrix. Once a matrix fills up with 84 people, you will be re-matrix fills up with 84 people, you will be re- entered into a new matrix, creating a second payentered into a new matrix, creating a second pay check.check.
The biggest beneficiary of the Enhanced Campaigns kerfluffle? Bing, by far. As Matt Van Wagner declared at Hero Conf this last April in Austin – you should *really* be doing Bing, especially as Enhanced Campaigns muddies the PPC landscape. While you should be wary of Bing Search Partner Lead Quality, advertising on Microsoft’s search platform can lead to great gains for any account.
This is just one way to arrange the key elements of a display ad. The exact structure is up to you, as long as the CTA and value proposition are most prominent. And the elements can be rearranged in a comparable way to suit different ad sizes. (Note: with responsive display ads, Google will do the work of making sure your creative fits into the different size requirements.)
Taking a “one size fits all” approach rarely yields great results for advertisers. For example, imagine a jeweler who specializes in women’s jewelry. He may be inclined to create ads geared toward a female audience, thinking this is target persona. However, upon examining his audience segments on a deeper level, he may find that a good portion of his audience is male and these men order more expensive items, likely as gifts. The jeweler should absolutely create another set of ads that resonate with a male audience.
The top ad slots on the first page of search results get the most clicks – and as a result, the most conversions. If industry competition is fierce, the cost per click of ads in those top spots can become quite high. And, on the flip side, if you don’t compete for those top spots, you’ll have a much slimmer chance of converting any paid search traffic.
You can then re-arrange them to fit different formats and contexts. Remember that the images shouldn’t distract users from the text, so make sure that your value proposition and the CTA are the most visible elements. Avoid overlaps and too many blank spaces. Here is one of the great display ad examples with a nice structure that looks natural and highlights the most important elements.
Personalized PPC — With more data than ever on searchers’ personas, paid search advertising will continue to become more data driven. In particular, remarketing will continue to increase, allowing marketers to “follow” their audience around the web based on a consumer’s prior engagement with your brand. This people-based marketing is becoming ever more evident as conversion rates of these ads grow. The logic is simple, your audience is much more likely to click something when they have engaged with it already.
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