We produce a large volume of content. If you’re a regular reader, you know we aim to deliver advice and insights that are a cut above the typical blog post. However, we face two key challenges:

1. Google prioritizes information that users actively search for, and
2. People tend to skim content.

This means many of our most valuable tips—the subtle details, additional points, and expert advice that make all the difference—can easily be overlooked. That’s why we’ve rounded up our top tips from this year that you might have missed but are crucial for success in 2023. These insights could be game-changers for your business!

Table of contents

Quickly navigate to the best tips in…

• Google Ads
• Facebook Ads
• Copywriting
• Website & SEO

Our Top-Tier PPC Advice

This section primarily covers search and social advertising, along with some valuable strategies for video and remarketing campaigns.

Google Ads

1. Reach your competitors’ audiences affordably with our recommended low-cost alternatives to competitor keyword targeting on search. Explore options like Quora ads based on topic or interest, Linkedin Member Groups, Twitter follower lookalikes, Reddit communities, and YouTube search results. Read the full post.

2. Maximize your Google Ads budget by opting for city/neighborhood targeting instead of zip codes. While zip codes seem precise, ad platforms sometimes struggle to determine them accurately. Targeting cities or neighborhoods often provides better reach. Read the full post.

3. Don’t dismiss Google Ads campaigns that break even or generate minimal profit. These campaigns can still be valuable if your objective is to move products, target competitors’ customers, attract high-lifetime value customers, or boost local brand awareness. Read the full post.

   

4. Remember that Responsive Search Ads are not a substitute for ad copy testing. It’s crucial to continuously test your ad copy with 2-4 active variations in each ad group. Each month, pause underperforming variations and replace them with new ones. Read the full post.

5. Be mindful of duplicate images in Performance Max campaigns. When linking your Google Merchant Center feed to a Performance Max campaign, there’s no need to add product images separately. Instead, use lifestyle images that depict real people using or wearing your products. Read the full post.

Facebook Ads

1. Streamline your workflow by consolidating Facebook conversion actions. While this benefits Aggregated Event Measurement, the real advantage is gaining campaign-level conversion counts. This enables faster account-wide decision-making. Read the full post.

   

2. Unlock creative Facebook targeting with this hack: Frustrated by the limitations on targeting based on employment, real estate, and finance? Leverage Google’s in-market audiences (which still offer this targeting) to drive traffic to your website. Then, use that traffic as a source audience for a Facebook lookalike campaign. Read the full post.

3. Scale your Facebook ad budget reliably and efficiently using cost-per-result goal bidding (previously known as cost cap). Experiment with different bids while enabling Campaign Budget Optimization (CBO) and setting a minimum spend for each ad set. Facebook will automatically test various bids across multiple ranges, making it easy to identify and expand your most successful approaches. Read the full post.

4. Optimize your use of lookalike audiences. Keep in mind that the Facebook pixel cannot track every website visitor. Therefore, a customer list or email subscriber list serves as the most effective seed list. If you choose to use a website page, select a high-intent page like [example]. Read the full post.

More PPC

1. Challenge the convention of using only one call-to-action (CTA) per landing page. Don’t underestimate the value of secondary CTAs on high-intent landing pages. Consider options like email sign-ups or calculator tools. While these may not be your primary conversion goal, they can capture leads for retargeting. Read the full post.
2. Avoid pausing remarketing campaigns prematurely. A minimum audience size of 1,000 is necessary. However, if you’re using a customer list to generate a Lookalike or Similar Audience, processing can take up to 48 hours. During this time, you might encounter a “too small to serve” message. Be patient and allow the audience to fully populate. Read the full post.
3. Pay close attention to the details of video campaigns. For instance, when researching Google Display Network (GDN) websites for your video campaign, Google displays all GDN sites, not just those offering video ad placements. Verify potential sites before inclusion to prevent wasted ad spend. Read the full post.

Our Finest Copywriting Tips

Our template and example posts are consistently popular, but you might have missed these valuable nuances:

1. The power of language extends beyond the traditional seven power words. While words like “you,” “free,” and “because” are classics, explore alternatives to overused words like “ultimate,” “boost,” and “innovative.” Discover these 350 compelling words and phrases to make your writing stand out.

2. Leverage Google Trends to fine-tune your ad copy. For instance, consider the phrases “marketing tools” versus “marketing software.” In Wisconsin, there’s a preference for “tools,” while in Alabama, “software” resonates more. This subtle difference can significantly impact click-through rates and overall campaign performance. Read the full post.

   

3. Maintain reader engagement in your blog posts by incorporating bucket brigades. These are conversational phrases that connect paragraphs and keep readers flowing through the text. Examples include “Here’s the thing…,” “What does that mean for you?,” and “But wait, there’s more!” Use them strategically without overdoing it and ensure your content remains skimmable. Read the full post.

4. Steer clear of predictable or leading questions at the beginning of business descriptions, social media profiles, blurbs, and other concise introductions. Avoid phrases like “Looking for more customers?” or “Need a comprehensive platform to manage subscription billing?” Instead, prioritize creativity and attention-grabbing openings over listing features or benefits. Read the full post.

5. Follow the 3 Rs of PPC ad copy: Reiterate, Reinforce, but avoid Redundancy. Relevance to keywords is essential for Quality Score, but mentioning your keyword in the headline, display path, or description once is sufficient. Utilize the remaining space for compelling features, benefits, or related keywords. Read the full post.

   

Ready to hit the jackpot of ad copywriting tips?

Free guide >> 10 Tricks to Get the Click: How to Write Exceptional PPC Ad Copy

Our Best Website & SEO Insights

We continuously refine our own SEO strategies while guiding you on yours. Here are some key takeaways you might have missed:

1. Achieving higher Google rankings sometimes requires clarity over creativity. This means using clear and concise titles and headings rather than overly clever ones. Clear language helps Google generate accurate custom meta descriptions, which can improve your search result click-through rates. Don’t worry; you can always inject creativity when repurposing content for guides or social media. Read the full post.

   

2. Even compressed images can slow down page loading speeds if their dimensions are excessive. If your blog layout utilizes sidebars, determine the maximum width of your content area and ensure images don’t exceed it. This simple step reduces server requests and enhances on-page SEO. Read the full post.

3. Broaden your content strategy beyond potential customers. Include “potential amplifiers” as a target persona. These are industry publications and influencers who can share your content with their audience and link back to your website. This is crucial for driving valuable traffic, especially for niche content that might not be heavily keyword-focused. Read the full post.

4. Enhance your SEO through strategic internal linking by ensuring that every page on your site is accessible within three clicks from the homepage. Optimize navigation menus, footers, sidebars, and pillar pages with descriptive anchor text for optimal results. Read the full post.

5. Prioritizing website accessibility not only improves SEO but also enhances conversion rates. Incorporate accessibility checks into your website audits. Review HTML tags, ensure clear and descriptive anchor text, provide image alt text, and create user-friendly forms. Read the full post.

That’s a wrap!

While we cover a wide range of digital marketing topics, SEO, PPC, and copywriting are among our readers’ favorites. This roundup focuses on the best of the best in these areas. For more insights on social media, reporting and analysis, conversion rate optimization, landing pages, industry news, and more, explore our blog homepage. We’d love to hear from you! Share any tips that resonated with you or deserve a spot in this compilation in the comments below. Stay tuned for more valuable content in 2023!