The competition in the paid search landscape is higher than ever. Ashley Fletcher showed in a recent webinar, how marketers can stay ahead of the curve. Getting in touch with our agency for lead generation marketing in Kerala will help you have access to those strategies and tactics that will keep you ahead.

The paid search marketing landscape is growing by leaps and bounds. Google Ads, in particular, is leading the charge, spurred on by the societal changes of the past couple of years. 

Ashley Fletcher, VP of marketing at Adthena in a recent webinar said, “We know this channel is growing year-over-year. It’s not going away anytime soon. Digital ad use is growing 26% year-over-year, and Google search itself is having a record-breaking quarter.”

But with this growth comes some major changes like the disappearance of expanded text ads, restrictions on third-party cookies, and more automation. All these will affect paid search marketers everywhere.

It’s getting tougher for marketers to remain competitive in a constantly changing search environment. Fletcher offered three ways marketers could stay ahead of the game and address its challenges: 


1. Optimising for local markets


Fletcher mentioned that “Everyone knows how buyer behaviour has changed in the past two years,” said. More markets are local now.”

Not every brand has a smooth transition to local markets during this period. Fletcher’s attention caught on the fact that many organisations fail to optimise for the most pertinent localities irrespective of the fact that they are at the state or city level.

To have a better view of their local markets, Fletcher suggested that marketers create visualisations using data modelling tools like Google Data Studio. This will pinpoint areas of opportunity. Such reports aggregate both competitor and audience data and highlight actionable markets.

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When competitor movements get mapped out at each of these local levels, Fletcher recommends that marketers segment their ad groups by ROI as this will help them focus their efforts on the most profitable local targets.


2. Predict outcomes with a share of search


Share of search is a new metric used by marketers to determine their brand’s market share online. According to Fletcher, the increasing importance of search is turning this into a vital touchstone when predicting campaign outcomes.

Fletcher said, “Search is the channel where the conversion happens. “As spend rises in Google Ads, this is the part of the funnel that’s critical for brands.”

He emphasised the formula that marketers use to determine their share of search. He mentioned that this relies on how often audiences are searching for your particular brand when compared to all other brands in its category.

He added by saying, “You can use this [formula] in Google Trends as well. If you plug in your top three brand terms, you can start to build a picture. It gives you that maximum, whole market view.”

According to him, a share of search can help marketers guide their brands toward smarter paid search decisions.

“You want your reaction time to increase,” he said. “You want the data coming through to be faster, and you want channel confidence to grow.”

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3. Optimise ads using competitive and contextual insights


Fletcher mentioned, “Ad copy can be easily overlooked. Getting back on track regarding how it can drive incremental gains for marketers and brands is key.”

In order to get the most actionable competitive insights from ad copy, Fletcher suggested that marketers adopt AI tools to automate the process. This will help to segment each ad by category and market group.

Fletcher said, “We use this [process] when a competitor comes out with new phrases for their CTAs. Words like ‘now,’ ‘discover,’ ‘find,’ and whatever else they’re using for their CTAs should inspire your team to adjust its copy.”

But, using competitor keywords is just one aspect of effective ad copy optimization. The recent changes that have occurred in market behaviour also require marketers to optimise ad text keeping key customer needs in mind. Audiences need frictionless experiences, and paid search teams must craft ad copy that speaks to their specific context.

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“How prominent are [contextual terms] in a large sample of your ad copy?” he asked. “You wouldn’t want to be the person not included in the last one to find out about curbside pickup or next-day delivery.”

“From the customers’ perspective, everyone wants a frictionless experience, and all of that comes through in the language of your ad copy,” he added.


To Conclude

The world of Paid Search is constantly evolving at lightning speed. This means the rules of 2021 do not apply to 2022. The important tactics mentioned above will help you stay ahead in the competition.

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Analyzing paid search results by region can bring you greater ROI. Hence, geotargeting is a critical optimization tactic. Do you want to understand your paid search results? We can help you with it. Do get in touch with our PPC service in Kerala.

Geography is a significant factor to analyze. Understand that different words and brands mean other things based on location. 

Learn about geolocation results in paid search and how they vary and what to do with the variances.


PPC results vary across regions

For years studies and discussions were made with various brands about their performance by region. Topics revolved around, should they be geotargeting, how does it impact bidding, and does it matter at all? 

A set of relevant data was studied to see how performance varied by geographies over the past year. To understand how results vary across regions, each metric against the campaign totals or averages was indexed. 

It is essential to know how much the metrics vary. The first thing that jumps out is how wide the variance is, especially for CTR. The study found that the variance for all metrics is at least 2x and in the case of CTR it is as high as 15x. The minimums also depicted variation much more than the maximums, except for CTR.

There was a significant difference by geographic region and the reasons are;

Brand awareness:

Based on locations, brands signify different things to different people. For example, a brand may be available nationally, but they were founded on the East or West Coast. 

Market competition:

Regional players will only advertise in a given region which will influence the metrics.

Keyword/bid strategy:

The paid search managers of these accounts have something to say about the performance on a daily basis. Based on performance, they shift bids and keyword lists as a regular part of maintenance. Thus they have a natural influence on the metrics.

The next thing observed was what would happen if the brands stopped spending in the lowest-performing 20 states. The resulting impact on the metrics was studied. 

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A simple first step of the study was to stop spending on the lowest-performing states. Using the data set, it was viewed that the lowest-performing fall in four categories:

–         Lowest conversion rates

–         Highest CPC

–         Highest Cost per Conversion

–         Lowest conversion rates

These categories impacted the results differently. Removing the lowest conversion kept the most revenue but didn’t improve the ROI.

The highest cost per conversion improved the ROI the most but removed more than 30% of the total revenue. The impact on the ROI was minimal, and the volume of results was reduced by up to 35%, based on the data taken for the study. 

The hypothesis showed improvement with all four scenarios increasing revenue vs. the baseline results.

Removing the 20 states with the lowest costs-per-conversion and investing more in the states with the lowest cost-per-conversion was the best scenario. However, even in that case, the ROI and revenue didn’t increase more than 4% versus the baseline index.

It is true that many companies would be ecstatic about the opportunity to increase revenue by 4% without any incremental costs. 

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Things that could alter this analysis

– One of the biggest assumptions is that spending at higher levels and assuming the same throughput rates. Thus, the CPCs, conversion rates, or any of the metrics would be altered, impacting the results.

– Viewing any data only through the lens of geography doesn’t take into account all the other factors that weigh its performance. For example, even in a great performing state, there are keywords that are not performing well just as there are keywords in poor-performing states that are crushing it.

– Landing page and ad copy experiences.

– The data set has a mix of DTC online pure-plays and online/offline. The local store mix and conversion types can all alter this analysis.


What are the PPC actions to be taken?

Our PPC company in India knows exactly that one must consider the implications between the keyword, ad copy, bid, and landing page.

The apt solution isn’t just altering geotargeting. It requires the combination of these with audiences, time of day, device type and so many factors to drive results.

Geotargeting can be yet another knob that should be considered a critical optimization tactic. If you want the ad copy and landing page to match the geography, geotargeting becomes more important from a user experience standpoint.

In some cases, it can even complicate things to a level that doesn’t make a difference for your organization. Maybe a simple bid-modifier will do then. In certain other cases, it could be the key to unlocking your results.



Start off simply with bid multipliers. Dig into the data at this level, and create a few tests to see if it can impact results in a meaningful way. Later it can be determined if the test should be scaled up or back.

And for carrying out all these, you’ll of course need a professional and expert who you can rely on. Do contact our agency which is the best amongst the digital marketing companies in Kerala. Our team is only a call away from helping you.