11 Legitimately Scary PPC Stats Every Advertiser Should Know (+Survival Tips)

94% of searchers fly right by your search ads and onto organic results. On top of that, 41% of paid clicks go only to the top three ads on the page.  This means that your ad copy and ad rank matter more than ever.

Last year, just thinking about the infamous iOS14 update that would give users this option was scary. Now that the update is rolled out, it’s even scarier to know that 96% of iPhone users in the US have actually opted out!

• First, make sure you’re regularly testing your ad copy. The responsive search ad format helps out with this, but it’s still important to run A/B tests. The right copy will have a higher click-through rate which will improve your ad rank. This will increase your chances of being a part of the percentage of ads that do pull in clicks, and make folks who usually jump to organic results stop in their tracks.
  strong organic SERP presence too.)

  2. 96% of iOS users have opted out of app tracking

  Last year, just thinking about the infamous iOS14 update that would give users this option was scary. Now that the update is rolled out, it’s even scarier to know that 96% of iPhone users in the US have actually opted out!
  Last year, just thinking about the infamous iOS14 update that would give users this option was scary. Now that the update is rolled out, it’s even scarier to know that 96% of iPhone users in the US have actually opted out!
  Last year, just thinking about the infamous iOS14 update that would give users this option was scary. Now that the update is rolled out, it’s even scarier to know that 96% of iPhone users in the US have actually opted out!
  Last year, just thinking about the infamous iOS14 update that would give users this option was scary. Now that the update is rolled out, it’s even scarier to know that 96% of iPhone users in the US have actually opted out!

  • Kee an eye on your account and consistently make tweaks to prevent any unwelcome surprises from popping up.
  • Get into a PPC routine and be sure to audit your account regularly. To start, try scheduling just a few minutes per week, per month, and per quarter to check on specific areas of your account.

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  Last year, just thinking about the infamous iOS14 update that would give users this option was scary. Now that the update is rolled out, it’s even scarier to know that 96% of iPhone users in the US have actually opted out!

  • A great way to start is by providing social proof. When you make a claim in an ad, people aren’t going to just take your word for it. They will, however, trust the word of a friend, family member, or fellow consumer. That’s why online reviews and reputation management are so important when running paid ads.
  • Another tactic is to include credibility “stamps” in your ads when possible. For example, you might include “NASSM-certified,” or “family-owned” in your ad copy.

  landing pages. Moreover, try to opt in to attributes available to you, like woman-owned, black-owned, or veteran-owned to achieve that more personal, trustworthy touch.

  10. 67% of people say that once a brand loses its trust, there’s no gaining it back

  Last year, just thinking about the infamous iOS14 update that would give users this option was scary. Now that the update is rolled out, it’s even scarier to know that 96% of iPhone users in the US have actually opted out!

  Don’t fall victim to these scary statistics

  Read more5 Ways to Increase eCommerce Conversions

  This stat is only scary if you’re a national or online brand. The sharp increase, of course, is due to lockdowns from the pandemic, but odds are that “near me” searches will continue increasing. We can use this statistic as a clue to understand today’s consumer habits.

  1. Always be tweaking and testing your ad copy so your ads won’t get skipped over.
  2. Use the Facebook Conversions API to prevent data loss from iOS14 App Tracking Transparency.
  3. Start collecting first-party data, and try Facebook’s conversion API.
  4. Keep your forms concise and use lead forms to avoid fake form fills.
  5. Leverage a multi-channel strategy to manage around ad blockers.
  6. Get creative with your bidding and targeting to avoid budgeting shortfalls.
  7. Get into a PPC routine and stick with it to keep your account optimized.
  8. Cater your ads to everyone in your target audience so they will feel better represented.
  9. Use social proof, partnerships, and unique identifiers to prove credibility.
  10. Maintain brand consistency to safeguard against losing trust (forever!).
  11. Always approach PPC from a small-scale, local perspective to keep up with consumer trends