#Bidding Strategies

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How to Structure Your Google Ads Campaign for Better ROI

If you’re looking to maximize the return on investment (ROI) from your Google Ads campaigns, structuring your campaigns effectively is crucial. A well-organized campaign ensures that your ads reach the right audience, minimize wasteful spending, and deliver measurable results. In this guide, we’ll outline the key steps to structure your Google Ads campaign for better ROI.

Also, for a deep understanding, consider reading the blog: The definitive guide on maximizing ROI with Google ads.

1. Define Clear Goals and Objectives

Before diving into campaign setup, establish clear goals for what you want to achieve. Are you focusing on brand awareness, lead generation, or eCommerce sales? Defining your objectives helps you:

Choose the right campaign type (e.g., Search, Display, Shopping, or Video).

Set measurable KPIs like cost-per-click (CPC), conversion rate, or return on ad spend (ROAS).

2. Conduct Comprehensive Keyword Research

Keywords form the foundation of any Google Ads campaign. Use tools like Google’s Keyword Planner or SEMrush to identify relevant keywords that align with your goals. Segment these keywords into:

High-intent keywords (e.g., “buy running shoes” for sales campaigns).

Informational keywords for awareness campaigns.

Group your keywords logically to make ad groups tightly focused, which improves your Quality Score and ad relevance.

3. Create Well-Structured Campaigns and Ad Groups

Organizing your campaigns and ad groups is critical for precise targeting and budget allocation. Follow these principles:

Campaign-Level Structure: Organize campaigns by objectives, product categories, or services.

Ad Group-Level Structure: Group related keywords and tailor your ads for each group.

For example, if you’re advertising running shoes, create separate ad groups for men’s, women’s, and kids’ running shoes.

4. Optimize Your Ad Copy and Assets

Your ads should be compelling, clear, and relevant to the audience’s intent. Incorporate the following best practices:

Use action-oriented language (e.g., “Shop Now,” “Get a Free Quote”).

Highlight your unique selling propositions (USPs).

Include keywords from your ad group in the ad copy.

Leverage ad extensions like sitelinks, callouts, and structured snippets to provide additional information and improve click-through rates (CTR).

5. Leverage Audience Targeting

Audience targeting refines your reach to users most likely to convert. Use Google’s audience options to target:

Affinity Audiences: Broader audiences based on interests and habits.

In-Market Audiences: Users actively searching for products or services.

Remarketing Lists: Re-engage past visitors who showed interest in your offerings.

6. Monitor and Optimize Bidding Strategies

Choosing the right bidding strategy significantly impacts ROI. Popular options include:

Manual CPC for precise control.

Target ROAS for automated ROI-focused bidding.

Maximize Conversions to drive volume while staying within your budget.

Continuously analyze performance and adjust bids based on data.

7. Refine Landing Pages

A high-quality landing page is essential for converting ad clicks into actions. Ensure that your landing pages:

Are highly relevant to the ad copy.

Load quickly and are mobile-friendly.

Feature clear calls-to-action (CTAs) and minimal distractions.

Pro Tip: Conduct A/B testing to find the most effective designs and CTAs.

8. Regularly Analyze and Optimize Campaign Performance

Ongoing optimization is the key to better ROI. Use Google Ads reports to:

Identify high-performing and underperforming keywords.

Adjust budget allocations to prioritize successful campaigns.

Experiment with new ad creatives and targeting options.

Conclusion

Effectively structuring your Google Ads campaign is the foundation for achieving better ROI. By defining clear goals, organizing campaigns logically, refining ad copy, and leveraging audience targeting, you can create campaigns that consistently perform. Don’t forget to regularly analyze and optimize your strategies to stay ahead of the competition.

For expert assistance with Google Ads management, consider reaching out to Forerunner Marketing’s Google Advertising Services. Their team specializes in helping businesses maximize their advertising potential through tailored strategies and continuous optimization.

[liveblack]

Google Ads in Digital Marketing | Liveblack

Most of you know about Google Ads, but there’s more to it. Every second, billions of searches are performed on Google for it is an effective way to drive traffic to your website. A term that can be useful in growing a business. Google advertising is one of the great ways to promote your business. It will appear when people are searching for a type of product or service that you are offering.

What is Google Ads?

Google provides you with a product named Google Ads that can be useful in promoting your business, selling your product or service, and increasing traffic to your website. This increasing traffic may get converted into sales.

You are aware of the popularity of Google and we all know that Google isn’t just the name. It’s a one-stop destination for the world to get the right answers. With trillions of searches per year, Google is the trustworthy source to find whatever they are looking for.

Let’s take a look at the Advantages of Google Ads and why this term is so important to understand for the business you run.

Google has a massive reach

Builds brand awareness

Earn more conversions

Maximizing ROIs

Reach the right audience

Monitor the campaign performance

Track competitor ads

Advertising with Google Ads will not just increase leads but it can drive them to sales, enhancing your visibility to attract more traffic and sales.

Search Ads are the most common type of advertising that appears on the SERP (Search Engine Result Pages). These ads are not only for gaining visibility across Google’s properties, but also to run YouTube ads, display ads, and more.

Advertise on Google can create wonders. As we all know, Google is the first address we go to find answers to every question. It offers several ways to target audiences who are interested in the products or services you offer with the relevant ads.

Click-through rate (CTR) is used in advertising to analyze the success of an online marketing campaign. Click-through rate is the percentage of user impressions who click the ad.

In simple terms -

CTR = clicks/impressions * 100

Do you know why the click-through rate is so important? This is a critical metric for evaluating the effectiveness of a campaign.

We can also calculate the average click-through rate by the number of clicks vs. impressions across your campaigns, or for every individual keyword.

When you consider using Google Ads, you’ll get the benefit of boosting brand awareness and putting your business into a display network of millions of websites.

What are the strategies that work in increasing click-through rates?

An effective AD Extension can always work. Create a relevant and unique ad copy that can grab the user’s attention. An effective and creative ad copy will encourage the audience to click on the ad.

Competitor analysis is a must. Analyze competitors’ ads and strategies to identify where you can improve in your strategy and how you can outperform your competitors to grab the attention of your target. Analyzing will bring opportunities to work on different strategies to bring more to your business.

How can we forget keyword optimization? To drive links to your website, you need to have a list of updated keywords. Regularly review and update the keywords you use, to ensure they are relevant and effective because keyword Optimization is the key to winning half battle.

Call-to-Action (CTA) is the main reason people can click on the ads. Use compelling and clear CTAs to let users take action on the ad.

Continuous testing can improve the effectiveness of ad campaigns. Improve over time with the optimal performance by enhancing the ad strategy, audience targeting, and bidding strategies.

Use relevant and high-quality images to stand out in the market. Ads with relevant images can bring the audience’s attention and give them an idea about the products.

Use clear and concise language while running ads. Refrain from using overly technical words that can create confusion for the audience.

A mobile-friendly ad can do much more than you think because most of the users are operating mobile devices to search for their requirements.

Use informative and enticing headlines that can bring attention to users. Writing clear, informational, and creative headlines can do wonders.

If you are targeting a local audience, make sure you target the native language that they speak in their daily lives. This way your ads can easily be seen and stand out than others. Also, schedule ads for the time when your audience is most active.

Because every small step can lead to somewhere better than we’re now, let your business thrive in this digital age with the necessary tools and techniques.

This is the best way to advertise on Google.

Effective Google ads can bring a lot to your business and win you the trust of your audience to make them loyal customers.

We are a digital marketing agency with noticeable industry experience. We have a team of expert digital marketers who not only know their job well but are dedicated to going out of their way to help businesses stand out in the market. With our marketing strategies, your business will get the benefit of driving audience engagement.

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Unlocking Savings: The Advantages of Car Auctions in Vehicle Shopping

Navigating the Benefits of Car Auctions for Smart Vehicle Purchases When it comes to shopping for a vehicle, exploring car auctions can be a strategic and cost-effective approach. In this article, we’ll delve into the various advantages of considering car auctions for your next vehicle purchase, highlighting how this option can lead to substantial savings and unique opportunities. Understanding…

[digimart01]

Bidding Strategies for digital marketing

Bidding strategies can help advertiser to determine prices for advertisements. Bidding strategies in digital marketing refer to the various approaches and techniques used to determine how much to bid for online advertising placements, such as search engine ads, display ads, or social media ads. There are various bidding strategies to run ours ads. Bidding strategies will justify the methods of online advertisement on google ads or other ad platforms.

Here are some common bidding strategies used in digital marketing.

Manual Bidding: In this approach, advertisers manually set bids for each ad depending on their own decision and understanding of the campaign goals. It provides more control but requires continuous monitoring and adjustments.

Maximize clicks   It means the maximum numbers of clicks that happens due to    increases  of visitors.

Automated Bidding: Automated bidding strategies leverage machine learning algorithms to adjust bids depends on real time data.

Target Impression Share

This bidding strategy focuses on showing the ad on top of the designated page. Target impression share strategy is extremely effective for brand visibility. Google ads will show the company's visibility.This strategy allows advertisers to bid for a specific share of impressions on the search results page. 

Cost Per Click (CPC) Bidding:  CPC bidding, advertisers pay each time a user clicks on their ad. The cost per bidding means cost per clicks cost (CPC).   The bid amount represents the maximum amount the advertiser is willing to pay for a click. It is commonly used for search engine advertising and can be manual or automated.

Cost Per Mille/Thousand (CPM) Bidding: CPM bidding involves bidding on the cost per thousand impressions. Advertisers pay for every 1,000 ad impressions, regardless of clicks. CPM bidding is often used for display advertising or when the focus is on brand awareness.

Cost Per Acquisition (CPA) Bidding: CPA bidding allows advertisers to set bids based on the desired cost per conversion or acquisition. The bidding strategy aims to optimize conversions by adjusting bids to achieve the target CPA.

Enhanced Cost Per Click (ECPC) Bidding: ECPC is an automated bidding strategy that adjusts manual CPC bids based on the likelihood of conversions. It increases or decreases bids based on historical data to improve conversion rates while staying within the advertiser's maximum bid.

[meezer]

I will forever curse the bloodline of the person whoj stole that thang away from me. in the very last 17 seconds... foul.

[neoswami]

A Real-World Example of PPC Marketing Strategies

New blog! Let's create a real-world example to show how businesses utilize PPC marketing and SEO to connect consumers and what they search for with what marketers are looking to promote.

by Kimberly Eugene, 05/04/2023 Photo by Pixabay on Pexels.com Search engine marketing (SEM) and search engine optimization (SEO) tools are being used increasingly by marketers to reach their customers due to their ability to connect consumers to what they search for with what marketers are looking to promote.  The two main tactics within SEM are pay-per-click (PPC) advertising and SEO, and…

[andmineworlddigitalmarketing]

How to Build a Winning Strategy for Paid Search Advertising

Paid search advertising, also known as pay-per-click (PPC) advertising or Google Ads strategy, is a powerful tool for businesses of all sizes. When properly done, paid advertising can bring a lot of web traffic to your site, produce leads, and increase sales. Nevertheless, you have to follow the process of developing an outfit search engine marketing campaign that is a sustainable one. This includes careful planning and strategy development etc.

1. Set Clear and Measurable Goals:

Before dealing with the ad creation, you need to set concrete and well-measured goals for business. What do you want to reach as a result? Perhaps you want to raise your products’ popularity with your target audience, get leads, sell your production online or an idea of these?

2. Conduct Thorough Keyword Research:

The process involving a prosperous PPC campaign lies in the investigation of proper keywords. Review the exact words that seekers form your target sector when they are looking for a product or service like yours. Google keyword planner is among the tools that ca be used for sourcing not only the precise keywords but also for the evaluation of their volume with their specific search phrase and required level of difficulty to match their ranking. 

3. Create Compelling and Targeted Ads:

Craft ad copy that is relevant to the keywords you are targeting and entices users to click. Do not forget to make the USP unique, promote the benefits, and have a good call to action. 

4. Optimize Landing Pages for Conversions:

After the ad is clicked, the user should be sent to a special ad-specific page. The page should be optimized for higher conversions, by using a short, clear, and strong call to action and removing any elements that prevent the customer from converting.

5. Implement a Robust Bidding Strategy:

Choose a bidding strategy that encapsulates your campaign objective. There are several choices:

 Manual bidding: Allows you to control your bids in a finer way but demands more effort and time. 

Automated bidding: Employs machine learning to adjust bids for conversion or other targets.

6. Track, Analyze, and Optimize:

The comprehensive study of conversion can provide you with important data on the performance of your campaign whereby you could compare key metrics such as click-through rates(CTR), conversion rates, and ROAS. You should cut out time for your decision on the restructuring of the PPC advertising campaign

7. Stay Updated on Industry Trends:

Search advertising is an ever-changing field and one has to be at pace with it. Keep yourself aligned with the latest advancements of search engines, bidding strategies, and the best practices to outperform the rest. 

Through these steps and your active modification of strategies, you can develop a successful paid search advertising plan that will bring unexpected outcomes for your business. 

Conclusion

PPC success mostly relies upon the ability to carve out clear goals that are in terms with relevant keywords, authoring ads which are captivating, setting up landings that are the main focal point of giving to the audience and selecting a right bidding strategy before. Continuous monitoring, analysis, and adaptation are significant factors in getting the maximum returns and growth which will last for a longer time.

[willpaul229]

Bidding Strategies To Maximize Your Savings At Online Auctions

To maximize savings at MN auctions, research the item’s market value and set a budget limit. Bid strategically by waiting until the last minute to avoid driving up the price early. Use proxy bidding to automate your bids up to your maximum limit. Track auction trends and utilize tools or apps to stay alert on bidding opportunities.

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Bid Cap vs Cost Cap: Which Strategy Drives Better Ad Performance?

In today’s competitive digital advertising landscape, marketers are constantly looking for the best ways to balance ad performance with budget constraints. If you’re running campaigns on platforms like Facebook or Google Ads, you’ve probably come across two common bidding strategies: Bid Cap and Cost Cap. Each method—bid cap vs. cost cap—has its strengths and is suited for different campaign goals, and choosing the right one can significantly impact your ad performance. Let’s dive into the details to determine which strategy might be the best fit for your campaigns.

What is Bid Cap?

Bid Cap is a bidding strategy where you set a maximum amount you're willing to pay for each auction or bid. With Bid Cap, the focus is on controlling the cost-per-action (CPA) at a fixed rate. This means you’re essentially telling the platform, “This is my absolute top bid. Don’t go over this amount.”

When to Use Bid Cap:

Strict Budget Control: If you have a very tight budget or need precise cost-per-click (CPC) or CPA control, Bid Cap helps prevent unexpected ad spend spikes.

Stable Markets: In competitive but steady markets where bids don’t fluctuate wildly, Bid Cap can help secure predictable outcomes.

Pros of Bid Cap:

Fixed Costs: Ensures you stay within your CPA limits, offering peace of mind on budget control.

Consistency: Provides more consistent results if market demand is predictable.

Cons of Bid Cap:

Limited Reach: By setting a hard limit, you might miss out on opportunities to reach potential customers who require a higher bid.

Lower Scale: This strategy can sometimes limit reach or impressions, especially in competitive auctions where your set bid cap might be too low.

What is Cost Cap?

On the other hand, Cost Cap allows you to set a target CPA that Facebook’s ad algorithm will aim to maintain throughout the campaign. Unlike Bid Cap, it offers more flexibility by allowing small fluctuations in individual bids, which helps maximize reach while keeping your average cost close to the target.

When to Use Cost Cap:

Scaling Campaigns: If you’re aiming for greater reach and volume, Cost Cap offers flexibility to expand audience access while aiming to meet cost targets.

Dynamic Markets: For campaigns in markets with fluctuating costs (like competitive industries), Cost Cap can adapt better and help secure valuable bids.

Pros of Cost Cap:

Maximized Reach: The platform can increase bids in competitive scenarios, helping you capture more impressions and clicks.

Scalability: Enables better scalability for campaigns looking to expand while keeping CPA relatively controlled.

Cons of Cost Cap:

Less Predictability: Individual CPA might fluctuate above your target temporarily, which may concern advertisers focused on strict cost control.

Potential for Higher Costs: In highly competitive markets, costs could average higher than with Bid Cap if the platform frequently raises bids to meet target results.

Bid Cap vs. Cost Cap: Which Strategy Drives Better Ad Performance?

The answer largely depends on your campaign goals and budget flexibility. Here’s a brief overview to guide your decision:

For Highly Controlled Budgets: If keeping costs at or below a specific threshold is essential, Bid Cap is a better option. It’s ideal for campaigns where every cent counts and strict cost control is necessary.

For Maximizing Reach within a CPA Range: If you’re willing to let the algorithm adjust bids to reach a broader audience, especially in competitive markets, Cost Cap can help you balance reach with cost-efficiency.

Best Practices for Using Bid Cap and Cost Cap

Know Your Campaign Objectives: Clarify your goals—whether it's strict cost control, maximum reach, or scaling. Aligning these with your bidding strategy will help you choose the right method.

Monitor Performance Metrics: Whichever strategy you choose, monitor metrics like CPA, click-through rate (CTR), and conversion rate to ensure your ads are performing as expected.

Use A/B Testing: Run small-scale A/B tests with both Bid Cap and Cost Cap to see which one aligns best with your KPIs. By comparing the two, you can refine your bidding strategy for future campaigns.

Adjust Based on Market Dynamics: During high-demand periods like holidays, costs can fluctuate. 

You can also watch : PowerAdSpy| Best Ad Spy Tool

Final Thoughts

Meanwhile, those looking to maximize reach and are comfortable with some cost variability may find Cost Cap a better fit, while others seeking stricter budget control might prefer Bid Cap. Both Bid Cap vs. Cost Cap strategies have their strengths, and by understanding how each impacts your campaigns, you can make informed decisions that drive better ad performance.

[digitalrhetoricpune]

Google Ads Bidding Strategies: How to Use Target CPA and ROAS Effectively

In today’s competitive digital marketing landscape, businesses need to adopt smart, data-driven strategies to optimize their Google Ads campaigns. Among the most effective bidding strategies are Target CPA and ROAS, both designed to maximize return on investment by optimizing conversion rates and revenue. At our PPC Marketing Agency in Pune, we specialize in implementing these strategies to deliver exceptional results for our clients.

Understanding Target CPA Bidding Strategy

The Target CPA (Cost Per Acquisition) bidding strategy is designed to help advertisers acquire conversions at a specific cost. With Target CPA, Google Ads adjusts your bids automatically to meet your target, balancing bid amounts to achieve an optimal conversion cost across your campaigns.

How Target CPA Works

Automated Bidding: Google’s machine learning algorithm sets bids in real-time, based on the likelihood of conversion.

Goal-Oriented: The target cost per acquisition is pre-defined, ensuring your campaigns stay within budget.

Optimization for Conversions: Google adjusts your bids at every auction, optimizing for the clicks most likely to result in conversions at or below your target CPA.

Key Benefits of Target CPA

Increased Conversions: By optimizing for conversions, this strategy helps increase the volume of valuable actions on your site.

Cost Control: Keeps your spending under control by staying within a predetermined target.

Time Efficiency: The automation helps reduce the time spent managing manual bids.

Best Practices to Increase Conversions with Target CPA

Set a Realistic Target CPA: Use historical data to set achievable targets.

Start with a Trial Period: Let Google’s algorithm learn your audience and campaign performance over a few weeks before assessing results.

Monitor Conversion Data Regularly: Track metrics like click-through rate (CTR) and conversion rate to understand performance and adjust your Target CPA if needed.

Maximizing ROAS in Google Ads Campaigns

ROAS (Return on Ad Spend) is a metric that measures the revenue generated from your ad spend. The Maximize ROAS bidding strategy aims to drive as much conversion value as possible within your set budget. For businesses looking to boost their profitability, Google Ads ROAS optimization is an essential approach.

How Maximize ROAS Works

Revenue Focus: Google uses machine learning to set bids based on the revenue potential of each click.

Real-Time Bidding: Adjustments are made dynamically at each auction to bid higher for clicks more likely to result in higher revenue.

Customizable: Set target ROAS based on your business objectives and profit margins.

Key Benefits of Maximize ROAS

Optimized Revenue: Focuses on high-value conversions, ensuring each dollar spent brings in more revenue.

Reduced Wasted Spend: Limits spend on low-value clicks that are less likely to yield substantial revenue.

Real-Time Adjustment: Continually learns and adjusts based on past performance, maximizing campaign profitability.

Effective Bidding Strategies for Google Ads ROAS Optimization

Understand Your Margins: Calculate profit margins to set realistic target ROAS, balancing revenue goals with ad costs.

Use Value-Based Conversions: Set up conversion values within Google Ads to reflect the actual revenue generated from each sale.

Monitor and Adjust: Regularly review ROAS performance to identify trends and adjust bidding as needed for maximum effectiveness.

How to Choose Between Target CPA and ROAS Bidding Strategies

While both Target CPA and ROAS are powerful tools, choosing the right strategy depends on your business goals:

Conversion-Driven Campaigns: If your goal is to maximize conversions within a fixed budget, Target CPA bidding strategy is ideal. This is commonly used by businesses focused on lead generation.

Revenue-Driven Campaigns: For campaigns focused on maximizing sales revenue, Maximize ROAS is more suitable. This is effective for e-commerce and other businesses where each conversion has a varying value.

Hybrid Approach: Consider running some campaigns on Target CPA and others on ROAS to test which strategy yields better results for your specific objectives.

Tips for Effective Bidding Strategies on Google Ads

Leverage Historical Data: Use previous campaign data to set realistic targets for CPA and ROAS.

Test and Optimize: Experiment with different bidding strategies and track metrics to find the approach that best meets your business goals.

Invest in Quality Landing Pages: Ensure that your landing pages are optimized for conversions to support these automated bidding strategies.

Set Reasonable Targets: Adjust targets based on actual performance, gradually refining your approach as Google gathers more data.

Monitor Trends: Periodically review campaign performance to adjust your Google Ads ROAS optimization efforts or update Target CPA based on changing market conditions.

[bloggerkey]

Google Ads क्या है और इसका अपने ब्लॉग के लिए क्या फायदा है

आज के डिजिटल युग में ऑनलाइन विज्ञापन का महत्व दिन-ब-दिन बढ़ता जा रहा है। किसी भी व्यापार को तेजी से बढ़ाने के लिए Google Ads सबसे प्रभावी और पॉपुलर टूल्स में से एक है। Google Ads क्या है? (What is Google Ads in Hindi) Google Ads एक ऐसा ऑनलाइन विज्ञापन प्लेटफ़ॉर्म है जिससे व्यापारियों को अपने प्रोडक्ट्स और सर्विसेज़ को Google सर्च और अन्य गूगल नेटवर्क में प्रमोट करने का मौका मिलता है। यह…

[goodondigital]

Optimize Your Success with Expert Google Ads Bidding Strategy at Good On Digital

At Good On Digital, we specialize in crafting effective Google Ads bidding strategy tailored to your business goals. Our team of experienced digital marketers will analyze your campaigns to maximize ROI and drive targeted traffic. Whether you're looking to enhance brand visibility or boost sales, our customized approach ensures you stay ahead of the competition. Trust us to optimize your Google Ads for sustainable growth and success in the digital landscape.

[techdriveplay]

What Is the Best Strategy for Buying a Car at an Auction?

When it comes to buying a car at an auction, having a solid plan in place can make all the difference between landing a great deal and walking away with buyer’s remorse. What is the best strategy for buying a car at an auction? It’s a question many prospective buyers ask, and with good reason—auctions offer unique opportunities but also come with risks. From classic vehicles to nearly-new models,…

[brianwilder]

The Art of Bidding: Strategies for Winning Multiple Offer Situations

In today’s fast-paced real estate market, encountering multiple offer situations has become increasingly common. For buyers, this can be both exciting and daunting. Navigating these scenarios successfully requires more than just a good offer—it involves strategy, preparation, and a bit of finesse. Here’s how to enhance your chances of winning in a competitive bidding environment.

Understand the Market Dynamics

Before diving into a bidding war, it’s crucial to understand the local real estate market. Begin by researching recent sales of comparable properties in the area, known as comps. This will give you a realistic idea of the property's market value and help you avoid overpaying. Knowledge of market trends and conditions can also guide you in making a competitive offer.

Secure a Mortgage Pre-Approval

One of the most effective ways to strengthen your position in a bidding war is to obtain a pre-approval letter from a lender. This document confirms that you are qualified to borrow a certain amount, signaling to sellers that you are a serious and capable buyer. A pre-approval not only boosts your credibility but also speeds up the buying process, making your offer more attractive.

Craft a Strong Initial Offer

When faced with multiple offers, presenting a strong initial bid is key. While it might seem tempting to immediately offer the highest price, this isn’t always necessary. A well-considered offer that closely aligns with or slightly exceeds the asking price can be effective, particularly if it demonstrates your commitment without overstretching your budget.

Use an Escalation Clause Wisely

An escalation clause is a strategic tool that can help you stay competitive in a bidding war. This clause automatically increases your offer by a specified amount if another higher bid is received, up to a maximum limit you set. This approach allows you to remain in contention without having to constantly revise your offer.

Demonstrate Flexibility in Your Offer Terms

Flexibility can be a game-changer in a multiple offer situation. Sellers may be swayed by terms beyond just the price. Consider offering a larger earnest money deposit, which shows your commitment, or being flexible with read more

[staff]

Tumblr’s Core Product Strategy

Here at Tumblr, we’ve been working hard on reorganizing how we work in a bid to gain more users. A larger user base means a more sustainable company, and means we get to stick around and do this thing with you all a bit longer. What follows is the strategy we're using to accomplish the goal of user growth. The @labs group has published a bit already, but this is bigger. We’re publishing it publicly for the first time, in an effort to work more transparently with all of you in the Tumblr community. This strategy provides guidance amid limited resources, allowing our teams to focus on specific key areas to ensure Tumblr’s future.

The Diagnosis

In order for Tumblr to grow, we need to fix the core experience that makes Tumblr a useful place for users. The underlying problem is that Tumblr is not easy to use. Historically, we have expected users to curate their feeds and lean into curating their experience. But this expectation introduces friction to the user experience and only serves a small portion of our audience. 

Tumblr’s competitive advantage lies in its unique content and vibrant communities. As the forerunner of internet culture, Tumblr encompasses a wide range of interests, such as entertainment, art, gaming, fandom, fashion, and music. People come to Tumblr to immerse themselves in this culture, making it essential for us to ensure a seamless connection between people and content. 

To guarantee Tumblr’s continued success, we’ve got to prioritize fostering that seamless connection between people and content. This involves attracting and retaining new users and creators, nurturing their growth, and encouraging frequent engagement with the platform.

Our Guiding Principles

To enhance Tumblr’s usability, we must address these core guiding principles.

Expand the ways new users can discover and sign up for Tumblr.

Provide high-quality content with every app launch.

Facilitate easier user participation in conversations.

Retain and grow our creator base.

Create patterns that encourage users to keep returning to Tumblr.

Improve the platform’s performance, stability, and quality.

Below is a deep dive into each of these principles.

Principle 1: Expand the ways new users can discover and sign up for Tumblr.

Tumblr has a “top of the funnel” issue in converting non-users into engaged logged-in users. We also have not invested in industry standard SEO practices to ensure a robust top of the funnel. The referral traffic that we do get from external sources is dispersed across different pages with inconsistent user experiences, which results in a missed opportunity to convert these users into regular Tumblr users. For example, users from search engines often land on pages within the blog network and blog view—where there isn’t much of a reason to sign up. 

We need to experiment with logged-out tumblr.com to ensure we are capturing the highest potential conversion rate for visitors into sign-ups and log-ins. We might want to explore showing the potential future user the full breadth of content that Tumblr has to offer on our logged-out pages. We want people to be able to easily understand the potential behind Tumblr without having to navigate multiple tabs and pages to figure it out. Our current logged-out explore page does very little to help users understand “what is Tumblr.” which is a missed opportunity to get people excited about joining the site.

Actions & Next Steps

Improving Tumblr’s search engine optimization (SEO) practices to be in line with industry standards.

Experiment with logged out tumblr.com to achieve the highest conversion rate for sign-ups and log-ins, explore ways for visitors to “get” Tumblr and entice them to sign up.

Principle 2: Provide high-quality content with every app launch.

We need to ensure the highest quality user experience by presenting fresh and relevant content tailored to the user’s diverse interests during each session. If the user has a bad content experience, the fault lies with the product.

The default position should always be that the user does not know how to navigate the application. Additionally, we need to ensure that when people search for content related to their interests, it is easily accessible without any confusing limitations or unexpected roadblocks in their journey.

Being a 15-year-old brand is tough because the brand carries the baggage of a person’s preconceived impressions of Tumblr. On average, a user only sees 25 posts per session, so the first 25 posts have to convey the value of Tumblr: it is a vibrant community with lots of untapped potential. We never want to leave the user believing that Tumblr is a place that is stale and not relevant. 

Actions & Next Steps

Deliver great content each time the app is opened.

Make it easier for users to understand where the vibrant communities on Tumblr are. 

Improve our algorithmic ranking capabilities across all feeds. 

Principle 3: Facilitate easier user participation in conversations.

Part of Tumblr’s charm lies in its capacity to showcase the evolution of conversations and the clever remarks found within reblog chains and replies. Engaging in these discussions should be enjoyable and effortless.

Unfortunately, the current way that conversations work on Tumblr across replies and reblogs is confusing for new users. The limitations around engaging with individual reblogs, replies only applying to the original post, and the inability to easily follow threaded conversations make it difficult for users to join the conversation.

Actions & Next Steps

Address the confusion within replies and reblogs.

Improve the conversational posting features around replies and reblogs. 

Allow engagements on individual replies and reblogs.

Make it easier for users to follow the various conversation paths within a reblog thread. 

Remove clutter in the conversation by collapsing reblog threads. 

Explore the feasibility of removing duplicate reblogs within a user’s Following feed. 

Principle 4: Retain and grow our creator base.

Creators are essential to the Tumblr community. However, we haven’t always had a consistent and coordinated effort around retaining, nurturing, and growing our creator base.  

Being a new creator on Tumblr can be intimidating, with a high likelihood of leaving or disappointment upon sharing creations without receiving engagement or feedback. We need to ensure that we have the expected creator tools and foster the rewarding feedback loops that keep creators around and enable them to thrive.

The lack of feedback stems from the outdated decision to only show content from followed blogs on the main dashboard feed (“Following”), perpetuating a cycle where popular blogs continue to gain more visibility at the expense of helping new creators. To address this, we need to prioritize supporting and nurturing the growth of new creators on the platform.

It is also imperative that creators, like everyone on Tumblr, feel safe and in control of their experience. Whether it be an ask from the community or engagement on a post, being successful on Tumblr should never feel like a punishing experience.

Actions & Next Steps

Get creators’ new content in front of people who are interested in it. 

Improve the feedback loop for creators, incentivizing them to continue posting.

Build mechanisms to protect creators from being spammed by notifications when they go viral.

Expand ways to co-create content, such as by adding the capability to embed Tumblr links in posts.

Principle 5: Create patterns that encourage users to keep returning to Tumblr.

Push notifications and emails are essential tools to increase user engagement, improve user retention, and facilitate content discovery. Our strategy of reaching out to you, the user, should be well-coordinated across product, commercial, and marketing teams.

Our messaging strategy needs to be personalized and adapt to a user’s shifting interests. Our messages should keep users in the know on the latest activity in their community, as well as keeping Tumblr top of mind as the place to go for witty takes and remixes of the latest shows and real-life events.  

Most importantly, our messages should be thoughtful and should never come across as spammy.  

Actions & Next Steps

Conduct an audit of our messaging strategy.

Address the issue of notifications getting too noisy; throttle, collapse or mute notifications where necessary.  

Identify opportunities for personalization within our email messages. 

Test what the right daily push notification limit is. 

Send emails when a user has push notifications switched off.

Principle 6: Performance, stability and quality.

The stability and performance of our mobile apps have declined. There is a large backlog of production issues, with more bugs created than resolved over the last 300 days. If this continues, roughly one new unresolved production issue will be created every two days. Apps and backend systems that work well and don't crash are the foundation of a great Tumblr experience. Improving performance, stability, and quality will help us achieve sustainable operations for Tumblr.

Improve performance and stability: deliver crash-free, responsive, and fast-loading apps on Android, iOS, and web.

Improve quality: deliver the highest quality Tumblr experience to our users. 

Move faster: provide APIs and services to unblock core product initiatives and launch new features coming out of Labs.

Conclusion

Our mission has always been to empower the world’s creators. We are wholly committed to ensuring Tumblr evolves in a way that supports our current users while improving areas that attract new creators, artists, and users. You deserve a digital home that works for you. You deserve the best tools and features to connect with your communities on a platform that prioritizes the easy discoverability of high-quality content. This is an invigorating time for Tumblr, and we couldn’t be more excited about our current strategy.