Pay Per Click (PPC) is one of the most effective and economical ways to market and sell your products and services online.
If you are using the same PPC strategies which you were using the previous year, now it is time to change and experiment with new strategies that add more value to your PPC campaigns by improving ROI and providing a better user experience.
In this blog, we have discussed PPC strategies and PPC trends and how a business can leverage these strategies for the best to optimize their PPC campaign results.
If you have been thinking of implementing new strategies for PPC, keep reading the blog as it will help you with some valuable insight and information on PPC.
According to one report, companies investing in PPC advertising earn an average return of 2 dollars per 1 dollar spent. However, implementing best practices and PPC strategies helps a business in getting higher ROI.
Google Ads is the best way to advertise online as your business can gain massive attention from the target audience.
Nonetheless, one should not limit their business to Google Ads.
Businesses can explore the world of opportunities with Social Media Advertising like Facebook Ads, Instagram Ads, LinkedIn Ads, and YouTube Ads.
Advertising on multiple platforms allows businesses to improve their brand awareness while generating sales from various platforms.
Remarketing is the best way to improve the conversion rate.
In simple words, remarketing is an advertising strategy where a business remarkets its products or services to those who have visited the business’s website before.
With the assistance of Google Analytics, businesses can filter audiences for remarketing campaigns based on the pages a user has visited, time spent on it, device, and many more other factors.
Making remarketing an integral part of your PPC strategy is super important.
Once a business has access to its target audience, it can run a remarkable campaign with Google Ads.
After linking Google Ads and Google Analytics accounts, businesses can import and access the audience easily.
As soon as a business gains a specific number of users as an audience, it can launch a remarkable campaign.
There are multiple options available to launch your remarketing campaigns like Google Ads and Bing Ads – businesses usually prefer Google Ads as it provides massive reach compared to other options available.
Adding extensions to your Google Ads improves the effectiveness of a PPC campaign.
When a business launches an Ad with an extension, users can take appropriate and valuable action quickly.
For example, having a call extension allows customers to contact the business immediately, or providing your business address makes it easier for customers to reach your business without any inconvenience.
Google Ads are continuously expanding the list of ad extensions so that businesses can upgrade their ads for the best optimization.
Using PPC extensions for PPC Ads improves the value of the ad regardless of the industry of business operations.
Accessing PPC analysis will inform businesses how the ad has performed while gaining valuable insights for planning the next PPC campaigns.
You can read more about PPC extensions here –
Today more than 78% of internet traffic comes from mobile devices, and it is increasing day by day; and with this, it is totally understandable why businesses are targeting mobile-devices as a medium of advertising.
Not only internet traffic, but more than 48% of online transactions occur on mobile devices, and third fourth of the ad clicks happens on mobile devices.
Despite all of these fantastic data, some businesses overlook the importance of the mobile-friendliness of PPC ads.
So not only the ads but the landing pages should also be mobile-friendly.
Here are some of the qualities that make a landing page top-notch –
Designing mobile-friendly PPC ads support maximizing the ROI from PPC while providing the best user experience possible.
Targeting similar audiences on various social media platforms and Google Ads makes the PPC strategies an innovative one.
While targeting the same audience on various platforms expose a business to a huge number of potential customers while improving the brand awareness to the next level.
Additionally, it allows a business to target an audience with unmatched depth and accuracy. Going further, Facebook and Google Ads automates most of the audience creation process once the team has provided basic and initial data.
One amazing feature of Google Ads is that it creates a remarketing audience to build a similar audience; the best part is that including a similar audience with a display remarketing campaign increases conversion rates by 45%.
For example, on Facebook, one can upload a customer file, refer to site traffic, app activity, and other valuable information to build a lookalike audience.
Businesses that leverage the feature of lookalike audiences experience massive success with four times higher PPC ROI.
Undoubtedly, PPC is one of the most cost-effective ways of online advertising, and all the platforms allow businesses to set the budget as per their preferences; however it doesn’t mean that a business will get great results by spending almost nothing.
Researching about the current PPC bid rates that other businesses are paying in your industry supports you in planning a PPC budget.
By analyzing the average cost-per-click rate of the industry, a business can outline its budget accordingly.
Additionally, performing an industry analysis provides a business with the current trends; though a business doesn’t necessarily have to spend as much time as the highest paying bid but it will give an idea for strategizing a PPC budget.
Having measurable data and statistics allows budget planners to support and justify the budget while presenting it to the major authorities of a business.
Referencing the average for small-to-midsize businesses(SMBs) will give a business an idea about how much they should be spending to optimize the best results possible.
Moreover, evaluating the PPC Budget against its competitors and average industry budget helps in getting its worth.
If the ad copy is not attractive, engaging, and relevant enough, users are not going to click on the ad – as simple as that.
Regardless of the industry of a business operation, a compelling, engaging and relatable ad copy is essential for the success of a PPC campaign.
Here are some tips that support in writing engaging and compelling ad copy –
➢ Highlight the Unique Selling Proposition (USP) of business’s products or services.
➢ Display the relevant prices, offers, and discounts to increase conversions.
➢ Make sure that the landing page matches what the copy communicates.
➢ Let customers know what they will experience or benefit from rather than showcasing the feature of a product or service.
➢ Include powerful call-to-action (CAT) presenting actions that a business wants customers to take.
As useless or not-so-important, a business may think about the role of a copy in a PPC ad, but it plays a great role in hooking customers to the ad while asking them to purchase in a pleasant manner.
Responsive Search Ads – be it on Display or Search Network supports business in automating the parts of the PPC strategy.
Google Ads allows businesses to leverage responsive display ads as well as responsive search ads. Moreover, a business can also leverage the machine learning capabilities of Google Ads.
Google Ads will examine thousands of ad combinations and generate valuable insights with regards to its performance.
Analyzing the data will support Google Ads in discovering which ad combinations perform the best.
Leveraging Google ads is like having the support of smarter, stronger, and more effective tools for the online advertising and marketing of a business.
Additionally, a business also has the luxury to experiment with images and ad copies while submitting multiple headlines and descriptions for Google to test.
So including a responsive ad in the PPC strategy improves the results of PPC campaigns.
Executing and experimenting with various versions of PPC ads provides valuable insights into the performance of each type of Ad, which further supports businesses in planning future PPC campaigns.
A PPC campaign A/B Testing supports experimenting with multiple factors like –
➢ Location Targeting
➢ Audience Targeting and
➢ Many other factors
Monitoring PPC Campaigns every week provides with the data that represent the latest status of a PPC campaign.
Moreover, the data gathered from the experiment’s performance can be compared with a control group, which furthermore allows businesses to make data-powered decisions.
Decisions supported by data not only strengthen the effectiveness of PPC campaigns but also optimize them for the best results.
Be it any PPC strategy; it aims to provide more effectiveness, better ROI along with meeting the goals of sales and marketing that are designed by a business.
Implementing as many possible PPC strategies improves the results of PPC campaigns.
Advertising on multiple platforms, remarketing, ad extensions, mobile-friendliness, creating a lookalike audience, realistic budget, compelling ad copies, responsive ads, and performing with A/B testing are the most important aspects of a successful PPC campaign.
If you are looking for assistance in running a successful PPC campaign, kindly contact us at firstname.lastname@example.org, and we will be more than happy to serve you! 🙂
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