Pay-per-click (PPC) advertising is an effective marketing method for generating sales leads, driving website traffic, increasing e-commerce sales, and raising online brand awareness. PPC is becoming an essential digital marketing strategy, as search engines like Google reward advertising while limiting organic means to climb the results.
While PPC is undeniably beneficial, implementing a paid advertising strategy may be difficult and necessitates a carefully planned approach. We’ll discuss tried-and-true methods for improving your PPC approach and typical pitfalls to avoid. Did you know? Google is a big PPC player. According to StatCounter, Google has a global search engine market share of more than 92%. According to Google’s most recent economic impact statement, businesses generate an average of $2 in income for every $1 spent on Google Ads.
How to Improve Your Pay-Per-Click (PPC) Strategy
Various factors, including budget, keyword organization, and PPC landing page optimization, determine your campaign’s performance. Consider the following ways to enhance your PPC approach:
1. Choose the best keywords for your PPC campaign
Selecting the appropriate keywords is an essential component of a successful PPC plan. You must bid on the terms that are most relevant to your business. WordStream says Google Ads accounts for 64.6% of clicks on commercial solid intent keyword searches. (Commercial intent is the intention to purchase a product or service.)
Use Google Adwords’ Keyword Planner to find and choose the most effective keywords. However, be aware that your competitors will likely employ the same terms. To avoid squandering money on generic terms that will not generate quality leads, prioritize paying on keywords that capture the buyer’s purpose.
Be explicit about what buyers will look for, and include descriptive keywords such as the company or brand name, product or service kind, location, and relevant terms like “affordable,” “reliable,” or “guaranteed.” You can even use a competitor’s name to target folks looking for that company.
2. Put value first in your PPC campaign
When spending money to attract visitors to your website, you must be focused entirely on good lead conversions. It all begins with offering a valuable experience for your visitors.
While conversions are essential for a successful PPC campaign, few PPC accounts include efficient customer tracking methods. Active monitoring allows you to adapt the user experience and deliver additional value to each person who encounters your material.
3. Utilize long-tail keywords in your PPC campaign
Many individuals and businesses like short-tail keywords (a few words long) because they are broad enough to cover a wide range of topics. Short-tail keywords include “how to lose weight” and “best auto insurance.” However, this method can blow up your advertising budget with little to no returns. You’ll target a large audience and receive a lot of clicks, but your campaign will need to be more concentrated to reach your intended demographic.
A long-tail keyword including at least five words, such as “how to lose weight and gain muscle,” is likely to get higher results. Although it is more specialized and may get fewer clicks than a short-tail keyword, people who click on your ad are more likely to convert because your solution addresses a specific need. Long-tail keywords are more likely to occur frequently, attracting the attention of visitors looking for your answer. Long-tail keywords suited to your product or solution will produce the best results.
4. Target both prospective and returning clients
People initially click an ad to learn more about a product or service, which starts the marketing process. These potential clients are drawn to the emphasis in your ad and require value from your company to become customers.
Those further along in the customer journey demand a different strategy. They are aware of your company’s offerings and have expressed a willingness to purchase. Consider retargeting these prospects and focusing on terms relevant to them. For example, if you provide social media marketing services, use phrases like “hire a social media team” rather than the more general “social media agency.” Retargeting is essential since prospective customers require many interactions with a new brand before purchasing.
5. Call to action in your PPC campaign
Each effective commercial concludes with a call to action (CTA). While the advertisement’s content should focus on offering value to the customer, the CTA should be clear and actionable. What is the next natural step after your ad has provided enormous value to potential customers? Tell clients precisely what they must do to get the benefits you promised in your advertisement. A call to action (CTA) could direct prospects to visit your website, receive a newsletter, join your email list, or purchase a product.
6. Prioritize quality over quantity
When potential buyers click your PPC ad, they should be sent to your website or landing page, where they will find high-quality content. Since you’ve already paid for the click, it’s time to maximize your PPC spend. It is critical to produce material that is both convincing and optimized for conversions. Consider why prospects visit your website and how you may deliver value (and the promise of more) once they interact with your company.
7. Consider geo-targeting in your PPC campaign
Geo-targeting might help you make the most of each click. Different audiences in various areas have distinct preferences. Geo-targeting allows you to conduct multiple campaigns in other locations, giving your marketing efforts more flexibility to match unique preferences and demands.
8. Tailor your PPC campaign for mobile
There is a noticeable difference between desktop and mobile material. To increase people’s access to the internet via mobile devices, you must build mobile-friendly PPC advertising. According to the GSMA’s Mobile Economy report, 5.3 billion people use mobile services today, with an additional 400 million predicted by 2025. This broad reach necessitates mobile device marketing, and organizations must emphasize media that works and converts effectively on mobile. To remain competitive, ensure that your approach aligns with the trends of your client base and generates mobile-friendly content.
9. Focus on ad groups in your PPC campaign
Relevance is vital for an ad group to do well on the quality criteria. Each ad group you use must have a specific purpose. When it comes to increasing conversions and clicks, creating individual ad groups for keywords is considerably more effective than targeting everyone with the same ad. Ad groups are most effective when there is a specific target demographic, mainly when just a tiny fraction of online consumers believe ads on a website are relevant to them.
Use market segmentation to separate your ad groups based on customer journey placement, location, or demographics. For example, if you operate a real estate company, a first-time homeowner will have different requirements than someone looking to downsize after their children have left home.
10. Recognize that time is critical in a PPC campaign
Your advertisements must target the best consumer conversion time in your target demographic. Studies show that PPC interactions fluctuate throughout the day, with peak hours between 11 a.m. and 2 p.m. Some experts believe Tuesdays and Fridays are ideal for PPC advertisements. However, the optimal periods for your PPC campaign will depend on your sector and customer demographics. Learn what works in your business and incorporate it into your advertising approach.
Conclusion
Improving your PPC ROI necessitates strategic thinking, meticulous attention to detail, and an ongoing commitment to testing and optimization. From focusing on the proper keywords to building customized landing pages and ad copy, each piece is critical to the success of your campaigns. The long-term vision is crucial, and given the fast-paced nature of online advertising, staying ahead of trends and adjusting is critical. Partnering with a reputed full-service digital marketing agency that offers PPC advertising services, such as Digi Tech Resource Group, LLC, can be a game changer, providing the experience and resources required to take your campaigns to the next level.