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PPC Strategies
1. USE LONG-TAIL KEYWORDS
Long-tail keywords are a phrase that comprises 3-5 words. This is a great strategy as the longer the keyword, the more significant the search volume. This high-quality traffic generated from these PPC ads has a higher chance of conversions.
2. OPTIMIZE INCOMPLETE DATA
News is that Google is going to start giving incomplete data because Google wants advertisers to rely on its machine learning data accuracy. Thus, to rise in such situations, the best strategy would be to identify repetitive patterns in the search queries rather than focusing on the search term individually.
And importantly, it is important to optimize the remaining data that Google will be providing.
3. AUTOMATION
Considering automating your PPC ads. With everything moving forward towards automation, PPC is no exception. Give your information in such a way that the algorithm can sieve through seamlessly and give you the best results.
4. FIRST-PARTY DATA
Focus on eliminating your dependence on extracting data from third-party cookies and instead find first-party data retrieval solutions because that provides more room for customization and detail-oriented informative strategies.
Data is going to be the next big thing and the sooner you shift to first-party data, the more fruitful it gets.
5. AD COPIES
You may have found the best target audience and a perfect budget in place, but if your ad copies are poor, your entire campaign goes out for a toss. Give equal attention and effort to perfecting your ad copies to seem relevant to the audience.
6. NEGATIVE KEYWORDS
If you’re paying to show your ads on certain keywords, you don’t want them to be diluted by being on shown on similar keywords which are totally irrelevant to you. Use the negative keywords feature which allows you to precisely tell Google, which keywords you do not want to be ranked on.
7. BID STRATEGIES
Bidding is a slightly technical concept and you need to ace this one to be able to get better at PPC. Where Google’s automated bidding strategy is good enough, it’s not the best. It leaves no room for adjustments and personalization. Thus, go for manual bidding.
You might fail a couple of times but once you understand the hack, you will realise how manual bidding works wonders. You can constantly adjust it to meet your campaign goals.
8. RLSA
RLSA (Remarketing lists for search ads) strategy is a very popular one and a must-use. You must have separate remarketing campaigns for particular search queries because they are highly intent-driven and have the maximum potential for conversion.
9. DIVERSIFY YOUR PLATFORMS
Don’t limit yourself to PPC adverts on Google. You can also expand to Bing, Amazon and Hotstar. These platforms have been enjoying massive viewership and you must leverage it to your advantage.
10. RETARGETING CAMPAIGNS
With retargeting you are exposing the users who have visited certain pages of your website or app with display ads. It is to re-engage potential customers who displayed a certain interest in your offering.
This can lead to possible conversions as the user has interest but maybe needs some time to convert. Hence, brand recall can be established with conversion as the end goal.
11. REVERSE YOUR CONVERSION FUNNEL
In order to convert users faster, many marketers believe in saving clicks. They do this by getting the user to faster through the funnel. However, sometimes getting people engaged through your ads can work better. Reverse engineer your conversion funnel to understand what works best for your strategy.
Adding an extra component to your funnel may add value. For e.g., adding a spec sheet or interactive video can actually convince the user to make the purchase. Therefore, really striving for them to convert immediately may not be the best strategy.
12. CUSTOMIZE YOUR LANDING PAGES ACCORDING TO AUDIENCE TYPE
You can customize your landing pages according to the kind of target audience. Accordingly, design the creative and formulate the content for more reliability.
13. USE MOBILE-RESPONSIVE ADS
Your ads need to be mobile responsive. 60% of marketers have invested in mobile-friendly ads as they understand the need of the hour. Most users log in through their smartphones.
14. CONTENT IS KEY
Content is a very crucial factor when it comes to PPC campaigns. Your ad needs to look very appealing for a user to even consider clicking on the ad. The content also needs to be bang-on. It cannot look cluttered and at the same time, the content needs to add value to the advertisement.
15. SET REALISTIC BUDGETS
To set a realistic, outline what your goals are through the campaign. Then work on the budget accordingly. If this is not your first campaign, then evaluate what worked for you and accordingly reallocate your budgets. The best part about these ads is that you have control over your pay-per-click budgets.
16. OPTIMIZED LANDING PAGES
Mobile-friendly ads are a great idea. However, the whole point is lost if your landing page itself is not mobile responsive. Did you know more than 40% of users convert through their mobiles and more than 50% of ad clicks are through the phone?
A landing page cannot take long to load as this would lead to a user losing patience, therefore, losing interest and you losing out on a purchase.
17. TURN OFF AUDIENCE NETWORK IN FACEBOOK ADS
To counter the problem of fraudulent clicks from sketchy, not-so-trustworthy sites, you have the option of turning off the audience network for Facebook. This can save you the pain of excluding them from your reports as well, in just one simple click.
Check out How to build an effective targeting audience on Facebook.
18. USE DIRECT AND INDIRECT KEYWORDS
Keywords have a direct relationship with brand visibility and conversions. By using direct and indirect keywords, you can broaden the spectrum of your ad. Indirect keywords have a not-so-direct relation but they can give great results. Check out how to do keyword research for the best results.
Regard
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