Online marketing and advertising are synonymous with PPC campaigns. The internet is a crowded place for businesses. Challenges posed by Google’s algorithms make it more challenging to rise above the competition. PPC campaign can reduce the effort significantly, provided users know how to wield this tool to leverage its best strengths. We bring you a quick overview of the most effective strategies that can help make the PPC campaign a definite success.
- Choose a keyword strategy wisely.
PPC campaigns can reap heaps of benefits if you have done the keyword research right. The search engines make it easier for advertisers to choose the keywords by providing various tools like keyword planners. These planners provide beneficial information like – keyword popularity and keyword budget. The users need to find a balanced approach in keyword bucket designing so that both the popularity and budget are given their due considerations.
- Include straightforward call-to-action
The ads have to speak to the customer on your business’s behalf because no in-person assistance is available for an online consumer. So, be clear and concise about what you want from the ads visitor. Placing CTAs at the right place where attention reaches the most easily and stays the longest is a wise CTA strategy. Also, use words like ‘Start Now,’ ‘Enroll Now,’ ‘Subscribe Now,’ ‘Read Blog,’ ‘Share Now’ as compelling propellers to charge customers to take action as desired by you.
- Target all customers – new and old, regular and irregular
When you know your audience well, you can do the job of targeting them in a purpose-driven manner. You can welcome new customers, remind the old customers about the previous experiences, or just kindle their thoughts on doing that action again. Sometimes, ‘find what all you missed’ also proves to be an action-provoking phrase that allows the advertisers to even those who come and go off and on from the website, e-shop, blog, etc.
- Choose when to bid on brands.
Businesses are of different types these days. The aggregator business model is at an all-time high. This tip is primarily focused on aggregator businesses. If they choose to include their brand name, they are most likely to waste the budget; because people here need to know about the brand associated and not your name. In another case, where a big shot company chooses a keyword that contains its brand name, it will be nothing more than a narcissistic approach and waste of money. A Mercedes seller need not include Mercedes in the keyword; you got the point? So, know this difference and pick keywords accordingly.
- Work on the long-tail SEO recommendations
While short-tail keywords target people with a set frame of mind and have confirmed choices, the long tail keyword allows advertisers to reach people with varying search objectives. They are targeting those people who choose keywords low on risk but high on conversion probability. Long-tail keywords can allow phrase match strategy, local SEO strategy, and negative keyword strategy to play their role and make the campaign more meaningful.
- Work for pages with a high-quality score.
The high-quality score does point at a brighter chance of a conversion. Thus, instead of including all URLs in the PPC campaign, it is ideal for designing the campaign around pages that have a high-quality score. These pages can rank quickly and improve user experience, allowing you to communicate with visitors to explore more and change the statistics for the better.
- Make Ad Groups choice a bit focused.
You have to be double sure about the ad group where your keyword and the business fit in almost effortlessly. The search engine is most likely to drop the advertiser that does not provide relevant content. You may be relevant in content, but irrelevance in ad group choice can backfire and spoil the campaign. It would work much better if you can find the best words for describing your business while creating an ad group. For example, sports merchandise is one big category. Bifurcating it to women’s sports merchandise and men’s sports merchandise can serve you better in terms of visibility.
- Keep filtering non-performer clicks.
This strategy takes shape from the choice of keywords included in the campaign. For example, when you know that a car brand is not your specialty (say you are a cars’ dealer), putting that brand name in a negative keyword can help you have quality visitors. It helps to improve the visitor experience and your business figures, too.
- Use I.P. blocking for better campaign quality.
The best PPC campaign is the one that gives you the desired values in return. It will be much better when you have a mechanism to stop the miscreants from defrauding you of your PPC budget. The identification of non-converter I.P.s and blocking those can be a wise way of stopping this fraud. It will help you have ads served to real people and those genuinely interested in your product or service.
- Make ad groups for mobile from a different perspective.
Mobile phones may not serve as the right medium for watching some consumables like video-based ads. Having the ad group with videos in it may not win the clicks for you; the mobile users may just ignore the videos. That is why it is advisable to have different perspectives while designing the PPC campaign for mobile phones.
- Give thought to geo-based targeting in addition to going local.
When you are a service provider and have the catchment areas well-defined, you must pick keywords that are location-based apart from being city-based. The users of geo-based targeting can appeal to the audiences who are most likely to drop by and give sizeable business. There will be many unwanted queries, but it is undoubtedly better than no queries in some cases.
There is not a single strategy useful for designing a meaningful PPC campaign. The PPC campaign’s success depends on almost all or a collection of points mentioned above. Hence, it is essential to have a series of actions in your plan to get the best benefit from the PPC campaign.