If you are a marketer, you must have tried your hand at PPC or pay-per-click campaigns at some point. PPC is a vital part of your marketing strategy! PPC campaigns are not only limited to Google AdWords but also Facebook Ads, LinkedIn Ads and any other format which requires you to pay-per-click. We know by now that experimentation is one of the best ways to gain a firm foothold with your PPC campaign. At the same time, you need to be up-to-date with the latest trends. Otherwise, your competitors will have an edge.
Here are some tried and tested tips that will help you make the most of your PPC campaigns and get them right:
Improve your Ad position
Not all Ad positions reap the same benefits. In fact, Facebook, Google, and more are continually changing their ad positions and adding new ones to the line-up. The only way to be sure if your Ad position is doing well – is by experimenting with an ad.
For example, long format content would fare very well within an “Instant Articles” Facebook Ad on the newsfeed, while sales and promotions might do better on the Facebook sidebar. It all depends on context.
Define your audience down to the last detail
The more clearly defined your audience, the better the chances of conversions. For example, on Google, prospects would most likely search for long-tail keywords or phrases, rather than random keywords. Long-tail keywords might reduce impressions at first, but will play a role in active conversions in the long run.
On your social media platforms, you need to have a specified audience figured out to the last micro-detail. This includes age, behavioural patterns, interests and much more – revolving around your target buyer persona.
Remarketing for the win
Instead of creating new ads from scratch all the time, remarketing allows you to connect with audiences that have already engaged with your ad. For AdWords, some features allow you to customize ads for people that have already visited your website, and you can tailor your bids accordingly. For Facebook, you can utilize a tracking pixel and remarket based on the data given by the pixel.
For example, for customers who went to the last stage of purchase, but did not end up purchasing, you could create a special campaign for them.
To conclude, there is no “right” strategy, but applying these tips might help you improve your PPC experience and conversion rate. Happy Marketing!