Running a solid and successful PPC (pay-per-click) ad campaign is a massive numbers game. In order to get your money’s worth, you need users to click on your campaigns and convert into paying customers.
It may sound simple, but this advertising model is certainly a lot easier said than done for certain businesses and so-called marketing experts.
It doesn’t have anything to do with lacking expertise in the field of online marketing or business. All it means is that you need to do a little more research or dig a little deeper so to speak when it comes to identifying, learning about, and targeting the right audience for your ads.
You can either choose to go it alone if you have the time and wherewithal to do so or you can hire prominent PPC management agency to create appropriate and effective top ranking click-through ads for you.
Regardless of which route you choose to take, proper PPC management is absolutely crucial. Here are a few useful tips to give your PPC campaign a much-needed boost.
Choose the Correct Audience for Your PPC Campaigns
Step one on the roadmap to a successful PPC management campaign is to identify and carefully hone in on your target audience. How do you identify your target audience? First off, you need to determine what type of services and products your business offers. Do you cater to other businesses or individual customers? In other words, do you have a B2B or B2C business model?
Once you’ve determined that, then you need to ask yourself a series of important questions. What are the current problems facing your industry that need a resolution? Can you provide the solutions to these problems? If so, how? What qualities or traits do your ideal customers have? Where do your ideal customers shop or conduct research? What motivates them to make a purchase or support a business? How do you know if they’re passively or actively looking for solutions?
These are all common market research questions that can provide a valuable insight into the types of customers that you should be targeting with your PPC campaigns. Trial and error is also a big part of it, so be sure to test your marketing strategies and make adjustments as needed.
Research Your Target Audience Thoroughly
That leads to the next point. Conduct thorough target audience research to understand what truly makes them tick. What are their likes, dislikes, and interests? What’s the most effective method of interacting with them? Are they active on social media? If so, which platforms do they use the most?
It’s important to offer your audience members a multitude of communication options so that they can get in touch with your brand on their terms and feel comfortable doing so. There are a number of effective research avenues you can take to get the information you need for results-driven PPC management:
- Perform incentivized customer surveys
- Use publicly available data to conduct market research
- Use client-facing resources to directly interact with users
- Use first-party data to your advantage
Of course, each customer is unique and has different methods that appeal to them, so it’s crucial to create a series of ad campaigns that speak to a broad range of target audience members and provide solutions for them.
Create Effective High-Quality Advertisements
Funneling money into high-scale ad campaigns isn’t enough to make them successful or effective (but it does help!). You have to put some creative measures into your work to render a final product that generates positive results. By positive results, we mean greater search engine visibility, higher click-through and conversion rates, and overall increased brand awareness.
Your PPC ad campaigns should feature specific industry and business-related keywords, catchphrases, local SEO, and optimized images or videos if applicable.
Google gives special preference in the form of top ranking SERP (search engine results page) positions to the high-quality ads that are likely to get the most clicks and have the highest bidders for the ad space. Create different ad groups for specific ads that are designed to target certain audience members. When those audience members enter certain search queries, they should be presented with your ad at or near the top of page one on the SERP.
Design Your Campaign Carefully
PPC ad campaigns should feature a variety of important information that make it easier for Google to present the ads to the right users. Include location, service, and product-based keywords that are related to your industry and business as a whole. Whenever users search for those specific high-ranking keywords, they should be presented with your ad. But it’s not just enough for your ad to appear. Users have to be enticed to click on your ads in order to make an impression. The idea is to drive as much traffic to your website as possible through clever and trustworthy advertising.
Since you only pay for ads that are clicked on, you have really drive home the point of trying to convert as many users into pay customers as possible. Otherwise, users who are dissatisfied with what they find on your website will just leave and this will increase your bounce rates.
Collect and Analyze Important Data
Proper PPC management strategies rely on different data collection and analysis methods to succeed. Micro-conversions like social media ad click-throughs can offer valuable insight into which aspects of your PPC campaign are working for or against you and how you can make necessary tweaks to boost your numbers.
For instance, if you just recently launched a new social media ad campaign and you’re having a hard time getting conversions. You notice users are clicking through, spending a few seconds or minutes on your landing page or website, but they’re not making a purchase. This is the equivalent of people walking into a brick-and-mortar shop just to browse or because you’ve piqued their interest. Once they’re in, you have to hook them with a great deal or offer that they can’t refuse. First time customers need a great incentive like a discount or promotional add-on to convert. Test out a few different conversion methods and see which ones render the best results.
Determine Your Budget
Budgeting is another crucial aspect of running a successful PPC ad campaign across a number of different platforms. Even though you want your ads to be seen on social media, search engines, and even affiliate sites, try to avoid overextending your budget. Focus on a few sure-fire advertising avenues that you know will work and then slowly expand to different platforms as you grow your bottom line.