Welcome to Chapter 4 of AreteBlogs’ Complete PPC Guide
A successful PPC campaign begins with a goal-oriented strategy.
Have a look on preceding chapters:
1: Unravel the Secrete of PPC and how it work
Strategy is all about setting yourself apart from the competition. It’s just a fancy word for coming up with a long-term plan and putting it into action.
However, it must be kept in mind that strategy without tactics is the slowest route to victory; and tactics without strategy is the noise before defeat
Following are the 8 innovative PPC strategies that will help you double your ROI.
1. Advertise on Multiple Platforms
Most businesses opt for Google Ads as a platform for their PPC campaigns. In a way, that is an intelligent act as with Google Ads your company can reach a wide range and number of audience.
However, businesses should not restrict themselves to only one platform.
In fact, you can reach your target audience on different platforms too. Henceforth, more than one platform might perform great in coordination with your business type and your PPC marketing campaign.
2. Launch a Remarketing Campaign
Remarketing is one’s business’s best friend. Doubt that? Here are a few statistics for you:
- Retargeting beats all other ad placement strategies with a 1,046% efficiency rate.
- Three out of five potential online buyers recognize product ads they previously saw on other sites.
- Ads are 3X more likely to be clicked by retargeted customers than new ones.
- 25% of online roamers love retargeting ads.
- Around 97% of visitors that leave never return to a website. This is the reason remarketing / retargeting is chosen in the first place.
- 17.5% of apps running retargeting see a 25% conversion rate.
- Retargeting reduces cart abandonment by 6.5%
- LinkedIn retargeting ads can increase CTR by 30%.
- Web traffic increases by a staggering 700% with retargeting.
- 33% of marketers retarget to earn new customers.
Your business remarkets itself to people who interacted with your website through the use of remarketing. In Google Analytics, you can create audiences for remarketing campaigns, narrowing your audience by page, device, time on page, and more.
3. Include Ad Extension
Adding extensions to your ad allows you to provide more information to potential customers, giving them more reasons to choose your business.
By using these, you can boost the clickthrough rate of your ad by several percentage points.
Extension formats include call buttons, location information, links to specific parts of your website, additional text, and more.
4. Design Mobile-first Landing Pages
Today, companies aim to please mobile users, and for three good reasons:
- More than half of the world’s Internet traffic comes from mobile devices
- Approximately 40 percent of online transactions occur on mobile devices
- More than 50 percent of ad clicks happen on mobile devices
PPC strategies for many companies fail to take mobile-friendliness into account. While your ads may display on smartphones and tablets with zero issue, your landing page (or where you send users that click on your ad) may deliver a less-than-stellar experience.
For reference, a top-notch landing page is fast, functional, intuitive and relevant.
A mobile-friendly landing page is essential if you want to maximize ROI from PPC.
In order to ensure your ads provide the best user experience, you can create landing pages in-house or use landing page design services.
5. Set a Realistic Advertising Budget
A lot of businesses approach online advertising with an unrealistic budget. Despite the fact that most ad platforms allow you to set any budget you like, you won’t get the results you want with a low-budget campaign. That doesn’t mean you need an expensive, over-the-top budget to succeed at PPC.
What you need is a realistic one, though, which involves researching the averages in your industry, like the average cost-per-click (CPC) for ads. You can build a budget for your business based on what other companies in your industry spend on PPC advertising. Using your findings will also help you support your budget request or recommendation to your company’s decision makers.
6. Write Compelling and Valuable Ad Copy
Top-notch ad copy should be the focus of all PPC strategies, no matter the market. Your entire ad campaign is affected when your copy, from the headline to the description to the multimedia, isn’t able to attract users. People won’t click on your ad, which stops your campaign from ever starting when it comes to conversions.
7. Use Responsive Search and Display Ads
With Google Ads, your business can take advantage of not only responsive display ads but also responsive search ads. Your company can automate parts of its PPC strategy with responsive ads, regardless of whether they are found on the Display or Search networks. Additionally, you get to take advantage of the powerful machine learning tools offered by Google Ads.
As Google Ads delivers the ads to users, the platform will create dozens of advertisement combinations and gather data about each ad’s performance. That data helps Google Ads discover which ad combinations perform the best. For your business, the assistance of Google Ads means smarter, stronger, more effective ads.
Moreover, you will obtain greater flexibility when it comes to testing headlines and descriptions, as you can submit multiple variations to Google to test.
8. Comprehend A/B Testing
While you can launch and leave your ads, nobody recommends this PPC strategy. Most PPC experts recommend monitoring your ad performance every week. They also emphasize the necessity of A/B testing your ads.
Google Ads also supports experimenting with your ads. That’s why the platform allows your business to create experiments. It also recommends (for text ads) to make three to four ads with different messaging for testing.
With experiments, your business can test a variety of factors, including bids, audience targeting, location targeting, and more
This allows you to compare your experiment’s results with those of the control group.
This data allows your business to make a data-backed decision when it comes to optimizing and improving your PPC strategy.
You aren’t guessing, but instead pulling actual data from your audience to guide your choice.
With the level of uncertainty we see today, more people are asking, how can you develop a strategy in a world that keeps changing so fast? They are afraid that a set of rigid principles will hinder their ability to react quickly. I argue that it is precisely at such times that you need a strategy.
Orit Gadiesh
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