PPC is one of those tried, tested and true advertising methods that has proven time and time again to generate results. Effectively run campaigns will drive traffic to your website, where you can convert those prospects into paying customers. But if you’ve been doing PPC campaigns for a while, you might be used to seeing a pretty consistent return without much effort. While this is good in some ways, there is always room for improvement, especially when algorithms and technology are changing so quickly. If you don’t keep up, you could see your results start to drop off. The start of a new year is a great opportunity to review your PPC strategy and breathe some new life into it, and we have 4 tips that will help you make the most of it this year.
Track Conversion Actions
PPC campaigns are great, but they’re only as powerful as the data behind them. Google gives you a whole host of data analytics tools that will help you understand who is clicking on your ads and what they do next – so use it! In particular, tracking conversion action is an extremely useful process, since it helps you understand which conversion action will be most effective, and where each should sit within your sales funnels. This means reviewing your CTA’s to see if there are any gaps, removing CTA’s that aren’t delivering results and updating any content that isn’t converting. All of this is easy to see within the analytics dashboard, and using it to make a few small changes can make a big difference to the success of your PPC campaigns.
Research New Channels
PPC is often associated with Google AdWords because let’s be honest, it’s the single biggest search platform out there. AdWords is sophisticated, works with millions of advertisers, and is always introducing new technology to improve the experience. But there are other channel’s out there you could be using to target your audience. For example, you could run PPC campaigns on Facebook, Bing, Instagram, YouTube (which is still within Google), LinkedIn, Twitter, Reddit and more. Diversity is going to offer you the best success, so take a minute to find out where else your customers go to find information and develop a PPC strategy for those platforms too.
Use Audience Targeting Tools
AdWords comes with a tool called audience targeting as standard, and you should use it if you aren’t already. Audience targeting is a filtering method in the AdWords suite, which helps you drill down into who will see the ads in your campaign in granular detail. With this, you can select interests, behaviour, demographics or location, as well as keywords searched. Narrowing down your scope like this means you can make more effective use of your bids, and by regularly reviewing the results (using the Observation function) you can create a laser-focused campaign that’s more likely to generate results.
Automation has come a long way in the last few years, but one of the areas it’s had the most impact in is marketing. There are now a wide variety of automation and AI tools that can help you manage your PPC campaigns more effectively, without investing huge amounts of time. Try looking into the automation tools around bidding strategies, ad scripts and campaign automation, all of which use data gathered by Google to produce a campaign which is statistically more likely to succeed. By doing this, you can focus your attention on planning and strategy development, and less on the boring, repetitive stuff
At Ad-Extra, we work with business owners across the country who are looking to improve their presence online but aren’t sure how to do that. From setting up your AdWords account to designing and managing your PPC campaigns, we can help your customers find you online in one simple search. If you’d like to find out more about our PPC campaign service, just get in touch with the team at Ad-Extra today.