PPC advertising is a fantastic digital advertising channel for businesses of all sizes. As a business owner or digital marketer, you control how much you spend on ad placements, as opposed to traditional media where rates are preset.
The big question is, how do you get the most out of PPC advertising? First, let’s review – and dive into what PPC advertising is. PPC or pay-per-click is a type of digital advertising. This involves businesses paying a fee or a ‘pay-per-click’ each time one of their ads is clicked on.
One of the most popular forms of PPC is search engine advertising. A business pays for ad placement through this channel when someone searches for a keyword relating to your business.
Why should you have a robust PPC strategy?
Sometimes it feels like digital advertising is a new concept. But, it’s been around for almost 20 years. A poorly thought out advertising plan can quickly burn through your budget. Like any effective marketing plan, there needs to be a strategy behind your PPC advertising to get the most out of your investment and increase traffic to your website.
If you’re not seeing a return on your investment, then it might be worth considering the following strategies:
Choose the Best Platform For Your Business
There are so many digital marketing channels you can run PPC advertising on. One of the critical factors to your PPC success is choosing the right one. There is no right or wrong answer. It entirely depends on your business and your customers. It’s essential to understand your target audience and how they engage with digital media. Don’t limit yourself to one channel, you can run ads across search engines and social media at once to try and boost your brand awareness and sales. The best channels to advertise on are:
Target your audience based on their search terms. Google Ads allows you to reach up to 90% of the world’s internet users with Google display and responsive ads.
Meta (Facebook) Ads
More commonly known as Facebook, Meta Ads let you create ads in various formats, including video, images and carousel. Meta’s advertising is targeted through demographics and the interest of users, which you can entirely set.
Instagram is a fantastic social media platform that helps drive awareness. Use PPC ads between stories and feed, and entice users through exciting visuals.
Twitter can be a divisive platform and may not be appropriate for all businesses. But if your customers engage with it, make sure it’s short because things on Twitter move fast, so you need to keep up with it.
TikTok is an authentic and honest space for its audience. Consider a more emotional message to engage users.
Plan An Effective Strategy
When planning a strong PPC advertising campaign, you first need to define a clear objective. What do you want your PPC ads to achieve? Awareness? Sales? Remarketing? Make ad groups based on different objectives and tailor your content to that. If you’re still learning which design, ad copy or demographic works best, set up A/B testing where you can split ads and test their performance. Analysing the data you get from this will help you improve your PPC strategy and optimise performance.
Retarget and Remarket
Retarget people who have already visited your website by amping up your PPC to remarket them. When you remarket to someone who has already visited your website, they are 70% more likely to make a purchase from you rather than a competitor. Set up a unique pixel on your website to help track visitors and automatically retarget them.
Choose Keywords Carefully
If you haven’t already figured it out, keywords are arguably one of the most important tools in a successful PPC campaign. Keywords relating to your business can often evolve and change, so it’s wise to always research and refine them.
Short-Tail vs Long-Tail Keywords
Short-tail keywords are your most popular and frequently used search terms or phrases. Long-tail keywords (3-5 words) are more specific but less common. Using long-tail keywords as your primary keywords may lead to a less expensive PPC strategy.
A negative keyword list stops search engines from showing our ads to irrelevant audiences, ultimately saving you cost per click. For example, if you’re an optometrist who sells eyeglasses, you will want to avoid keywords such as ‘wine glasses’ or ‘champagne glasses.’ This is so you don’t waste money targeting someone who isn’t your primary audience.
Additionally, search engines have a few key ways to match your keywords with users’ search terms, and you can set your match type preference,
Exact Match – Keywords matched word for word with no change in sequence.
Broad Match – Google’s default setting, which includes related search terms, synonyms and misspellings.
Phrase Match – Google will show your ad for searches where your keyword appears within a larger query.
Not all advertising budgets are created equal, and you should keep setting realistic expectations for your PPC campaigns. This is not to say that a small budget won’t get results, quite the opposite, by creating a realistic PPC strategy that targets the right audience, you should see the results you want.
To help make the most out of your PPC ads, add value to your customers with interesting copy. Consider a creative headline, description and visual that’ll grab their attention. To create engaging content, consider all the above strategies, including the right keyword, platform, and audience. The culmination of these factors will elevate your business and help deliver the return of your PPC investment.
Are you interested in learning more? Chat to our PPC experts about how we can develop an effective PPC strategy based on your business goals, audience and budget.
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