As the market fills with more brands coming for their slice of the customer-loyalty pie, each and every one of them is looking to invest in the most effective ways to get more exposure, and ultimately earn more love and loyalty from their audience. Much like with any other issue that affects modern businesses, such as the content formats that work best or which social networks you need to be present on, PPC campaigns are celebrated by some and avoided by others.
On one hand, you might be doing your brand a favor if you’re not doing PPC at all, if your intention was to “go with the flow” of your campaigns. However, if you’re happy and willing to invest more than cash into your campaigns, such as patience, creative energy, and time, you’ll find that these tactics can work in favor of your business. For those who have yet to master the art of proper PPC, let’s go over several effective strategies to boost the power of your PPC and let your brand get into the minds and the hearts of your customers.
Do your keyword homework
If you perceive keywords merely as a means to get attention, you’ll definitely deal with a sea of pointless clicks that will not result in a purchase or even genuine interest. Too many brands are eager to rank higher for certain keywords and phrases, and so they pour their wallets out for them in order to out-bid their competitors. As handy as this may be for a paid campaign, do these keywords really bring in interested people to your website?
Keywords have a multitude of purposes, and one of them is to let your audience know what they’ll find on your website and if your brand is precisely what they need. Instead of paying for quantity in terms of clicks, it’s better to aim for quality clicks that will actually not just pay off the campaign, but earn you some profit as well.
Monitor and optimize on the go
The “go with the flow” attitude is often set in motion by the time you carve out a seemingly ideal PPC campaign and you expect it to do all the work for you. Sadly, not even paid ads can do the manual labor that’s requires for any online effort to bring the results that you need. As an example, even though the value of online advertising in the thriving market of New Zealand has rose to staggering $923 million, it takes more than a monetary injection to make those dollars work for your brand.
That is precisely why every professional SEO agency in NZ worth their salt doesn’t begin or end their PPC work on the budget alone, but they monitor the progress of your campaigns and make tweaks if need be. Finally, each campaign is a lesson waiting to unravel so that your brand can adjust for future PPC strategies and make the most of its budget as well as the collected data.
Another factor that many brands tend not to leverage nearly as often as they should is the ability to include geotargeting into their PPC campaigns. So, if you’re another shoe store in New Zealand and your primary customers are those passing by your store every day, and not online or from a different continent, you could increase your profits significantly by focusing on location.
Make sure to register your brand for those frequent “near me” searches that will instantly bring more qualified leads to your doorstep. Your ads should also pop up for those who are passing by your store, so that they know there’s an ongoing two-for-one sale. Rest assured that these qualified clicks will pay off much faster than for your ads to randomly pop up for less interested parties online.
Track actual conversions
While it’s perfectly normal to expect that your PPC software will focus predominantly on the “click” part of the equation, there’s more to track and measure than just your click-through rates and general interest in your ads. Chances are, some of those clicks happened randomly and with zero interest for your brand. However, you should be able to tell them apart by monitoring your conversion rates to distinguish the actual, converted clicks.
You should consider adding this piece of code into your HTML structure on specific pages to see which specific ads have brought in the most actual purchases, subscriptions, shares, or whatever your goal was to begin with. This will help you weed out the ineffective PPC efforts from those that will generate sales.
Keep the landing relevant
How often do you come across an ad that spikes your interest only to take you to a completely random page of that very same brand? And how often do you feel inclined to do the work yourself and look for what was supposed to be the actual landing page for the ad that took you there? Chances are, zero. These seemingly innocent errors can cost you a pretty penny even though the ad itself was powerful enough to engage your customers and wrap up in a sale.
You may judge a PPC campaign wrongly based on such data simply because of a mismatched landing paired with your ads. For starters, use fewer keywords and phrases to narrow down your focus, and you’ll instantly help your entire campaign.
As much as some marketers avoid using paid campaigns in their strategies, PPC can be exceptionally beneficial for your brand exposure, awareness, and higher profits down the line, but only if used well. Make sure to implement these simple tips, and your own PPC efforts will skyrocket as a result.
Victor T. Miller