PPC marketing is an established way to gain quick results derived from advertising in the digital medium. However, it needs to be refined, updated and optimized for the best results.
PPC (Pay per Click) advertising has become vital for marketing to service-based and e-commerce businesses. It is an effective mode to power your products and brand before a target audience, drive traffic to websites and generate sales as well as leads.
But the PPC landscape is rife with competition, and running such campaigns has become extremely complicated. It is up to businesses to adopt advanced strategies of pay per click services in India to stay ahead of the competition and to gain maximum ROI (Return on Investment).
Experimentation, optimization and analyses are important components of creating a PPC strategy that is not just successful but also long-lasting.
Algorithms, competitors and behaviours tend to change quickly. To stay on top of the game, you must stay updated before others do. Following are some tips for guiding your efforts in paid search in 2023:
1) Opt for manual bidding
However stellar your efforts of advertising through PPC, your ads will not accomplish the best results without the right strategy for PPC bidding. Tactics used for selecting keyword bids is impacted by your campaign goals.
Performance Max is an automated bidding strategy for Google Ads which permits the setting of bids to gain the maximum conversion value within the budget. But this tool has the disadvantage that it is not possible to control the campaign.
Manual bidding can offer superior results, particularly for precise control of your bids. Using manual bidding, bids can be set up for the campaign, ad group as well as keyword level and be adjusted as per their performance. Such a manual method also helps to experiment with various bidding strategies.
2) Appealing Ad copy
The aim of ad copy is to convince netizens to take the desired actions. Just like how the content creation and keyword research take into account search intent, advertising should provide searchers with solutions that are clearly expressed in the words of the ad copy.
However, there is a tight limit on the number of words that can be used in ad copy, so ensure that the latter communicates the message optimally. While composing ad copy, the following must be kept in mind: keywords, target audience, call to action, cohesive language with the landing page and offers that are attention-grabbing.
3) Optimized landing pages
Persons who click on the PPC ad copy end up on landing pages. If the ad copy is the bait, it depends on the landing pages to drive the point home. This crucial aspect of PPC must be a coherent transition from the ad copy to hold the attention of the target audience and grant them what is promised. It is only a well-conceived and well-optimized landing page that can help convert leads into sales.
4) A/B testing
It is the process of attempting various versions of the strategy of ad campaigns to identify which one works best. This is crucial for both the landing page and the ad copy. The desire is for the ad strategy to generate the most conversions and feature a high CTR (Click through Rate). The strategy is to tweak four aspects: target keyword, landing page, descriptions and headlines to draw in most customers. The ads should be run for enough time to judge their performance and implement the strategy based on results.
5) Exploit tool of re-marketing
The strategy of re-marketing is a powerful strategy of PPC which permits the targeting of users who have formerly interacted with the brand or visited the website. It is a highly effective method to re-engage potential customers who have displayed interest in your products but have not converted as yet. By showcasing ads which provide an incentive to return or remind them of the brand, the chances of conversion can be improved. Dynamic re-marketing can be used to display ads, featuring services and products that can be viewed on the website.
6) Explore uncommon platforms
The prominent player in the PPC industry is Google Ads, but other platforms such as Amazon and Bing Ads can offer extra traffic and additional conversions. The platform Bing Ads has a smaller audience than Google Ads but is relatively less costly and competitive. Amazon ads are perfect for e-commerce businesses that sell products on Amazon. Amazon permits the advertising of products directly in the Amazon marketplace. Such other platforms can be considered for digital marketing in India.
7) Use RSA’s
RSAs or Responsive Search Ads are formats of ads that permit you to create multiple descriptions and headlines. They aid Google Ads in testing various combinations automatically to find the best-performing ones. Through testing multiple ad variations, new insights can be gained about what appeals to the target audience and accordingly optimize ad copy. Thus, RSAs can help save effort and time while improving the performance of ads. They can aid in boosting click-through rates and conversions.
In sum, with the proper effort and approach, PPC advertising is a highly effective mode for driving traffic and boosting revenue for the business. If the above tips for PPC strategy are implemented, it will help in scaling ad campaigns and maximizing ROI. Note that PPC optimization is an ongoing process. With the fast changes in this scene, it pays to stay updated. Ultimately, the best ads of PPC are consistent, clear, targeted and deliver what they promise.