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Pay per click. What are the latest techniques?

August 15, 2021

Pay per click (PPC) advertising has grown in popularity and effectiveness as a marketing channel. It creates a fair playing field for all businesses, regardless of size, to promote globally. If you have the funds, you may develop a PPC marketing campaign for almost any purpose, from brand identity enhancement to increasing sales.

When optimizing your PPC campaign, learning latest techniques can make a significant difference

Increase the Size of Your Current Keyword List

Always, there is room to add to your present keyword list. For example, long-tail keywords can benefit from adjectives and adverbs, whereas short-tail keywords may perform better without such descriptive phrases.

Utilize keyword suggestion tools (a range of free and paid choices are available online) to identify appropriate keywords. Additionally, you may determine which keywords your competitors’ content ranks for and then target them directly.


Identify Low-Performance Keywords

Keywords have the potential to make or ruin your PPC campaign. That is why, when examining your keywords, it is critical to identify any that are underperforming. Poor performance can sometimes be attributed to a low bid amount or poor search traffic. Additionally, it could imply a high cost per lead.

Another possibility is that the keyword is either broad or too limited to get sufficient clicks. To ascertain why your keywords are underperforming, I recommend experimenting with your bidding approach to lower conversion costs. If none of that works, you may wish to consider pausing.

Increase the Size of Your Negative Keyword List

Concentrate on frequently building and monitoring your negative keyword list to help you save money and improve campaign results. Negative keywords, often known as “negative matches,” are ones that you do not want to activate in your ad. One of the primary benefits of having a negative keyword list is that it assists in weeding out “window shoppers” or prospects who are unlikely to convert.

Perhaps your sponsored search campaign’s conversion rate isn’t as high as you’d like, or perhaps you believe you have a good list of targeted keywords. In either instance, a negative keyword list is advantageous since it helps you avoid wasting ad spend on unqualified clicks and ensures that your PPC campaigns are as targeted as possible.

Learn how to improve your keywords further here.

Capitalize on Customer Reviews

Is your product, service, or brand receiving positive internet reviews? Utilize them effectively in your PPC ads.

You can use a seller ratings ad extension to include ratings in any product or service advertisement. This is an excellent opportunity for you to build trust and boost your clickthrough rate at the same time.

Ads That Are Geotargeted

Make Use of Geo-Targeting

Each dollar counts when it comes to establishing PPC advertising campaigns. This implies you should leverage Google’s targeting capabilities, particularly for customers in specific geographic locations. The targeting tool allows you to consider characteristics such as page structure, link structure, language, and text. Additionally, it will assist you in determining the primary themes of each webpage and then targeting advertisements depending on your topic picks.

When controlling your ad targeting, ensure that you concentrate your efforts on the exact geographic areas where your items or services are relevant and available.

The most effective method of determining which regions to target is utilizing the numerous geographic reporting options included with your chosen paid search platform. If you utilize Google Ads, you may view performance data by location by digging into your Locations and Distance reports. From there, you can use the Location targeting feature to specify certain places in which you want your ad to appear, which can help you save money and increase your return on investment.

Conduct a Retrospective Examination of Your Personas

If you haven’t reviewed your personalities in a while, this is a good opportunity to do so. (If you use a customer relationship management solution, this information is almost certainly recorded in that tool.)

Consider the following: Does this data correspond to my knowledge of my ideal client personas? If not, it may be necessary to adapt your marketing to reach underserved segments of your target audience. Consumer tastes change over time, and you don’t want to risk missing out on possible leads based on the assumption that they are not part of your client base.

Make Minor Changes to Your Landing Pages

When was the last time you examined your landing page data in detail? A well-organized, optimized landing page can mean the difference between a click converting to a lead and a visitor leaving your site.

Analyze how your landing pages are performing now and how they compare to one another. From there, determine the feasibility of A/B testing and strategies to enhance your landing pages to maximize completed actions, whether through a design refresh, new call-to-action language, or anything else.

The most effective PPC tactics are not just set up and forgotten. By regularly testing, analyzing, and optimizing your PPC ads, you’ll improve your chances of reaching your target audience and outperforming your competition.

Diversify Your Advertising Channels

Google Ads consumes such a large portion of the PPC pie that it’s easy to forget about the other platforms. And, with Google increasing its grip on how advertisers utilize its platform, 2022 may be the ideal year to diversify your ad management skill set.

Consider expanding your PPC efforts beyond Google Ads to reach a larger portion of your audience. For example, while Microsoft Ads (previously Bing) does not have the reach of Google Ads, it accounts for over 27% of paid mobile click share by the end of 2020. This is a sizable enough percentage for many businesses to justify purchasing some Bing advertising.

However, do not confine yourself to search engines. Consider purchasing advertisements on social media platforms such as YouTube, Facebook, Instagram, and Twitter. Each represents a distinct market group and offers worthwhile paid advertising opportunities.

The objective here is to wean yourself off Google Ads and diversify your PPC portfolio. By doing so, you extend your reach and capitalize on possibilities that would not have been available otherwise.

Learn how to use Tiktik for an advertising opportunity here.




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