Just as fashion and interior design trends come and go, PPC strategies develop and change on a continual basis. To capitalize on the reach and benefits of PPC, it’s beneficial to look out for emerging trends and to freshen up your strategy. If you’re hoping to update your PPC campaign, here are some ideas to take on board.
Top PPC strategy ideas to consider
1. Embrace new channels
Google and Bing may still dominate in terms of where web users spend their time and search for products and services, but the Internet is growing and expanding all the time. It is worth broadening your horizons to seek out new places to find customers. Examples include:
Quora is a particularly interesting proposition because it offers unique targeting capabilities and it mimics both a search engine and a social media platform. By the end of 2019, Quora had amassed over 300 million monthly users, and the audience is growing. As well as the opportunity to reach millions of users, businesses that advertise on Quora can take advantage of a relatively new advertising platform, which means that competition is less fierce in comparison to more established networks, such as Facebook. Facebook currently has more than 2.45 billion active users per month, and in 2019, Facebook Ads impressions increased by 37%.
2. Diversify and map conversion actions
PPC targets buyers at different stages of the marketing funnel, and this means that conversion actions vary. Your PPC strategy should recognize the value of different conversion actions based on the stage of the buying process. By modifying your calls to action to suit the funnel phase, you can map conversions in a way that highlights weaknesses and gaps you can target and improve with updated calls to action. This might include refreshing your content to make it more relevant or captivating or adding tools and features to highlight potential savings or other benefits of buying from you, for example. Match the call to action to the target customer and think about what they would find most valuable.
3. Apply more detail to retargeting
Retargeting is an effective means to convert leads and turn people who have expressed an interest in a product or service into a customer. The trouble with retargeting is that often leads to different audiences being grouped together. One of the key details to focus on when drawing up an updated Pay Per Click targeting strategy is the date. People who looked at a product yesterday, for example, are a different proposition to those who didn’t convert a month, two months, or three months ago. Use date ranges to identify new audiences, prioritizing the most recent prospects that haven’t yet converted. If several weeks have elapsed, lead conversion is unlikely, and you can focus your budget on better quality leads to improve ROI.
Applying more detail to retargeting can also help you create more relevant and useful ads for each audience. Statistics show that 67% of consumers abandon their shopping carts and only 3% of shoppers will buy on their first visit to an e-commerce store. Retargeting is a means of seizing upon expressions of interest to gently urge the customer to take the next step.
4. Take full advantage of audiences
The main component of PPC marketing may still be keywords, but audiences play an increasingly valuable role. Using audience features enables you to enhance your campaigns and utilize bid modifiers to optimize bids for individual audiences. If you have a lead that is part of your audience and they are searching for a relevant keyword, you will be able to access data that differs to a user that is not part of the audience. To benefit from this change of tack, go into your search campaign and click on the Audiences tab, selecting Observation in the chosen Ad group. You can then view data related to the observation audiences.
5. Embrace automation
Technology is evolving at pace, and automation has become an increasingly integral part of modern-day marketing. Automation can save time, effort, and money, cutting out arduous, time-consuming, repetitive actions. It will free up time for high-level tasks that are fundamental to the success of your PPC campaign. Examples of automated tasks you may wish to consider include error checking, ad copy, and bid management.
PPC trends evolve, and this is why it’s critical to be able to adapt campaigns and embrace new ideas. For online marketers, there are opportunities to boost conversion rates, ROI, and reach using innovative new strategies.