Pay-per-click (PPC) advertising is a great way of earning valuable real estate on search engine result pages. Once you win an ad for a keyword, you should start seeing an increase in traffic to your website. However, you need to make sure that people actually click on your ads if you want to beat your competitors. PPC optimization will help you achieve this. This article will show you the most effective strategies you can use to boost conversions and improve ad effectiveness.
Take Advantage of Remarketing
It takes a few brand interactions for people to complete a purchase or convert in other ways. It may feel like you are wasting money on an ad because of this, but not when you pair your PPC campaigns with remarketing.
Remarketing, sometimes also known as retargeting, is a strategy where you show additional ads to people who have already clicked on at least one of your ads. By doing so, you re-engage these people with a reminder of the actions they should take on your website or the benefits and rewards of doing so.
While there are some privacy concerns about remarketing that have come up in recent years, it is still possible to create ad groups that target prospects who have already engaged with your ads, brand, or business at least once.
Retargeting drives higher rates of high-value conversions and this is one of the reasons why all businesses and brands should be taking advantage of it. Marketing companies like RSM Marketing can help put in place PPC and remarketing campaigns for you to ensure these higher conversions.
Leverage Demographic Targeting
Demographic targeting makes your PPC campaigns more effective by giving you the ability to determine who will see your ads depending on their demographic. Google has gradually introduced more granular PPC targeting options in the past few years, giving businesses and brands more targeting options.
Some targeting options now include:
- Age
- Gender
- Income level
- Geographic location
- Relationship status
- Educational level
As you can see, you now can target particular demographics. Who you choose to target and how you choose to do so will determine the level of your campaign’s success.
Do note that Google has changed some audience management and optimization options and is using new terms on their demographic targeting messages, so check out this guide to know what’s new.
Test Your Copy
Marketing typically involves measuring results and refining your processes to get even better outcomes. This also applies to PPC campaigns. One part of optimizing them is A/B testing your ad copy.
You can set up A/B tests with ads that have a different copy and then check the analytics to see which ads have better metrics such as click-through rates and conversions.
When doing this, Google will show people different ads randomly. You should know which ads are better at the end of the testing period.
Use Responsive Search Ads
If you do not want to do A/B testing or do not have the resources for it, you can leverage Responsive Search Ads (RSAs). A responsive search ad is a dynamic test ad type that has different headings and description variations.
You provide the descriptions and titles when creating the ad, and Google chooses the best combinations for a specific visitor. While you have less control over what ads will be shown to which visitor(s), you get more opportunities to optimize all titles and descriptions for different types of visitors.
RSAs save you a lot of time since you do not have to do any A/B testing when using them because the best ads will be served automatically. Additionally, your Responsive Search Ads will always be relevant to different audiences because Google takes care of this too.
Optimize Your Landing Page(s)
A landing page is a destination for the people who click on your ads. Even with well-optimized PPC campaigns, you are less likely to hit your goals if you do not have an optimized landing page. This is why optimizing them is an important part of PPC optimization.
Some things to optimize for include:
- Website speed
- Visual stability – Page elements remain static as the page loads
- Fast interactivity – The time between a user taking an action and the page responding should be as low as possible
Conclusion
PPC campaigns can have a high return on investment and lead to great results if they are optimized. Keep up with industry trends to know what data to collect and what types of optimization will keep producing these great results.
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