Not all get to benefit from Pay-Per-Click Campaigns and the ones that do usually are very analytical. These are the ones that don’t mind trying out new things when it comes to advertising. Yes, there is a price to pay; but without experimenting there is no way you can grow your PPC campaigns. The longer you wait, the faster you are letting your competitors grow.
In case you have already jumped into PPC, here are a few steps that can help you grow your campaigns and improve your returns:
Try shifting the placement of your Ads
If you are thinking you will do well by placing your ad right at the top of the Google Search Page, you may not be completely right. Most ads tend to do well when placed in other positions too. The only way is to experiment with your ad positions and find out how well they perform.
Improve your ads with long-tail keywords
Many internet users tend to use long-tail or descriptive phrases to search for information. It is these people who are likely to convert much more easily. You can target your audience better by using long-tail keywords. Although you might be reaching a smaller audience, you will see a definite increase in your conversions, while reducing your cost-per-click charges.
To give an example, a person who is looking to shop for a television, might enter a search phrase like ‘HDTV’ or ‘HDTV Reviews,’ while a person who might actually be interested in buying a television may look for something like ‘Panasonic 43” Plasma TV HVD3002 best price.’ Focusing on such long-tail keywords may bring to you people who are actually willing to convert.
Focus on Facebook Ads
PPC campaigns on Facebook can prove very successful too. It is not about keywords here; but more about layering your customers. In fact you can go one step further and delve deeper into the demographics of your audience. Try to target their purchasing habits, specific behaviours, interests and employment types. Create buyer personas and layer them one on top of the other. The conversions for your PPC ads will improve dramatically.
Use your PPC Strategy for Remarketing
PPC campaigns are not all about creating new audiences; they are about remarketing too. In fact by remarketing your PPC ads you would be targeting people who are already your customers. Therefore re-selling to them would not take too much time. You can use the AdWords feature called RLSA or Remarketing Lists for Search Ads, through which you can customize your ads for your existing customers. There after you may tailor your ads and bids to target those people whenever they enter their searches. With RLSA campaigns, you can achieve twice the click-through rates, while reducing your cost-per-clicks to almost 50%.
There is a tracking pixel that you may install on your website for Facebook Ad Platform. This pixel will gather detail about the behaviour of your visitors and help you generate customized Facebook ads according to those behaviours.
Rolling out newer ads continuously is not exactly the answer to grow your PPC campaigns. Instead, focus on improving your PPC ads that are already performing well.
Dr. Hitesh Sharma
Digitize Software Pvt. Ltd. & Bless International Exports