PPC or Pay per click is an internet advertising model which is used to generate clicks to your website. It is a way of directing traffic to the website using relevant keywords related to your product/services. It is a paid traffic and an advertiser will pay an amount to the publisher each time the ads get clicked. PPC is one of the effective strategies applied in the search engine marketing campaign.
Why is Pay-Per-Click significant for a company and its growth?
If you own a company, making online presence is necessary due to changing trends in marketing. It is not just about making a whimsical website anymore but also about converting your prospective clients.
Mainly there are two methods to drive traffic to the website, Search Engine Optimization and Pay-Per-Click. Obtaining traffic through Search Engine Optimization takes a lot of effort and is time-consuming to rank the site on the top of the Search Engine Result Pages (SERPs). Pay-Per-Click involves splurging of cash on ads to put the site directly in front of extremely targeted users. An effective digital advertising campaign engages both organic and paid techniques to get the best outcomes.
Here are PPC tips and tricks to take your paid campaign to the next level:
1.Remarket by your long-tail keywords
Remarketing is the secret key for online outreach since frequent customers provide more value. A good way to do it is to follow your long-tail-keyword queries in every remarketing platform. You do this by creating a list of retargeting users per ad group subject by using the UTM parameters.
You can also take it to the next level by using lookalikes. This enables you to target similar audiences, thus extending your remarketing to a new group.
2. Reverse engineer your conversion funnel
A lot of online marketers say that they save clicks so users convert faster. The faster you get them through your funnel, the more you get to convert. But a lot of times, increasing the time you get people engaged with your ads can do the same. The key here is to reverse engineer your conversion funnel so that you know what actually works.
You may find that adding something extra to one part of the funnel increases conversions. For example, adding a demo or interactive preview for your product can convince the users to buy.
As such, pushing them to convert as soon as possible may not always be the best solution.
3. Use the inverted tactic
Regularly ad targeting is basically casting to maximize the engagement rates. That’s the usual targeting of a particular demographic. However inverted tactic includes two other completely unrelated interests in ad targeting. From that, whoever may happen to also be a part of your actual targets could be brought in.
You can also use those seemingly unrelated interests in customizing your ads. They can add more dimensions to your campaigns, making them stand out and seem more captivating.
Such ads also tend to come at a certain lower cost due to higher engagement rates.
4. Go for Messenger marketing
You shouldn’t bother with the news feed or landing pages, messenger marketing is the way to go. Research shows that messenger marketing is better than email or the news feed.
With messenger marketing, you can expect better open rates within an hour.
5. Have an advertising slush fund
Advertisers tend to have a monthly PPC budget allocated for their ads and they schedule their ads to see how well these ads perform. This is a common approach and it can be limiting, but with the advertising slush fund you can come up with ads when something viral comes along.
If the ad you come up with is so good that it’s sure to perform well, then you use the funds to run. Doing this can potentially enable you to maximize the results of your various campaigns.
6. Turn off audience network in Facebook ads
By turning off the audience network, you can eliminate up to 90% of click fraud from sketchy sites. You ‘ll be able to see them on both Facebook and Display Network on Google AdWords.
Say no to managed placements on Google Display Network, while you can exclude these sites from your reports.
This strategy will get rid of the vast majority of them from your Facebook ads, in just a single click.
7. Create and advertise off-topic content to build brand bias
New visitors tend to have a low brand affinity, while repeat visitors are more likely to have a higher brand connection. Brand affinity has more impact on click-through rates and later, conversion rates.
When you remarket, you only target the small number of users, who are familiar with your brand. The goal then is to market the small number of users to a bigger audience and do it economically. This strategy is similar to the inverted targeting method but with content marketing. Visitors from more brand affinity and bias as marketers provide more value to them with their content.
Final Words
A pay-per-click campaign is the backbone of any company advertising strategy, although the strategy and tactics are continually changing with the trends. A few of the tactics are extremely helpful for a particular company or brand, but for others, it may not be as useful. It all rides on the company goals and requirements. So use them wisely!
