Search Engine Marketing
May 20, 2023
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If your company wants to capitalize on the higher chances of purchases from ad clicks, it is crucial to avoid a lackluster paid search strategy. Therefore, businesses must regularly reassess their pay-per-click (PPC) approaches to identify areas for enhancement. Are you prepared to elevate your paid search strategy and optimize your return on investment (ROI)? If so, continue reading as this article presents seven straightforward PPC strategies that can boost your business’s PPC earnings. For expert assistance with your paid search strategy, explore our PPC services!
A paid search strategy refers to the methods and techniques employed by businesses to advertise through paid search channels. By employing straightforward PPC strategies such as utilizing single keyword ad groups (SKAGs) and conducting regular ad copy testing, businesses can enhance click-through and conversion rates, leading to increased revenue.
Enhance your paid search strategy using these tactics for improved performance and better results:
By utilizing a single keyword ad group (SKAG) approach, your business can create highly targeted ads tailored to specific products or services. With SKAGs, you can focus on a single keyword and utilize various match types, including exact, broad, and phrase match, to enhance your targeting. For instance, if your company provides 24/7 plumbing services, you can target keywords such as:
Implementing this dynamic paid search strategy enables your company to create customized ad copy that addresses your audience’s specific problems and desired solutions. As a result, you can achieve higher click-through rates (CTR) and conversion rates. However, it is important to derive SKAGs from existing ad campaigns instead of launching them without any performance or campaign data. Starting with your current campaigns allows you to make data-driven decisions, saving valuable time, effort, and ad spend. To optimize results, begin with approximately five SKAGs.
Whether you’re launching display ads or search ads, the copy you use plays a crucial role in your PPC strategy. Without compelling and irresistible ad copy, it becomes difficult to achieve the desired results from your paid search campaigns. Using generic and unoriginal copy fails to inspire users to click, while overly exaggerated copy filled with buzz words only confuses customers about your products or services. Striking a balance between originality and creativity is essential. Additionally, conducting A/B tests on your ad copy is necessary. While it may require time and commitment from your team, regularly testing your ad copy allows your company to develop an impressive ad campaign. By creating different versions of ad copy and considering specific questions, you can maximize campaign performance and engage users effectively. Think about these factors:
You can also A/B test the format of your ad copy. A lot of companies, for example, experiment with sentence case or title case for their ad copy. Studies by WordStream, for instance, support the use of title case because it usually generates a higher CTR. If you’re ready to start incorporating A/B testing in your paid search strategy, start with Google Ads. In a few steps, you can create and launch a campaign experiment or ad variation. Just log into your account, select your campaign, and choose “Drafts & experiments” from the sidebar menu. Don’t stop at one experiment, though. When you first experiment finishes, launch another one!
Businesses that utilize Google Ads typically achieve a remarkable ROI of $8 for every $1 invested, surpassing the overall ROI of PPC advertising, which stands at $2 for every $1 spent. However, it is essential to note that incorporating other advertising platforms into your paid search strategy can be beneficial. Excluding alternative platforms is not recommended. Instead, seize the opportunity to leverage additional platforms to effectively reach your target audience. Consider utilizing the following platforms to expand your reach and engage with your desired audience:
For ads, look outside Google AdsIf you choose to invest in social media advertising, do some advance research on the social media platforms that your target demographic prefers. As opposed to advertising on the most popular networks, you should target their preferred social media platforms. Only put a portion of your advertising budget into the various networks as you experiment with multiple ad platforms. Even budget distribution across multiple platforms can have a negative impact on the effectiveness of top-performing efforts and reduce ROI. Before you adjust your entire advertising budget, start small and gauge the effectiveness of your new marketing initiatives.
With over one billion voice searches taking place each month, incorporating voice search into your paid search strategy can be a valuable opportunity for your company. It’s not limited to just your PPC strategy; integrating voice search into your SEO plan can also contribute to your business’s success. According to analysts, businesses that embrace voice search early on are projected to witness a significant increase of 19.6 percent in their digital commerce revenue by the end of 2023. To create a dedicated campaign for voice search, start by examining your previous campaigns for insights. It’s beneficial to choose a high-traffic ad campaign as it provides more data and additional possibilities for voice search queries. Once you’ve selected your campaign, follow these steps to review your keywords:
After downloading your report, you have the opportunity to analyze the data and specifically search for the term “OK Google.” This particular phrase signifies a voice search, and the subsequent words that follow “OK Google” can potentially serve as keywords for your voice search campaign. It’s worth noting that depending on your industry and business, you may not discover viable voice search keywords, and that is perfectly acceptable. However, it is a prudent step to investigate if there are any relevant keywords, as your company might uncover a previously untapped and less competitive channel for targeting your market.
Utilizing remarketing is an exceptional method to boost sales. Through a well-executed remarketing campaign, your business gains another opportunity to persuade potential customers or buyers to engage with your company, make a purchase, or visit your store. However, remarketing is often overlooked and excluded from paid search strategies. Despite potentially reaching a smaller audience, a remarketing campaign grants access to an audience that is already interested and familiar with your business. This presents a significant advantage in the digital marketplace. Enhance the impact of your PPC strategy by incorporating display or search remarketing campaigns. To launch your campaign successfully, conduct thorough research on your target audience, review your marketing goals, and analyze your website data in Google Analytics. Once these steps are completed, proceed to build a remarketing audience within Google Analytics. Depending on your website traffic and target audience parameters, there might be a brief waiting period before launching the campaign on platforms like Google Ads. This is due to the specific audience size requirements for remarketing campaigns. For instance, a display remarketing campaign necessitates 100 audience members, while a search remarketing campaign requires 1000 audience members. Given the substantial discrepancy in requirements, many businesses tend to focus on display remarketing rather than search. Regardless of the chosen approach, implementing a remarketing campaign can significantly enhance the effectiveness of your paid search strategy.
Competitor targeting is a widely used tip in many PPC strategies. By leveraging PPC, your business can specifically target searches related to your competitors, effectively capturing the attention of potential customers and business buyers. This approach not only has the potential to generate additional revenue but also allows you to attract valuable customers away from your competitors.
In order to be successful with this sponsored search strategy, your team (or PPC agency) needs to write killer ad copy. Users who are looking for a rival are already aware of the advantages of that business. If they are an existing customer, they may even have some allegiance to that company. Your unique selling propositions (USPs) must be emphasised throughout your ad language, from the headline to the description. Additionally, it must consider the demands and difficulties of this target market. Your material should stress the benefits of your company and the drawbacks of your rival’s for even greater outcomes. Even though this paid search strategy might not result in a lot of clicks or transactions, the impressions it generates can help your business increase brand recognition. After seeing a competitor’s website, a user may notice your advertisement and then visit your website. It is worthwhile to try with this tactic in your PPC advertising because of this.
If you’ve found yourself reading numerous articles on PPC strategies and launching multiple campaigns without achieving the desired results, you’re not alone. PPC can be a challenging endeavor, and many companies struggle to create effective and cost-efficient campaigns. This is where a PPC audit comes into play as a valuable paid search strategy. A PPC agency or consultant conducts a comprehensive examination of your campaigns and strategies, delving into aspects such as keyword research, audience targeting, bidding, budgeting, and more. By assessing these factors, they identify the elements that may be hindering the success of your campaign. The audit provides your business with actionable recommendations to enhance your campaign’s performance. Additionally, you gain insights into industry-specific paid search strategies tailored to your particular sector, products, and services. While a PPC audit comes at a cost, it serves as a long-term money-saving investment. By implementing the feedback provided by your agency or consultant, you can enhance your campaign, leading to improved click-through rates (CTR), lower cost per click (CPC), and a higher return on investment (ROI).
Contact Advertiqo if you want a unique sponsored search strategy that generates a strong return on investment for your company. We have assisted our clients in exceeding their expectations by providing a full array of digital marketing services. To find out more about our PPC services that are results-driven, get in touch with us online or by phone at +91 6235-019-577.
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Throughout the entire process, you can expect open and effective communication with our team, ensuring you are always informed about the progress and enabling you to collaborate with us in refining and adjusting strategies as necessary.