Pay-per-click (PPC) marketing is a common strategy used by brands to improve their sales and spread brand awareness. Essentially, this model has brands putting paid advertisements up in an attempt to capture the attention of new leads, engage existing prospects, and encourage current customers to make a repeat purchase.
This strategy can occur on other websites, on search engines like Google, and even on social media. PPC advertisements show up on search engines when users type in specific words or phrases.
Retargeting ads on other websites and social media are useful for bringing subscribers back to your site. And you can also use social media to create custom PPC ads that put your brand in front of consumers that may be interested in your product or service.
Because the pay-per-click world is so expansive, it can be hard to understand if you're a new business owner. Today, our goal is to explain basic and advanced tips that will help you achieve promising results with your PPC campaigns.
Optimize for smartphone users.
Did you know that there are over 5.11 billion mobile users worldwide? In other words, if you're not optimizing your PPC campaign for smartphone users, you're missing out on a major opportunity to secure more sales.
We know this is true because a stunning 78% of all ad revenue comes from mobile devices. Luckily, there are plenty of ways you can optimize all of your pay-per-click ads for mobile devices.
The best way to start is to simplify your campaign so someone on a mobile device can see and understand your ad without clicking on the offer. For example, let's say you're selling bags of coffee, and you want to entice users with a special offer. Make sure you include the percentage off they will get for clicking through, as well as a showcase of some of the popular coffee blends on your site.
When a user sees this promotion, there's no question what they will get if they click your advertisements. Consumers, especially those with smartphones, are exposed to countless ads every single day. If you want people to click on your promotion, you have to clearly state what they will receive.
It's also worth checking the length of your search ads too. Mobile users on Google will likely skip over your sponsored post and get to the organic results if your ad doesn't get right to the point.
Invest in video ads.
Video PPC content is on the rise, and when you look at consumer interests, this shouldn't come as a surprise. Research shows that 43% of consumers want more video content from brands, and this definition encompasses everything from on-site videos to promotional video ads on YouTube.
You can create new video ads, and all other types of PPC promotions, through your Google Ads account. One type of video ad is growing in popularity and certainly worth mentioning today. These advertisements are called bumper ads.
Essentially, bumper ads are quick ad snippets that appear before or after primary ads on YouTube. They are also used in the discovery section of the YouTube sidebar. Consumers can't skip bumper ads because they are only about 6 seconds, but that's all the time you need.
Creating these short videos allows you to spread brand awareness and get more people interested in your products and services. You'll want to use the data you've obtained on your target audience, and ensure that your ads are getting played on channels that are likely to contain your target audience.
It's also possible to create video ads for social media platforms like Facebook and Instagram. These videos are designed to get people engaged on your social media page. At that point, you can engage through the comments section, by hosting a giveaway, or by showing a special offer. All of these tactics will help bring new consumers from your video, then your social platform, and finally to your website.
Leverage retargeting ads to re-engage lost customers.
Next, we are going to cover the importance of creating retargeting PPC for your customers. Retargeting occurs when someone lands on your site and doesn't complete a specific action. In most cases, this action is to sign up for your email list or buy a product from your online store.
The best time to use retargeting ads is when someone adds an item to their cart, but leaves your site before they complete their order. Along with an email series to convince them to come back and finish the checkout process, you should also implement retargeting ads.
You've likely encountered retargeting ads on social media, or when visiting a Google partnered site. When these ads come into place, you'll see the name of the company, and an exclusive discount if you return to the website and proceed with your purchase. In some cases, businesses create retargeting PPC ads that show the products the user left in their cart.
Research shows that retargeting ads are incredibly effective on social media. In fact, when they were used to target Facebook users who visited a website, 98% of non-returning users went back and processed their order.
Strategize around voice search.
Last but not least, let's talk about shopping and voice search. Estimates show that by the end of 2020, voice-based shopping will reach 40 billion dollars. Due to this increase, it's vital that you create some PPC campaigns that focus on what a user might say instead of type.
You can find out how people discover your ads by looking at the Search Keyword menu on Google Ads. Use this opportunity to find out what people say that leads to your ad getting shown. Look for patterns that you can use to improve targeting promotions.
Let's say you sell clothing on your website. You notice that in your voice search keywords, there are a ton of people looking for hats. But you don't have hats available on your site. Now you have the opportunity to add these products to your online store. Next, you can create PPC ads that promote your new hats. Because you're able to meet people's needs using voice search, there's a good chance that they will come to your site and become a customer.
You'll also want to focus on long-tail keywords and questions. People tend to speak differently from the way they type. Consequently, voice search keywords a little bit longer and are usually phrased as a question. Think of questions your target audience might ask to find your product, and capitalize on those keywords in your content and on your PPC ads.
Despite what many people say, pay-per-click advertising is here to stay. We expect to see more brands to take this approach to reach more people, improve sales, and build rapport with existing customers.
There are plenty of PPC ads for you to choose from, so it's good to think about where you're most likely to reach your target audience. If your budget is tight, and you know that most of your customers on social media, use this as an opportunity to create custom pay-per-click ads for relevant customers. Similarly, if a majority of your customers come from search engines, you may want to create search ads for your chosen keywords.
As a business owner, it's up to you how you'll implement PPC ads on your website. Hopefully, now you know enough about these helpful marketing tools to make critical decisions on how to evolve your marketing campaign and grow your business.