As more and more enterprises are focusing on digital marketing practices, it’s becoming a challenge to stay on top of the search engines. Some of us started to think that PPC’s future is not bright. But the reality is, it’s not dying, it’s changing. And with these overwhelming changes, we are somewhere forgetting the basics of managing Pay-per-click campaigns.
What is Pay-Per-Click?
It is a paid search that enables marketers to place ads on search engines or ad platforms. They have to pay these platforms every time a user clicks on the ads. Following are some of the PPC ads that you should know about:
- Display Ads
- Search Ads
- Social Ads
- TrueView Ads on YouTube
- Remarketing Ad
- Google Shopping Ads
- Sponsored Promotions in Gmail
Basic Practices for Optimal PPC Campaign
Here are four basic approaches to optimize your PPC campaigns, such that you can generate better results in the future:
Optimizing KEYWORD Quality Score
The three main elements that Google use to determine your Quality Score are:
- The relevance of your Ad
- Experience of Landing Page
- Expected Click-Through Rate (CTR)
In PPC, CTR is one of the most crucial factors to determine the QS of your Keywords. Make sure that your keywords are relevant to your Ad campaign. It means your ad headlines should be meaningful and relevant for a searcher that focus on a target audience. Your ad copy will surely sell the benefits when clicked.
When you optimize CTR and keyword quality score, your website will get more traffic rates, which will deliver better conversion rates as well.
Use Intelligent Remarketing Tactic
The role of the remarketing ads tactic is to capture and retain new customers and lost users. In Adwords, high bounce-rates matter the most. Following are a few tips that can you can apply when remarketing ads for capturing the lost leads attention:
- Different customers respond to various media forms. You can split-test remarketing ads to provide webinars and an e-book. Then analyze which type double down and generates the higher conversion of those media forms.
- You can also include influencers in your remarketing ads campaign. Influencers have a high impact on Internet users thinking and can play a crucial role in building user trust in your brand.
- Promote a specific ad to multiple audiences in different regions.
Utilize Machine Learning Power
Machine learning and artificial intelligence have started a new era of digital marketing. In AdWord, you can automate your bid and budget management and can use more data as compared to a human can handles.
Machine learning can optimize the PPC campaign performance and overall conversion rate. It helps PPC marketers to optimize and scale the marketing activities of the website in an efficient manner. It is also a No.1 contender for conversion boosts.
Testing New Ad Extensions
For cutting through the noise issue, capture as much SERP you can. Here are the different forms of ad extensions:
- Callout Extensions
- Message Extensions
- Location Extensions
- Sitelink Extensions
- Structured Snippets
- Call Extensions
Google collects a large amount of data from all internet users. It allows marketers to use that data for themselves. If you wish to optimize your PPC campaign, then using the above-mentioned tactics can surely help you in your task.