7 Effective PPC Strategies You Need to Remember

by Burke Dorman
3 mins read
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Search marketing is one of the best ways to bring in new leads. In fact, website visitors that arrive through a pay-per-click (PPC) ad are 50% more likely to make a purchase than organic visitors. However, trying PPC advertising without a plan could cause you to lose more money than you make back.

Don’t waste your advertising budget away! Instead, use these seven PPC strategies to boost your ROI. With these tips, you can boost your ranking on search pages and attract more customers.

Start advertising online (without draining your budget) with these seven PPC best practices!

1. Audience Targeting

Before you start using PPC marketing, make sure to thoroughly research your customers. After all, they’re the ones you want to attract with your ads. If you don’t start with research, your ads won’t appear in front of the right people.

Instead of attracting conversions, you’ll attract wasteful clicks! Then, you’ll waste your advertising budget away without improving your ROI.

First, learn everything you can about your target audience. Research demographics like:

  • Age
  • Gender
  • Location
  • Marital status
  • Household income

What keywords do your customers use to search for your product or service? You can target your audience by demographics and keywords to focus on your niche. Then, you can make sure your ads appear in front of people who want your business.

Try breaking your broader target audience into smaller buyer personas. Then, create a campaign that targets each audience group. Make sure to personalize your ad language for each customer.

Personalization makes it easier for you to connect with your target audience. When they realize you care about their wants and needs, they’ll learn more about your business. 

Then, you can convert those consumers into paying customers!

2. Remarketing

Remarketing is one of the most effective PPC strategies you can use to improve your ROI.

With remarketing, you’ll use cookies to display ads in front of people who previously visited your website. Then, you can use personalized language (like “Still Shopping?” or “Welcome Back” on your landing page). In this case, using personalized language will remind consumers they interacted with your brand before.

Don’t forget to use visual components of your company’s brand within your display ads. For example, you can use your company’s color palette, logo, or familiar imagery to remind people of your business. 

You can also use remarketing ads to remind consumers of their previous behaviors on your website. For example, if someone visited a landing page about purses or left items in their cart, you can remind them with your visual ads.

Remarketing ads allow you to bring previous site visitors back to your website. In other words, you have a second chance to make a sale! Remarketing ads are cost-effective too, allowing you to improve your ROI without overspending. 

3. Video Advertising

Before internet users visit a store, about 50% will search for a video related to the product or service. Meanwhile, videos will account for about 80% of all web content by 2022.

If you want to get ahead of the competition, make sure to use video content within your PPC ads. 

Videos allow you to display a lot of information within the span of a few seconds. They’re also more engaging than text ads. By creating video ads, you can display your brand and convey your message to your target audience.

Then, you can use an exciting call-to-action (CTA) to encourage customers to take action. 

Make sure the call-to-action on your ads match the CTA on your landing pages. That way, consumers know exactly which action you want them to fulfill.

Google recently created Bumper Machine, which allows you to shorten videos into 6-second bumper ads that display on YouTube pages.

Consumers are also searching with virtual assistants like Google, Siri, and Alexa. As you use these PPC tips, make sure to keep voice search in mind. People search differently using voice search than they would by typing in their queries. 

Make sure to think about how your consumers are searching online. What’s their intent when they search using Google? What answers are they looking for?

Take the time to consider their phrasing, as well. For example, voice searches are usually more conversational. Voice searches are often phrased as a question, too.

You can then use longtail keywords within your targeting to appear for these voice searches. 

Voice search is impacting search engine optimization (SEO), too. By adjusting your PPC campaigns to reflect voice search, you can also improve your organic rankings. 

5. Ad Extensions

Ad extensions are a great way to ensure your ads stand out on search pages. There are many different ad extensions you can use, including:

  • Message extensions
  • Call extensions
  • Location extensions
  • Affiliate location extensions
  • Callout extensions
  • Price extensions
  • Sitelink extensions
  • Structured snippet extensions

Consider your overall advertising goals when you select your extensions. For example, call extensions are a great way to generate immediate conversions. Try different extensions to see which appeal to your consumers.

6. Responsive Ads

Responsive display ads are now the default ad type in Google’s Display Network. You can use responsive ads to improve your online reach. Google’s automation and machine learning abilities determine which assets (photos, images, headlines) will improve your ad performance. 

Responsive ads will also save you time. You won’t have to create numerous ads. Instead, Google will do it for you!

7. Mobile-First Landing Pages

More consumers are searching online from their smartphones. In fact, over 40% of online transactions occur on a mobile device.

Design a mobile-friendly landing page for your ads. Make sure the page content loads quickly and feels easy to use. Mobile-first landing pages will help you increase conversions, further improving your ROI.

In fact, mobile-first landing pages can help support the rest of these PPC strategies! 


Reel In New Leads: 7 Effective PPC Strategies for a Higher ROI

Ready to attract new customers? With these seven effective PPC strategies, you can generate new leads and boost your ROI. Get a step ahead of your competitors with these tips today!

Looking for more search engine marketing tips? Explore our latest posts today!

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