Did you know that over 75,000 Google searches are performed every single second?
This is the enormous audience that awaits online retailers. It is a potentially unending river of customers. However, over 63% of marketers cite attracting traffic and converting this traffic into leads as their biggest problem.
PPC strategies (or pay-per-click advertising strategies) are an efficient method of bringing attention to your product or service. How can you leverage Google PPC strategies to benefit your company? Check out our guide to the best PPC strategies you can employ in 2019.
1. Widen Your Horizons
You may have focused your attention on the major search engines of Google and Bing. All your social media campaigns may have been aimed at Facebook campaigns. However, it is now recognized that expanding your campaigns to other paid platforms will bring rich rewards.
An example of this is LinkedIn. This is a networking site for professionals in various industries. However, did you know that Linked in provides over 50% of traffic from social sites to B2B service providers?
There are countless other channels that could be considered. If your target audience is mainly female, you might consider Pinterest. If it is a younger audience then think Snapchat.
The key is to identify your target audience and then learn how they communicate.
2. Optimize for Mobile Devices
It might seem obvious that sites must be mobile-friendly, however, it is surprising how many online merchants still do not have sites that are truly optimized for mobile users.
2019 really is the point of no return. PPC marketers who do not optimize for mobile will suffer the financial consequences more than ever before. How can you determine whether you have a large mobile following?
Start by using the Google ads interface to get an evaluation of your site according to devices that can access it. You will then be able to determine the rate of conversion from click to sale per device.
Armed with this new knowledge you can adjust your campaigns to maximize this interest.
3. Remarket with Long-Tail Keywords
It’s well known that in retail repeat customers bring the best value. This underlines how important a specifically targeted remarketing strategy is. Long-tail-keywords are crucial to the success of this.
The more specific and personal the advertising piece, the more successful it is likely to be. You can further remarket to similar audiences and lookalikes thus getting a bigger bang for your buck.
4. Search Audiences
Online marketing campaigns were at one time limited in their scope to keywords. If a person entered a keyword you subscribed to then your goods and services would be displayed. However, in recent times we have been provided with the tools to drill down to specific layers and audiences.
This could mean geographic regions. This includes the ability to appeal to town, county or country levels.
Other demographics are now available. An audience is simply a list of users who are grouped together by interests or behavior online. Google pieces information about individuals together and then organizes them according to category. This might include:
- Family Situations: Marital status, parental status, home-ownership, education, household income.
- Online Behaviour: What they have searched for, what products they have researched.
And the list goes on. Simply switch on Audiences in your campaign to see how you can increase its efficiency.
5. Utilize Video in PPC Strategies
A catchy video is a simple way to draw a wider audience. This is only going to grow. According to experts, the video will account for 82% of all traffic in 2021. This means that audiences will not only appreciate but expect video to have a greater presence in retail.
Not many people have realized that videos have a powerful role in PPC strategies. The benefit of this is that, on average, keywords and general strategies using videos are much cheaper.
6. Voice Search Functionality
Voice search is touted as the next big thing. We are told that voice search will account for 50% or more of searches performed in 2020.
Despite appearing relatively recently, voice search has progressed quickly and can be impressively accurate in providing search results. We only have to look at the success of the Alexa and Siri voice-based search tools to see the high rate of success being achieved.
Producing content that works in conjunction with your current on-page SEO strategy and also voice search may seem like a challenge. However, good quality writing can meet both needs. Generally shorted sentences that can be easily indexed work well for voice. Long-form articles of over 1500 words and include long-tail-keywords work well for both search types.
7. Reevaluate Your Budget
Successful PPC strategies require constant monitoring and assessment. This is true not only regarding the deployment of the strategy but also of the budgeting. After all who wants to continue to fund an under-performing campaign? How do you know if it is under-performing?
One useful method is to measure your competitor’s progress. Use software that allows you to analyze your competitor’s keyword usage and success. If you can analyze the success of 3 currently active competitors and 2 who are bidding on the same keywords ads you, you will have a pretty good understanding of where you should be at.
8. Reinvigorate Your Reporting
Your PPC strategy should have a specific purpose. Perhaps it is to draw attention to a product. Or it could be to remarket to existing customers. No doubt you are monitoring its progress. However, from time to time it is good to look at the overall big picture.
Enable conversion tracking in your strategy to learn exactly how successful your overall use of SEO and PPC strategies are. After all, you are paying for each click, you want to learn from each click.
Your objectives in reevaluating are:
- Are we still using the data from this process?
- Is this information actionable?
- Are there new metrics we should consider?
9. Get Help
If you have been working to improve your PPC for some time and not getting the results you need, its time to take a step back.
The industry is constantly evolving. Google and other SEO companies are constantly developing new tools that allow you to read metrics and focus on audiences more specifically than ever before.
Make sure that you receive expert guidance from people who have a proven track record in getting solid results from PPC campaigns.
PPC Strategies and Everything Else Your Business Needs
If after considering this information you feel that PPC strategies would give your products and services the attention they deserve, we are here to help.
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