7 million+ advertisers invested $10.1 billion in PPC ads in 2017 alone, according to SocialMediaToday.
Because it has been recorded that the traffic brought in through PPC campaigns yields up to 50% more conversions when compared to organic advertising.
Some other things a great PPC campaign strategy can do for you are:
-It can give you an instant boost in traffic.
-Targeting a specific audience is easier.
-45.5% of people on the internet couldn't identify paid ads on the search results.
-You can pay only for performance.
-You can measure the results easily.
-You will have total control over the campaign.
There is no formula for a perfect PPC campaign because PPC strategies evolve continuously. The evolution happens according to changing situations-internet & marketing (both traditional & digital) changes. But the best best way to approach a PPC campaign is to ensure it is not a generalized campaign but a targeted one.
A generalized PPC campaign will give you limited results. If you want to get the most out of your PPC campaign, you need to optimize it precisely. Here's what a precisely targeted PPC campaign can do for you:
-It can reduce the cost per click.
-It can immensely improve the campaign ROI.
-It can help you get a higher click-through rate.
-It can get you a better quality score.
How to optimize PPC campaigns?
Do your research
The first and foremost step of an effective PPC strategy for making it more precise is research. And we don't mean just keyword research for keyword targeting. Multiple platforms are restricting the precision of keyword targeting. Therefore, you need to concentrate more on researching your potential customer base. You have to understand what makes them tick.
Before you can even begin a campaign, you must be able to answer a few questions. Here goes:
Who exactly are your customers? (Geography, demographics, etc.)
What do they spend their money on from your niche or category? (similar products/services or alternative products/services)
What do they expect from your product/services?
What are their particular pain points regarding the products/services?
Which brands, other than yours, would they consider for the category?
By answering these questions, you will be able to create a more effective ad creative, find yourself on more relatable landing pages, and make better customer targeting decisions ensuring you do not waste your time & effort targeting the wrong customers.
You can either find this information with marketing leaders or you can do the research yourself using tools like Google Forms or Survey Monkey at the basic stage and by running focus groups or conducting in-depth interviews at a more advanced stage.
This can provide you with a customer map. The trick to succeeding using this is to repeat this regularly, annually if possible.
Be selective about your target audience
Now you've profiled the groups of potential customers. You know exactly who they are, what their likes or dislikes are, and more. But, who exactly will you target?
Will it be the total addressable market or a particular segment? This is important because every customer group falling in this category is bound to have different behaviors. Therefore, the more segments you target, the more expensive it is going to be for you.
Here are some benefits of being selective about your target audience:
Resource resource resource
A lot of resources are required to reach every customer.
Some consumer segments are always worth more than others. In fact, according to the old adage, 80% of profits come from 20% of consumers. While that is a bit too much, current data still supports that there are customers who buy more than most.
Positioning & message adaptation
It is very difficult to position your campaign to all the customers because different segments want different things. Even the messaging cannot be all-inclusive most of the time unless you want to make it non-distinctive.
If you try to target everyone, you are bound to end up with a huge competitor list. Competing with each one of them might be difficult, if not impossible, at least at once. But if you go after only one segment of customers, you will most likely have a lesser number of competitors to worry about.
Sure, you can run some broad-spectrum campaigns for the total addressable customers to raise awareness. But don't do it too often if you want to avoid wasting money and effort.
Reexamine your messaging
What are you actually saying to your customers? What is the message? In said search, the actual message is often overlooked and the focus is shifted to promotions or offers. This shouldn't be the case. The focus should always be your products/services & brand positioning.
Your intended brand image, also called brand positioning, should be the foundation of your messaging. It is what will determine your value among the target market.
Before you create any video or content as an ad creative, this position should be crystal clear to you because it can have an immense effect on CTR & conversions.
Set clear campaign objectives
The marketing funnel is the most popular framework used to visualize common marketing objectives.
The many variations of this span way beyond conversion into the likes of loyalty and advocacy.
It is important to keep in mind that, in reality, a funnel should always be customized. This should be done based on the unique characteristics of your customer to fit their typical purchase journey. There is no textbook model for any brand.
Then, how do you decide what's the objective of your campaign? Why are you spending good money on advertising as a part of your marketing strategy?
For raising awareness? Increasing sales? Creating better leads?
With the right advertisement strategy, you can, in theory, target them all. In fact, you should look at such campaigns as a full-funnel media strategy. However, each stage of that funnel will be unique, and the KPIs used at every stage will also have to align.
Instead of one homogenous campaign, a multi-layered strategy will work better. Each strand of the said strategy should have a different objective so that you reach all your goals simultaneously.
Implement geotargeting for your PPCs
The whole world doesn't need to see your ad campaign. More often than not, conversions come from specifically targeted countries, cities, or even localities. This is where you can implement geotargeting.
This helps you target all your search ads to customers in a certain location or even a set of locations specified by you. Whether your brand requires foot traffic, like in the case of restaurants, proximity, like in the case of car dealerships, or deliveries, like in the case of e-stores (delivering in certain areas/cities/countries but not others), geotargeting can help.
Geotargeting will help save your money on wasted clicks by people out of your target areas. This, in turn, will increase the chances of eligible clicks from people within your target areas. If you have a limited advertising budget or if you want to get the most out of the campaign, geotargeting is essential.
Pick the appropriate ad platforms & creatives
To deploy an actually effective advertising strategy requires you to understand which platform will work best at each stage of the funnel. You cannot use the same platform/s for everything because that is counterintuitive & ineffective.
An optimum tool serving all funnel stages is a myth. Every platform does things differently and does different things; some great, some not so much.
Strategic objectives should be used in this case to decide what the best tactics are. For example, you want to raise awareness, paid search is not the way to go. Why? Because customers at this stage are not really looking for your product/service. They don't even know it exists. You have to generate demand & maximize your reach with potential buyers.
On the other hand, if you want to generate conversions you should target different platforms including those that support search, shopping, remarketing. Here, the message should promote sales promotions through price, discounts, offers, product features, and come with an actual CTA.
Similarly, different objectives require different platforms and creative messaging. You should always look at the objective and then choose the tools & messaging for it.
Present an integrated campaign
The kind of synergy that comes from integrated campaigns is unparalleled. If you combine tactics & channels, you are more likely to get a better return compared to when you make the same investment in a single channel.
Delivering a coherent message through an effective integrated campaign can be difficult unless all parties commit to work together.
But most importantly, creating and following a data-backed strategy always comes before tactics & channels as far as media planning is concerned.
Targeted PPC Campaigns-Conclusion
PPC campaigns, especially precisely targeted PPC campaigns, have a plethora of benefits. They can positively impact big, mid-sized, and small businesses alike. In this blog, we have discussed some top tips to create more precisely targeted PPC campaigns-from researching to reexamining, from having a clear objective to choosing the right platforms, from geotargeting to integration. If you implement the said tips, your business is bound to succeed. For a better, more in-depth understanding, you can always consult an expert.
Being a leading PPC agency in Delhi, MMBO offers the best PPC management services. With a team of AdWords specialists, expert marketers, visionary strategists, and creative content creators, we execute targeted & efficient PPC campaigns for all-size brands. We've helped multiple brands successfully perform & gain from PPC campaigns, and we hope to help more brands.