It is of extreme importance to understand the main goal behind developing a PPC strategy. While sales might be the end goal for some enterprises, there will be many companies who have foresighted different goals for their digital advertising depending upon the nature of their business or the purpose of their advertisement campaign. Understanding the outcome that the business needs to achieve and translating it into the right campaign goal will help in creating an effective PPC campaign strategy.
Mentioned below are various campaign goals and some infallible strategies to achieve them.
A common goal of PPC advertising is to increase brand awareness. PPC is ideal for increasing the visibility and popularity of a brand, product or service. Social media is a great medium to achieve this. One in three people use social media platforms, and 3.8 billion people use social media worldwide. Engaging on social media platforms is an excellent medium to maximize awareness. With brand awareness as the goal, Facebook and Instagram offer reach or brand awareness campaign objectives. Their span of broad audience interests and demographic targeting, exposes the ad to the maximum amount of people in your target audience.
Search ads are also a good option to increase brand awareness. Using search ads, advertisers can boost the discoverability of their brand among an audience searching within the same product category. Using broad keywords and negative keyword list aid in generating awareness and prevent the ads from appearing in irrelevant searches.
Website Traffic (Click to website)
PPC campaign strategies need to be more specific when reaching the product consideration stage. In this stage, a more challenging goal is expected from the audience. Social media here again can prove to be an effective strategy. Detailed interest targeting along with applying behaviour, life cycle stage or job title targeting will create a defined audience of people who are more likely to click or interact with the ad. Display ads are also greatly useful for driving clicks.
When used with in-market audiences, display ads will appear to people who are interested in similar products and are in the mindset to buy. Ad communication is also key for inducing clicks. Hitting the viewer with the brand’s unique selling points along with a special offer, are a winning combination to intrigue customers.
As mentioned in the beginning, business goals should differ based on the nature of the business. Real Estate companies will not expect a sale to occur instantly online; however, generating prospective clients is a KPI that can be achieved. Developing a PPC strategy for generating leads involves running click-driven ads directed to the company website. From this traffic, an audience of website visitors can be created. After populating this audience, lead form ads can follow, retargeting these highly interested visitors and increasing the chances of generating quality leads for potential customers.
To develop a PPC campaign strategy that converts, communication is essential. Ad creatives should contain a strong call-to-action like “Sign Up to Learn More” or “Sign Up for a Consultation”.
In order to achieve higher sales, there is always room for optimizing existing campaigns to yield higher sales. To optimise search ad accounts for better sales, you should ensure that no more than 30 keywords are included per ad group. Recognize low-performing keywords in the account, taking into consideration their bid and search volumes. Pause the low-performing keywords to use the ad budget on performing search terms instead.
Scan keywords for high-performing terms and optimize them by increasing the bid for these words. You may add all match types of these keywords to the list and put them into the ad text to increase relevance. Finally, regularly review and add the lesser searched terms to negative keywords to avoid paying for irrelevant clicks. This ensures that your ads receive higher relevant clicks overall, which convert into sales.