Any business which includes PPC advertising as part of its digital marketing strategy will want to ensure that the revenue generated is maximised. Whilst it can contribute to this aim by having an effective sales funnel and highly desirable products, there is a further way. That is to optimise its PPC campaign to the maximum, and it can do so by implementing some little-known PPC advertising tactics.
We say ‘little-known’ because even some marketing agencies are not fully aware of them all, and that means that the vast majority of business owners who are trying to use PPC advertising without expert guidance, will definitely not know of them. What this means for you is that if follow these 7 tips to maximise the returns from your PPC campaigns, then your ROI will be far superior to that being seen by your competition.
Quality Score Optimisation
Whilst most people who wish to market their business will be aware that Google ranks websites organically based on the quality of factors such as content and user experience, they may not be aware that Google also applies a quality score to PPC adverts. If you create high-quality ads that convert and which avoid spammy ad copy, Google can reward you with lower costs per click and higher ad positions.
Use More Than One PPC Platform
Google is the biggest PPC platform, but it is not the only one. Facebook, Microsoft (Bing), Twitter, Instagram and many other platforms also offer PPC advertising. This can benefit you in several ways such as lower costs per click, being able to compete for high volume keywords, and to A/B test ads for little cost. Many advertisers with big budgets ignore the smaller ad platforms leaving them open for smaller companies and budgets.
Use AI To Set Your CPC Bids
Determining what you should bid on keyword phrases can leave your head spinning, but it need not be that way. Google uses AI software which provides advertisers with a way of being certain their bids are optimised. This system called Smart Bidding provides you with a whole raft of data to help understand how changing bids and budget levels can impact performance, as well as a bidding algorithm that helps you set your bids.
Use Ad Extensions
This is a simple, but hugely underused, feature in Google Ads which can skyrocket your conversions and thus the amount of traffic you receive. Extensions are lines of text which appear directly beneath your ad, and which provide you with an opportunity to add additional sales copy, links, keyword phrases, and snippets that increase the chances of someone clicking through to your website.
Google allows advertisers to make customisations to their ads, and their countdown timer customisation can increase conversions massively. People hate to think they are missing out on something, especially if it is ending soon. The countdown timer gives them a huge incentive to click your ad now rather than on another ad or to come back later.
The number ‘7’ has huge significance in the world of sales and marketing as it is the common consensus that it takes an average of 7 contacts with an offer for a prospect to be convinced to take action. This is why setting your ad so that it might be seen by your prospects several times is essential. Google uses retargeting throughout the entire internet so there is an excellent chance someone will see your ad multiple times, improving the chances of them eventually clicking it.
Optimise Ads For Mobile
Some surveys claim as much as 60% of all search traffic is done on mobile devices. If they are to be believed (and there is no reason not to) it means that those advertisers who only focus on desktop users are missing out on huge amounts of traffic. This means you must set up your PPC ads for both desktop and mobile users, and that must be extended to include your landing pages also being mobile responsive.