24, Aug 2022
PPC advertising is always expanding with new techniques and models. It confuses most people and makes it hard to choose the right platform for reaching the potential audience. Every PPC market has to go through the phase of finding which platforms will do best at a different stage of the buyer purcase.
To help you in this, we have given the tips for you to understand the basics of a more effective and engaging PPC strategy.
Not only for PPC but for any digital services or tasks that you do for your audience to read, buy, learn, or for any kind of engagement, you have to give them the right information. This in-depth research is compulsory.
The research for PPC marketing does not just end with keywords there is more than that. An effective PPC strategy always starts with research.
As most advertising platforms in today’s age have restricting PPC campaigns that are fully keyword-oriented and targeted, you have to think of other best ideas. You may now want to invest your effort and money in strategies that convert your potential customers. It includes deep customer research and analysis.
Select Your Audience
After you did research and collected information like who are your customers, what type of products they are buying from your category? what are their requirements from you? now it’s time to select your target audience.
Are you going to market for an unaddressable market or only a specific set of groups? Each audience set will have different requirements, behaviors, likes, and dislikes. So it is better to shorten your audience to work effectively and better.
The first benefit will be resources. If you aim to reach a specific customer base, you might need fewer resources.
The second will be the worth. The common reason why most PPC campaigns fail is that they missed identifying a worthy audience. Some segments we skip might be worth your chosen ones.
What do you want your customers to know from you? Are you conveying it right?
Search engines often overlook this feature on paid ad copies to check if the ads are real with the right product positioning or overwhelmed with offers and promotions.
Your messaging starts with your brand position such as the brand image often called “value proposition”, “brand values”, or “brand purpose”.
You should be clear about your ad positioning before it goes live to your audiences. It can have a huge impact on conversion and CTR.
Fix the Campaign Goals
A marketing funnel is the most widely used framework for identifying marketing objectives. It has many variations. Here we will explain a simple funnel with three stages starting with objective awareness and ending with conversion.
There is a rule that a funnel should be created to fit the customer journey. A customer journey differs between industries.
Awareness – Finding the customer segment and targeting before they start their search.
Consideration – Finding the customers who are just beginning their product or brand research and engaging with them.
Conversion – Encourage customers who are searching actively to convert.
Choose the right platforms and be creative
Executing effective ad campaigns first needs the right platforms to work fine as you expected. You have to find which platforms will work best to meet your sales goals.
Each platform work and benefits in a different way. So there is no standard tool for paid ads.
Here is where you have to consider your PPC strategy objectives to decide.
If you have awareness as your objective, you do not need paid search. The customers of this stage not searching but instead to know. So you have to create ads to increase the reach and demand.
On the other with conversion as an objective, you work to drive customers to convert. Here you will need to focus on platforms for shopping, search, and remarketing.