Pay-per-click (PPC) advertising is critical to any digital marketing strategy since it helps businesses enhance their visibility and drive visitors through targeted keyword searches. PPC can provide a competitive advantage for small firms operating in congested environments where organic traffic generation may be tricky.
PPC strategies constantly evolve in response to the Internet and digital marketing developments. If this is your first time running a PPC campaign, or you want to optimize your current PPC strategy, begin by examining PPC trends from 2020 and their implications for 2021. Here is our list of the top pay-per-click (PPC) methods to employ in 2021.
Pay-per-click (PPC) advertisers typically earn a return on investment (ROI) of $2 for every dollar invested. However, the average is not what you seek. You want your firm to receive the most potential return on investment, so optimizing your PPC campaign is a significant priority.
Initiate a Remarketing Campaign
A remarketing campaign is the best friend a business can have.
When you retarget a website visitor, such as someone who saw a product page, they are 70% more likely to purchase your goods than a competitor. With those odds, remarketing must earn a place in your PPC plan.
Include Advertisement Extensions
Ad extensions are not a novel addition to your PPC campaign for businesses with a history of online advertising. However, ad networks such as Google Advertisements continue to add new ad extensions, which means you may have overlooked a unique, valuable extension to update your ads.
Include a call extension with your phone number to make it simple for users to contact your business. On mobile devices, users may click and instantly contact your staff. Call extensions are ideal for companies that provide emergency services, such as HVAC repair.
Create Landing Pages that are Optimized for Mobile Devices
Today, businesses strive to impress mobile customers for three valid reasons:
- Mobile devices account for more than half of all Internet traffic worldwide.
- Mobile devices account for more than 40% of all Internet transactions.
- Over half of all ad clicks occur on mobile devices.
However, organizations overlook mobile compatibility while developing their PPC strategy. While your ads may display flawlessly on smartphones and tablets, your landing page (or the page to which consumers follow clicking on your ad) may provide a less-than-stellar experience.
Consider Similar Audiences
If you are looking for novel PPC methods, consider Facebook lookalike audiences and Google Ads similar audiences. While each audience type offers a different platform, both enable your business to connect with consumers comparable to your current followers, clients, or website visitors.
A lookalike or similar audience enables your organization to increase the depth and accuracy of your audience targeting. Additionally, Facebook and Google Ads automate the audience development process, requiring only that your team give the initial data, which takes only minutes.
Optimize the Keyword’s Quality
One of the biggest reasons most PPC ads fail to achieve the expected results is that they contain keywords. According to the Digital Marketing Institute, the average PPC campaign generates 100% of its revenue from just 12% of its keywords. As a result, avoid keyword overload. Rather than that, your objective should be to raise the keyword quality score.
Make a List of all Possible Negative Keywords
Negative keywords can significantly reduce the cost of your campaign by preventing your advertising from being triggered by improper queries. These keywords assist you in avoiding undesired traffic. For instance, if your business focuses exclusively on the iPhone, but your ads are on the iPod, iWatch, and other devices, you can add those terms to your negative keyword list.
Track Your PPC Campaign
To ensure your campaign’s success, you must monitor it regularly. Inexperienced marketers fail to devote sufficient time to track their efforts, which is another primary reason some PPC ads fail.
Never underestimate the value of continuous monitoring, as it will provide you with vital insight into the performance of your campaign. If you use Google Ads, Google Analytics should be a helpful tool.
Conclusion
Whatever the size of your organization, PPC advertising may help you increase your visibility and conversions on search engines. However, you must follow precise measures to ensure your campaign executes as planned. We introduced you to expert strategies in this piece that will undoubtedly elevate your marketing strategy to the next level.
PPC ads are critical components of a comprehensive digital marketing plan. As trends and audience intent vary, you must stay updated to remain competitive. The recommendations given above are only strategies for ensuring your brand’s long-term viability and success.
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