Pay-per-click is a model of online advertising that’s acquired incredible traction over the past few years. If you’re to get the most out of your PPC campaigns, then you’ll need to expend a little bit of thought and energy.
If you’re looking for better results from the same spend, then it’s worth considering a few reliable tips.
Review PPC Performance by Day and Time
Your campaigns aren’t going to perform consistently, independent of the time of day. If your customers aren’t awake to click on ads, then your campaign won’t generate a particularly handsome return. That’s an extreme example. But variances in time can produce subtle differences that are worth knowing about. Work out when the most profitable hours are, and focus your efforts there. Make regular reviews a part of your process.
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Use call-tracking technology
If you’re generating leads through the telephone, then you’ll need a means of tying a given caller to the marketing channel through which they’ve acquired your number. That way, you’ll be able to identify which channels are performing best and allocate your marketing budget accordingly.
Harness Mobile Traffic
There’s been a clear shift toward mobile in the world of eCommerce, and this shift has been especially pronounced among younger people, who’ve grown up with the smartphone. As such, any PPC campaign that doesn’t account for the needs (and screen layouts) of mobile-based customers is asking for trouble. Make sure that your website is just as responsive on mobile as on desktop. Make sure that text items are not truncated, and that the language you’re using on the mobile site reflects the tastes of mobile customers.
Make a Plan and Stick to It
Google Ads provides a whole host of opportunities to make minor tweaks. But getting down into the weeds like this can make even the most seasoned marketer lose sight of the bigger picture. Unless you have a broad understanding of what you’d like your marketing campaign to achieve, then you may have difficulty measuring success.
Your marketing plans should be composed well in advance, particularly if the product or service you’re offering is very seasonal, such as a summer holiday or a Christmas present. Your competition will have been prepping for these occasions months in advance; so must you!
If you don’t understand who it is that you’re targeting, then your campaigns are not going to be anywhere near as effective. In many cases, a majority of your customers will come from a minority of customers. A technology firm, for example, might make premium products targeted toward a small ‘enthusiast’ contingent among their broader customer base. Identify where your high-value customers are, and compose a marketing plan that reflects the potential value of the specific customers being targeted.
For an effective PPC campaigns, you need to be objective, and have a proper plan to get the most out if your spend. Hopefully, these tips will help you develop a successful PPC campaign that gets you great traction over time.
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