Selecting the right PPC strategy has a lot to do with the nature of your business and your goals. Though many businesses use PPC management software for managing their campaigns and adjusting their cost per click, PPC experts at Alpha Efficiency suggest this software is not sufficient if you wish to create a successful PPC campaign strategy. Google is continuously bringing the latest updates for ads, so you also need to stay up to date with testing and implementing new strategies. To help you stay on top of your game, here are a few latest strategies that can bring better outcomes in your PPC efforts.
Use promotion extension
This is a very effective strategy that grabs the attention of a visitor. It is displayed under your ad providing extra attention and visibility. It is a good idea to add occasional events like New Year or Christmas since holidays are the best time to get the maximum benefit from your campaigns.
Keep voice search in mind
Many marketers don’t focus on voice search in their campaigns as much as they should. It could be due to the insufficient volume of voice searches they get or the inability to recognize these search queries accurately. Whatever the reason, keep in mind that voice search is becoming very common thanks to the smart home devices. The queries of voice search are longer than normal search queries, so make sure that you optimize it in the right way:
- Check if your campaigns are getting a voice search.
- Get the search query report from AdWords.
- Filter all the relevant search queries.
- Use a keyword tool to finalize the keywords for your voice search.
- Include research-based negative keywords.
Focus on mobile-specific PPC ads
More than 60% of marketers spend a great portion of their budget on mobile-specific ads since they show great results. But before you invest money in these ads, you will need to resolve any possible optimization problems if your website takes a long time to load on mobile devices:
- Work on your website to provide a great user experience on mobile devices.
- Place ad extensions.
- Use enticing keywords to help the user make a decision rapidly.
- Add offers and incentives to your ads.
- Use the dayparting feature of AdWords to optimize your accounts according to day and time.
- Include emojis in your ads.
Use target outranking share
This will help you tactically outrank your competitors on the Google search engine. Your bid on Google Ads will adjust automatically to outbid competitors, but it is restricted to the campaigns of the search network you are targeting. First, you need to pick the campaign and evaluate your competitors’ strengths by clicking the “Select” button under the “Detail” tab. This will display an in-depth report for you to see which competitor is outranking you as well as show you the number of times your ads go up comparing to others. You will be able to see all the domains where you are being outranked. Click “Target Outrank Share” under “Bid Strategy”, mention the mane of the domain you want to outrank, set the “Target to Outrank” tab, “Maximum Bid Limit” tab, the “Bid Automation”, and you are ready to go.
Target the right visitors with a location bid adjustment
Location bid strategy is the perfect solution for businesses having trouble with the conversion. It can help them invest their budget in the right area for maximum outcomes. Go to your Google Ads account click on the settings tab of the campaign you wish to set the location for. Click the location tab to see all the locations your current campaign is targeting. On the same tab, you will find the “Bid Adj” and “Clicks” tab. The “Clicks” tab will show you how many clicks you are getting from a specific location, which can give you an idea about where you should increase the bid limit, and where to decrease it. Set your bids by clicking the “Bid Adj” tab.
Place a targeted cost per conversion
Conversion optimization is a great way to keep a stable cost per conversion among your ads. Note that to optimize it correctly you need to have the conversion tracking feature set up. With conversion tracking, Google Ads can estimate an optimal CPC of your bids. These bids are considered as an average CPA that is utilized by Google to target among your campaigns. Google will automatically set the CPC bid around your targeted CPA to drive conversions. Targeted CPA is calculated on the basis of historical data like 15 conversions of your last month. However, be cautious because if the last conversions that AdWords had tracked come under the period where you were not getting enough conversions, then it can negatively affect your recent campaign.
Wisely use negative keywords
Though negative keywords play a major role in boosting your ROI, many marketers still ignore this technique. As PPC professionals at Alpha Efficiency suggest, placing negative keywords can save you a lot of money because they prevent people who are typing keywords that are not related to your offer from coming to your site. By doing this you can control the quality of your website visitors.
Add and track call extension
Call extension allows your customers to contact you after seeing your ad. This is one of the best PPC strategies for local businesses to maximize their conversions because it provides additional information to the customers regarding your business. As high as 70% of mobile searchers make use of the click-to-call feature. All you need to do is go to the Ad extension tab in your Google Ads account click call extensions tab under the new extension tab.
Add dynamic keyword in your ads
Dynamic Keyword Insertion dynamically updates the text of your ad by adding the most exact matched keyword from the term searched by your customers. There are some factors to consider if you wish this strategy to work well. The first thing is avoiding the use of the wrong code. Mistakes like using inappropriate capitalization, misspelling, missing a bracket, or using the wrong bracket can do more harm than good to your campaign. But if used right, Dynamic Keyword Insertion can increase your click-through rate and conversion rate.
Although PPC campaigns are extremely important for your marketing efforts, the strategies for getting the best results change constantly. With some strategies working great for specific types of businesses but are not as effective for others, it is crucial to find the strategy that suits you the best. Your best chance is to test them one by one and track their results to discover all the top strategies for your business.