In a digital era, it’s safe to say that digital marketing is the driving force behind success and growth in business.
That said, digital marketing is not a single tactic, rather, it encompasses a myriad of different tactics and approaches to marketing that help create a well-rounded strategy to ensure business growth on all fronts in the online world.
One of the key elements of a strong digital marketing strategy is, of course, PPC advertising. Pay-per click ads have long been the go-to tool for marketers and business leaders who are looking to generate leads quickly, improve brand visibility, and increase conversions in the short term.
However, this doesn’t mean that PPC is a surefire way to achieve success in the digital realm, especially when you’re not sure if AdWords or SEO is better for your business.
It requires meticulous optimization, strategic thinking, and constant monitoring to really build a winning PPC strategy. That’s why today we are taking a look at the five tips that will help you optimize your approach to PPC to boost results in the long term.
PPC Approach for a Winning Online Marketing Strategy
Customize your ad parameters
If there is anything that marketers love about paid advertising is that it allows them to customize almost every aspect of every ad to perfectly fit the company’s needs, goals, and KPIs, which is a great way to make your marketing campaign measurable.
Unlike SEO, which can have ambiguous metrics that are difficult to track and extract insights from, PPC gives you exact data and numbers you can use to make every subsequent campaign better and more impactful.
To use this to your advantage, you should optimize, customize and personalize your ad parameters as much as possible. Be sure to customize all ads for your exact target audience, the unique interests of different consumer groups, their location, and the terms they search for the most.
Scrutinize your PPC agency and their work
If you are currently working with a PPC or digital marketing service agency, you have to keep a close eye on them and their processes.
By analyzing the way they approach your PPC campaigns and your company’s needs, you can figure out if the time is right to change your PPC strategy or approach, or if it’s high-time to change the agency you work with.
Oftentimes, business leaders will give free reign to the marketing agency without monitoring their performance and scrutinizing their processes from time to time, which gives them an opportunity to start slacking off.
Instead of blindly trusting their reports and just nodding at monthly call, be sure to ask the right questions, demand more detailed reports, and compare performance metrics from previous campaigns and months.
If you spot any irregularities, be sure to have a serious talk with the heads of your marketing agency.
Match landing pages to user intent
Not every PPC ad has the intention to sell, and that’s something that leaders with no marketing experience have a difficult time realizing.
Your ads can serve a variety of purposes, from selling to simply engaging the audience, all the way to raising brand awareness, educating the customers, generating quality leads, or getting them to download your free eBook.
This is why you need to match the landing pages to the intent with which the user is searching the web. If they’re looking for information, lead them to a relevant article on your site.
If they’re comparing prices, emphasize why your deal is better, and if they’re looking to buy, lead them directly to your product page.
Track PPC campaign performance
Whether you’re running your PPC campaigns in-house or through a specialized agency, you need to monitor the performance of every ad and every aspect of the campaign.
To do this, it’s important to have intuitive reporting software at your side so that you can compile all relevant data into a single dashboards and create comprehensive reports quickly while the information is still fresh.
If you’re working with an agency, make sure that they’re using a good reporting tool as well so that you can always get accurate and actionable reports on time.
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