Pay-per-click (PPC) ads can be a cost-effective way to reach your target audience in a more direct way. As is the case with any digital efforts, however, attention to important details is needed to achieve the intended or anticipated results. The San Diego web design and PPC experts from Saba SEO offer five tips that can help you create more targeted and engaging PPC campaigns.
1. Explore Different Platforms
Google Ads is the most popular PPC platform, but it’s not the only one. Further target your intended searchers by exploring the possibilities with campaigns on other platforms, too. For instance, Bing, Twitter, and Facebook have paid ad options also worth considering.
2. Mix Things Up with Ad Types
If you haven’t done so already, take a moment to get to know the paid ad options for your preferred platforms. This will give you a chance to mix things up and experiment with different ad types to target your audience in more than one way. For instance, Google’s options are display, video, search, and app ads.
3. See if You’re Still Targeting Your Audience Effectively
Just because your audience insights were once spot-on doesn’t mean they’ll always stay that way. Make your PPC campaigns more targeted and engaging by periodically checking and, if necessary, updating your targeting efforts by determining:
• What keywords/phrases your searchers are using to find what you offer online
• Whether or not your target audience demographics are still relevant
• What consumer “pain points” or problems your primary searchers expect you to address
As for how to gather this info, Google Surveys is one tool you can use. Google Analytics can also give you useful audience insights.
4. Target More Specific Market Segments
Going too broad with your target market can mean your paid ads are going up against a lot of competitors’ ads, which can make it harder for you to break through the online clutter. Instead, improve your targeting and engagement by breaking down your market into more manageable segments. What this does is give you less competition to deal with and a better chance of reaching your target audience more effectively. Your target market can also be further segmented by:
• Very specific locations
• Purchasing/buying habits
• Known interests
• Stages of the buying/purchase cycle you wish to target with each campaign
5. Put Your Campaigns into Relevant Ad Groups
If you use Google Ads, your campaigns can be placed into different ad groups, although Twitter has a similar setup. Ad groups allow your ads to be displayed for searches containing the selected terms. With Google Ads, groups can be further targeted with features like “modified broad match” and “phrase match” to pick up even more potential clicks and conversions.
If you need a focused, results-oriented pay-per-click campaign for your business, reach out to Saba SEO. As one of the premier San Diego SEO companies, we offer high-quality PPC and SEO services, and we have more than fifteen years of experience in digital marketing. Our experts can analyze your target market and create a comprehensive paid marketing campaign to boost your online visibility. To learn about our high-quality PPC services, give us a call today.