Five Sure-shot PPC Strategies That Increase Click-Through Rates

Pay Per Click, the advertising model where you as an advertiser pay a fee every time your advertisement is clicked is an effective way to earn traffic to your webpage organically. However, this burns cash at great speeds if not balanced well and managed. The answer lies in formulating an effective PPC Management strategy, where the goal is to improve click through rates while keeping the PPC budget spend in check. This PPC management design calls for a strong PPC strategy in the digital toolbox, which balances between a robust click through rate and per campaign ad spend, experts from leading Digital marketing services in Hyderabad explain.
PPC strategies for the new age
The world is going digital, and the digital space is as competitive and complicated as the physical space when it comes to digital marketing. Everyone is in the content business now, where content changes forms dictated by data analytics, trends and updates in the SEO policy, SERP ranking and social media presence. So whether you handle your PPC campaigns internally or use an automated software or employ an agency a PPC management strategy is a must. Some PPC strategies like the following are outdated. So, as much as you deploy newer strategies to adapt to the changing landscape, the irrelevant ones must be phased out.
- Single keywords: Google updates its search engine listing policy, and with that the prominence of keyword usage has also changed drastically. Single word keyword searches are no longer encouraged.
- Branded keywords: Branded keywords actually enhance the success of a PPC campaign unlike yesterdays.
- Maximizing impressions: Yes, impressions are a metric, but if you spend all your money on maximizing impressions your PPC strategy will fall flat. It must be a nuanced, well thought of and budgeted strategy that caters to all phases across the digital funnel.
Here are five PPC strategies to make PPC management smart and enhance click-through rates for your webpage:
Craft ads exclusive to mobile
By now it is well known that over 60% of searches happen on hand held devices. Mobile screen optimization of the website is one thing, but you should also consider a mobile-specific PPC campaign. And, how is that done?
- Strengthen keywords
- Use advertisement extensions
- Schedule PPC campaigns at peak mobile utilization times
The market is going mobile, and so should your PPC campaign!
Harness the potential of remarketing lists
Abandoned cart recoveries, recapturing existing customers, returning users – PPC campaigns can be strategized to nudge customers who have left the webpage with a customary glance, or a customer who is loyal to your brand for a re-purchase. Remarketing is proven to be a great way to capture and convert leads. Exclusive remarketing campaigns is also a good idea, and their benefits include:
- Timed targeting of known customers
- Easier, large scale reach
- Focused known advertising, with segments you understand better
Remember remarketing clicks are cheaper than regular PPC and the conversion rates are proven to be higher.
Wake up to the power of sound
As we are increasingly surrounded by AI, IoT and devices, voice driven searches are catching up, and are here to stay. Smart devices, home automation and voice searches on phone are increasing exponentially. “Alexa, where is the nearest Japanese restaurant”, is easier than typing the whole thing on a device. While this is easy at the customers, optimizing PPC campaigns for voice search is not the same as customizing it for a text based search at your end. That said it isn’t rocket science either. They are lengthier and complex but here are some pointers for a good voice based PPC strategy:
- Understand and filter relevant voice search queries.
- Employ keyword tools and identify voice based keywords. Remember text based keywords are different.
- Include negative keywords, and generate relevant reports to check effectiveness.
Refine negative keywords
Negative keywords are as important and beneficial to your PPC campaign and overall strategy as the right keywords. For maximum impact, you must know which keywords to exclude as much as the keywords you want to include – negative keywords – which define the search terms that you don’t want your advertisements to appear in.
Some pointers to master negative keywords are:
- Generate keyword search reports to identify ad triggers.
- List negative keywords – keyword from those reports that should not be triggers
- Set a negative keyword scope – exact matches, phrases etc.
Fortify Call To Actions
Your terrific PPC campaign has garnered attention, and diverted traffic, but the consumer leaves the page without an actual desirable action. This is where Calls to action (CTAs) come in, which offer nudges to make the customer commit to a purchase. These prompt user action and give the consumer direct funnel a meaningful conversion. CTAs should therefore be compelling, easy to read, and strong. A good CTA should appeal to the consumer, provide a solution, benefit the consumer in some way, be irresistible or all of the above.
To sum up…
PPC campaigns and strategies will continue to change, and we must adapt say experts offering PPC services in Hyderabad. As searchers change the way they search, we must change the way we appear in those searches. Stick to the basic, reach out to your target audience in better, creative and innovative ways. PPC campaigns are often very successful if you know the goal, and have a good plan.