When you work in marketing, being adaptable is insanely important. The world is constantly changing, as are digital platforms, so being able to go with the changes is the best way to keep your PPC strategies as effective as possible.
Here are ten must-try tactics if your program isn’t in an advanced state!
1. Establish a Target Cost Per Acquisition
This is basic, out of all the PPC strategies, that most campaign managers should learn in Marketing 101, yet many fail to (or at least fail to implement it correctly).
This helps to optimize campaigns to a specific CPA, but the automation won’t work unless you’ve figured it out.
Are the metrics perfect?
Not quite.
But once you take the time and put forth the effort in discovering:
- The lifetime value of a customer
- Your margins
- The number of campaigns it takes for your buyer to convert
You’ll be able to find a number that works for optimizing your campaigns.
2. Use Responsive Search Ads
In 2019, Google Ads launched Responsive Search Ads, which are adaptable ads across devices. It also lets Google test up to 15 different headlines and 4 descriptions using augmented intelligence to generate the best combinations based on your ideal audience and their keywords.
This can help increase your clicks and conversions tremendously because it optimizes the content of your ad to exactly what your target customers are looking for.
3. Remarket Your Keywords
Ah, the magic potion in online outreach.
Here’s a little tip for ya, in case you didn’t know: repeat customers provide increased value.
To remarket your keywords, follow your long-tail keywords in each remarketing platform you have access to. To do this, create a list of retargeting users in each ad group subject by using the UTM parameter.
Take it a step further by using lookalikes! This lets you target similar audiences (aka extending your reach to new audiences).
4. Adjust Your Google Ads for Locations
Local businesses and brick-and-mortar stores already know this is key when it comes to SEO strategy. This is one of the best PPC strategies!
Utilizing the location feature is also a great idea for PPC campaigns as well! Location Bid Adjustments help your campaigns be more visible to customers in the location you choose.
When you target by location, you can save money by making sure you’re only targeting an audience within your target location. You can also choose to increase or decrease bids for a variety of target locations.
When you go to modify your bids, make sure you’re analyzing your date with the dimension reports so you can identify how your campaign performs based on geographic area.
And make sure to optimize your ad images and make sure you’re appealing to local tastes!
5. The Inverted Unicorn Tactic
When you implement your usual ad targeting, you are appealing to a very specific demographic or niche in order to maximize your engagement rates.
When you use the Inverted Unicorn tactic, you also include two relatively unrelated interests in your targeting pool. This helps you potentially reach three entirely different audiences (which also means insane engagement rates!).
Try to incorporate all three interests when customizing your ads. This helps your campaigns be more compelling and unique, as well as add dimension.
Ads similar to these also tend to be more affordable because of the higher engagement rates.
6. Automate a Portion of Your Account
Each year, the tools within our platforms are getting more and more advanced.
This also means being able to automate more of your day-to-day tasks and allows you to focus on the parts of your business that you love.
7. Adjust Your Conversion Funnel
Do you save clicks so users convert faster? Because the faster you get them through your funnel, the more you convert – right?
Did you know that getting your audience to engage with your ads can produce the same results?
What’s the trick?
Reverse engineering your conversion funnels.
This helps you identify what is and isn’t working. Maybe you’ll discover that adding a demo of your product to a certain part of your funnel increases your conversions.
Pushing them to convert ASAP may not always be what’s best for your campaign.
8. Review & Revise Your PPC Strategies
Doing a complete campaign restructure is a common recommendation once an audit is finished.
You can compare a campaign structure to building a house: if the bones are good, it’s not going to fall.
Having a solid campaign structure is absolutely essential to taking advantage of the automation capabilities so you can optimize and grow your campaigns.
A few things you need to keep in mind when it comes to building your campaign are:
- Your ability to manage it.
- Core terms.
- Geography.
- Relevance.
- Budget ownership.
- Variety of products.
It’s important to make sure you have a solid campaign before you implement any of the other recommendations.
Related: How to Best Monitor Ad Performance and Improve Your Results
These recommendations won’t lead to guaranteed success, but they will definitely help you see where improvements can be made within your campaigns.
Make sure to track your progress when utilizing these tactics so you know what does and doesn’t work for you!
Good luck!
