Did you know that there are over 600,000 new businesses across the United States each year? However, many of these companies fail within the first few years. Part of running a successful business involves investing in the right marketing tactics.
PPC strategies are something that all entrepreneurs need to prioritize, but not every business owner knows where to start. We’ve created a comprehensive guide that outlines the key factors in developing a PPC campaign.
Let’s dive into all you need to know about notable trends in PPC marketing.
1. Mobile-Friendly Ads
As more and more people use their mobile devices to browse the internet, it’s important to make sure your ads are mobile-friendly. This means creating ads that are easy to read and navigate on a smaller screen as opposed to ads designed for a desktop computer.
You can make your ads mobile-friendly by using:
- Short, concise headlines
- Large, easy-to-read text
- A call-to-action (CTA) that is clear and easy to click on mobile devices
This will help ensure that your ads are seen and clicked on by potential customers who are using their mobile devices to search for products and services online.
2. Targeted Keywords
Using the right keywords is essential for any successful PPC campaign. When choosing keywords, it’s important to consider both short-tail and long-tail keywords.
Short-tail keywords are shorter and more general, while long-tail keywords are longer and more specific. It’s often a good idea to use a mix of both short-tail and long-tail keywords in your PPC campaign.
This will help you reach a wider range of potential customers who are searching for different things online.
3. Negative Keywords
In addition to targeting the right keywords, it’s also important to exclude certain keywords from your PPC campaign. These are known as negative keywords and they help to prevent your ad from being shown to people who are not interested in what you’re selling.
For example, let’s say you’re selling women’s shoes. Some negative keywords you might want to exclude are “men’s shoes”, “kids shoes”, and “shoes for wide feet”.
This will help to ensure that only people interested in buying women’s shoes see your ad.
4. Ad Extensions
Ad extensions are a great way to add more information to your PPC ads. They can include things like your phone number, address, customer reviews, and even links to your website or specific pages on your website.
Adding ad extensions can help to improve the click-through rate (CTR) of your ads as well as provide potential customers with more information about your business.
This allows you to show ads to people who have already visited your website. This is done by placing a piece of code on your website which places a cookie in the visitor’s browser.
When the visitor goes to another website that is part of the remarketing network, they will see ads from your business. This is a great way to keep your business top of mind and increase the chances of making a sale.
6. Audience Targeting
Audience targeting is a PPC strategy that allows you to show your ads to specific groups of people. This can be done based on things like age, gender, location, interests, and even past behavior.
Similar to the above scenario, let’s say you’re selling women’s clothes.
You could target your ads to women who live in the same city as your store, who are interested in fashion, and who have visited your website before. This is a great way to make sure your ads are being seen by people who are more likely to be interested in what you’re selling.
7. Split Testing
Split testing, also known as A/B testing, is a great way to see which version of your ad is performing better.
This involves creating two (or more) different versions of your ad and then showing each version to a different group of people. You can then compare the performance of each ad to see which one resulted in more clicks, higher CTR, and/or more conversions.
This information can then be used to make changes to your ad so that it performs even better.
It’s worth noting that you can run a large number of split tests at once if you need to. To clarify, you can split test multiple ad elements (such as headlines, color palettes, etc.) at the same time.
8. Don’t Neglect Voice Search
Voice search is a growing trend and it’s one that you need to be aware of when creating your PPC campaign. This involves using voice commands to search for things online instead of typing keywords into a search engine.
As a result, you need to make sure you optimize your ad for voice search so that it has a chance of reaching the top of Google’s search results. This can be done by including natural language in your ad copy and using long-tail keywords that your audience is like to use in voice searches.
To clarify, people are much more likely to speak the phrase “where is the best Mexican food in Los Angeles”, but they might type “best Mexican food LA”.
Keeping this information in mind will help you to create an ad that stands out and is more likely to meet your performance goals.
PPC Strategies Are Easier Than You Think
Managing PPC strategies may seem difficult, but it’s much easier than you might expect. Make sure that you consider the above information so you can avoid obstacles you may have encountered.
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