PPC? Yup, We’re Talking PPC Campaign Strategy!
I’m on a mission and I have to share this message I heard last night in my dream.
It was crazy, but a little voice told me, “Shawn, you gotta talk about these 4 things and strategies for PPC right now!” I was like, “Dream Voice, you want me to talk about PPC Strategies with friends and family again?”
Then I woke up and went about my day and then, BOOM!, I just plain remembered them out of nowhere.
So here we are now.
I remembered and I wanted to just touch base and see like, where you’re at with PPC.
Are you into it? Are you doing it?
Why or why not?
Here’s the thing, if you’re not already familiar with PPC (pay per click) advertising, it’s a form of online marketing where businesses pay to have their ads displayed on search engine results pages and other websites.
The goal is to get more traffic to their website, and PPC advertising (developed from strong PPC strategies) is a great way to do that.
That’s why loads of people do it.
So, I guess we should talk about that then, eh?
In this blog post, we’ll discuss four PPC strategies that you can’t ignore in 2022.
The customer journey is a big part of the PPC advertising strategy
The first PPC strategy you can’t ignore is understanding the customer journey. It’s like a map your parents would navigate with back in the 80s when we weren’t as worried about recycling and GPS satellites weren’t a thing. Also, maps are a great way to understand your customer’s journey and find out where they’re having trouble. When you have an understanding of what motivates them in each step, it will help with conversion rates! Honestly, what steps do your customers take before they purchase your product or service?
What are their motivations and needs at each stage of the journey? Do you need to hold their hand through the process, can they navigate it themselves? Once you understand this, you can create targeted campaigns that speak to each stage of the journey.
Remember, with PPC campaigns, it’s about sales; but with this map-like tool that you’ll be building, you can identify what actions customers might take and where there may be potential gaps or pain points before they add items onto their shopping list—allowing for better targeting through personalized messaging on both sides.
Customer journey mapping is a powerful tool for marketers because it allows you to identify key touchpoints with your brand (remember, they need about 8-9 with your brand before they should have a true impression of you) and the goals each person wants to achieve at every stage.
By using this information, we can strategically place ads in order not only to raise awareness but also to convert potential customers into paying clients by catering our message specifically towards what they need now or will require soon enough.
Don’t neglect your negative keywords in your PPC Strategy
You can’t ignore your negative keywords. Avoid wasting money on ads that aren’t relevant to your business by making sure you cancel out the trash that does not matter to your search intenders.
Sounds pretty darn simple, right?
For example, if you sell shoes, you might want to use the keyword “buy” as a negative keyword. “Buy shoes” SOUNDS like a great search, but “buy” is a messy search in a broad sense because people who are looking to buy shoes are not likely to search for “buy PPC.”
Keyword match types can help you control where your ads show up for relevant queries, but the negative keyword also has its place. When we need to broad match a term in order to capture as much search traffic as possible it’s important that our PPC manager isn’t wasting money on irrelevant searches – which is exactly what happens with no negatives at all!
Negatives allow you control over your ad showing for irrelevant queries so that the most relevant ones show up first when users perform searches rather than having all bids blocked by including too many negative keywords without any distinction between specific words/phrases being searched about (this was something I found particularly difficult).
Split tests are your friend
The third PPC strategy you can’t dismiss: Split Testing. PPC marketers often use an approach called “A/B testing” to determine which ads perform better than others. This involves creating multiple versions of an ad and testing them against each other to see which one performs better. I love a good split test and the rush I get from watching two ads duke it out on the field of combat.
Here are three creative strategies to use this method for your PPC account:
- Responsive Search Ad – Google has introduced a new search ad format that allows you to test different combinations of copy and images. Responsive Search Ads are called “smart” because they will automatically favor the highest performing combination, which makes them great for testing creative messaging as well.
- Seasonal Ad Copy – Personalizing your ads will give them a greater chance of being clicked, which means more sales for you! Try creating seasonal campaigns and see what kindles up interest from potential customers. The best part about this strategy? It only takes one creative idea that’s tailored perfectly around the time period in question. Don’t worry if it doesn’t come immediately. Sometimes we need some brainstorming permission before realizing our perfect masterpiece (I’m looking at YOU September/October).
- Dynamic Keyword Insertion – Dynamic keyword insertion is an ad feature that makes your headline match what the user wants. For example, if you were a cake mix company and someone searched for “chocolate”. Google would put something about chocolates in their ad sayings like “chocolate chip” or whatever else they feel fits best! This can be pretty amazing when combined with other intriguing words to create interest from potential buyers. Imagine not just targeting people based on demographics but rather specific interests too!
Lean into audience targeting
Last but not least on our list of solid PPC strategies that you can’t ignore is audience targeting. Audience targeting is a way to reach your consumers based on their interests and hobbies. Knowing the audience can help you with PPC campaigns, whether it’s Bing or Yahoo Ads or Google ads; knowing what they want will also let us know if we should use more traditional advertising. We could use methods like newspaper adverts, which are still popular today for reaching niche audiences!
With all the data available today, there’s no excuse for not knowing who your target audience is or what they’re interested in. You can use this information to create laser-focused campaigns that will reach your target audience and convert them into customers.
If you implement these four PPC strategies, you’ll be well on your way to success with your PPC campaigns in 2022.
So what are you waiting for?
Get started today! Set up an appointment.