Are your paid ad campaigns underperforming?
If your PPC strategy isn’t bringing in the results it used to, or you just want more bang for your buck, there are things you can do to take your campaigns further. Here are six tips from our Orange County digital marketing experts to help you do just that.
Ask Whether You’re Targeting the Right Customers in the Right Way
For a successful paid ad campaign, you need to target the right people. That means researching your existing customers, looking at your ads, and determining whether the two align as best they can.
Some of the key points to consider when building campaigns that fit your audience are:
- Location
- Gender
- Age
- Income
- Occupation
- Interests
Make sure each ad for each audience segment is as effective and engaging as it can be before putting it out there. If you need a little inspiration, see how your best-performing competitors do it.
Test Your Ads Often
Split testing is a simple way to find out what works and what doesn’t. You can create two different types of ads for the same product or service: one with video, one with static images. Study the data to see which grabs more customers, then work out why.
Do it often enough and you should create increasingly better campaigns.
Take Advantage of Retargeting Ads
Retargeting ads give you the power to reach out to users who’ve already engaged with your business and (hopefully) bring them back to convert.
Whether the customer just visited your site for a few seconds or loaded their cart up without buying, you can foster a stronger connection with retargeting ads. Make sure they’re relevant and appear often enough to keep your business fresh in their mind without overwhelming them.
Make the Most of Video Ads to Tell Engaging Stories
Video ads are a dynamic way to promote your business and drive traffic. But you need to think carefully about what your video ads say and who they appeal to.
Understanding your mission, ideal customers, and core values will make it simpler. To get inspired, think about what you like to see in video ads from your favorite brands.
Review Old PPC Campaigns to Find Opportunities
If you want to steer future PPC campaigns in the right direction, study past campaigns. Review what you had in mind when you started working on them, then look at where they ended up.
What did you get right? Did they achieve valuable ROI or go virtually unnoticed? By asking these and other probing questions, you can dig deeper into your past campaigns to prepare for new ones.
Cut Down on Waste with Negative Keywords
Wasting money on clicks that go nowhere is a problem, but you can reduce the risk of that happening by using negative keywords.
These are search terms you don’t want your ads to appear for. Identifying negative keywords will prevent you from inadvertently targeting people who can’t or won’t buy from you. That means they’re less likely to click on your ads and cost you money without converting.
Our Orange County digital marketing agency is ready to help you with tailored PPC campaigns that reach your target audience and make the right impact. Get in touch today to learn more!
