Are you struggling to expand your audience?
A solid PPC strategy can make a huge difference. But how do you get it right for your business?
In this post, our Orange County digital marketing specialists share five ideas to help you grow your audience.
Create Detailed Buyer Personas
Buyer personas are invaluable when building a digital marketing strategy and optimizing PPC campaigns. They can help you understand and target potential customers accurately.
Buyer personas typically include:
- Age
- Location
- Goals
- Pain points
- Budget
Good research is vital for building buyer personas: you must know what buyers need, why they may come to you, and more. If your business sells a wide range of goods, you may need a unique persona for each product type.
Cover Different Platforms for a Wider Reach
Like any business, you can incorporate multiple advertising platforms in your PPC strategy. Google Ads is the top digital advertising platform for PPC marketers, but social media advertising can be a huge asset, too.
Comprehensive audience research will help you find the most valuable advertising spaces. Depending on who you’re aiming for, some platforms will be more useful than others.
Use Retargeting to Recapture Interest
Retargeting ads give you a chance to grab non-converted users after they engage with your business. Visitors who leave without taking the desired action can still return if your ads recapture their interest.
But set a reasonable frequency cap — annoy users with excessive ads, and you may lose them for good.
Be Flexible and Adaptive with PPC Campaigns
Monitor and analyze your PPC campaigns’ performance in detail. Tracking key metrics will give you the data you need to make adjustments and get more out of your paid ads.
Useful metrics include:
- Click-through rate (CTR)
- Return on ad spend (ROAS)
- Conversion rate
- Impression share
Don’t stick with a weak advertising strategy: if one approach isn’t working for you, build a new one. Flexibility can help you avoid spending money on ads that go nowhere.
Rethink Your Budget
Caution is a great asset when starting out in PPC. By keeping your bids low, you can learn how PPC campaigns work with a controlled amount of risk. But over time, you may need to increase your budget to achieve better results.
Boosting your budget may allow you to advertise on additional platforms, raise brand awareness, and bid on more valuable keywords.
However, always think carefully about increasing your PPC budget. Give yourself time to weigh up the potential benefits and drawbacks before rushing into a decision.
Expand Your Customer Base with Bespoke Paid Ads
Growing your audience isn’t easy. It takes research, planning, and smart bidding. But if you put in the time and resources, a powerful paid ad strategy could help you reach more people.
Not sure where to start? Our Orange County digital marketing experts will create a bespoke PPC strategy for your business. We’ll help you understand the right approach to reach the right customers and achieve the results you need. To learn more, get in touch today!
