Have your PPC campaigns stopped bringing you the same amazing results they used to?
Maybe it’s time to refresh your PPC strategy.
Exploring new advertising opportunities and techniques can help you achieve better results. And in this post, our Orange County digital marketing experts share four ideas to help you get started.
Examine Your Keywords and Get Rid of Low Performers
Refreshing your keywords could give your PPC strategy a mighty boost. Review the keywords you’re targeting, then get rid of those that achieve the fewest clicks and conversions. Just because they performed well years ago doesn’t mean they will again anytime soon.
Replacing your worst keywords with more relevant alternatives should improve your visibility. Keep reviewing your keywords and tracking their performance regularly to prevent further issues.
Explore New Platforms
Venturing into new territory is one way to refresh your strategy and improve your PPC campaigns. If you’ve been using the same advertising channels for years, you might be missing out on great opportunities to reach new customers.
For instance, if your social ads are limited to Facebook, how about advertising on TikTok too? For a target audience of males aged 18 – 34, that could work wonders. There are many other options out there too. If you don’t know where your audience is today, a little research and a few personas can go a long way.
Check Your Landing Page Quality
Users may be leaving your landing pages without converting for a few reasons. Take a close look at your landing pages and pay attention to:
- Consistency: Each landing page should be consistent with the ad it’s connected to. That means matching the copy, tone, and offer.
- Compelling CTA: Make sure your landing page has a clear CTA that tells the prospect why they should click it (e.g. “start free trial”).
- Build trust: Add trust signals to landing pages to show you’re legit. These could be testimonials and awards.
- Stay focused: Your landing pages should focus on one offer each (e.g. a free newsletter, a new product, etc.). Multiple offers may confuse prospects and reduce conversions.
Auditing your landing pages and fixing any issues you find will help you refresh your PPC strategy.
Take a New Approach to Your Ad Text
Your ad copy could be dragging your PPC campaigns down. It might be dull, vague, or a poor fit for the target audience (or all three).
Compare your worst-performing ad to your best-performing ad. What differences can you see in the copy? How can you make it more dynamic and compelling?
Here are a few tips:
- Make sure your ad copy matches user intent.
- Put the most important keywords in the headline to increase your ad’s relevance and help it appear in the right searches.
- Use a strong CTA that guides potential customers along their journey.
- Include numbers to attract more attention on results pages.
Ready to Refresh Your PPC Strategy?
If you need to refresh your PPC strategy, we’re here to help.
Our Orange County digital marketing pros can create a PPC strategy tailored to your business goals, customers, and budget. Contact our team now to get started!