Pay-Per-Click Advertisements is an extremely effective marketing strategy, with almost double the ROI.
In recent years, more and more businesses are using paid online advertisements to improve their sales. Typically, a PPC campaign brings in about $2 in return for every $1 investment.
No doubt, the figures are impressive. However, it cannot be achieved overnight. A lot goes into optimizing the conversion rate for PPC.
Conversion could be anything that you desire to achieve through your ad campaign. For example, it could be sales, engagement, clicks, or even a simple query from your target users.
To optimize the conversion rate for your PPC campaigns, you may need to understand the following factors.
Align Ad Copy with Landing Page
The most important factor that grabs the attention of your target audience is how effectively you align your ad copy with your landing page. In other words, the content in your ad copy and landing page should be in-sync.
For example, if your ad is about buying shoes then it should take the users to a page where they can buy shoes. And not to a page where they may get a show buying guide.
Advanced Audience Targeting
A common reason for poorly performing ads is wrong targeting. It could be possible that a younger audience might be more interested in your products or services. And, on the contrary, you might be targeting people above the age of 40.
Google and several other content management platforms offer refined audience targeting options. Experts at Designmemarketing.com explain that you can easily control the age, interests, location, and even gender of the users for your ads. Such advanced audience targeting can easily increase the conversion rate for CPC.
Segment and Diversify
This one is rather an extension of the advanced audience targeting. While in advanced audience targeting you’ll be refining your target audience, in segmentation, you can create separate groups within your audience.
These groups could be based on interests, locations, or even sources of traffic. And then you can diversify your ad campaigns to meet the needs of every audience segment. In other words, you should be running ads for the different target audiences on different platforms.
Constantly Try And Test Your Strategies
It needs no mention that unlike traditional marketing and advertisements PPC campaigns can offer better user insights. However, this data is still not enough to design a flawless promotional campaign in the first go.
Conversion rates depend on user intentions. And as the proverb goes, “customers’ mind is a black box”, it is not possible to align your ad copies with your customers’ needs in the first go. Rather testing and implementing new strategies should be a constant part of everyday campaign planning.
Use Remarketing and Retargeting
Last but not least, is retargeting or remarketing. Perhaps, when you’re running out of new ideas to test and implement, you can gain benefit from the existing user data.
Retargeting or remarketing increases the visibility of your ads before the users that have shown interest previously. And, hence increases chances of conversion.
The Takeaway
Conversion Rate Optimization is not a one-time task. It could go on for as long as you run your ads.