According to a survey from Unbounce, PPC visitors are 50% more likely to purchase something than organic visitors. The majority of searches can’t even differentiate paid ads from organic search results. Whether through Google, Bing, social media, or other channels, Paid search is a great way to drive your efforts past the finish line. While search engine marketing is an important long-term customer acquisition strategy, paid digital marketing is a more immediate plan to help you hit your KPIs and improve your numbers in the short term. Does it all sound a little too good to be true? If you’ve never taken the time to learn about paid advertising, it’s easy to get intimidated. But with a well-defined budget and a strategic approach, PPC advertising can be a great way to build visibility, improve your rankings, and grow your business.
5 PPC Best Practices to Improve Your KPIsPaid search is beneficial because the gains you experience are almost immediate. Plus, you can tweak your campaigns regularly to optimize them based on your preset goals.
- Retargeting Campaigns – Most visitors to your site land there by converting on a specific keyword or search phrase. Why does this matter? By knowing the keywords people use to land on your website, you can capitalize on their intent. Retargeting campaigns allow you to serve up relevant ads related to key search terms using parameters.
- Budget Optimization – It’s not hard for you to get stuck in a rut with your paid advertising budget. By re-evaluating your spend and reallocating dollars to different areas of paid media, you can improve your outcomes and maximize your profits. Eliminate under-performing campaigns, look into other paid media channels, and grow results for already winning campaigns.
- Pay Attention to New Features – If you are running the marketing budget for your small business, you know how difficult it can be to wear so many hats. Staying up-to-date on new features in Google Ads, Microsoft Ads, and social channels can help you make more strategic spending decisions.
- Test New Platforms – Many people just stick with Google ads, and while that’s a great strategy if you have a very limited budget, it’s not always the best place to advertise for your business. Depending on where your customers are, you might be better off spending some of your PPC budget on LinkedIn, Pinterest, or Snapchat. Learn more about your target audience and advertise where it makes the most sense.
- Improve Your Reporting – PPC requires continual refinement. Without strong reporting to base your decisions on, you’ll be making decisions that aren’t data-based. Re-evaluate what’s most important for you to achieve with your paid advertising campaigns and regularly track those metrics.