Your strategies and tactics can dictate the cost-effectiveness of your pay per click advertising campaigns. Yes, PPC (pay per click) advertising can generate significant bottom-line results for your business without costing a fortune. However, that’s if you make the right decisions and use strategic techniques. Otherwise, you could end up losing a lot of time and money with just lackluster results to show for it. To help you effectively avoid these issues, you should keep in mind some crucial factors that can significantly affect the performance of your PPC ad campaigns.
So, what exactly can you do to ensure the cost-effectiveness of your pay per click advertising efforts? Well, read on to learn more.
Strategic Tactics to Improve the Cost-Effectiveness of Your Pay Per Click Advertising Campaigns
- Determine if pay per click advertising is really the most suitable option for driving your ideal prospects to your offers. This has everything to do with the content viewing preferences and Web browsing habits of your target audiences. For example, there are certain viewer groups that aren’t expected to click ads on websites and social media platforms as much as others. Simply put, your target viewers should belong to the ad-clicking crowd, so to speak. And, how exactly can you verify this? Well, that leads us to the next tactic below.
- Get to really know the content viewing habits and Web browsing preferences of your ideal customers, in direct relation to PPC. Generally speaking, many older viewers are expected to click ads displayed on the results pages of their searches in Google and Bing. And, younger audiences are on the other hand expected to click ads in the news feeds of the social media platforms where they hang out, specifically because they also spend more time in these social media sites than any other online place.
Many older users are expected to use desktops and laptops more than their mobile devices when surfing the Web, while it’s the exact opposite when we’re talking about younger viewers. Women in general are also expected to click more ads and men, as claimed by significant numbers of PPC advertisers in a variety of niches. Point is, you should consider these things first. In general, factors to look closer at should be the age brackets, gender groups, locations, professions and relevant interests of your ideal customers. What you need to do is to create a target customer profile, which can greatly help optimize the cost-effectiveness of your pay per click advertising efforts.
- Once you know that your target audiences belong to the ad-clicking crowd, you must create a shortlist of the ideal online platforms to place your PPC materials. For example, if significant numbers of your ideal prospects use Google to search for things that are highly relevant to your brand, content and latest offers, then include Google as a suitable search advertising platform for your PPC ad campaigns.
It is helpful in this regard is to perform competitor analytics. Simply put, this involves spying on the related things that your top competitors are currently doing. Of course, focus on their best performing campaigns. You can use tools like SimilarWeb and the like to identify their currently running pay per click advertising campaigns, as well as to pinpoint their best traffic sources at the moment. You can then study in detail how their best performing ad copies were crafted, what they’re doing in the places that are driving significant volumes of targeted traffic to their landing pages, etc.
- Squeeze out all the value you can get from the traffic that’ll be generated by your PPC campaigns. You can do this by integrating retargeting and remarketing code into your landing pages. You should also do this for the other pages of your website.
Often called invisible opt-in systems, Google and Bing as well as Facebook among other social media platforms offer retargeting and remarketing options to advertisers. How this works is if a viewer is currently logged in to say Facebook or Gmail and visits your landing page for the first time, your relevant PPC and PPM (pay per impression) ads in those networks can be displayed whenever this viewer is hanging out at those online places and others in their publisher networks. What this actually provides is an effective way for you to follow-up with viewers who have initially shown interest in your brand, content and offers.
Another cost-effective way for you to squeeze out all the value you can get from your pay per click advertising campaigns is to drive your traffic to an opt-in offer, instead of a paid one. For example, many retail software development companies offer trial versions of their products. Some ask for a viewer’s email or mobile number in exchange for downloading or unlocking premium features of their trial offer. Remember, not too many viewers immediately take paid offers after landing on a website for the first time. What many of them are interested in doing, on the contrary, is to test the offer or to know for certain if the brand has authority expertise in helping them with their needs. This way, they can verify through first hand experience if the offer is really what they want.
To put this in perspective – Imagine paying $1 for each viewer that responds to your PPC links. If you send your PPC traffic straight to a paid offer, it’s highly unlikely for many of them to positively act on your pitch. Instead, they’d probably leave your site, never to return again unless they see your other PPC ads for new relevant offers. That leaves you with a 1 USD cost per lost viewer.
Imagine if you instead sent your pay per click advertising traffic to a free offer. Let’s say this can strategically showcase your authority expertise in certain subject areas relevant to the needs, interests, hobbies, preferences and habits of your ideal customers. And, let’s also say this can allow them to experience the benefits of your paid offer in direct relation to what they want from brands and products similar to yours.
Won’t more of your pay per click advertising traffic convert into warm leads that you can follow up and build mutually beneficial relationships with? Isn’t it much better to pay $1 for a warm subscriber, instead of paying the same price for a first time viewer who might never return?
- Once you’re confident that you can effectively use all the data you gathered at this point to develop a cost-effective pay per click advertising campaign, you can start planning your initial PPC ad trials. Yeah, don’t go gung-ho and blow a lot of time and money at this point. What you need to do is run small tests one after the other, enabling you to pinpoint things that are working well, and to identify those that are just wasting your investments.
- Monitor the real time results of your PPC tests. Identify bottlenecks that are likely limiting your ability to get the maximum benefits from your PPC advertising efforts. Try to gradually scale up things that are working well for your business bottom-line. Simply put, you should carefully improve and scale up things that are working quite well based on the results of your small tests. And, you should quickly drop those that aren’t.
Remember these strategic tactics while creating your pay per click advertising campaign. This can increase the likelihood of you ending up with the exact beneficial results that you want for your business.