Another eventful year is now behind us and another has just begun. So many events and changes have occurred this past year. This is especially the case when it comes to the fast-evolving world that is Digital Marketing.
From Google Core Updates to fast-changing consumer trends, having a solid Digital Marketing plan is basically a must. This helps ensure that your audience has high-quality content that best addresses their needs when they most need it. It also helps your brand stand out amongst the vast sea of brands competing for those same customers.
A great way to achieve those things is with a top-notch Pay Per Click (PPC) strategy. PPC is a form of Digital Marketing in which brands pay each time visitors click on their online ad. In other words, you only pay when someone clicks on an ad whether it’s search, display, social, or ad types. These eight PPC tips below will help address the users’ needs and grow your brand’s online presence in 2021. With that said, let’s dive in and find out what PPC can do for brands like yours.
Strive For A High-Quality User Experience (UX)
As I discussed in my previous blog post, a high-quality user experience (UX) for website visitors is a must. First, you need to ensure that your website is up to speed. The longer it takes for your page to load, the higher the bounce rate will be. That means that customers will be lost if your page is slow at loading. That is why taking steps to improve site speed is crucial. Using the GTmetrix tool will test your site speed and gives you details on how to fix on-page issues.
You also want to ensure that your site is easy to navigate. To address this, work to make your content easy to find in the least amount of clicks possible. It’s advised that you limit it to three clicks or less. That helps site visitors find what they’re looking for quickly and helps make their on-site experience that much better.
In addition to all that, you want to ensure that your website is compliant with responsive design. This means that your website needs to smoothly adjust to screen sizes. In other words, the website automatically changes to fit the device in use whether a desktop, tablet, or mobile device. This helps improve that UX greatly to the point where you don’t have to pinch the screen to zoom in. A convenient experience indeed.
Provide A Consistent Experience For Your Site Visitors
Without question, consumers look for consistency when they consider doing business with a brand. This is vital when it comes to PPC campaigns. Not only must your PPC ads be of most relevance to your audience, but there’s also something else to consider. You must also show consistency in each phase of your online campaign. This rings true for landing pages as this is the first thing your audience sees upon clicking your ad.
It’s not enough to just attract people to our website via PPC ads. We must also strive to give them a top-notch landing page experience once they’ve arrived at our page. We sure don’t want our ads to say one thing and for our landing page to say another. That will be a big turn off for potential customers. With that said, here are three steps we can take to ensure our landing page is consistent with our ads.
- Make sure that you match your ad text to your main keyword at least.
- Match your ad to the right landing page where customers can do what you’ve promised to them.
- Ensure that your landing page is relevant to your ad text and keywords.
Following these steps will help ensure a high-quality UX and make it more likely that you’ll gain new customers.
Take Advantage Of New Features
Looking to really make your PPC ads stand out towards the right online consumers? Then making use of the new features and ad extension options should be a big part of your plans. Promotion extensions that are right below your ad title help searchers spot a top-notch deal with a slight glance. They can also help you generate high-quality leads for your brand.
Call extensions are another great option in helping you attract leads. With this type of extension, you can add a phone number without having to use any of the primary copy. It even lets people tap a button to call your business via a mobile device. The best part is that it’s really easy and quick to add so definitely consider this for your PPC ads.
Make Social Media A Part Of Your PPC Marketing Plans
Another crucial avenue in helping your PPC ads succeed is social media. With 84% of people with internet access on social media, making it part of your PPC strategy is vital. Most people are on platforms like Instagram, Facebook, Pinterest, Twitter, LinkedIn on a daily basis. All age groups, especially young people, make up a big chunk of that audience.
This makes social media an attractive avenue for PPC marketers. In this new year, definitely add social media to your PPC marketing mix to go along with your Google Ads.
Dig Deep In Targeting Your Audience
When we say target your audience, we mean target the RIGHT audience that’s most likely to go with your brand. You always want to be detail-oriented when identifying which audience you’ll be going after. You can specify things like household income or age group to appeal to a specific audience. For ad preferences, you can exclude people that you think may not appeal to your services.
Let’s say that you’re selling super expensive Rolex watches. You might exclude people who make less than $75,000 a year. We say this since they’re less likely to spend big bucks on those kinds of fine items. This is the kind of targeting you should consider for your PPC ads. It will go a long way in attracting the exact audience you’ve been seeking to look into your brand.
Get Ahead Of The Game With Voice Search
Voice search has also become important In this day in age. Half of all online searches are now being initiated by voice. With that said, making voice part of your PPC marketing plan should be one of your top priorities. While paid voice search hasn’t yet made it to the mainstream, it will emerge in the near future. Until that happens, you can be ahead of the game with some high-quality preparation strategies.
There are two great ways to accomplish just that. One great plan is to enhance your website so that it can have a more conversational tone. Since people are more conversational when making voice searches, it’ll significantly improve your chances of attracting the right people. You also should update your FAQ pages on your site with the use of long-tail keywords. These actions will help set you up for success in voice search both now and in the future.
Get Ahead With Visual Search
Visual search is also on the rise and will be expected to see major advances in the near future. Visual search works by using an image as the search query as opposed to just a text search. Let’s say you take a pic of a mini-fridge. What happens after that is the visual search will output the links to buy it. People want results quickly and visual search helps achieve that than typing in something long.
A great way to optimize for visual search is by creating a photo catalog of your products and services. You want to add metadata to each image to ensure that search engines sort it out correctly. For example, a photo of a chrome mini-fridge would have an alt-text like “travel-sized chrome mini-fridge.” Taking these steps will go a long way in helping your brand get ahead of fast-changing paid search trends.
Utilize Re-Marketing In A Personalized Way
Re-Marketing is most commonly used on users once they have left your site. Re-Marketing ads tend to be very personalized which makes them an effective marketing strategy. When you show people ads for things they’ve shopped for before, they tend to have high conversion rates.
When it comes to re-marketing, it all comes down to keeping your brand in the minds of people. It’s no longer just about wooing people who aren’t ready to buy yet. It now mainly comes down to knowing where your prospects are at in the buying cycle. After that, you would create targeted, personalized ads based on where they’re at which helps them decide to convert.
Digging deep to understand your audience goes a long way in helping convert people into paying customers.
Top-Notch PPC Strategies Help Grow Your Brand For The Better
Without question, the online landscape is changing as are the online search habits of consumers. That’s why you need top-notch PPC tips like these to help you get ahead of the game. In the end, you’ll attract the right people to your website and gain loyal, paying customers. Following these steps will no doubt help your brand achieve new heights.
So what are you waiting for? Make PPC marketing a part of your online marketing strategy. It’ll help transform your brand into that next great thing and be a top leader in this fast-changing online world.
What do you feel will help grow your online presence and get people to convert into paying customers in 2021? What other PPC tips do you feel are key in helping your brand succeed? Questions? Comments? Please feel free to share this blog post and share your thoughts below.