Want more traffic? 8 PPC strategies to try in 2020

Want more traffic? 8 PPC strategies to try in 2020

The right PPC advertising strategies can drive your business forward.

According to Google, companies that invest in PPC advertising receive an average return on investment (ROI) of $2 for every dollar spent on Google Ads. But should you stop there? For online advertising to succeed, you need to build it on a strong PPC strategy. Without it, you risk spending your budget without getting anything in return.

This post will take you through eight tried and tested pay-per-click strategies behind a successful PPC campaign. And remember: whether you need expert PPC in London or expert PPC in Manchester, Seek Social has got your back.

1. Define Your Budget

Identify the number of search terms you are able to bid on, and how many clicks you might expect each month. You need to set a realistic budget for your PPC advertising campaign, considering that not every click will result in a purchase. Remember: clicks depend on several factors such as the relevance of the ad, quality of the landing page, strength of competitor bids, etc. You’ll still be paying Google Ads the actual cost-per-click (CPC) even if someone just browses your page.

At Seek Social, we can help you identify a break-even point where your PPC advertising efforts will result in positive ROI. Our team of Google Ads experts will calculate the amount that you need to earn from your PPC advertising campaign in order to cover what you spent on paid search.

2. Keywords

PPC strategies in 2020: the importance of keywords

Formulate an initial list of keywords that you think customers would use to find your products and services. These are the keywords that you plan to bid on as part of your PPC advertising campaign -- they are where your ads will appear when someone types them as queries. Don’t leave any keyword out -- Seek Social's PPC advertising experts know that even “bad” ideas might be useful.

Once you have your initial list, it’s time to validate your keywords to find out which ones are hiding buried treasure. Google Ads provides ways in which you can validate your keywords by showing you competitive data, cost per click, search volume data, and trends. Don’t forget to customize the location too if you want to target by state, city, region, or country.

3. Align Keywords with Search Intent

Search intent represents a user’s reason for his query on a search engine. For instance, someone’s intent might be to learn, to find information, or to make a purchase. The content that you make available for users who click-through your ads must be relevant. By keeping search intent in mind, you make your business more relevant to users.

Common types of search intent to consider in paid search

Search intent commonly falls under three categories:

  1. To learn. The user wants to be educated or be informed about something. Common queries include phrases like, “what is,” and “how to.” For instance, someone might Google “how to cook a no-bake cake.”
  2. To do something. The user wants to take action. This could include making a purchase, getting directions, finding a company’s phone number, etc.
  3. To find something. Many times, this includes branded searches, like “Apple headphones” or “Seek Social digital marketing services UK” The user knows what they’re looking for.

Optimizing for search intent

Pay per click advertising strategy: Optimizing for search intent

Make sure that the landing page associated with the keywords you’ve bid for actually matches the search intent. If your page targets people who are searching for “easy hairstyles”, just imagine their disappointment if your search engine results page, or SERP, forces the user to buy your hair styling products. If you wanted the search to result in a purchase, you would have bid for the keyword, “hair styling tools for sale” instead. One study found that 33% of people will click on ads if it’s relevant to their search query.

4. Make Use of Ad Extensions

Most people click on the top three ads that appear on the search results page. If you want your PPC ads to be noticed, you need to make use of ad extensions. Ad extensions give more information about your product or service. They let you use more online ad space, boosting your rank on the search engine.

Some examples of useful ad extensions on Google Ads include the following:

Message Extensions

This allows searchers to contact your team. You can designate a phone number or email address to receive and reply to queries, and customize automated replies. This ad extension is one PPC advertising strategy commonly used by hotels and travel agencies.

Dynamic Sitelink Extensions

PPC trick: dynamic sitelinks

These let you show additional pages related to your ad. They're great for leading customers to other parts of your website that they might be interested in. This ad extension is popular among fashion stores, where they include dynamic sitelinks for categories like "Women", "Men", and "Sale."

Price Extensions

To show users information about the prices of your products and services, use the Google Ads price extension. This makes it more convenient for users to shop with your business because they can see your prices direct in your PPC advertising content before they have to click through your website.

Promotion Extensions

These are new to the list, but promotion extensions are already heavily utilized by advertisers. They allow you to showcase sales, discounts and offers on your products or services. For instance, a hotel might show that they're having a 30% off discount for their family rooms.

5. Design for Mobile Users

Really, who uses laptops to view websites these days? Businesses are directing their PPC advertising efforts toward pleasing mobile users for three reasons:

  • More than 50% of the entire world’s Internet traffic is originated from mobile devices
  • More than 40% of transactions online happen on mobile devices
  • More than 50% of PPC ad clicks happen on mobile devices

A lot of businesses tend to forget about their landing pages. While their ads might appear without any issue on the search results page, the landing page (the place where users end up after they click on your ad), might not be mobile-friendly.

PPC tips: optimizing for mobile users

6. Write Enticing Ad Copy

One PPC advertising strategy you can’t skip or shorten is writing quality ad copy. If your ad copy doesn’t entice users, your entire PPC advertising campaign will suffer. The goal is to get people to click your ad. If they don’t, your campaign will be caught on a standstill.

When creating compelling ad copy, you should follow these tips:

  • Showcase your promotions, discounts, and exclusive sales.
  • Include calls-to-action (CTA) such as “Buy now,” or “Sign Up.”
  • Focus on what the product or service can offer, not on its features.
  • Use words that will “hook” your customer and create a sense of urgency like “Now” or “Limited Time Offer.”

Using enticing ad copy can have a massive impact on the performance of your PPC campaign. At Seek Social, we have a team of ad copywriters who can collaborate with you to create stellar ad copy. We know what sells, and we know how to communicate that to customers.

7. Explore Other Advertising Platforms

PPC advertising strategies don’t just apply to Google Ads. While in Google Ads, your business can reach an incredibly wide audience, most businesses tend to forget that other online advertising platforms exist.

You can still reach customers within your target market through social media advertising. Facebook, for instance, is great for building brand awareness and connecting with customers. You could also try advertising on YouTube through Google Ads if your product is something that would sell better with a video ad.

8. Design a Strong Landing Page

PPC expert advice: Building a great landing page that converts

Don’t make the mistake of sending users to an irrelevant page on your website when they click on your ad. Traffic should be sent to the page that’s relevant to your ad, and to their search intent. By designing a relevant landing page, you create a better experience for your customer, leading to sales, while improving your Ad Rank and reducing your actual CPC on Google.

Make sure that your landing page loads quickly. Frustrated users tend to leave slow-loading pages, even if the delay is just one second too long. Don’t put a single click to waste.

If your business needs help in making high-quality landing pages for your PPC advertising campaigns, you can work with Seek Social. We have dozens of web and graphic designers who will design landing pages and websites that customers will keep coming back to.

Plan the perfect PPC advertising strategy with Seek Social

The work doesn’t end even when you’ve launched your PPC advertising campaigns with the right PPC strategies. You will need to keep monitoring the performance of your paid search campaign. Professional PPC marketing agencies like Seek Social have years of experience in making sure campaigns perform better than expected.

Design a fail-proof PPC strategy with UK digital marketing agency Seek Social by visiting seeksocial.co.uk today.