Having a pay-per-click marketing strategy can help you get the most bang for your buck, and it is especially important now that this style of advertising is expanding more and more on mobile devices and social media. In this article, we’re going to take a look at how you can maximize the profitability of your PPC campaigns.
Leveraging mobile PPC
The year 2015 was the first year when more people searched from mobile devices than from computers. This means that in order to maximize the effectiveness of a PPC campaign, the ads have to be tailored for mobile devices. In order to do this, you have to ensure that you set up “click-to-call” on all ads. This feature will allow a user to click on an ad and immediately set up a phone call to your company. You will also want to ensure that all your PPC landing pages are optimized for mobile devices, by making them responsive and fast to load.
Targeting and remarketing
AdWords currently has a feature called Customer Match, which allows advertisers to target individuals using their email address. This means that if you have a mailing list, you can leverage the power of PPC to present your leads with specialized offers and increase your conversion rate. This tool can also be used for remarketing, along with the specialized feature that can show different ads depending on the device in use. For example, if a user clicks on an ad on their desktop, they can then be remarketed when they are on their mobile device with an ad that allows the user to place a call, or download an app.
Did you know that you can advertise on Pinterest? Pinterest allows companies to advertise based on keywords, by uploading promoted pins in bulk. It is one of the cheaper avenues of PPC marketing, and due to its keyword-based system, it allows advertisers to create better-targeted campaigns. A Pinterest ad should have a subtle CTA in the description, and 5-10 core keywords, which can be expanded upon up to the 150 keyword limit. The beauty of a Pinterest ad campaign is that you can start with high bids and optimize for performance easily, due to the low entry costs.
Ad extensions are little pieces of information attached to ads that are positioned in the first 3 or 4 spots on Google or Bing. These extensions can come with a lot of benefits, so if you are consistently reaching these top positions, you should definitely take advantage of this feature. The most effective ad extensions include: a map with directions to reaching your business, especially if you are marketing locally; product information, such as reviews and pricing; links to internal pages within your website (such as services, pricing, or the about page); special offers. Ad extensions have been shown to routinely increase click-through rates, so it is important to take advantage of them as often as you can.