The battle for keyword ranking is more intense today than it’s ever been. Nowadays, virtually every business recognizes the need to not only have an internet presence, but to increase their online visibility. This relentless contest is further complicated by the fact that the “referee” – Google – regularly alters their rules.
All of this can make navigating the pay-per-click (PPC) world feel like a challenge. Fortunately, a PPC strategy is actually not that hard as long as you understand the need to keep the user experience your number one priority. Working with an experienced agency like Redesign ensures you are always at the forefront of this ever-changing system. Here are some practical tips on crafting a winning PPC strategy.
1. Listen to the Referee
Google provides plenty of information on how to create quality ads, but many advertisers dive into it without taking time to acquaint themselves with Google’s rules and tips. While Google is certainly in business, it is also in their interest to have a consistent, reliable, appealing and effective ad ecosystem.
Ads that do not satisfy Google’s standard are at risk of being cut out. Actually, the Google Chrome browser itself has a built-in ad-blocker, which would seem counterintuitive to Google’s business model. Nevertheless, it’s a demonstration of the organization’s commitment to safeguarding the user experience.
Google has made it relatively easy for you to understand best practices of PPC advertising. The new PPC standards are derived from the Coalition for Better Ads. To avoid being the victim of Chrome’s ad blocker, avoid ads that consumers classify as least preferred. These include autoplay with sound, prestitial ads, flashing animated ads, large sticky ads, full-screen mobile rollover ads and popups.
2. Develop Clickable Content
Content is king and this principle holds true for your PPC campaign. The better your content, the more positive your results are likely to be. Your campaign is only as successful as the quality of the message you are delivering.
To articulate your message as needed, you will need to have a deep understanding of your customer. Do not see them as data points, but actual prospects. You will lose a conversion if your PPC ad appears in front of the right person at the right time but has the wrong message. Your ad should be creative and engaging while developing an emotional bond with the user.
3. Lookout for New Keywords
With PPC, often the most appropriate strategy is being adaptable while striving to stay one step ahead of emerging consumer trends. This begins with regularly paying attention to keywords your target audience is currently using, as opposed to what they used last month or last year.
The market is dynamic and new keywords are entering mainstream use on a regular basis. These new keywords are driven by new products, trends and news. There is often a lag before an emerging keyword starts to be ranked – usually about one month.
Keep an eye on industry trends. When you catch wind of a new industry keyword, jump on it before it becomes mainstream. You will have a sizable first mover advantage over your rivals.
4. Optimize Ads for Mobile
A much higher number of smartphones are shipped globally each year when compared to PC shipments. This has implications for online advertising. The majority of users primarily browse the internet on their mobile device as opposed to on a laptop or desktop computer. This implies greater exposure to mobile advertising.
To develop a mobile advertising strategy, think about the how and why of consumer usage on mobile devices. You are likely a mobile consumer yourself so already have some idea of what you would want to see. Your PPC strategy should prioritize formatting for the mobile interface and making sure your ad copy is compatible with mobile. Also, ensure your PPC ads lead the user to a mobile-friendly page.
5. Recognize the Value of Voice Search
Apps and devices like Siri and the Google Assistant have brought voice search into the mainstream. To be noticed on voice, be sure to tailor your PPC strategy to natural speakers over automated-voice devices. This begins with an understanding of why the audience is relying on voice search.
Second, build a voice search by implementing a PPC campaign that incorporates voice search keywords including local and long-tail keywords.
6. Search Audience Over Search Keywords
Focus less on search keywords and more on search audience. Look at who is using the keywords and target them. Place your brand in the face of individuals that are more likely to convert. Zero in on audiences based on factors such as live events, demographics and geography.
These PPC strategies can deliver tangible value for your brand. Start today and get on the path to effective an PPC campaign.