6 Tips to Improve your PPC in 2023

Brands have realized the importance of digital spending and have been actively formulating strategies to improve their online spending. Digital spending will surpass $701 billion in 2023 and it is just a start. However, just increasing your spend doesn’t guarantee better results. It is a mix of the right strategy and increased spending. Companies make the mistake of increasing spending without changing their strategy and hope for better results. In this blog, we will look at some of the strategies that businesses can follow to improve their PPC in 2023 and get better results.

1. Conduct a strong keyword analysis

This is the foundation of any successful PPC campaign. Understand and ascertain the objective of your PPC campaign and then make sure you’re targeting the right keywords that people are searching for. Long-tail keywords are more specific and less competitive than short-tail keywords. This means that you’re more likely to show up for relevant searches and get a better click-through rate. You can also look at the strategies that we discussed in the PPC Blog for deciding the right keywords for your campaigns.

Another widely used strategy for keyword targeting is using negative keywords. Negative Keywords are words or phrases that you don’t want your ads to show up for. It is a type of keyword that prevents your ad from being triggered by a certain word. This can help you save money and also ensures that you get the visibility for the right keywords that you are aiming for.

2. Optimise landing pages for the PPC campaign
Your landing pages should be relevant to your ads and provide a good user experience. This will help you convert more visitors into customers. You need to ensure that the landing page has a call-to-action related to the campaign and is optimised for conversion. It is also extremely crucial to ensure that the landing page is easy to navigate and has an engaging interface.

3. Use multiple ad formats and platforms
Google Ads has been the most widely used platform for PPC advertising since it has an online reach of millions of users. But that does not mean that Google Ads is the only platform that can get you results, you can set up PPC campaigns on other platforms like Microsoft, Facebook, Amazon, LinkedIn etc. Nevertheless, the business needs to understand the end goal of the campaign and then decide on the platforms.

Microsoft Ads can fetch you better results if you target the right location Facebook PPC Campaign can get higher brand awareness, brand loyalty or even sales for a B2C brand considering the audience on the platform, but a B2B brand would prefer investing in a LinkedIn PPC Campaign because there will be higher number of professionals on LinkedIn.

It is also important to decide on the ad format since if you are trying to give out more information about your product, then a video format might be suitable. Whereas if it is just a brand awareness campaign, a short description of the brand through display ads would do the work. There has to be synergy between the type of ads and the platform as well since the performance of the ad is also dependent on the format it is being used on.

Research the ad networks and formats available and see if any align with your PPC strategy and goals.

4. Remarketing
Remarketing is a way to show your ads to people who have already visited your website. It is an excellent PPC under which you target the users who have visited your store first earlier but left without making a purchase. Remarketing is effective in a way that the customer is already aware of your brand. The main aim of remarketing is to drive conversion and not just create awareness. Here are remarketing options you can employ:

a) General Remarketing – Under this strategy, companies can show targeted ads about the company to the people who visited their website on Google Display Network and other platforms like social media, search engines like Microsoft etc.

b) Dynamic Remarketing – Under dynamic remarketing, ads focus on a particular product or service that the customer looked at earlier on the website. It is very product specific and doesn’t necessarily have the company details and is product /service specific.

c) Video Remarketing – Under this strategy, there is a remarketing list that companies come up with which has details of the customers that interacted with them before and then have customised video ads for them on several platforms like YouTube, Google etc. Another strategy is when customers interact with their video ads, they target them through display ads on other platforms.

d) Email Remarketing – Imagine a situation when a customer adds a product to his cart but leaves without making a purchase. In this strategy, the company sends him a customised email reminding him about the product and motivate to complete the purchase. However, the restriction with this is that the customer needs to log in from one of his Google accounts on the device.

5. Use Ad Extensions
Ad extensions are additional pieces of information that can be added to your ads, such as your phone number, website address, or location. This can help you make your ads more informative and engaging. However, you need to ensure that the extra information highlights the hidden information of your products and increases the chances of being clicked. Ad extensions also improve ad performance if strategised well.

6. Use PPC Automation

There are a number of tools available that can help you automate your PPC campaigns. This can free up your time so you can focus on other aspects of your business. Decide on a tool according to your marketing objectives and set instructions or specific rules for automation based on your goal. One example of the same can be increasing the bids if the ROI on investment reached a certain threshold. It can also be deciding rules according to the conversion rates of the ads which means that you can automatically increase bids for the ads which have higher conversion rates.

Another way of using automation is to try and test different ad variations and come up with the best-performing combination. You can also automate ad scheduling to improve campaign efficiency. While automation helps you ease the work, it is extremely important to review and monitor the performance of past campaigns and decide future strategies according to changing market conditions.

Scaling your PPC is not an overnight phenomenon and it takes a lot of experimentation, expertise and hard work. The above-mentioned tips are great to start with but it is always better to get help from a professional. If you’re not sure how to improve your PPC campaigns, you can get help from a professional PPC consultant. They can help you assess your current campaigns and make recommendations for improvement.

We at Smart Web Design provide expert opinions on your PPC campaigns and help you formulate a better strategy for the future to increase conversion and get better returns on investments. Get in touch today to unlock your true potential with Smart Web Design.