PPC could be a great way to get quick traffic and also to target specific group of customers. Also there are many ways to target your ad groups and optimize the campaigns for better results but I bet that the 6 ways I’m going to mention in this blog would prove to be game changer for your PPC campaigns.
Customizing ads with a time and/or date deadline could make the ad more interesting. It shows urgency to act to take advantage of a sale offer; participate in an event or register for a webinar.
Some examples of countdown timer ads
- Hurry, the discount offer ends in 2 days
- Only one week left for free downloading
- Register now, webinar is in 3 days
2# In-Market Clients
If You know about remarketing audiences but unsure about in-marketing customers. These are potential customers for your brand and they aren’t limited to the people who visited your website in past but they are available across tens of verticals like finance, automotive and retail. List for these audiences can be obtained from these verticals.
Start with using the list with as bid only and move to making their ad groups only when the list proves to be useful. Also there is no need of using tracking codes or waiting for the list to reach 1000 cookies to use it. You can straightaway layer the list with your ad groups.
3# Similar Clients
When you want to target a set of expensive and high traffic keywords, you need to be very selective in your approach. The best approach would be to create similar audiences using customer CRM data. The process will select the audiences matching with the targeted customers in traits, demographics and physiographic. It will create a niche market for your ads.
4# Managing Conflicting Keywords
Often negative keywords start stopping the carefully chosen keywords in display ads. It is called keywords conflict but there is little to worry as it can be seen in reports and opportunities. Both Google and Bing have features to highlight the conflict. But the problem is that the conflict often goes unnoticed. And there are many reasons for marketers missing the conflict. You can use software or scripts that examine and highlight the keyword conflict.
5# AdWords Scripts
If you spend a good amount of your marketing time in managing your AdWords campaigns then you should start using AdWords Scripts. This feature is available in AdWords and it is quite useful in performing repetitive tasks like bid management. With scripts, you can automate the task and save your valuable time for doing more fruitful work.
6# Negative Keywords in Google Display Network
Do you use negative keywords in GDN? If yes then you need rethinking on the procedure as it can limit reach of your ads and affect the CTA in the long run.When you include a negative keyword in your campaign, you tell Google to stop displaying your ad on the pages that contain that specific keyword. When targeting customers, you show your ads to groups instead of what websites they are visiting. You should be selective in using the negative keywords.
Digital marketing has evolved and if you aren’t learning new ways of optimizing your ad groups and campaigns, you won’t be able to reach out to your clients. In addition to following traditional ways of running PPC ads, you should also look for new ways like in-market audiences and similar audiences.