Now that 2018 is upon us, it’s the ideal time to take stock and look at how to improve your PPC strategy as we move through the year.
You can’t improve on results when you don’t know what you have achieved. Therefore start 2018 by reviewing last year’s PPC campaigns and adverts. Look at both the successes and those which didn’t work so well and brainstorm why. Once you have learned the lessons from last year, you can start planning your PPC strategy in earnest. Adapt current ads and experiment with new and see the effect on the click-through rate and conversions.
With the increase of smart speakers and operated voice command devices such as the Amazon Echo and Google Home, along with the likes of Siri, PPC copy can benefit from being optimised for voice search. In SEO, we’ve been optimising using the first person question format for a while, so it makes sense that with the increasing popularity of voice search this is reflected in your ads and content. With most voice searches being geographically specific, using location, city, county, and region in your PPC ads could be a good start.
The language you use for your ad copy and PPC campaigns can really make a difference, so it’s worth spending the time to craft new copy and review existing. Obviously, you need to start with your keywords and refine these as to which work best, but one of the top ways to reach your audience is to try and solve a problem. This demonstrates that you have an understanding of the target audience, verified by providing information that they want to know and can only benefit your PPC strategy.
Consumers and shoppers are hugely swayed by reviews and place other shoppers’ recommendations above that of any brand or content. A good way to use this knowledge to your advantage is to utilise Google Customer Reviews and show seller ratings in your Adwords copy and Google Shopping campaigns. This can increase the trust between your consumers and the products you sell to improve conversion rates. Using seller ratings in your text ads can boost your ads’ click-through rate by up to 10%, according to Google.
Competition is fierce in the world of PPC, so don’t be afraid to stand out from your competitors and experiment to see what could work for your business. People are inclined to remember the unusual over the common or average way of doing things. Why not try adding something different by thinking outside the box or being more creative with your keywords in your PPC copy.
You can also help people focus on your ads by using trending topics, telling a story or using humour, but always ensure you deliver on anything you promise.
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