PPC Optimisation Ideas and Tactics to Consolidate your Business’s Digital Presence

March 28, 2019
Will Kaye
Managing Director

We’re now two months into 2019. According to statistics, about 80 per cent of New Year resolutions have already failed..

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We’re now two months into 2019. According to statistics, about 80 per cent of New Year resolutions have already failed. Now is the perfect time to get reacquainted with the goals you set; but not just those for personal improvement. You should also consider reevaluating your Search Pay-Per-Click strategy. In a field that is constantly evolving, it’s essential to stay up to date and ahead of the curve.

What follows are five new methods that you should try out over the following months for a killer PPC optimisation strategy.

PPC Optimisation Ideas

1. Try new channels for your advertising

The internet is a large and busy world, and people are spending increasingly more time on it, oscillating between various websites and social media platforms on a daily basis. It’s hardly meaningful, then, for advertisers to limit themselves solely to Google or Bing.

If you need to advertise, it’s a good idea to check out the myriad of other possibilities. There’s Facebook, Instagram, Twitter, Taboola and so many other destinations that offer excellent advertising platforms. Quora is becoming a highly valuable avenue for PPC optimisation too. The question-and-answer social website has a third of a billion active users, and an advertising platform that is only a year old. When you advertise on Quora, you have very little competition, so cost-per-click prices are lower.

2. Customise conversion options

Every user is at a different stage of the buying process. This means that they should be presented with different kinds of calls to action. Certainly, it isn’t possible to design a unique CTA for every user, but some degree of customisation is certainly possible.

If a user is at an initial stage of the buying process, the call to action may be an invitation to view a video or visit the website. If there is a definite interest in the product, the action may be a visit to the website or an invitation to place the product in the cart.

A call to action can be more creative as well. It can involve a free tool that shows how much money can be saved. The secret is to not simply offer whatever call-to-action approach you have available. You may need to prepare something new, and keep it updated.

3. Try retargeting based on date ranges

When a user looks at your product but leaves without buying, you can always retarget them when you next have access to them. It’s important to realise, however, that retargeting a user who last visited a day ago is very different from retargeting a user who visited a month ago. It’s important to build different PPC optimisation retargeting plans for different kinds of users.

4. Leverage audiences

Audiences are turning into an important part of the campaign strategy. They can be leveraged to improve the effectiveness of ad campaigns.

Audience targeting can be used to improve your search campaigns. You are now able to layer your audiences in different campaigns and use bid modifiers to adjust bids based on how well each audience layer performs. What this means is that if there is a user in an audience layer who is also searching for a keyword, you should be able to see them represented on a different kind of data line than someone who isn’t in that audience layer. The Audiences tab in a search campaign usually displays this information. All you have to do is to go to the tab and adjust targeting to see Observation Audiences.

The remarketing lists for search ads and remarketing lists for DSA are just some of the other strategies that you can experiment with. Whatever you may try, whether In-Market audiences or Similar Audiences, the Audiences method is something that can improve your search advertising.

5. Don’t Forget Mobile

The use of mobile devices for search continues to climb. In fact, it’s believed that more than 60 per cent of marketers allocate more of their budget to mobile-specific ads.

If your website is well optimised for mobile users and you’re seeing high search and conversion performance with mobile users, it’s only logical to adjust your PPC budget based on device. Make small, incremental changes to help you determine whether the effect benefits ROI.

All of these strategies can help improve the basic search campaign foundation that you’ve built in 2019.

Find out more about how we can help your business’s PPC optimisation.