Maybe you’re daunted by Pay Per Click (PPC). Or maybe you just find it frustratingly complicated and pricey. Whatever’s tripping you up, we've got your back – with six ideas for increasing conversions and ROI in your next campaign... without blowing your marketing budget.
1. Lookalike advertising
This feature helps you reach people who have similar interests to your core audience, but who you haven’t targeted before. You can run lookalike advertising campaigns on Google, Facebook and many other channels.
Setting it up is easy:
- Create a custom audience campaign based on the people who clicked on your previous campaigns
- Create a similar audience based on the segment you’re targeting
- Target this audience across all your channels
2. Geolocation advertisements
Use Google’s geolocation settings to target specific locations. Or an area around it – such as a five-mile radius of your physical store.
Just remember to set the correct opening hours for your business, especially if you're advertising in-store products.
3. Google Extensions
Maximise your ROI with Google’s selection of extensions. These add-ons make your ads more appealing, eye-catching and, most importantly, clickable. Some of the most effective options are:
Call
Feature a phone number in your ad so mobile users can call you right away, without the hassle of looking for a number.
Location
Make it easier for potential customers to find you by adding an address with a link to a Google map. If you have a physical store, you should be adding this to your ad right now.
Site Link
Promote more landing pages under your ad text to give your customers more information and choice. This one's great for helping you stand out from your competitors.
4. New keywords
Make your PPC budget go further by looking at more specific, less competitive keywords and long-tail keywords. These terms are cheaper and bring more closely targeted traffic to your site.
5. Mobile targeting
Even users who convert on a laptop or tablet may have started the purchasing journey on mobile. This means your ads must be optimised for mobile.
Remember to check your bids after you set your device targeting settings, as bids are increasing with added mobile competition. You can also set a campaign maximum to make sure you don’t blow your budget.
6. Remarketing
Remarketing is one of the most effective ways to save money on paid advertising. That's because people who put items in their cart have already shown an interest in you and your products. Don't miss the chance to turn that interest into sales. Here's how you set up a remarketing campaign:
1. Log in to Audience Manager and click “visitors of a page who did not visit another page”.
2. The first URL will be your shopping cart page, potentially one of your checkout pages. All you need to do is put some content together and target abandoners with content to tempt them back.
Remember, don’t just use Google for your campaign. Facebook, Linkedin, Pinterest and Snapchat are all waiting too.
Want to know more about paid advertising, PPC or Google Shopping?