Five PPC campaign management trends

Now that you’re a little familiar with PPC campaign management, let’s put it to work for your business. Here are five pay-per-click service trends that can help your business boom!

1. Make It Mobile

According to this post, the average person spends approximately four hours a day on their phone.

We also complete the majority of daily searches on our mobile phones instead of desktop computers.

More digital marketing companies are responding to this trend. To start, many are optimizing their websites and PPC marketing for mobile devices.

Google even prioritizes mobile-optimized websites when determining rankings. That means mobile-optimization could benefit your SEO as well.

This also includes creating call-only campaigns. When someone clicks on a call-only campaign, they’re directed to call your company (instead of a landing page).

Call-only campaigns are an effective strategy for improving conversion rates. Instead of waiting for a website visitor to fill out a form on your website, they’ll immediately call your company. That way, a salesperson can seal the deal.

A mobile-optimized webpage also improves conversions. Long, image-heavy pages can slow load time down. Instead, create a concise page that leads visitors to call or complete a form.

Here are the top questions you need to ask about a mobile strategy to get you started.

2. Viral Videos

PPC ads come in many shapes and sizes. Instead of a responsive text ad or image ad, however, more companies are choosing to display video PPC ads.

According to Alexa, YouTube is the second largest search engine in the world. The rise in video content has led more companies to use videos in their advertising as well.

With video advertising, you can use visuals to engage your customers. Once you have them excited about your product or service, you can then direct them to your website to convert.

Like any other PPC ad, you can also use precise targeting to get in front of the right customers. This can include using topic targeting, so your ads display based on the other topics the visitor researched.

Video advertising also allows you to mix up the content. A few video ad types include:

• Vlogs
• Culture videos
• Webinars
• Interviews
• Presentations
• Event coverage
• Reviews
• Tutorials
• Animations
• Testimonials

These different types of videos give you options. That way, you can choose the style most likely to engage your audience. Videos are a great growth hacking method to attract new customers.

3. Amplify Audiences

Remember when we discussed audience targeting? Choosing audiences over keywords is becoming increasingly popular with PPC campaigns.

Keywords don’t always target the right customers. Unless you have an extremely robust negative keyword list and the right keyword match type, keywords might cause wasted spend.

Instead, you can narrow your audience down to target your ideal customers. Consider who your customers are and their intention when completing a search.

This will help you avoid keyword searches that might have more to do about do-it-yourself tutorials or blog posts. By focusing on the buyer’s intent, you’re also focused on people most likely to buy and become a paying customer.

The more you know about your customers, the more precise your targeting will become. As mentioned before, you can always dive into the data to discover which audience details lead to the most conversions.

Even social media PPC platforms such as LinkedIn and Facebook put more weight on audience targeting.

By amplifying your audience instead of your keyword, you can focus on the people most likely to become paying customers. As a result, you can cut back on wasted spend and raise sales.

4. Reel in Remarketing

Remarketing, or retargeting, allows you to display new ads to website visitors who previously clicked on your PPC ad.

Think about it this way. Someone clicks on your ad, visits your website, and leaves without converting. That would seem like a wasted click, right?

Sometimes, we need a day (or even week) to think things through before making a purchase. Maybe your customer wanted to check competitor websites first, to compare prices.

Either way, remarketing gives you a second chance. By displaying your ad to this list of previous visitors, you can remind them of their previous visit.

This can help attract them back to your website to finally convert from a lead to a paying customer.

With remarketing, you can cut back wasted spend by reviving previous opportunities.

Remarketing can also lead to increased sales with previous customers. This little reminder uses fresh language like “We Miss You!” and “Come Back!” to make the ads seem more personal.

Remarketing campaigns also allow you to choose different audience groups. That way, you can target different buyers with different ads.

For example, let’s say someone previously looked at (but didn’t purchase) a pair of heels on your website. You can then show them a remarketing display ad of those same heels as a reminder of their previous interest.

As a result, you can make the most of your initial campaign and your remarketing campaign to boost sales!

Learn more about how data can maximize marketing performance to optimize your campaigns.

5. Awesome Automation 

PPC campaign management has become a lot easier over the years with automation features. Now, these automation options can improve your campaign performance and increase sales, and you don’t even have to lift a finger.

Of course, you have to set your campaigns up first. After that, Google will take over and offer suggestions to help optimize your campaigns.

It helps to start slow with automation tools to make sure the choices are the best for your business.

Google will then use your campaign results to optimize your campaigns.

For example, some of Google’s bidding options include automated bidding. Google Ads will look at your previous bids and the competition. Then, it will use that information so you can make the most of your budget.

However, it’s important not to set these automation features and leave them on their own. Check back in to make sure your cost per acquisition hasn’t shot up or your conversions dropped down.

Regardless, following the automation trend can make PPC a lot easier for you and your company.

Kick Up Your PPC Campaign Management with These Trends

With these five PPC campaign management trends, your company can expand your reach and attract new customers.

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