Pay-per-click campaigns are a smart way to use your advertising budget. They help you target specific customers — the ones who are most likely to purchase your products or click on your landing page. If you want to get the most bang for your buck, however, you need a good PPC strategy. That way you don’t waste money on clicks that have minimal effects. By prioritizing the best search terms for your audience, you can maximize your return-on-investment. Here are several tips for boosting your ROI from PPC campaigns.
Pay Attention to the Data
No advertising campaign has incredible success overnight. Expecting this isn’t realistic, and it can make you miss out on one of the most valuable resources: data. Understanding what is producing results and what isn’t gives you insight into your target audience’s interests. When certain PPC campaigns work better than others, try to figure out why. What was the difference? What part of the lifestyle of your target customers benefited from the successful ads versus the less-successful ones?
Adapt to Client Trends
While it’s smart to give each PPC ad some time to reach its potential if certain things are obviously not working, get rid of them. Focus your advertising budget on what works, even if it’s not what you envisioned originally for your business. That campaign you were excited about is only successful if it resonates with your clients. In other words, what customers think and how they react is much more important than whether everything looks great to you personally.
Choose the Right Time
A PPC strategy can be more effective at specific times of the year, the month, or even the day. By narrowing down these details, you avoid wasted clicks and get customers who are in the right frame of mind to buy. For example, restaurants often target PPC keywords for specific times of day, usually right before lunchtime or supper. A coffee shop may choose to market its products early in the morning or right after lunch (whenever the data shows clients are more likely to buy). By identifying the right time to promote specific services, you save money the rest of the year and still get roughly the same results.
Take Advantage of Limiting Factors
The more you know your customers, the more tightly you can restrict your PPC campaign targets. Remember, the goal of successful PPC isn’t to simply increase the number of clicks you get. It’s to increase the number of visits from your target customers specifically. PPC strategy is essential for making this happen.