Like other facets of digital marketing,
pay-per-click (PPC) advertising has grown increasingly competitive as consumer attention becomes more scarce. Creative thinking and innovative strategies are crucial to ensuring your campaigns drive traffic,
generate leads, and increase sales.
Shake up your PPC campaigns with these unique tactics to improve performance and maximize your return on investment (ROI).
1. Leverage Audience Exclusions
While targeting the right audience is essential, excluding certain segments can be equally important. By creating audience exclusions, you can avoid showing your PPC ads to users who are unlikely to convert.
For instance, exclude current customers from seeing ads for new customer promotions or exclude individuals who have recently purchased a product similar to what you're advertising.
2. Use RLSA for Hyper-Targeting
Remarketing lists for search ads (RLSA) is a Google Ads feature that allows you to personalize your search ads campaign for people who have previously visited your website. Use RLSA to create highly targeted ads for users who have shown interest but haven't yet converted.
Tailor your ad copy and bidding strategy based on their previous interactions with your site to increase the likelihood of conversion.
3. Implement Dayparting and Weekparting
Adjust your ad schedule to target specific times of the day or days of the week when your audience is most active and likely to convert.
Analyze your data to identify peak performance times and allocate your budget accordingly.
This strategy, known as dayparting and weekparting, helps you avoid wasting ad spend during low-performing periods.
4. Experiment with Different Ad Formats
Don't limit yourself to traditional text ads. Try different ad formats such as shopping ads, video ads, and dynamic search ads.
For example, video ads can be particularly effective in capturing attention and driving engagement. Test various formats to see which ones perform best with your audience and deliver the highest ROI.
5. Utilize Negative Keywords Aggressively
Negative keywords are a great way to refine your campaign's targeting and prevent your ads from showing for irrelevant searches. Regularly update your negative keyword list based on search query reports to filter out unqualified traffic.
Negative keywords ensure that your ads only show to users who are more likely to convert, thereby improving your overall campaign performance.
6. Geo-Target Competitor Locations
Take advantage of geo-targeting to focus on specific geographic areas where your competitors are located. By running PPC campaigns in these areas, you can attract potential customers who might be considering your competitors.
Craft compelling ad copy that highlights your unique selling propositions to persuade users to choose your business over others.
7. Use Dynamic Keyword Insertion (DKI)
Dynamic keyword insertion (DKI) automatically updates your ad text to include the exact keywords users are searching for. This personalization makes your ads more relevant and increases the chances of attracting clicks.
Be cautious with DKI, though, and ensure your ad copy remains coherent and professional even with dynamically inserted keywords.
8. Optimize for Voice Search
With more people using voice-activated assistants like Alexa, Siri, and Google Assistant,
optimizing for voice search is crucial for successful campaigns. Voice searches are generally more conversational and longer in nature.
Add long-tail keywords and natural language phrases in your campaigns to capture this growing segment of search traffic.
9. Test Different Bidding Strategies
Don't stick to a single bidding strategy; test different approaches to find what works best for your campaigns. Consider experimenting with manual CPC, enhanced CPC, target CPA, and target ROAS bidding strategies.
Regularly review and adjust your campaign's bids based on performance data to improve your ad spend and maximize ROI.
Strategically Innovate Your PPC Advertising
Improving your PPC campaign's performance requires more than just following conventional wisdom. Try these unique tactics to refine your targeting, optimize ad spend, and ultimately achieve a higher ROI. Stay creative, test relentlessly, and always be on the lookout for new opportunities to enhance your PPC strategy.