Creating a new Paid Ad is only one step, optimising them is another. Many businesses create online ads because they know they can be very effective for attracting customers but many of those businesses fail to optimise their ads. Failure to do this means you can be attracting the wrong type of customers and wasting your budget. Here are some PPC optimisation techniques you can use today.
Why should you optimise your Pay Per Click Ads?
Why not? One of the best things about PPC is you can get immediate results compared to SEO. However there is a bigger cost. And even though you're spending more, there is a higher chance of wasting more too.
Optimising your PPC campaign means you can keep it as focused as it can be, target your audience effectively and reduce wastage spend.
Have a look at our free eBook that shares tips on how you can save money on your PPC campaign and still keep it working as effectively.
There are many optimisation techniques out there to help you reduce spends and get more conversions.
For example: It's important to optimise and be considerate of mobile users. Google AdWords has been updated to make their ads better optimised for people searching the internet on their mobiles. (On a side note about optimising for mobile users, have you heard of AMPs? They're fast-loading, ad-free pages Google is introducing - they're great for attracting readers who want answers - fast!)
But while there are techniques out there, here are some techniques that aren't as commonly used, which means they can give you a headstart over your competition.
Here's 3 PPC Optimisation Techniques
Use inboundy adverts
Alter location targeting
Remarketing lists targeting your buyer persona
1) Inboundy Adverts
Unlike a normal paid ad, inboundy adverts are designed to move searchers along the buyer's journey,
As an inbound marketing agency, we promote the inbound methodology for successful marketing. Inboundy ads offer a direct solution to a search query and their helpful nature turns visitors into leads and/or customers.
Unlike the other adverts, that are offering social media marketing services, this ad is actually answering the searcher's query and giving information to help them. This is what makes an inboundy ad.
Inbound adverts are more successful compared to a normal paid ad because they appear at the right time. They're not interruptive.
Inboundy Ad found on Facebook
This ad is relevant for this Facebook user and the helpful downloadable guide is educational and will help them move along to the next stage of the buyer's journey.
You can create your own inboundy ads by making them helpful to the searcher. Use these examples for inspiration.
2) Alter Location Targeting
In Google AdWords you can alter and disable the location targeting settings. For example, disabling “Target those in or show an active interest in my location” can help you reduce the waste of clicks.
Quite a few marketers forget to disable this function and wasted clicks eat into their monthly budget.
Optimising the location focus of your paid ads will make them as focused as possible and prevent them from appearing in front of people who aren't interested.
3) Remarketing Lists Targeting Your Buyer Persona
Remarketing is an excellent way of retargeting previous customers or catching the attention of shoppers who did not reach checkout originally.
By looking at your buyer personas, you can get all the details and facts about your ideal customers to make your remarketing lists as focused as possible.
When it comes to Pay Per Click Advertising, the aim isn't to get as many clicks as possible but to attract the best quality leads.
Want more PPC Optimisation Tips? Have a look at our Marketing Guide
Here are lesser known techniques you can use to optimise your Paid Ad campaigns. Along with other tips to greatly improve your SEO, inbound marketing, and more.