Digital marketing is an interesting field with many levels still being discovered. There are many sections of this marketing strategy that confuse even the most hardcore experts. One of those sections is PPC. Let us first admit it: PPC sometimes feels like a mystical art form. It is like the perfect mixture of bids and keywords. It is a digital marketing model where advertisers pay a fee each time a user clicks their ad. It is a way to bring or buy traffic for a website and is commonly used in Search Engine Marketing to target specific phrases and keywords. In this blog, you will get to know the 8 hacks that will step up your PPC game in 2024. Also, you get one bonus tip.
Choose The Right Keywords
Broad Match Modified (BMM) is a keyword-matching option in Google Ads that allows you to reach more customers by making your ads eligible to show for close variants of your broad match keywords. Think of BMM as a buffet offering a variety of keywords that present you with different (and sometimes terrible) traffic. But in 2024, precision is king. Try phrase match with close variants, or experiment with “broad with match modifiers” – a hidden Google gem that lets you add “negative phrase match” exclusions directly on broad terms.
The Perfect Audience
Audiences, once a niche tool, are now the secret ingredient to the perfect recipe for your brand’s success. Take the help of a PPC agency in Orlando to layer demographic, interest, and intent-based audiences for laser-focused targeting.
Pro tip: Combine purchase intent audiences with remarketing lists for search ads (RLSAs) to target folks who are already warming up to your brand. Now celebrate the huge surge of conversion!
Appeal To Emotions With Ad Extensions
Think of your target audience as magpies. Extensions are your ad’s bling – site links, callouts, structured snippets – they chirp, “Click me!” and attract the target audience. Use all available extensions, test different combinations, and don’t forget location extensions, especially for brick-and-mortar businesses. Remember, more bling = more clicks.
The Magic Of Automation
Automation isn’t here to steal your job. It is here to be a best friend for your PPC. Use automated bidding strategies like target Cost Per Action (CPA) or target Return On Ad Spend (ROAS) to let the algorithms optimize your bids for conversions. But don’t be a control freak. Let a digital marketing agency in Orlando monitor performance closely and adjust settings as needed. Think of it as training your own PPC robot sidekick.
Crop Out Negative Keywords
Negative keywords are words or phrases that prevent ads from appearing when certain search terms are used. Negative keywords are your gatekeepers. They block irrelevant searches from draining your budget. But it is not just about common misspellings anymore. Get granular! Exclude competitor brand terms, irrelevant product variations, and even specific search queries with low conversion intent. Every negative keyword is a life-saver for your budget.
Sometimes, buyers make multiple visits to the website to buy a single product. They leave without making a purchase and forget about it, too. Don’t let them slip away! Remarketing ads remind these window shoppers of the awesomeness you can bring into their lives. It brings them back for a second (or third) glance. Segment your remarketing audiences for targeted messaging. People with an abandoned cart will get different ads than casual browsers. Isn’t that interesting?
The Unsung Hero: Conversion Tracking
This one might seem obvious, but it is often overlooked. Conversion tracking is the process of measuring how many times a goal is completed on a website or web page. A conversion is a desired action in which a website visitor completes the action you want them to. It could be making a purchase, signing an email list, or clicking on a landing page. Make sure your conversions are tracked meticulously! Every sale, lead, form submission – every win needs to be counted. Without proper tracking, you’re flying blindfolded, throwing money into a bottomless pit.
Step Up The Landing Page
Your ad could be a masterpiece, but if your landing page is busted, the visitors will bounce off faster than a basketball. Make sure your landing page sings! Design for clarity and conversion with compelling headlines, strong CTAs, and visuals that match your ad. A/B tests different elements to see what resonates best. Also, remember that mobile-friendliness is non-negotiable in 2024.
Ride The Trend Wave
You don’t just set your ad and then forget about it! Adapt your campaigns to seasonal trends and holidays. Give special offers for New Year, have back-to-school deals, and highlight the Black Friday sales. Use dynamic keyword insertion to automatically update your ad copy with relevant dates or discounts and tailor your landing pages to match the seasonal buzz.
To Wrap Up
So there you have it: 8 PPC hacks (along with the bonus tip) that will keep your campaigns dancing in 2024. Remember, experiment is the key. Test different strategies and monitor your results like a hawk. Most importantly, don’t be afraid to adjust. It is all about optimizing for relevance, engagement, and, ultimately, conversion. PPC is a wild ride, and with the right hacks, it can be the best thing for your business ever. So go forth and conquer the PPC landscape!