Pay-per-click or PPC advertising drives traffic to your website. You, as the advertiser, pay the publisher when the ad you placed on their website is clicked.
This article shares with you 5 things you probably haven’t known yet about PPC, especially if you are just starting out to use PPC in your advertising campaign.
1. Localization is Important to a Successful PPC Campaign
Adopting a one-size-fits-all PPC strategy is going to backfire on you. The last thing you want to do is burn a big hole in your pocket by serving PPC ads that are not meant for your target customers.
If you are targeting customers in a particular city where English is not their mother tongue, you might want to include some street lingo to localize your PPC ads. You might even consider serving your PPC ads in the local dialect.
More than your language of choice, it is also important to consider targeting PPC ads based on locality. Serving PPC ads with products meant for one city might not fetch you the desired results if the ads were published to customers on another city.
For example, let’s say you are a sports apparel company that produces local sports uniforms for City ABC. If you run a PPC ad of the uniforms of City ABC that is served to residents of City XYZ, do you think you’ll get a lot of clicks?
2.Hiring an Ad Agency Can Work Wonders Without Spending a Fortune
Google AdWords is arguably the king in the PPC advertising sphere. You can invest in growing your internal digital advertising team to handle your PPC campaigns using Google AdWords but it comes with a ton of problems. From hiring to training to operations, you will be spending money, effort, and time to successfully pull this off.
Hiring an ad agency that specializes in Google AdWords will greatly help you get results faster and cheaper. You no longer have to worry about figuring out how to improve your Quality Score on AdWords. Let the experts handle this and watch the clicks come raining in.
3.Capitalize on Call and Message Extensions
Google has made a lot of changes to the way they serve PPC ads. Two of the most important features they are offering are the call and message extensions.
The company knows that the way customers search for products is evolving, thus, it requires advertisers to keep pace. Offering customers a way to directly call or send a message to your business can work wonders for your PPC strategy.
4.Consider Using Google’s Semi-Automatic Bidding
The primary argument for using Google’s Semi-Automatic Bidding tool is your advertising account should not be static, especially if you heavily rely on automatic bidding software.
You can run tests that consider factors such as your selected CPA (cost per acquisition) or ROAS (return on ad spend), geographic locations, the key phrases you are going after, ad schedule, and many more. This can help you better calibrate your bidding settings and effectively maximize your ROAS and CPA.
Here is a step-by-step guide to do a semi-automatic bidding on AdWords.
5.Show Seller Ratings in Your PPC ads
Customers can be swayed by customer reviews. This is one reason why you need to showcase your seller ratings in your PPC ads, especially if you have great ratings.
According to Google, showing customer reviews and seller ratings in your PPC ads can help boost click-through rate (CTR) by as much as 10%. Here is a simple step-by-step guide to help you run an A/B testing on the effect of including your seller ratings in your PPC ads.
You can also read more about PPC benchmarks per industry here. These can help you get a sense of where you stand in terms of the industry standards on PPC ad statistics and adjust your PPC strategy accordingly.