Apart from the long going debate on whether PPC is actually a good channel to spend; no matter what you sell the power of PPC just cannot be ignored. Whether you are into something as common as shoes and clothes or something offbeat like industrial goods, you can always figure a way to reach the right audience with PPC.
Every Industry, Category and Product type may demand a unique mix of PPC strategies that create a combination of PPC features that complement each other and fill in the gaps required to sell any product.
At Sokrati we believe in testing new ideas and betas which is crucial for client growth and relations. This has helped us in collating a plethora of intelligence on PPC best practices. We have managed to list down a mix of strategies that have worked well for us and will for you. These may not be the ultimate strategies that if followed blindly will lead you to success, but if used wisely have the potential to boost conversions from your PPC campaigns.
Leverage Search Companion Marketing
When you are playing with keywords with higher CPCs it’s always a good strategy to identify and focus on channels having a lower CPC for the same keywords. Click costs on display networks are 10% of what they are for Search Ads. Thus by leveraging a mix of both enables user intent based campaigns to be highly economical and highly relevant on both the channels. So somebody searching for your product / service using a specific keyword with a high CPC can be targeted with display ads which are cheaper and in turn lead to conversions for genuine enquiries.
Time Based Bidding
The main goal is to capitalize on user demand at different timings. Advertisers should identify the best performing hours and days of a week. Accordingly bids can be increased to enhance visibility and ensure conversions. Similarly, visibility should be reduced during low performance hours to reduce spend on wasted clicks and non-relevant searches.
Remarketing using Google Analytics Lists
Remarketing if not precise will just continue to burn holes in your pockets. Thus the lists you use to remarket are of prime importance. Google analytics list gives you custom combination of various metrics of users like age, location, pages viewed per session, session duration and more. The metrics from these lists compared to the normal adwords lists facilitate for remarketing using enhanced targeting. And when you target the right people the conversions are ought to increase.
The next level of optimizing your remarketing ads is creating user buckets. Prioritizing people based on their last visit timing and accordingly targeting and managing spend. So a person who visited today or a day prior is of high priority and has a higher conversion probability. Thus bids for users in these buckets can be increased by 50% to ensure ad visibility and conversion. Similar buckets can be created based on collecting little intelligence of how early people convert after bouncing back from your particular website.
Customized buckets like the below table can be created for individual businesses to ensure not a single customer is lost at the most optimal cost.
No of prior days visited
% Rise in Bids
2 – 7
8 – 15
15 – 30
31 – 180
Remarketing List Hygiene
One more important way to gain success is through reducing costs by identifying redundancies and wasted clicks. Remarketing is an extremely powerful tool, but if not used efficiently can result into a lot of ad spillage. Rather than only focusing on increasing your lists it is also very important to maintain your list hygiene by removing unwanted people. Exclude people who have already filled lead forms or people who have visited the page a lot but not performed any action.
Location Specific Campaigns
This feature is a savior for small sized businesses and a game changer for big players. Small players can use this to create campaigns only limited to certain geographies where their services are available or their niche audiences reside. Whereas bigger players can identify the best performing product categories in different locations and create campaigns based on your product and location combination. This strategy gives you a higher control on your campaigns and spend.
Cross Selling using Ad Extension
Leveraging enhanced site links in ad extensions for cross selling is something players of any size can do. Other than using conventional links of promotional offers, discounts or contact links; using links of complementary products for cross selling using the ad extension feature is a smart strategy. For category searches links of best selling brands can be used to boost conversion.
Full Funnel Tracking
To constantly monitor, analyze and optimize your campaigns you need to have a full view of the customer buying funnel. This also includes tracking every customer touch point including online and offline. Offline tracking is important to identify the stage at which leads might be getting dropped. Or which specific set of keywords or targeting is leading to leads getting dropped in the offline stage.
e.g. Your ad copy might include an offer or product description which is leading to a lot of clicks and form fills. But sometimes the call center representatives who call for further process completion are not aware about what the customer wants. This might create disinterest in the customer and result in a lost lead.
Identifying Keywords with Highest Conversion Rates
Every product in your portfolio might have a unique set of keywords that bring in more conversions compared to others. Hence it is very crucial to identify the different set of keywords with their specific conversion capability and then tying them up with your most suitable products in individual campaigns. In the generic segment try moving to exact match keywords. But for new products you can start out with broad keywords, identify queries that are working and then focus on ‘Exact Keywords’ to reduce any wastage through generic keywords.
Segment Keywords into Tight Themes
Keywords with different conversion rates need to be tightly themed as every theme also has different conversion probabilities at different stages of the buying funnel. So some keyword themes might bring you a lot of traffic with less conversion, whereas some might drive less but highly targeted traffic with high conversions. It is very important to isolate themes with different conversion rates into individual campaigns to throttle lead cost.
These were few of the strategies we think you should follow to maximize conversions through PPC. If you have better suggestions, please comment below. If you need our help in doing the same for you write to us at firstname.lastname@example.org.