Pay per click marketing, or PPC marketing, is one of the best ways to generate more sales. Unlike SEO, which focuses more on traffic and the long game, PPC allows you to instantly reach an audience that is more likely to convert. However, after some time, the process of running pay per click campaigns can become automatic.
While this is a great way to scale the process, it does stop many marketers from experimenting and finding more viable tactics. Grasping the basics of PPC is just the beginning; these five tactics can help you test the waters, get some more valuable data, and potentially sales.
Focus More on Remarketing Your Long-Tail Keywords
Reaching an entirely new prospect is a challenging and worthwhile task. However, it is not the only option you have. Why spend time endlessly chasing new customers when you can reach out to old customers?
Remarketing is one of the best tactics when it comes to Adwords management. Customers that are already familiar with your product are a good option for getting repeat business, that is if your service is good. Target potential repeat customers with long-tail keyword queries. Look at ad group subjects by using the UTM parameter and create a list of people to retarget with that information.
Consider your Conversion Funnel and Reverse Engineer It
Funnels are incredibly crucial to directing visitors to pages that can help them secure your services. Digital marketers have different approaches when it comes to funnels. Some believe that the quicker the user gets through the funnel, the more likely they are to buy. The idea behind this is that they came this far, and now it is just about getting them to click on the right spots. However, this is not always the case. Other marketers believe that engagement is more important. They think that the more information and interaction they can provide, the more likely they are to secure a satisfied customer.
You want to take a look at your funnel and see how it works. Consider what parts of the funnel can use some improvement. Adding videos, demos, information, or previews can lead to more conversions.
Consider the Inverted Unicorn Strategy
If you have been in marketing for a while, you might feel like you have a clear picture of your target audience – the “unicorns,” if you will. This is a narrow target audience group that is most likely to click through and purchase your products. While it is the goal of every business to identify its unique market, it can also limit you later on.
Focusing solely on that target audience can restrict your growth, leaving you in a vulnerable situation. If your targeted audience does not engage with your ads, then you will see no ROI.
The Inverted Unicorn strategy takes this into account and looks for ways to reach new people. The strategy is meant to expand your target audience and improve engagement. It focuses on adding one or two interests to your target audience, thereby changing the demographic you are targeting. It is a nuance change that can bring about some fresh customers. The goal here is not to completely change who you target, but to add a broad second interest to the primary interest of your “unicorn audience.”
Invest Heavily to Test It Out
Spending a substantial amount on the testing phase goes against many marketers’ instincts. In fact, most campaigns begin with a small budget, and they only grow when they get results. While there is logic in playing it safe, it is also limiting. Testing things gradually delays the time it takes to get results.
This is why some marketers think it is better to dive in and test things out with a larger budget. This doesn’t mean pouring all you have into testing. Instead, it means getting more creative and changing your approach. Focus on fewer prospects and analyze the results. Allocate 15% – 20% more resources into testing and get intel to map out your future campaigns.
Consider Using DSA for Keyword Research
DSA stands for Dynamic Search Ads, and it is an amazing approach that combines SEO and PPC. It essentially empowers PPC campaigns through SEO’ed sites. DSA functions by allowing Google to crawl a website and match the best landing pages to a user’s query.
The role of PPC marketers is to not only find a system that works but to keep an open mind and expand the boundaries that limit the ROI of your actions. Take the time to test out and get comfortable with trying new ideas. Some of them might not be successful, but others can result in surprising growth.
If you wish to start enjoying good results for your business faster, don’t hesitate to contact me. I’d love to discuss your marketing strategy and help in any way I can.
Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 20 years of experience in implementing marketing plans for small businesses.