PPC Ads Best Practices: Increase Clicks and Conversions

PPC Ads are probably the best step you can take for your business’s advertising. Right from specific targeting to a dynamic set of ads, there are plenty of ways you can attract customers actively seeking your services.

However, it can also get a bit daunting. The rollercoaster ride you go through while trying to figure out the features is proof enough that PPC ads, although effective, need a well-planned strategy to work. All your PPC struggles can be eased by reassessing everything that PPC has to offer.

So, if you’re someone looking to increase your clicks and conversions, here are some best practices that might work.

Who’s your audience?

If you have been running ads for a while without seeing growth in conversions, it’s probably time to go back to the basics. The audience you’re targeting could be way off from what needs to be done, which will only result in wasted ad spend.

In this case, consider the following-

Lookalike segments

If you have a list of people who have already interacted with your website or app, an ad platform can use this data to find audiences with similar characteristics. Such lookalike PPC Ads segments help you target a fresh audience instead of displaying ads to the same ones who have no intention to convert.

Retargeting

Targeting someone with your ad just once is not enough. On average, you’ll need at least 3 touchpoints for a user to consider your brand and 7 to make a purchase. Retargeting allows you to display various versions of your ad to the same user repeatedly.

Geotargeting

Think of how many times you have missed your targeted online advertising because of the wrong timing. Geotargeting is a refined version of targeting PPC Ads that finds you the right people at the right time. It allows you to attract a hyper relevant audience by targeting local prospects.

Think twice about your keywords

The way keywords work has changed significantly in the past years. Results based on the searcher’s intent are given more importance than exact matches. For instance, when you enter ‘shoes for rainy season’ on Google, it won’t show you an exact match for the term.

So, what can be done to level up your keyword strategy for PPC ads? You can try working with the following-

Evaluate existing keyword groups and remove the ones that haven’t been performing well. You can continue with the ones that still accurately represent your brand or align with it closely.

Review current trends and behavior of the audiences to understand how they type in search queries. Based on the languages, cultural references, and age of your target audience, the search queries could be poles apart.

Negative keywords can be another method to prevent your ad from being triggered by a certain phrase. This can save your budget from unnecessary clicks.

Social Proof + Persuasion= Good Ad Copy

One of the many reasons why your ad isn’t getting clicks can be a lack of social proof. You can keep shouting with a microphone what makes your product better, but it won’t have the same impact as even a whisper from someone who has already tried and tested it.

You can also keep your ad persuasive by highlighting a sense of urgency, scarcity, and exclusivity. We mean something like a ‘Hurry! Limited Time Offer’ or ‘50% Off For Today Only’.

Imagine the number of clicks PPC ads with video reviews and a flashy first-time purchase discount code can bring.

Vent your creativity

When we say to vent your creativity, we don’t mean to go overboard with it. The creativity of your PPC ads should coincide with your brand’s identity- whether it follows minimalism, maximalism, or keeps a neutral ground.

Visuals form a major part of the first impression with your audience Affiliate Traffic, making it necessary to test out different creative PPC Ads. You can try to convince your previous customers for user-generated content, play with juxtapositions and exaggerations, use trendy memes and relatable scenarios, or refer to a famous pop culture moment.

For example, a creative ad for rain boots can depict their waterproof quality by making them float underwater.

Additionally, having consistency in your branding paves the way for recognition and trust among potential customers.

Adopt a clever bidding strategy

If your campaign’s goal is to drive brand awareness by displaying your ad to as many people as possible, paying for every click makes little sense. Your bidding strategy will eventually determine the visibility and costs of your PPC ads.

Here are 3 main ones to adopt for increased clicks and conversions-

Cost per Click (CPC) is for advertisers who want to drive web traffic to their own website as much as possible. They pay for every click on their ad.

Cost per Mille (CPM) works when the advertisers want to target a large audience group and bid for every 1000 impressions. High-quality CPM traffic can significantly increase your brand’s visibility and awareness.

Cost per Action (CPA) makes the advertiser pay only for ads that have attained a certain specified action, which could be a download, subscription, or sales.

Ads that rope in viewers

For ads to work, it’s important to make them enticing by adding some engaging element to them.

Have you seen those ads that almost read your mind? One morning you’re thinking of changing your sofa, and by the evening, you’re seeing ads with trending sofa designs.

This is the work of dynamic ads that tend to automatically tailor ad content for each user by browsing through a website’s content and ad variations, matching PPC Ads with the query that the user is looking for. They adapt and present themselves as what the user is into, ensuring that the user directly finds what’s in their minds.

Interactive ads are another ad form that maximizes clicks by inviting users to physically engage with the ad. You can swipe through, play a game to promote business, watch a video, complete a form, and do so much more. They encourage you to act rather than passively view an ad.

Revamp your landing page

Ever wonder why you’re getting clicks on your ad but no conversions? One reason could be a poor landing page. Issues with its loading speed, complex navigation, or irrelevant content that makes your ads look clickbait can break your chances of sealing the deal with potential customers.

Start with identifying the problems with your landing Traffic Source with a website tracker and revamp it according to what users will prefer. Make sure to clearly state your brand’s value proposition and match PPC Ads the contents of your landing page with that of your ad.

For example, if the ad is about a free resource you’re offering in exchange for their email, don’t direct them to a sales page.

Mentioning your trust indicators, such as social proof and certificates, can enhance the credibility of your landing page.

There are a number of things you can test your PPC ads for-

• Audiences
• Ad copy and visuals
• Keywords
• Landing pages
• Bidding strategies

A/B testing online ads is a long-term process that stays with you throughout your advertising journey.

Conclusion

It’s not that PPC ads are daunting; they’re just evolving with new features and rules every day. So, if you think that your PPC ads are not reaping the desired results, revamping your strategy using best practices might just do the trick.

Looking back at your audiences, keywords, and ad creatives and comparing them with today’s trends can help you find and fix loopholes in your advertising. An ad network like 7Search PPC allows you to experiment with your ad campaigns and make changes, all in real time.

Frequently Asked Questions (FAQs)

Why is it necessary to increase clicks and conversions?

Ans: Increased clicks and conversions ensure that your PPC ads reach the right audience and attract customers.

How to find the most effective keywords?

Ans: Keywords with the highest search intent, mainly commercial and transactional, capture the highest traffic. Very specific phrases can also help you find a very specific audience.

Why are ad creatives important?

Ans: Your ad copy and visuals are the first things someone sees when they are targeted with your PPC ads, so it’s necessary to keep them compelling and engaging.