Pay-Per-Click (PPC) advertising remains one of the most significant digital marketing channels in 2023. With the rise of AI and machine learning, the strategies employed in PPC campaigns have become smarter, more targeted, and more effective. So without further ado, here are the top five PPC strategies to try for your business in 2023 to help you stay ahead of the curve and increase your ROI.
Leveling Up Your PPC Strategy Today and Beyond
Trending #1: Launching a Remarketing Campaign to Maximize Your Retargeting Strategy
Remarketing campaigns have proven to be a highly effective way to re-engage customers who have previously interacted with your website or mobile app. By targeting these users with personalized ads, you can significantly increase the likelihood of turning them into loyal customers.
To maximize your retargeting strategy, be sure to:
- Segment your audience based on their previous interactions with your brand (e.g., site visitors who abandoned their shopping cart, users who viewed a specific product page, etc.)
- Tailor your ad creatives and messaging to cater to each audience segment’s unique needs and preferences.
- Monitor the performance of your remarketing campaigns and make data-driven optimizations to improve their effectiveness.
Trending #2: Leveraging the Expanding List of Google Ad Extensions
Google Ad Extensions provide additional information and interactive elements to your text ads, which can effectively enhance their performance. With an ever-growing list of available extensions, it’s crucial to stay up-to-date and leverage the most relevant ones to your business.
Some of the most popular Google Ad Extensions include:
- Sitelink Extensions: Allow advertisers to display additional links to specific pages on their website
- Call Extensions: Enable users to call your business directly from the ad
- Location Extensions: Provide directions to your physical store or office
- Price Extensions: Display prices for your products or services in the ad
Be sure to test and analyze the performance of different ad extensions to determine which ones drive the most value for your business.
Trending #3: Increasing Your Reach by Advertising on Multiple Platforms
As the digital advertising landscape expands, it’s becoming increasingly important for businesses to diversify their advertising efforts across multiple platforms. Doing so can increase your reach, tap into different audience segments, and maximize your overall ROI.
In addition to Google Ads, consider exploring advertising opportunities on platforms like Microsoft Advertising, Facebook Ads, Instagram Ads, LinkedIn Ads, and Pinterest Ads. Be sure to tailor your ad creatives and targeting strategies to align with each platform’s unique demographics and user behaviors.
Trending #4: Lookalike and Similar Audiences
Lookalike and similar audiences are powerful targeting options that allow you to reach new users who share similar characteristics with your existing customers. By leveraging these targeting options, you can significantly expand your reach and drive more qualified leads for your business.
To effectively implement lookalike and similar audiences:
- Create a seed audience of your most valuable customers (e.g., high lifetime value, high purchase frequency, etc.)
- Use this seed audience to generate lookalike or similar audiences on your preferred advertising platforms.
- Test different audience sizes and refinements to find the optimal balance between reach and relevance.
Trending #5: A Mobile-First Landing Page
With increasing numbers of users accessing the internet via mobile devices, it’s crucial to prioritize mobile-first landing page design. This ensures that your landing pages are optimized for a seamless and user-friendly experience on mobile devices, which can significantly improve your conversion rates.
To create a mobile-first landing page:
- Design your landing pages with mobile users in mind, ensuring that they’re responsive and load quickly on mobile devices.
- Optimize your content and CTAs for mobile users, making it easy for them to take action on your page.
- Test your landing pages on different devices and screen sizes to ensure a consistent and positive user experience.
The Bottom Line
By incorporating these top PPC strategies into your digital marketing efforts in 2023, you can gain an edge over your competition and ensure that your campaigns continue to deliver strong results. Remember to analyze and optimize your campaigns based on data, and don’t be afraid to experiment with new tactics and platforms to find the perfect mix for your business.