10 Important PPC Trends to Watch in 2021

Expert Tips For 10 Important PPC Trends to Watch in 2021

 

Pay-per-click advertising is one of the easiest and best ways to promote a product or service. If this is your goal, your strategy for launching your campaign and maintaining conversions for your product or service needs to be a good one. 

You need to know all the new trends that are cropping up that will affect your PPC performance. Many new trends are cropping up, and you need to be aware of them to make your campaigns successful. Here’s a look at some of the major PPC trends of 2021.

Limited Data

Google has put a limit on how much search data you can access. There is also a plan underway that will affect how tracking cookies work. Without data, it can become difficult to know what is working and not working in your campaigns.

Limiting your knowledge will help Google gain more profit, so it is unlikely to change its strategy anytime soon. You will need to learn how to adapt to it.

Buyer Journey Is Important

More than ever, you need to understand the buyer’s journey towards conversion. It would help if you focused on what your target audience wants and needs. This means you need to spend time getting into your buyer’s heads. This will help you to find out how they buy, when they buy, and why they buy. You may have to lean more heavily on social media platforms to find out more about your target audience.

Automation is King

As a PPC marketer, you need to be aware that Ad platforms such as Google are trying to take away a lot of your previous control. As the use of AI becomes more pervasive in the ad industry, you can expect more automation. It would help if you got comfortable with how Google automation systems execute your PPC campaign in 2021 and beyond successfully.

Diversify Your Ad Platforms

You’ve probably heard it said not to put your eggs in one basket. When it comes to PPC, you will need to make sure that you diversify where you spend your money as much as possible.

Other Ad platforms will allow you to collect the necessary data to be properly informed and make wise decisions when paying for your PPC Ads.

Get Data the Right Way

With all the global data privacy laws that have now been put into place, there are greater restrictions on how cookies can be used in browsers. You will need to maintain the privacy of those who browse your website more effectively by informing them how you use cookies and for what purposes you use them.

Since so many marketers have been dependent on cookie-driven targeting, they will need to look in other places to get the information that they need. This means that new solutions that do not rely on cookies will have to be developed. To this end, it will become more important to develop first-party data capturing solutions.

Instagram Will Bring Opportunities

Instagram has recently announced that it will be monetizing videos and reels. They have already rolled it out on some selected accounts. Given the recent announcements by their CEO by the end of 2021 going into 2022, you should see significant opportunities for advertising on Instagram.

Make sure that you are ready for this new advertising opportunity when it lands. 

Know Your Audience Intimately

As discussed previously, you need to know your target market a lot more and understand their preferences and behaviors. You can’t just rely on what you have observed through data. It would help if you focused on getting real human feedback. This will help you to make choices that are in line with your objectives for your PPC campaignsThis will mean you do not just depend on what Google’s recommendations on scores tell you to do.

Ramp Up Your Ad Content

The message you bring across to your audience in your ad campaign needs to be more enticing than ever. You need to ensure that your message connects in an emotional and personal way with your audience. This means that you will have to get more creative when doing your Ad copy. People buy from people they trust and feel an emotional connection with. The creativity you used to connect with your audience will give them that emotional connection and make them feel as if they can trust you. You need to produce high-quality content that will grab attention.

Do Continuous Testing

Since you will not have as much data as you had in previous years, you will have to do a lot more testing than you ever did before. You may think one way is working great, but you must split test your PPC strategy. You may find that other ways work even better. Always be willing to push the envelope and see if you can do better.

Mobile Is More Important Than Ever

When it comes to your PPC strategy, it is not just about how much you know your audience, how much data you have, or how much money you have to spend. Your users’ mobile experience has with your landing pages, and your content has got to be superior. This is because more than ever, people are browsing on their mobile phones. Desktops and laptops are not used for browsing websites nearly as often as mobile devices. When you are creating your website landing, you need to ensure that you visit it on mobile. Pages created on desktops and laptops can look great on that device but may not provide the best experience for our users when on mobile. This can severely hurt your PPC campaigns.

Implement the Trends 

To ensure you reap all the rewards you can from your PPC campaign, it is best to stay on top of all the latest trends. When you do this and take the time to carefully look at your current strategy and plan how to implement any necessary changes, you will find more success with your campaigns. 

ppc_election_campaign_2020

How the 2020 Election Season Affect PPC Campaigns

How the 2020 Election Season Affect PPC Campaigns

Expert Tips For 2020 Election Season

 
Pay per click (PPC) advertising is one of the best ways to attract new leads to your brand, especially with Google Ads and Facebook Ads. But with the 2020 election quickly approaching this November 3rd, you may be wondering, “how does the election affect PPC advertising?” After all, the 2016 presidential election put Facebook Ads under scrutiny with a scandal of Russian influence on the platform. Given that recent history, are your PPC campaigns going to be affected due to the upcoming 2020 election?
The answer is most likely yes, and that exactly how the election will affect your PPC advertising is going to depend on the geolocations you’ll be advertising too. As a leading digital marketing agency that specializes in being a PPC agency, here is a discussion of four ways we expect PPC campaigns to be affected in the coming weeks leading up to the 2020 election.

  • Getting Your Ads Approved Will Likely Be Harder as Google Ads and Facebook Ads Want to Ensure Ad Legitimacy

PPC campaign platforms like Facebook have come under the microscope for allowing fake or misleading ads on its platform both politically related and not. As such, both Facebook ads and Google ads are expected to be harder to get approved in the weeks before the 2020 election and to take a longer time to get approved too.
The reason – Google Ads and Facebook Ads want to make sure they are approving PPC campaigns that are legitimate and true. Since many different organizations run political ads outside of official candidates’ campaigns, you can expect there to be an influx in new Google Ads and Facebook Ads getting in line to be approved.
As a PPC agency, we encourage you to be proactive about getting your PPC campaigns, especially any that you have specifically created for the fall or the holiday season, created and submitted for approval in advance. By creating content now, even for ads you want to run for Halloween or Thanksgiving, you’ll be one step closer to getting them approved more quickly given the expected PPC campaign approval bottleneck thanks to the 2020 election.

  • Facebook Ads and Google Ads Won’t Run Local 2020 Election Ads in Washington State and Canada

If you’re planning to run political PPC campaigns for the 2020 election, you should know they’re not allowed everywhere. Both Washington state and Canada have, through the threat of litigation, caused Facebook and Google to make the decision to not run any local election ads in these geolocations. If you’re looking to create PPC campaigns on Facebook Ads or Google Ads that will be political in nature, you’ll need to look for an alternative advertising channel to get your message across to your intended audiences.

  • There’s The Potential for Consumer Distrust in Pay Per Click Ads As the 2020 Election Approaches

As the 2020 election gets closer and closer, you can expect more pay per click ads to appear online on platforms like Google Ads and Facebook Ads. These PPC campaigns will be run by candidates, major parties, lobbyists, PACs, and Super Pacs, and more.
While some people love getting involved in elections and the political process, others don’t. This latter group is especially likely to have a growing distrust of political PPC campaigns, and potentially all PPC campaigns, the closer we get to the 2020 election.
As a digital marketing agency, we have a few suggestions to help maintain trust amongst Facebook Ads and Google Ads viewers. First, if your brand is apolitical and your company doesn’t support any political party, don’t mention politics or the 2020 election in your ads. This will help keep those who are tired of hearing about politics from avoiding clicking on your ads. However, if your ads will be political in nature, or have a political slant, make your political leaning very clear. This will help you better pinpoint your target audience and get a better response to your ads’ call to action, too.

  • PPC Ads Are Expected to Spike in the Swing States

Our final thought in answering the question, “How does the election affect PPC advertising?” is that there’s an anticipated influx of PPC ads coming to American swing states in the coming weeks. This can mean a few things if you advertise in a swing state.
First, with the expected increase in Facebook Ads and Google Ads in swing states, there’s also the anticipation for ad fatigue until the 2020 election season is over. This means you may see a temporary drop in clicks to your PPC campaigns in these geolocations as Internet users simply get tired of seeing so many pay per click ads.
Second, if your product or service is discussed in politics, keywords that you commonly use may be in higher demand, thus driving up their cost per click (CPC). For example, if you work in the healthcare industry, you can expect related keywords to become more frequently bid on in the next few weeks, thus driving up your CPC on them.
Finally, just as we mentioned earlier that ads are going to start taking longer to get approved, these delays may be even more pronounced in swing states. So if you’re planning on running a geo-targeted PPC campaign in Ohio, for example, get started on it now.
As a PPC Agency, We Can Help You with Your Pay Per Click Campaigns
While we are a full-service digital marketing agency, many of our clients know us for our PPC agency specialities. We help brands throughout the US create, optimize, and manage a variety of PPC campaigns on Google Ads, Facebook Ads, and other pay per click platforms.
Whether you want to pay per click advertising help for the short term because of the upcoming 2020 election, or you’re ready to engage with a PPC agency to take over your PPC campaign efforts, we can help. Simply contact us today to express your needs by calling (214) 295-5845, emailing sales@agencypartner.com, or filling out our online contact form.
Not big on reading? That’s okay. Watch “How the 2020 Election Season Affect PPC Campaigns” instead.
Using the power of Artificial Intelligence, we turned this blog into a video for you. Check it out below!


ppc_services_dallas

The Guide to Ecommerce PPC on Google, Bing, and Amazon

The Guide to Ecommerce PPC on Google, Bing, and Amazon

Expert Tips From Pay-Per-Click (PPC) Experts

If you’re running an e-commerce store, then you have a wide variety of options at your disposal. You can either sell your products on your website or transfer these products to Google. 
The choice is yours. However, having a versatile e-commerce strategy will increase your chances of gaining conversions from several prominent online platforms. With that said, which e-commerce platforms are you using to advance your marketing goals?
If you’re using a limited suite of e-commerce options, then you should keep reading. In this article, you’ll learn how you can streamline your marketing goals on Google, Bing, and Amazon.

Google

Google is the world’s largest search engine. Therefore, it’s no surprise that millions of businesses use this platform to achieve better results with their PPC campaigns. If you’re already using Google as an advertising space, then you need to follow these tips:

  • Use as much information as you possibly can. The more information you provide, the better Google can align your ads with incoming search queries. Also, the more Google can match these ads to search queries, the more relevant these ads become.
  • Develop a targeted description and title. This will help your ads become more enticing to your target audience.
  • Create the best landing page experience. Your landing page is the end of your sales funnel and should be very persuasive. 
Bing

Many businesses choose to use Bing because of the low barrier of entry, the possibility of using less of your budget, and a higher chance of online visibility with your paid ads. If you want to begin optimizing your Bing ads, then you should follow these steps.

  • Avoid import errors. Google and Bing ads require different minimum thresholds. When you import Google ads to Bing, it will instantly set the values of these bids according to its platform. Make sure all of these values are correct before moving forward.
  • Look at the targeting settings. The difference between Google and Bing ads involve the targeting settings of both platforms. More often than not, you’ll need to set up specific target settings on Bing. 

Amazon

Amazon is becoming one of the most preeminent advertising platforms online. There are a few tips you should be aware of before beginning your PPC campaign on Amazon.

  • Keep your campaigns structured consistently. It’s essential to make sure all of the aspects of your campaign are structured identically. This means that your brand, product category, and top-selling products should look the part.
  • Post similar products in the same ad groups. When you set up new ad groups, you should be able to place similar products in these groups. Doing so will lead to increased visibility for these products so you can achieve maximum conversions.
  • Use some automated features. PPC is now becoming automation to streamline the mundane process and achieve enhanced results. Don’t be afraid to use Amazon’s automated products if you don’t have the time to manage your campaign.

Impact your PPC Campaign Today!

If you want to impact your PPC campaign, then you’ll come to the right place. Give us a call at (214) 295-5845 or visit Agency Partner Interactive today for more information. 

Not big on reading? That’s okay. Watch “The Guide to Ecommerce PPC on Google, Bing, and Amazoninstead.

Using the power of Artificial Intelligence, we turned this blog into a video for you. Check it out below!


 
 
 

how_to_set_a_pay_per_click (ppc) _budget

How To Set A Pay-Per-Click (PPC) Budget

How To Set A Pay-Per-Click (PPC) Budget

Tips From Pay-Per-Click (PPC) Experts

Pay-Per-Click Advertising is one of the most effective ways of generating Qualified PPC Leads for your Business. Because of this, millions of businesses around the county utilize PPC Advertising to generate Online Revenue.
Businesses use Pay-Per-Click (PPC) Advertising to receive a consistent stream of Leads while their SEO Strategy is in place. With this being the case, what are you doing to make sure your PPC Campaign is in working order?
Do you have the right budget in place to achieve remarkable Results? Unfortunately, many businesses, small and large, struggle with their ad budgets. In this article, you will learn about how to set up the perfect PPC Budget to start thriving online.

Know Your Business

Sometimes, it can be easy to get off track with your Marketing Strategy. This may be because you want to set up a large ad Campaign to compete with your competitors but have limited means to do so.
To bypass this issue, you’ll need to learn more about your Business and scale your ad Campaign accordingly. If you have a small business with an eye for rapid improvement, then you should first sample some of your Budget to get your feet wet and make necessary improvements.
This will help you to establish an identity and learn The Basics of PPC Advertising.

Perform Regular Tests

In many ways, managing a PPC Campaign is like managing a stock market portfolio. Both campaigns will require managers to constantly experiment and take risks. Throughout your PPC Campaign, you Should perform Regular Tests to understand if you’re spending less or too much.
It’s important that a revelation won’t come anytime soon. Therefore, look at your PPC Campaign as an investment. You’re not going to likely to hit the jackpot and know what to do instantly.
Experimenting will save you money in the long run, while your campaign is going on.

Understand the Factors

When you’re getting started with your PPC campaign, it can be challenging to keep track of the many factors that are involved with influencing your PPC Costs. Fortunately, there are several Online Tools you can use to Automate your PPC Campaign and make abiding by your budget convenient.
It will take time to learn how to use these tools so you can begin reaping the rewards of a successful Campaign. This is just the drawback of being new to the world of PPC. Still, there is a sure-fire way of making PPC Simple.

Hire a PPC Company

If you’re too busy or inexperienced with PPC, your best bet is to Hire a PPC company. Doing so will allow you to delegate your PPC campaign to a proven company that will make sure that your PPC Budget is being met.
A PPC Company will also make sure that you are avoiding unnecessary costs that will help you save money now and in the long-run. All you’ll have to do is sit back and collect monthly progress reports so you can see how your ads are performing.

Work With a Reputed PPC Company!

Agency Partner Interactive is a world-renowned PPC company used by thousands of users. To learn more about how we can help you, call us today at (214) 295-5845 or visit Agency Partner Interactive for more information. 

Not big on reading? That’s okay. Watch “How to Set a Pay-Per-Click (PPC) Budgetinstead.

Using the power of Artificial Intelligence, we turned this Blog into a video for you. Check it out below!


what_is_voice_search_and_why_It_matters_to pay-per-click_(ppc)

What Is Voice Search And Why It Matters To Pay-Per-Click (PPC)

What Is Voice Search And Why It Matters To Pay-Per-Click (PPC)

Tips From Pay-Per-Click (PPC) Experts

 
Voice search is a growing trend around the world, especially in this quarter of the century. According to OC&C Strategy Consultants, 55% of households will own a smart speaker by 2022. 
In addition, 65% of 25-49 year-olds use a smart speaker at least once per day. With that said, is there a correlation between voice search and pay-per-click (PPC)? If so, can voice search impact the performance of a PPC Campaign?
All of these are interesting questions that have answers. Take a look below for more information.

What is Voice Search?

Voice search is a practical way people use a smart speaker to conduct an online query. Alexa is a popular smart speaker that allows users to search for local businesses, ask questions, and shop digitally.
You can also use your smartphone to conduct a voice search. The reason voice search is becoming more popular is that it’s more convenient than typing out a query. Voice search is set to surpass traditional search by 2020
This means marketers will know how to leverage Voice Search to complement their other Digital Marketing initiatives, particularly PPC.

What is PPC?

PPC is a Digital Marketing Advertising model that’s used to drive traffic to websites. Businesses that use PPC Advertising pay publishers when their ads are clicked. This is a mutual benefit to both parties – publishers make money and businesses receive exposure.
You’ve likely seen a PPC ad recently while searching for a raincoat online. PPC Ads typically are positioned above organic search results. In the near future, Pay-Per-Click (PPC) Ads could be displayed on smart speakers.
Continue reading below to see how this can be taken into effect.

Voice Search May Get Monetized Soon

Voice search is continually growing. However, it hasn’t been monetized yet by major publishers such as Amazon, Google, and Apple. This may become a problem in three major ways:

  • The rise of voice search will cripple traditional PPC Advertising
  • Online advertising would have to change if it can’t be Monetized.
  • Google, Amazon, and Apple would lose out on significant advertising revenue.

Simply put, publishers can’t afford to allow voice search to grow any further without monetizing it. Nonetheless, it will become a challenge to allow ads to be displayed on voice speakers without impeding its usability.
This challenge will have to be embraced very soon since more and more consumers are using voice search everyday for routine tasks. 

What Does This Mean for PPC?

Since it remains likely that publishers will begin to monetize smart speakers in the future, one can’t help but imagine that PPC fundamentals will also change. With that said, marketers must stay on their toes.
Many businesses depend on their PPC Strategy to drive qualified leads and revenue. If PPC were to drastically change, it would become difficult for these businesses to succeed. The only viable solution is to make voice search a part of your marketing strategy.

Leverage Voice Search Today!

Do you want to begin using voice search as a staple in your Marketing Strategy? If so, give us a call at (214) 295-5845 or visit our website at Agency Partner Interactive today.

Not big on reading? That’s okay. Watch “What Is Voice Search And Why It Matters To Pay-Per-Click (PPC)instead.

Using the power of Artificial Intelligence, we turned this Blog into a video for you. Check it out below!


 
 
 
 

how_to_use_pay_per_click_to_get_more_phone_calls

How To Use Pay-Per-Click To Get More Phone Calls

How To Use Pay-Per-Click To Get More Phone Calls

Tips From Professional Pay-Per-Click (PPC) Marketers

Let’s say that you recently set up a Pay-Per-Click Campaign that was mildly successful. You’re noticing that your ads are garnering clicks, but one thing is irritating you.
That is – your ads are getting clicks but no one is buying anything. PPC Ads aren’t cheap, and your campaign could be hemorrhaging money by the day if your conversions and clicks aren’t matching up.
To capitalize on hot leads while their interest levels are still high, you should Optimize your PPC Campaign to get more calls instead of clicks. 
Here’s how you can do this.

Utilize Call Extensions

When you perform an online search, you’ll probably run into a few ads that have a call extension – that is a blue, formatted phone call link on the top of the ad.
Call extensions can increase your Click-through Rate (CTR) significantly. Why? It makes it easier for potential customers to contact you.
With call extensions, a lead won’t have to fill out a form or navigate through your landing page just to find your office number. They’ll simply call you on the spot if they’re interested or want to learn more about your business.
Call extensions may become increasingly important to implement. This is because consumers are constantly being bombarded with commercial emails, which makes it less likely that they’ll answer your email if you take the traditional route of linking your ads to your website.

Make Your Phone a Click-to-Call 

When your ad appears on a search engine, your phone number will be automatically formatted to be dialed once it is clicked on a mobile device.
On your landing page, you should also format your phone number in your call-to-action to do the same. This makes it easier for consumers to contact you instead of writing down or remembering your phone number.
Eliminating friction by making your phone number simpler to dial is key because humans value simplicity. It doesn’t take much effort to format your phone number in this way, and it can tremendously impact your bottom line in a positive way.

Make Calling your Intended Call-to-Action 

Landing pages will often have a clear call-to-action to either dial a phone number or visit a web page. Sometimes, this doesn’t happen in ads, and it can throw off its effectiveness.
In your ads, you should make it clear that you want your audience to call you. You can post your phone number in your ad while your copy says to visit your website.
Something this subtle can confuse your audience. For example, let’s say that you’re a Personal Injury Attorney & your PPC Ad Copy simply says “Get your maximum Compensation! Call us Today for a Free Consultation!”
How is someone supposed to follow through with this call-to-action? Make your call-to-action clear that you intend on your leads to dial your phone number.
Do you want to improve the performance of your PPC Ads to generate more phone calls and sales opportunities? Our experts have a proven track record of developing high-performance PPC Campaigns.
Contact Agency Partner Interactive Today to speak to a member of our sales team.

Not big on reading? That’s okay. Watch “How To Use Pay-Per-Click To Get More Phone Calls?instead.

Using the power of Artificial Intelligence, we turned this Blog into a video for you. Check it out below!


the_beginner's_guide_to_ppc_strategies_for_service_companies

The Beginner’s Guide To PPC Strategies For Service Companies

The Beginner’s Guide To PPC Strategies For Service Companies

Tips From Professional Pay-Per-Click (PPC) Marketers

Many business leaders falsely believe that Pay-Per-Click (PPC) Campaigns are ideal for eCommerce retailers. Nothing can be further from the truth than this because many businesses utilize PPC Services to drive more leads and revenue.
If you’re running a service company, you should have a definite campaign in place to attract more leads, receive increased phone calls, and capitalize on wide-open sales opportunities.
With that said, are you new to the concept of PPC? If so, continue reading to familiarize yourself with PPC and how you can leverage it to make more money online.

Begin Brainstorming

The first thing you should do when setting up your PPC Campaign is understanding your target audience. Sure, if you’re a contractor, you would apparently know that your target audience is home and business owners.
However, do you know where these consumers shop? Are you familiar with the exact demographics of your target audience? Understanding this information is pivotal toward realizing where your audience will conduct a search for your business.
If you’re reaching homeowners, then it’s reasonable to assume that Google and Facebook are excellent platforms to post your ads. If your services are geared toward young adults, then Facebook may be a great option.
With any marketing strategy, knowing your target audience is key. The principle is true for a PPC campaign.

Begin With Keyword Research

Keyword research is an important aspect of PPC. Knowing which Keywords your audience searches for online will help you to bid on high-volume search terms.
This means that your ads will show up more frequently at the right time to increase your conversions. Google Adwords Keyword Planners is a great tool to conduct basic and extensive Keyword Research.
However, it’s best if you consult a Digital Marketing Company to guide you in the right direction to ensure that your budget is utilized properly to net you a high return on your investment.

Organize and Structure Your Keywords

Once your keyword is complete, it’s time to gather your keywords and organize them into neat groups. The best practice for structuring your keywords is to organize them according to a generic, brand, competitor, and related terms.
Again, consulting a digital marketing company is ideal during this stage. If you’re a plumber, then you should rely on an internet marketing company that provides pay per click for plumbers.
You should do the same if you’re an electrician or another contractor that needs specialized PPC services.

Write Superb Ad Copy

Once your ads are designed, writing copy for it is the next major step. Ad copy is what your audience will see when your ad is presented to them.
Ads that contain enticing language that encourages consumers to press action almost always leads to successful campaigns. However, be mindful of making your ad copy seem robotic or dull.
Oftentimes, you’ll need to tweak your ad copy to achieve better performance with your ads. Does all of this sound like something you have the time or expertise to you?
If not, contact Agency Partner Interactive today to speak to a member of our sales team.

Not big on reading? That’s okay. Watch “The Beginner’s Guide To PPC Strategies For Service Companies?instead.

Using the power of Artificial Intelligence, we turned this Blog into a video for you. Check it out below!


ppc_campaign_and_google_ads_management

The Definitive Guide To Maximizing Your PPC Campaign

The Guide For Boosting ROI from PPC

Tips From Pay-Per-Click (PPC) Experts

If you’re investing significant resources in your pay-per-click (PPC) campaign, the worst thing to do is get complacent or gullibly believe that results will always come eventually no matter what you try.
This could lead to you wasting time and money on PPC strategies that just don’t work. Of course, effective PPC strategies take time to develop and produce results (both positive and negative), especially during experimentation.
However, if you aren’t cognizant of using fundamental PPC strategies and building off of them, your campaigns won’t be effective.
To help you maximize your PPC campaign, this guide will outline fundamental PPC strategies and innovative ways you can alter them to obtain steadfast results.

Understand your audience

I know.
Every PPC-related article on the internet will likely tell you that you need to understand your audience for your PPC campaigns to perform better.
However, in Digital Marketing knowing your audience goes beyond demographics. You’ll need to intrinsically understand their shopping patterns, motivations, and reservations before purchasing to craft the perfect PPC strategy.
Depending on your consumer base, whether they’re B2B or B2C, these values will differ tremendously. To give you more context, here is a marketing funnel for both B2B and B2B audiences from TrackMaven.
PPC marketing funnel
You’re probably wondering what’s the difference between B2B and B2C consumer bases. After all, the funnel between the two consumers doesn’t seem all that different.
Let’s start with B2B consumers. These clients go through a much longer sales funnel because purchasing decisions typically go through a host of executives, who then rationalize the decisions instead of an emotional trigger that results more commonly in consumer purchases.
With that being said, average consumers vary. Some might conduct extensive research before buying a product or service. Some may just purchase from you based on a whim.
Nonetheless, the difference between these two consumer bases should reflect on how you structure your PPC campaign.
For example, since B2B consumers go through an elongated journey to make a purchase, you should provide top-of-the-funnel marketing resources to give them all of the information they need to confer and eventually make a purchasing decision.
Conversely, B2C consumers are attracted to a more straightforward marketing approach. They mainly want to know how your product or service will immediately benefit them. If your campaign reflects this, they’ll usually decide without extensive time and research.
Now that you understand this fundamental tip, here are some actionable ways you can incorporate new PPC methods to give your campaign a boost.

  • B2B Audience – Market any helpful e-books that will convince your audience that your service will be beneficial to them. Don’t promote anything. These e-books should only highlight the problem your audience has and provide a solution.
  • B2C Audience – Keep PPC ad copy extremely enticing. Don’t advertise the features of your product or service. Instead, promote the benefits and people will click.

In summary, B2B PPC strategies require you to know much more about your consumer base, while B2C strategies are essentially more product-focused.

Craft the perfect offer

Let’s take a moment to paint a relatable scenario.
An employee of a large consulting firm, Mandy has been tasked with finding the best available lead management software available. Knowing nothing about lead management software, she does a Google search for “best lead management software”, and she immediately sees numerous ads on the results page.
She may click the first ads she sees or some that catch her attention. Ultimately, most of these ads will offer free trials and one will offer a free buyer’s guide.
Which form do you think Mandy will fill out first?
With a buyer’s guide, not only are you more likely to capture a high-quality lead, but you are also providing Mandy with exactly what she needs, a helpful guide to help her navigate through a complicated app.
For this reason, crafting the perfect offer is paramount to the success of your PPC campaigns. Using outdated offers, such as live demos and free trials, will ultimately lead to your offer being rejected, ignored, or skipped over.
This is because there is profound evidence that proves that the alternatives are much more effective. What’re the alternatives, you may ask?
The answer is anything that will provide value to your audience without them being forced to commit.
PPC Hero recently experimented with their B2B audience by using demo videos in their ads. They found that demo videos have much less friction than live demos and free trials, because people may be hesitant to commit or spend time talking to a sales rep.
By adding a “watch demo video” call-to-action (CTA) to one of their core website pages, they received a 122.45% increase in conversions.
Google Ads PPC marketing
Furthermore, if you have prospects landing on your website directly through a search engine, chances are that they’ve never heard of you.
This means that you have a small chance of convincing a potential customer to sign up for a free trial on search terms that most ads are using, such as “best” or “top”.
Because of this, your offer has to break through the reservations a potential customer may have about working with you. The only way this can happen is by creating an offer that your audience can’t resist and won’t immediately commit to.
Doing so will allow them to see what you’re all about and make a decision for themselves.

Calibrate Search and Social Messages

You should never treat social media users the same as search engine users. Although your PPC campaign may exist on both platforms, using the same message will be counterproductive to what you’re trying to achieve.
Also, user behavior is vastly different across your marketing channels, so why craft the same message?
Let’s dig a little deeper into the concept.
People go on social media networks to consume content. These people aren’t looking for any salesly or consumer-related. They just want content, whether it’s informational or entertainment-based.
However, those that arrive at your website via search engine are looking for something. They have a need or want, and they believe you can help.
Again, why use the same message on both platforms? The reason this question is being asked twice is that many businesses and marketers fall into this trap in an attempt to streamline their PPC campaign.
Just like how you shouldn’t create the same social media posts on your Facebook and LinkedIn accounts, you definitely shouldn’t make this mistake.
For social media PPC campaigns, you’re targeting users based on their demographics, such as their job title in the case of LinkedIn. For Paid Search Ad Campaigns, your ads’ visibility is based on keywords.
Therefore, people who search for these keywords are actively looking for a product or service, whereas, a social media user is minding their own business looking for engaging Content.
It should now be apparent why offering an educational resource is better on social media, rather than search. Ultimately, your PPC ads on social media should strive to build awareness, through e-books and reports.
Anything that stirs an emotional response will do well on social media.
Meanwhile, paid search ads should get to the point and make an offer. Demos and interactive content are great for these ads because people who click them are looking for a solution to a need or want they have anyway.
If you’re still lost in how you can calibrate your messages across social media and search platforms, just remember this fundamental question.
“Why are my prospects using this platform?”
And, there you have it. You should instantly surmise that Facebook users didn’t log on to be advised to sign up for a free trial of anything. Therefore, create a campaign that centers on driving emotional responses from your target audience.
For example, this video ad from Sephora works because it showcases multiple promotions and piques the curiosity of their target audience.
retail mobile marketing
That’s why the ad was able to achieve a 41% higher click-through rate (CTR) than the brand’s previous ads.
Do you want to emulate the same success through all of your marketing channels? If so, take a look at this infographic from Orbit Media that details how you should structure both social media and paid search ads.
Google Ads PPC Management Search v Social Ads

Prioritize Remarketing

Finally, we’ve arrived at one of the most popular PPC strategies, known as “remarketing”.
Once you’ve got someone to land on your website and they leave without converting, you’d want to bring them back to your site for a second chance, right?
This sounds very much like the concept of dating. However, what if this same person doesn’t convert after a third or fourth time?
What’s going on?
The answer is that you’re probably using the same offer every time. Obviously, if that person didn’t bite on the offer you originally introduced, they won’t budge if you do the same again.
Now, let’s present a solution. First, cut off any leads that just aren’t in your market. Not everyone who visits your website through an ad is interested in working with you.
They may just be curious, found another solution, etc. Therefore, only begin the remarketing stage for leads that have visited your landing page at least twice.
Similarly, you can do the same for leads who left your website in the middle of filling out a form.
Next, segment your leads based on where they are in the buyer’s journey. For example, for leads that haven’t watched your demo video, retarget them with a demo ad.
For leads that have watched the demo video, follow-up and re-target them with a free trial ad. The goal here is to be very specific with your segmentations so you can convert leads throughout your marketing funnel.
In Social Media Marketing, the strategy is the same. If you have received PPC insights from social media users who haven’t converted, you’ll have to understand the proven social behaviors for these users.
This is: social media users are constantly scrolling on their feed and may not want to commit to you just yet.
Why?
Because they’re still busy scrolling on their feeds.
With an accurate remarketing strategy, you can send a gentle reminder at an appropriate time to re-engage social media users who have left your site.

Realize Your SERP Potential

There was a promising study conducted by Advanced Web Rankings where they studied the differenced in CTR between ad placements on the search engine result pages (SERP).
Google-Ads-PPC-optimization
It’s important to realize right now that PPC success doesn’t solely depend on placement, but rather a myriad of other factors, such as conversion value, budget, competition, industry, geotarget, LTV, and more.
For certain industries, it may be beneficial to bid higher to rank high for productive keywords. However, in competitive markets, your ROI will begin to decline at a certain point using this strategy,
Ideally, it’s up to you to find the right balance for your particular market.
For example, paying a high price for a competitive market like auto insurance may not be profitable, considering how people normally shop for auto insurance.
Similar to B2B Marketing, consumers will readily shop around for auto insurance until they can find an affordable deal for the right type of coverage they’re looking for.
Because of this, a Search Engine user may click on your ad, no matter if it’s first, second, third, or fourth on the SERP.
Regardless of this fact, humans make most purchasing decisions based on trust, and nothing screams trust more than high-ranking websites.
So, the moral of this section is to realize that ad placement isn’t everything for a successful PPC Campaign. Nonetheless, your Search Engine Optimization (SEO) and Pay-Per-Click (PPC) Strategy should work together to maximize your CTR and create the perception that you’re a leader in your industry.

Final Words

Now that you realize the fundamental strategies of building a solid PPC campaign, it’s up to you to conduct your own experiments and use your data to create PPC Ad Campaigns that work for you.
Understanding these fundamental strategies and the unique characteristics of your business will help you to achieve long-lasting results, instead of relying too much on online advice and your gut to design your campaigns.
Search marketing is a very competitive game of Marketer vs. Marketer. We know that Google and Bing are continually adjusting their Search Engine Algorithms and the best way to ensure that you are not wasting your time and money is to hire Agency Partner to do it for you. API has experience in managing big Budget PPC accounts so whether you are managing a budget of $5,000 or $50,000 per month, contact Agency Partner Interactive today and let us help you maximize your ROI.