How to set your PPC campaign for success in five steps

  • SEM
  • 4 MIN READ
Ajish Prakash Chief Executive Officer
PPC campaign

The PPC industry saw some major overhauls in 2018. Google Adwords became the Google Ads platform, the Bing Ads platform saw a number of improvements and the Amazon advertising platform came into being. 

The changing business landscape gave rise to a need for better and effective paid marketing practices. So, if you’re still using the old techniques and strategies in the constantly changing marketing environment, you'll be at the risk of falling behind.  

To make sure that does not happen, start a new PPC campaign for the remainder of 2019 and stay ahead in the game. Here’s a list we’ve compiled of the trends you need to be following that can help you revive your PPC campaign. 
 

1. Optimize ads for mobile

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We are in a mobile-first world today. The growing number of mobile users is directly proportional to mobile searches. In fact, this number has increased significantly when compared with the searches on desktop computers. So, businesses who want to get the best results from their ads need to optimize their advertisements for mobile. This is to ensure their campaigns reach a wider audience and have maximum impact. It is certain that the frequency of mobile searches will only rise in the years to come, so it is imperative to get started right now. 

To start off, business owners can assess their mobile traffic with the help of tools like Google Ads and take a look at the performance of keywords as per devices. 
 

2. Personalize ads for your audience

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Until a while ago, keywords drove search engine advertisements. They were the primary feature that took a user to the advertisements they were looking for. This made businesses focus more on getting the keywords right instead of the actual need at hand - addressing their customers’ pain points and providing a solution. 

That trend, however, is changing.  With the personalization of services rapidly transforming the customers’ expectations from your business, audience targeting is the need of the hour. 

Online marketers should be focusing on adding elements of personalization in their ads. For this, they need to closely study their customer groups to get to the bottom their needs, which should be directly addressed through the ad. With this, greater value is achieved through the advertisements. 

Therefore, to plan a successful PPC campaign, it is important to study the separate groups in your audience. This way, you can create ads that connect with them and lead them to choose your product or service. 
 

3. Prepare for voice searches

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Voice searches are slowly expected to take over as the most commonly used method of search. The increasing popularity of virtual assistants and devices based on voice such as Siri and Google Assistant is responsible for this. It has been estimated that by the end of the year 2020, 50% of searches will be through voice commands. 

The nature of voice search queries, however, can be very different when compared with the typed queries. Tapping into this growing opportunity opens up a whole lot of possibilities for a business owner. So, business owners will have to plan their advertising campaigns taking this into consideration.
 

4. Automation in advertising

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Automation is already transforming the paid advertisement landscape. In fact, search engines are extensively using automation to place personalized advertisements on webpages depending on the activities of a user. 

To make their advertisements achieve their campaign goals, advertisers need to make use of automated bidding strategies instead of third-party tools or software. This helps advertisers manage repetitive tasks and focus on what really matters - the customers.  
 

5. Diversifying the advertisement channels 
diversifying ad channels

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Identifying where customers are and using paid ads in those channels can set you up for big wins. Advertisers need to reach out to their potential clients via these diversified channels so that there is no room for missed opportunities.  

By leveraging multiple advertising channels such as Google, Facebook, Bing and so on, advertisers can use highly precise and personalized campaigns to better connect with and sell to the right customers.

Published: Jul 2,2019 04:20:00 PM IST