Pay-per-click (PPC) is a type of digital advertising in which an advertiser pays only when users click on their advertisements. This form of advertising is native to Google and popular social networking sites like Facebook, Instagram, Twitter, and LinkedIn. PPC strategies heavily rely on keywords.
PPC can help businesses with brand awareness, support consideration of products and brands, and ensure continuous generation of leads and sales. Although PPC is quite effective, advertisers still face some challenges when running campaigns:
- It can be challenging to choose the right keyword.
- You’ll want to choose a relevant keyword that’s specific enough to your target audience, but broad enough to reach a wide audience.
- Regularly monitoring PPC campaigns is essential.
- In contrast to other advertising methods, where you pay for the ad and the work is done, here you have to analyze your campaigns to determine what works for your business and what doesn’t so you can pivot quickly.
- Competition to rank is fierce.
- In a PPC campaign environment, there will be competition for high-volume keywords – as everyone wants to rank for a highly searched keyword. Unfortunately, that means your ads will be difficult to rank with so many businesses using the same words and likely higher budgets.
The solution? A combination of keyword research and personalization. Your marketing efforts can be tailored to meet the needs and preferences of your audience if you add personalization so that the right product and experience are displayed to the right audience at the right time.
Let’s look at how you can personalize your PPC campaigns.
With around 71% of consumers preferring personalized advertisements, businesses will benefit by offering something unique to their target market. In fact, why Coca-Cola, Amazon, and Spotify have all taken the road of implementing personalized marketing campaigns to ensure their campaigns are highly targeted and relevant to their audience. PPC campaigns can be approached similarly. The ability to add personalization to PPC doesn’t require you to be a big brand, which is perhaps PPC’s greatest strength. PPC strategies can be personalized with minimal steps so that they stand out and drive results.
Know your audience:
As has been stated time and time again, let this be a reminder of the importance of knowing your audience. And when it comes to implementing PPC strategies, you really need to understand your audience. Identify the content that your target audiences are seeking. Take a walk-through of how your target audience might reach/is reaching your brand by putting yourself in their shoes.
Tools that can be used: Google Display Network for discovering people who are interested in your products.
No one should spend time doing guesswork when Artificial Intelligence is readily available. By utilizing AI, you can:
- Automate bidding process
- Eliminate low-performing ads
- Do keyword research to uncover high-performing and relevant terms
Use high-performing relevant keywords:
Keywords are used to help your audience (and search engines) understand what your ad/brand is about. By using relevant keywords you can reach audiences who are purchase ready or even just searching for answers that may lead to your business. A good place to start is by analyzing the landing pages your advertisements link to. It’s highly likely that your landing page copy will provide enough insight into what keywords you should be targeting, plus it helps ensure your ads are reflective of the same messaging as your landing page offer.
Below are the different kinds of keyword classifications to consider:
- Brand Keywords: word or phrase that contains your brand name
- Related Keywords: word or phrase similar to those your target audience will use
- Competitor Keywords: a word or phrase your competitors are targeting
- Generic Keywords: a phrase that contains words related to your product/business
Have a good targeting strategy:
A great targeting strategy can only be created when you know your audience. Depending on your objectives, you may choose to target people with similar interests (affinity targeting) or according to their gender/age (demographic targeting).
Tools that can be used: The Google Display Network (GDN) targeting feature lets you select the audience that will see your ads according to their interests and characteristics.
Localization with geo ads:
Adding the user’s location to your PPC campaign is another way to make sure your campaigns are more personalized. This can be very useful if a business is offering a localized service or product. Nevertheless, advertisers should tap into ways to appeal to local searches whenever possible.
Tools that can be used: Geo ad customizers on Google Adwords which displays advertisements based on users’ IP addresses.
Use remarketing lists:
The famous, “I just searched for this product, and its ad is showing up everywhere!” Remarketing lists are highly beneficial for businesses. Since a customer is already interested in your product, it would make sense to invite them back to view/purchase your product. You can use these lists to show your ads again to users who have looked for your category of products.
Tools that can be used: Remarketing List for Search Ads (RLSA) tool in AdWords.
Adding personalization to your PPC campaigns can do wonders for your campaign’s performance. From AI to remarketing, these top personalization techniques can help you maximize your PPC advertising budget by reaching a highly targeted and relevant audience. You can also use PPC to aid your organic marketing efforts by including it in your digital marketing plan. Having a firm grasp of these tools and the techniques would help to transform your PPC strategy.
We hope these PPC tools and tricks are helpful to you, but our team at Pyxl would be happy to assist you if you need additional assistance with personalizing your PPC strategies. Get in touch with us!
Updated: Apr 13, 2022