Pay per click model of advertising has become one of the standard methods of advertising. In this model, the advertiser pays a fee every time someone clicks the advertisement. It has proved its worth as pay per click is highly effective for driving qualified and immediate traffic. It has the power to display ads to the targeted audience when they are looking for goods or services. The Pay-Per-Click model has become an innovative method to increase PPC traffic, but it also requires much effort.
Sometimes, putting you 100% of effort, some ad campaigns do not give you results as per your expectations. And sometimes, you cannot understand the actual reason for your PPC ads campaigns‘ low performance.
During this holiday season, Google has made some salient changes to the search algorithm, which will impact how your ads will show up when someone will search with your targeted keywords. Business houses have to make several marketing campaigns to stand out in the competition during the holiday shopping weeks. Although a few marketing managers know how to prioritize seasonal marketing strategies and maximize profits. These strategies are not that common in the PPC marketing fraternity and the business world yet.
What is PPC Advertising?
PPC refers to Pay-Per-Click, which is an online advertising model. In PPC advertising, advertisers pay each time a user clicks their ads. Based on the keywords, platforms, and audience type in which it originates, advertisers can place bids on the perceived value of a click.
Many businesses use PPC for all types of campaign goals, including:
- Increasing brand awareness
- Generating leads
- Increasing sales
How does PPC work?
PPC covers many ad platforms, including Google Ads and Bing Ads. Many businesses use Google Ads to start their PPC marketing because it gives access to the largest audience of potential customers.
The way PPC works includes a simple process, which is as follows:
- Firstly, sign up for an advertising account with the platform.
- Then you should create ads and select the right targeting by adding keywords or audiences, etc.
- After that, set the maximum cost you want to pay for each click.
- Your ad goes into an auction with other advertisers who are bidding on the same keywords.
- You pay after someone clicks on your ad.
PPC works by setting a budget for your ads on a given platform and then paying when someone clicks on your ad. When someone clicks on your ad, you pay what the current CPC is, and that amount is taken from your daily budget.
How to use PPC to increase traffic?
Have you ever considered using PPC advertising to grow traffic? If yes, then read further. First things first, you should make sure that you optimize your PPC ads for both desktop and mobile search advertising. It is because only focusing on the desktop will not help, as the percentage of searches that happen on mobile is high.
Also, you need to focus more on search ads instead of display ads because display ads provide very little click-through rate.
Make sure to build a wide list of negative keywords and long-tail keywords as it will prevent wasting your ad budget on ads that will not be effective. You should follow the Google checklist for paid ads.
Tips for your PPC marketing strategy
You can increase PPC traffic by following these tips:
- You should focus on your target audience
- Make sure to determine your PPC ad budget
- Choose the right keywords
- Use the right campaign type
- Go for retargeting
- Be aware of PPC trends
How to boost your traffic with Pay-Per-Click advertising?
If you want to increase traffic with PPC advertising, you should understand the factor that drives customers. You should focus on the quality of advertising if you want to drive traffic to your website.
Strategies To Increase PPC Traffic During This Holiday Season:
Good Budget Allocation
The holiday season can knock on your doors with an excellent opportunity to increase clicks, conversion, and sales. But you will only take the benefit of it if you have enough budget for the holiday month. To estimate your current year budget, you need to look at your ads campaigns’ past performance and analyze how your impression share and clicks changed during the critical season.
Raise Bids to Increase Profits
If you are new to the business and do not have any historical data to evaluate your seasonal ad spending, you can use keywords search volume, which can resolve your issue. Take your target keyword to google trends, check how the search volume changed over the year, and make your bid according. You can also use automatic bidding, and still, you can manually adjust your submissions for the targeted keywords during the holiday shopping season.
Target Holiday Keywords
Most of the business houses never bother to create ad campaigns to target holiday-specific keywords every year during this season. Not using these targeted holiday-related keywords will make you lose the opportunity to target the audience, ready to convert on search.
Test New Option
You should make your holiday PPC campaign this year based on the previous year, but you should not limit yourself to that. May this holiday season bring you an excellent opportunity to test out new channels, targeting strategies, and advertising campaigns. To try out a new test or new initiative, you need to set aside a specific portion of your PPC campaign spending. You can try any new targeting strategy or new feature on google ads. You can also consider investing in automatic bidding strategies.
Clear your Product Feed
Working on feed optimization should be done all over the year, but you need to take care of feed optimization a little more during the holiday season. It can turn out to be a fantastic opportunity to target the selected audience. You can optimize the following items to boost your conversion percentage.
- Product title
- Product categories
- Product types
- Discount coupons (if any)
- Any other offer (if any)
It doesn’t matter how many times you have optimized the items mentioned above; there will always be a chance to increase CTR (click-through rate). A small change can make a significant impact on performance.