Your complete guide to a successful PPC campaign Start by optimizing your website. Research your keywords and choose them wisely. Don't forget the call to action. Test your ads to ensure performance.
The key to success with AdWords audience segmentation is not to segment the most relevant keywords related to your business, but to segment based on intent. The keywords you're bidding on, the ads you show, and the landing pages you send users to must match where people are in your sales funnel. The real benefit of advertising on social platforms such as Facebook and Linkedin is audience segmentation. You can create very detailed audiences to segment based on your buying characters.
Once you've set up audience targeting and created your relevant landing pages, you're ready to create and optimize your ads. There are many ways to optimize your PPC ads for conversions using data science. Once you have a good understanding of the best keywords and audience targeting, you can use this information to implement advanced segmentation strategies that further improve your ROAS. Using query segmentation to prioritize revenue-generating keywords is an example of an advanced offer optimization strategy that you can implement manually.
As the world of digital advertising expands to new platforms, our only strategy cannot be to bid on keywords that are broadly consistent or phrase matching. Nor can we simply publish search ads on search engines such as Google Ads (formerly Google AdWords) or Microsoft Ads (formerly Bing Ads). But it happened because they knew their target audience and had a clear brand image and strategy. The primary focus of your digital advertising strategy should focus on the company's unique value proposition (UVP).
This UVP must define the backbone of your advertising strategy and be consistent from printing to the recognition stage. Too many companies have come to us with the assumption that crafting a marketing strategy that consists of the classic trio of branded, unbranded and remarketing campaigns will instantly attract leads and purchases for an entirely new product or service. You can't skip steps 2 through 4 and expect your customers to appear randomly in step 5, with money in hand. The big part of digital marketing in the 21st century is the abundance of platforms on which to market.
However, you don't need to advertise on every platform to be successful. This is where the fun begins: building the campaign. I configured all my campaigns with Facebook Power 5 to ensure that they run in the most optimal way with the Facebook algorithm. When creating remarketing campaigns, I configure my audience to target website visitors from the past 30 days and exclude people who have converted.
If you want to launch a new brand with PPC, it's important to remember the stability that creating a full-funnel strategy can bring to scale a brand from scratch.