PPC, or pay-per-click, is a type of internet marketing in which advertisers pay for each time one of their advertisements is clicked by the users. In layman’s term, it is simply a means of paying for visits to your website rather than having to earn those views organically.
PPC also enables you to pay for ad placement at the top of the search engine results when a customer searches for a term related to your business offering.
PPC Strategies That You Can Try in 2022
With that being said, here are some PPC strategies that you can use to boost the online traffic to your website.
1. Using First-Party Data
Relying on third-party data for marketing and other PPC marketing personalization techniques will not be a viable option in 2022. Although Google will not phase out third-party cookies until 2023, marketers who do not react to this shift may be left floundering when no other options are available.
You can utilize first-party cookies, email sign-up forms, and other techniques to collect as much first-party data from your leads as possible. Then, using this information, you can create PPC advertising that fits your leads’ profiles while respecting their privacy.
2. Try Out New Marketing Tools
Marketing automation and other forms of technology are always evolving. Many of the technologies on the market today will assist you in overcoming some of the most serious issues in PPC marketing.
With the rise of first-party data, now is the time to investigate offline conversion tracking with solutions such as Facebook’s Conversions API, Google’s Offline Conversions Tracking, and Dynamic Search Ads.
Automation and machine learning technology can also help you grow your operations and develop paid search adverts that synthesize data from several sources for optimal impact.
3. Build Your PPC Fundamentals.
After a period of PPC advertising, you may believe you have mastered the fundamentals. But, unfortunately, this might not be as true as you think. Basic PPC fundamentals like keywords and bidding have experienced substantial modifications in the last few years.
While there are extraordinarily good and top performers, there are also keywords that do not perform well and harm your PPC strategy. Underperforming keywords have little effect on traffic or conversions, and they also waste your PPC advertising budget.
Assess the performance of your keywords, and filter out those that are not doing well or those that are not producing impressions, clicks, or conversions.
4. Create Brand-Centric Search Ads
People who have a strong emotional attachment to a brand are more likely to purchase that brand in the future. You can capitalize on this occurrence by spending time cultivating brand-centric advertisements and leads’ affinity.
The most effective method to achieve this with paid-for-click advertisements comes down to timing. Take the time to create a memorable paid search advertisement that provides your customers with an exceptional experience at precisely the appropriate moment they require it.
It would help if you also had advertising that targets consumers at each point of the buyer’s journey, as well as adequate data and automated help to offer them the most important information.
Do you want to learn more about this topic? You can learn more by reading Rob Dunford’s blog Google SEO Strategy.
You can contact him if you want to know more about the importance of a fast-loading website to your business.
Rob Dunford is a marketing consultant based in the Great Toronto Area. I have over 25 years of experience in marketing planning and implementing for small business.