One of the prevailing myths about pay-per-click (PPC) advertising is that it is a waste of time and money because nobody clicks it. Unfortunately, the misconception still exists today, especially among businesses or organizations that have not tried the method themselves. While organic search has its advantages, e-commerce websites should seriously invest more in their PPC campaigns.
A ppc agency now has more methods to choose from when crafting a paid search strategy for their clients. These formats have been proven to be very effective in targeting potential customers and funneling them to the client website.
Here are only some of the techniques used by PPC services:
CTC
It refers to the click-to-call sponsored ad. Just like the name suggests, when the customer clicks on your ad, they will be redirected to your hotline for you to take their call. It will promote faster transactions since they will be able to talk to your customer care representatives immediately.
App Download
You can display your app to mobile users using this targeted ad. Google algorithm will automatically detect the device of the user then recommend the appropriate gaming mobile app for it. Once they click on the ad, they will be directed to Google Play or Apple Play, where they can download the app.
Remarketing
Once the customer has visited your website, you can then track them using a cookie. Whether searching on Google or visiting their social media pages, you can follow them around using banner ads when they input the relevant keywords.
Chat
The method is a variation of the CTC. In this case, the customer can engage a chatbot or a customer representative to help them find a solution for their concern. The system is fully automated and will be activated with the relevant search.
Another variation of CTC and chat ad. Through this method, customers can email your business right away or provide you with their email.
Product Listing
If the customer searches for “sneakers”, a large image of your product will be displayed on top of the search engine results page. They are more likely to click on your sponsored ad, especially if you entice them with discounts and freebies.
Bottom page ads
Google ads are typically found on top of organic searches. However, if customers still could not find anything they want as they scroll down the page, your ad is the last thing they see before going to Page 2.
Map Ad Extension
When a prospective customer will do a local search, your business address and the map to your location will show up on the results. The hyperlocal search only works for customers near you. It is perfect if you are new to the neighborhood and want to introduce your business to the community.
Reverse engineering
The usual customer funnel path starts with brand awareness, but it takes time to nurture the relationship from awareness, lead generation, engagement, to conversion. By reverse-engineering the process, the PPC agency can track the customer journey from the way they consume data to the time they purchase an item from your website. It is where data analytics will come into play. With the data at your disposal, you can skip a few steps and go directly to the acquisition stage.
Segmenting
The segment is a feature in Google Ads that is often overlooked. You can check the categories according to specific sections for even higher accuracy. You can track and analyze the conversions. For instance, you can target specific devices when your data analytics point to higher purchase rates on smartphones compared to desktops. Finally, you can also see how your target keywords perform when they occupy the Top 3 results on the search engine results page (SERP) compared to when they are ranking from Top 4-10. It will help you rationalize your budget by studying the click-through-rate.
Conclusion
The ppc agency is not restricted to only one method for your paid search campaign. The best course of action is a blend of multiple strategies for much improved results. In some cases, they will combine paid search and organic search to hit your goals.
Most people are not aware that paid search is an effective tool if you are targeting ready buyers. Paying for keywords with high commercial intent will yield results because of the excellent click-through-rate. For example, studies have shown that customers who are ready to buy are 65% more likely to click on the PPC ad than organic search results. Check out Techia for more informative articles.
