Google PPC Advertising: The Latest 10 Innovative Optimization Methods in 2020

Google Pay Per Click (PPC) advertising is one of the most powerful marketing strategies for attracting new customers to your business. Research shows that companies typically earn $2 in revenue for every $1 spent on paid advertising. PPC advertising can bring instant traffic growth to brands.

If executed properly, this strategy has been proven to increase potential customer conversion rates by up to 50%, rather than relying solely on natural network traffic. Although these numbers undoubtedly seem impressive, implementing paid advertising strategies is not the easiest thing. Considering that most companies waste up to 25% of their paid advertising budget on avoidable errors, using this strategy to achieve success requires carefully designed methods. Here are 10 effective ways to improve your PPC strategy.

1. Choose the most effective keyword.

The effectiveness of your advertising campaign depends on many factors, including how much you spend, organizing keywords into ad groups, and optimizing the PPC login page. Choosing the right keywords is an indispensable part of a successful PPC strategy. You must ensure that you bid for the keywords most relevant to your business. Google Ads received 65% of high commercial intent keyword search clicks, where commercial intent refers to people who are interested in purchasing a product or service.

You can study and select the most effective keywords by using the Adwords keyword planner to effectively utilize them. However, it is equally important to note that your competitors may use these identical keywords. Focus on bidding on keywords that contain buyer intent to avoid wasting money on generic terms that do not bring high-quality potential customers.

2. Focus on providing value first.

According to a study by Clutch, PPC visitors are 50% more likely to purchase than natural visitors. When you spend money to attract visitors to your website, you must focus on turning visitors into customers. All of this starts with providing valuable experiences for your visitors. Although conversion is crucial for successful PPC activities, only 29% of PPC accounts have effective tracking measures. Active tracking allows you to customize the user experience and provide added value for everyone who encounters your content.

3. Use long tail keywords.

Many individuals and businesses tend to use only short tailed keywords (keywords containing one to three words) because these terms are broad enough to cover a wide range of topics. These will search for words such as "how to lose weight" or "the best car insurance", but this is a way to quickly destroy your advertising budget with the least amount of results. I believe this is a foolproof way to ensure that you target a large audience and get a lot of clicks, but adopting this strategy also means that its focus is not enough to attract your ideal customers.

Having a long tail keyword of at least five words in length, such as' how to lose weight and gain muscle ', may bring you better results. Although it is more specific and may not attract more clicks like short tailed keywords, as your solution meets specific needs, individuals who click on your advertisement are more likely to convert. It should also be noted that more than 50% of online searches are longer than four words. Essentially, this means that your long tail keywords are more likely to appear more frequently and attract the attention of users looking for your solution. The opportunity for this strategy lies in finding long tail keywords that seamlessly match your product or solution.

4. Targeting potential customers and repeat customers.

The vast majority of people click on advertisements to find more information and embark on a marketing journey. These potential customers are attracted by advertising information, and if you want them to become customers of your brand, they will definitely feel that they have gained value.

Those who travel further require different methods. People in the later stages already know what the company in the advertisement provides, and they have established purchasing intentions. You should reposition these potential customers and focus on keywords that are suitable for them. For example, if someone has already been introduced to your company instead of being a "social media agent," you should pay attention to terms such as "hiring a social media team. Repositioning is crucial as potential customers need multiple touchpoints with the new brand before making a purchase.

5. Call for action.

Each effective advertisement ends with a catchphrase (or CTA). Although the main body of advertising should focus on providing value to customers, CTA needs to provide a clear and actionable step.

Now that they have gained tremendous value from this advertisement, what is the next logical step they can take? Standardize and accurately tell customers what they need to do to achieve the benefits you just outlined in the advertisement.

More than 69% of online browsers directly contact businesses through online advertising. It is crucial that your CTA be eye-catching, clearly outlining the benefits you provide, influencing actions, and ensuring conversion.

6. Focus on quality rather than quantity.

When you consider that about 63% of users may click on Google ads, you also realize that attracting them with high-quality content is crucial. Please remember, we are already discussing pay per click, and quantity is no longer a variable that requires any attention beyond budget. What you need to do is ensure that you get the maximum benefit from the fees you pay, and the best way to do this is to provide your content that is essentially persuasive and optimized for converting consumers.

The numbers are already there. You just need to make the most of it.

7. Don't ignore geographical positioning.

Geographic positioning can also help you make the most of every click. Different audiences from different locations have different preferences. Geographic positioning allows you to run various activities in different places, allowing you to achieve a certain degree of customizability in marketing work to meet such changes and preferences.

For example, Pricelisto provides consumers with aggregated data on price fluctuations across different industries. In this study, the organization analyzed restaurant price changes affected by the global pandemic by region. Targeting users within the affected area is a wise approach to encourage potential users to use this information as a resource for moving forward and return more relevant data.

8. Create specific ad groups for mobile devices.

There is a significant difference between desktop content and mobile content. You must create responsive PPC advertisements for mobile devices, as more and more people are using mobile devices to access the internet.

By 2025, approximately 72% of people will only consume content using mobile devices. You need to pay high attention to media that runs and converts well on mobile devices. Contrary to popular belief, it is often trends, not just competition, that stifle enterprises.

Ensure that your strategy is in sync with your customer base trends, and for PPC advertising, creating content suitable for mobile devices is a way to stay competitive.

9. Focus on the advertising team.

Relevance is an important aspect that allows advertising teams to score high on quality indicators. It is for this reason that each advertising group you use must have a specific purpose. Creating unique ad groups for keywords is more effective when you want to get more conversions and clicks. When the target audience is narrow, the advertising team will make better use of it, especially when only a small number of online consumers believe that the advertisements on the website are suitable for them.

10. Timing is everything.

Research has shown that PPC interaction increases or decreases within a day. Research has also shown that if you wish to conduct PPC activities, then Tuesday and Friday are the best two days of the week. Your advertisement must capture the best customer conversion time among the target audience. For example, the peak value of PPC advertising interaction is 14% higher than the average value between 11am and 2pm. Understand the methods that are suitable for your industry and integrate them as part of your advertising strategy,

At this point, 10 effective methods can ensure that you get the maximum benefit from PPC work. From the above points, it is clear that PPC is not as simple as it appears on the surface. Like any other aspect of a business, using PPC advertising to profit is an art form.

Ensure that you carefully examine every subtle difference and spend time and effort ensuring that your strategy is optimal. Then, only in this way can you enjoy the results of successful PPC activities.