Although Per-Per-Click can be quite frustrating at times, it’s still acknowledged by marketing professionals as one of the best ways of driving high-intent traffic.
Sometimes, however, you need to get a bit more creative in how you implement PPC.
During certain seasons or times throughout the year, it may not be prudent to rely on some of the Pay-Per-Click tactics which you would typically consider best practice.
During those times, you need to change tactics if you are to get the most out of the campaign fluctuations.
- Keywords Adjustments
The driving force that lies behind your entire PPC campaigns is targeted keywords. You need to ensure that you are making adjustments continually as the seasons change.
There is also a big chance you during some period in the year you might have paused certain keywords as they were not profitable then.
However, all that could change during your high season.
Stay aggressive and alert in terms of your keyword lists (and key phrases), continually adjusting, adding, and deleting in order to optimize each list fully.
- Modify & Enhance Your Landing Page
While this PPC tactic may not increase your Ads click-through rate, it does promote the generation of better ideas for an Ad copy that is more targeted.
Going through the specific landing pages to which you intend to send traffic to, it will then become possible to lower your quality score, therefore, potentially boosting your Ad position.
This, in turn, translates into a higher PPC click-through rate.
- Campaign Retargeting
For most landing pages and sites, only about 2% of those visiting convert on their very first visit.
Remarketing or retargeting can help your business in re-engaging these who bounced off and never came back, although they might be interested.
Retargeting with PPC ads allows you to keep alive your products, ads, website, and brand in the minds of those who bounced off.
- Campaign Extensions
An ad extension feature allows for displaying extra business information as part of your Ad.
This could include a phone number, address, location, webpage links, or a coupon.
Ad campaign extensions may, in addition, help boost the quality of your ad, which plays a key factor in the Adwords auction. Extensions make your ad more interactive and more attention-grabbing.
- Increase Mobile Bidding
This is not an option any longer as Google has now begun implementing a mobile-first index.
Consider also that in 2018, mobile devices generated 47% of all Cyber Monday traffic.Typically, mobile campaigns generate a higher click-through rate compared to desktop or tablet.
Additionally, for mobile PPC bidding, the cost per click is typically much less than desktop.
- Content Experiments
A/B tests are important to ensure that your landing pages are effective as they could possibly be.
Several years ago, Google rolled out their Content Experiments which allows for the testing of many business aspects including landing pages (via Google Analytics), and PPC ads.
While this tool is better at A/B split testing for landing pages, you may find it very useful with ad performance.
Till next time
Per-Per-Click is a unique marketing field that only gets more profitable and rewarding for your Return-On-Investment the more effort and time you put into it.
Hopefully, these 6 PPC tactics can help you implement a more effective campaign when you are experiencing business fluctuations.