Sunday, May 15, 2022

4 Best Strategies to Boost Your Paid Search Performance

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strategies to boost paid search

Do you want to discover how to succeed at paid media strategies? Serve the most relevant adverts to the most appropriate people at the most appropriate moment. Isn't this algorithm supposed to help you improve your campaign's performance?

 

We have worked with dozens of small online retailers who run their own Google Ads accounts over the years. These stores frequently rely on paid media marketing to attract customers and increase sales. However, they operate with minimal resources to devote to advertising.

 

Even slight increases in campaign performance can have a significant influence on overall sales for merchants in this situation. Because small businesses struggle to rank as high as they would like organically, they rely on bought chances to receive the clicks that keep them afloat from month to month.

 

Do you also want to improve your paid advertising? Here are four techniques to improve your sponsored search results.


1. Relevance of Ad Copy: How to Scream the Proper Message

How can we determine what kind of creativity is most effective? With the move to responsive search ads (RSA), you will have plenty of headline space to test out all of your different USPs (Unique Selling Propositions) and calls-to-action, and Google will help you find the optimal combination.

 

What differentiates the good from the fantastic, though, is having more "input." That is, you want your headline variants to be the most relevant to the person who is viewing the advertisement. For example, parents would respond differently to messaging than non-parents for a customer in the child health care sector. Therefore focus your USPs on how your product provided family protection while highlighting personal benefits for non-parents.

 

What's the end result? Click-through rate (CTR) increased by at least 35%, resulting in higher conversion rates. You can test alternative messaging versus age, sequential on-site behaviors, or device, depending on your vertical.


2. Decoding the Behavior of the Audience

Not all clicks are created equal. Some users are looking to make a purchase, while others are simply browsing. How can we tell the difference between high-value clicks and those with low intent? Finding a link between their onsite behavior and their conversion likelihood is one method.


For example, the visitors who stay on the site longer and go to the product page from the home page are two times more likely to convert than those who leave in under two minutes or do not go to the product page.

 

With this information, you may generate custom audience segments in Google Analytics and layer them onto your advertising. This adds another layer of signal, allowing you to modify your campaign budget and bid modifiers to reward top performers.

 

You may learn about the habits of your high converts by studying data from several forms of site engagement metrics.

 

To grow volume while tightening up around audience targeting, incorporate high-converting audience segments into your upper funnel keywords or broad match types. This will allow you to grow without having to worry about your CPAs increasing. The paid media company can assist you to achieve your goal. 


3. In PPC, Timing is Everything

Because search is a "pull" strategy, the proper time may be defined as the instant of search — the precise moment that someone types that query into the search box. You are correct. The searcher, on the other hand, does not always convert straight immediately. Knowing the length of your product's buying cycle is one approach to improve your timing. This will provide you with valuable information to help you make decisions about your investment.

 

Google Product Listing Ads (PLAs) are the highest-converting, best return-on-investment advertising options in the world of Google paid media management. It is time-saving according to everyone who utilizes them practically. Creating Google Product Listing Ads entails more processes and complexity. However, the result in terms of controlling your advertising budget and seeing a significant increase in sales makes the extra effort worthwhile.


4. Measurement: Take your time and do it correctly

Lower-funnel keywords are more likely to convert. In most SEM playbooks, this is true. 


Do you want to lower your CPA? Reduce budget/pause upper-funnel keywords while boosting investment in lower-funnel keywords with ease (high purchase intent). Lower funnel keywords contain terms like "purchase," "near me," "location," and so on. 

 

While this strategy is wonderful for short-term results, you may be missing out on valuable customers who are just beginning their research/purchase process. The default lookback window of 30 days is used by many advertisers. If you're selling a high-ticket item, you might want to consider a lengthier length.

 

The right attribution model can aid in the proper crediting of upper-funnel terms. They may not add value in your next report, but you'll notice the difference two to three months later.

 

Take a deep dive into the different aspects that affect ad copy, such as timing and target audience, and become an ad copy master.

 

To boost your campaign's performance, get help from paid media services. Adjust your ad expenditure caps to account for the variances in conversion rates and ROI. In fact, that's the common thread running across most of the solutions we have presented here. Making small improvements on a thousand fronts rather than resolving the One Big Thing is typically the best way to improve the performance of your pay-per-click advertising. Even a tiny budget can go a long way with small incremental changes.


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