PPC campaigns are one of the most effective ways to increase brand awareness, as well as, sales and ROI or return on investment for sure. No matter how effective PPC campaigns can be, if you can’t figure out the best PPC strategies and implement those as well, you won’t be able to reap the benefits from these campaigns. That’s why we’ll discuss the 10 best strategies to follow for a PPC campaign in Bangladesh here.
Launching a PPC campaign for the first time is not an easy job if you are a newbie. Before launching your first PPC campaign, we have an in-depth guide on how to successfully launch a ppc campaign for the first time. Hope this article will help you before diving into the main content.
Different Varieties of PPC Ads:
PPC ads have different varieties. Mainly, they can be of 8 types. You can apply any of these types for your business, but it will be better to have a mix and match of these varieties to get the best outcomes out of these ads. Now, let’s have a look at those varieties and briefly discuss them:
Search Ads:
Paid search ads are one of the most common and popular types of PPC ads where you pay so that your ads are shown either above or below the organic results of search engines when people search specific keywords. These ads have three chief elements such as the headline, description text, and display URL. Google Search ads also include extensions to give users more information. How often your search ads will show up, their cost per click, and rankings, all of these depend on the Quality score and bid.
Display Ads:
Google display ads exist within the interface of Google Ads, but they work quite differently from paid search ads. The most mentionable difference between these two ads is that search ads are pull advertising and display ads are a type of push advertising. It means search ads are shown only to people who are looking for your services/products, whereas display ads are paid ones that show up based on different targeting parameters.
Again, display ads don’t appear only in the search engine result pages or SERPs. These ads appear all over the Google Display Network or GDN on more than 2 million websites reaching more than 90% of internet users. They have the possibility to appear in different places on social platforms like within news feeds or the main feed’s sidebars.
Paid Social Media Ads:
These are the paid ads on different social media platforms like Facebook, Twitter, Instagram, LinkedIn, Pinterest, and the like. Around 3.96 billion users are on social media, so, running paid ads on social media is helpful to get a huge reach easily for sure. These ads have several forms such as story ads, photo ads, video ads, and messenger ads.
Video Ads:
These ads are the ones that you see before or during any video on a video platform such as YouTube. These ads on YouTube or other video platforms can be full-screen, non-skippable, or a small sidebar type. The main motive is ensuring your brand’s visibility.
Read Also: Google Video Ads – Best Practices
Remarketing Ads:
Suppose, you have visited a business site recently. Then you’ve seen that same brand’s ad on a social media site. Has this ever happened to you? Yup, these are the remarketing ads.
These ads help to re-engage visitors that had been to an e-commerce site or a business site but didn’t make any purchase or didn’t take any other actions. When you think that users are aware of your business but just require time to test your products, consider applying remarketing ads. PPC ads for real estate businesses do well with remarketing formats.
Sequential Remarketing Ads:
It’s another form of remarketing. Here, all of your chosen audiences can’t view your ads, except the ones that once contacted your business are able to communicate again.
Sponsored Gmail Ads:
Almost all businesses invest in these budget-friendly ads. Primarily, these ads can be even done for free in the case of some businesses, and help to reach a huge audience. These are one of the best strategies for PPC ads.
Google Shopping Ads:
These ads are shown on top whenever you look for a certain product online. It will give you a summarized view of products, prices, and ratings before you click on the site. You will get a window shopping feeling because you can see the prices and compare them and also get a knowledge of the available products.
Before diving in the main content, If you don’t have any Idea what is PPC campaign, how to build a PPC campaign then read our another article on How to Structure a PPC Campaign first.
Top 13 Strategies for PPC Campaign in Bangladesh
You must be thinking about what can be the best strategy for PPC campaign in Bangladesh. Truly speaking, there is no single strategy. A lot of strategies are there. That’s why we’ll discuss the top 10 strategies among them so that you don’t become overwhelmed.
So, let’s get to know what are PPC best practices.
They are as follows:
1. Be Specific about Your Goals and Audience:
At first, you need to set your goals because without any goal you just can’t imagine having a successful PPC campaign. Your goals need to be smart i.e. specific, measurable, achievable, realistic, and time-bound. When you are specific about your goal, you need to be sure about your audience. Because when you don’t know who will be your audience, you won’t be able to tailor your ads exactly.
So, this is the most crucial strategy when starting a PPC campaign to keep you on track.
2. Research on Competitors:
When you want to outrank your competitors, you need to have complete research on your competitors activities. Various tools are available in the market to let you know about these activities and let you customize your strategies according to that and let you outperform your competitors. SEMrush is a helpful tool that will give you strategic data on keywords, ad copies, and total competitor performance. Again, AdBeat is another tool that will show you where your competitors’ traffic comes from, what the clients do within the sites, and where they go after they leave.
3. Perform Accurate Keyword Research and Apply Wisely:
Your PPC ads will run smoothly through the exact keywords. Choose the appropriate keywords to get your wished results from the ads. Use tools like Google keyword planner, Ubersuggest, and the like to perform exact keyword research. You can create several keyword ideas with these tools because they will give you the right ideas about the search terms that users use while searching for their desired products or services.
Thus, you can develop your PPC, content, and SEO marketing strategies. While choosing keywords be careful about your exact audiences, the location of your business, and your business goals and objectives. Consider using long-tail keywords because they are more specific, have less competition, and are cost-effective. Always remember to use negative keywords because they will help you know what to avoid and thus will keep you on track.
You can learn more here: How to do Keyword Research for PPC Campaign
4. Take Care of Your Ad Copy:
If you bid on the exact keywords your ads will be shown in front of the right people. When you have a well-written ad copy, audiences are quite sure to click your ad. Your ad copies need to contain the intent of what your exact audience is looking for.
Search ads have a URL for the heading and a short description. Each will give you a specific requirement for characters and to utilize that space you need to consider the following things:
Reflect exactly the target persona.
Add the focus keyword on which you are bidding.
Include a clear CTA so that the users can be specific about their next actions.
Make an appealing offer.
Ensure that your language matches your landing page’s copy.
Apply the A/B test on your copy.
5. Optimize Your Landing Page:
The most crucial part of your PPC campaign after your ad copy is the landing page to where you are redirecting your prospects after watching your ad. Because you are sending a lead to your site so that the lead is converted to your customer. So, if you want this desire to come true you need to make your landing page exactly optimized. To make this happen you need to ensure the following:
A powerful headline that reflects your search ad’s theme.
Decent design and structure.
An easily usable, responsive form with a clearly visible call to action or CTA button.
A highly relevant and specific ad copy that matches exactly with your target keywords.
Represents the promised offer in your ad.
Gone through the A/B test.
6. A/B Test the PPC Ads:
A/B test is a vital strategy in the cases of your PPC campaigns because you won’t like to offer just an average or low-quality ad in front of your audience. The best thing here is that you just need to test only four aspects of your ad such as the headline, target keywords, description, and landing page. Little changes to any of these components can change your results drastically. So, make changes to any of them to find out where you can get improvement.
There are several variations that you can test, so it will be a good idea to list all the probable tests you like to perform. Then prioritize the tests with the outcomes they gave you. You need to run the ads long enough to get enough information you need before running other campaigns so that you don’t have to waste your money on futile campaigns.
7. Use Multiple Platforms:
Many marketers like to advertise solely on Google Ads. Well, that’s not a bad idea because Google Ads will let reach a massive audience. Again, it’s not a smart idea either. You will ask why.
The reason is that there are other social media platforms like Facebook, Twitter, Instagram, TikTok, LinkedIn, and the like. Facebook has the highest number of users among these platforms. So, if you don’t run ads on these social media platforms along with Facebook, there is a greater chance that you will miss out on several opportunities to reach the exact target audience. Consider how ads run on these different platforms, how to track ad performance, and the like to avail these platforms for ads well.
8. Consider Location-based Bid Adjustment:
Suppose, you are running an online store that has 1000 visitors per week but only 50 of them are getting converted. So, there is definitely something wrong with your customer targeting strategy. If your business faces this same kind of problem, consider location-based bid adjustment. Because it ensures that you are investing in the area where investing the highest will get you the highest results.
You can do this bid adjustment by going to the Google Ad’s setting tab. There you will see the location tab. You will see all the locations you are targeting by hitting this tab. You will view the “Bid Adj” and “Clicks” tabs on that location too. This click tab will let you know how many clicks are generated from a certain location.
Thus, you will get the concept of where you need to decrease your bid amount and where you need to increase the amount to get better results. Just hit the “Bid Adj” tab to adjust your bid amount. You will be able to set the amount by setting the percentage amount to all the targeted locations.
9. Get More Focused on Mobile-Friendly PPC Ads:
Most businesses are now focusing on mobile-friendly ads. Statistic says that about 60% of marketers are investing in mobile-friendly ads because they are giving them outstanding results. The reasons are mentioned below:
Around 58.99% of website traffics are generated from mobile devices.
Over 40% of online transactions take place on mobile devices.
Over 50% of ad clicks take place on mobile devices.
The following are the best practices for mobile-friendly PPC ads:
Before you invest in these ads ensure that your site is mobile-friendly.
Use ad extensions in the ads.
Apply attractive keywords in your ads so that your users can make decisions rapidly.
Include incentives and offers in the ads.
Optimize the ads according to specific times and days.
Add emojis to the ads to convey the message instantly.
10. Effectively Optimize Your Budget:
Each company has a specific budget that it can use for PPC campaigns. So, calculate all the campaigns that are performing well and also the ones that are not performing up to the mark. Thus, you can lower the budget for the campaigns that are performing worse, and increase the budget for those that are performing well.
You can optimize your budget effectively in the following ways:
Identify the daily expenditure of the campaigns you are running.
Review the column of search lost the budget to know how many times your ad did not show up due to low-budget problems.
Take immediate action and change the best-performing ads into campaigns.
Check the campaign bid simulator tool to review your campaign’s performance at the time bid position changes.
Try to have a shared budget for all the campaigns rather than having a separate budget for each campaign.
In summary, to take advantage of strategic PPC audience targeting, use platform-specific demographic and interest data, create custom audiences using your own customer data, use location-based targeting, and device-based targeting, and experiment with different ad copy and images.
11. Try similar audiences:
Data from already-existing client lists or data from social media sites like Facebook and LinkedIn can be used for this. Lookalike audiences are made by identifying the traits that current consumers of an advertiser have in common and then looking for new potential customers who share those traits.
On the other hand, similar audiences are produced by recognizing the shared interests and usage patterns of an advertiser’s existing clients and then locating new potential clients who share those same interests and usage patterns. PPC campaigns can make use of these targeting options to broaden the audience and improve the performance of the advertising.
12. Advertising Copy Based on the Weather:
The dynamic ad copy used in pay-per-click (PPC) campaigns known as “weather-triggered” changes depending on the weather at the time. Ads can be customized to the present weather with the help of this kind of ad content, making them more relevant to the target market.
For instance, if it’s hot and bright outside, a marketer might write copy for an advertisement advertising ice cream, sunglasses, or swimming pools. On the other hand, if it’s cold and snowy outside, a marketer might write an advertisement touting boots, fireplaces, and winter clothes.
Learn more: How does YouTube advertising works in 2023: The Definitive Guide
13. Review and make changes to your campaign structure:
An essential step in improving your pay-per-click (PPC) campaigns is going through and changing your campaign structure. The organization of your advertising, keywords and ad groups within the PPC platform is referred to as the campaign structure. A well-organized campaign can make it simpler to manage and analyze success while ensuring that your advertising are seen by the appropriate demographic.
Related: Steps of PPC management that will bring successful results for you.
It’s crucial to take into account elements like ad group organization, keyword grouping, and ad relevancy when analyzing your campaign structure. With tightly related keywords that are pertinent to the ad copy, ad groups should be arranged around particular topics or products.
Some Additional PPC Strategies to Consider:
Now, let’s discuss some more PPC strategies for your business:
Utilize Ad Extensions:
Use ad extensions to develop your ads. Add various kinds of ad extensions to have the highest reach of the business. These various types are:
Ø Price Extensions- This extension mentions the total range of services and products they offer. This is the simplest way to attract people to your business or products because they can easily know your products’ or services’ prices. Again, it sets an aimed audience and quite clear competition for business expansion in the market.
Ø Call Extensions- Include your contact number so that anyone can reach you. It positively impacts your CTR or click-through rate because the additional information added to your ad gives more information to your clients about your business.
Ø Message Extensions- This extension allows people to communicate with you conveniently via text or message on WhatsApp. You can apply for message extensions in various ways such as the interface can either be a pop-up message or a chat box.
Ø Promotion Extensions- Include promotion options. For instance, 20% discount on any service or product.
Apply Remarketing Campaigns:
It means you are repeatedly marketing your services or products on any of the online platforms. When you see that the campaign is performing well for a specific audience, remarketing on this same ad can yield beneficial results for the business. It ensures reaching almost everywhere. So, it can be one of the mentionable PPC strategies in 2023.
Consider Voice Search:
Voice searches are also becoming popular due to more availability of smart devices, but many marketers don’t concentrate on it that much. The main reason behind it is that they get an insufficient number of voice searches or they can’t accurately identify these queries. Generally, these voice search queries are longer than regular search queries. So, you need to ensure that your voice searches are optimized in the correct way.
Generate an optimized Voice Search Strategy for PPC in the following way:
Ø First, find out if your campaigns are having voice searches.
Ø Collect the query report for search queries from Google Ads.
Ø Filter all your related search queries.
Ø Apply a keyword tool to get the keywords for the voice search.
Ø Add negative keywords yet ensure that you include research-based negative ones.
Targeted Cost Per Conversion:
This is an awesome strategy to maintain a stable cost per conversion among the ads you are running. It lets you get each of your conversions under a certain budget. You can use it for a campaign and more than one campaign, but ensure that you have adjusted the conversion tracking option or you won’t be able to optimize it correctly.
Optimize Insufficient Data:
Google will start giving insufficient or incomplete data as Google likes advertisers to depend upon its machine-learning information accuracy. The most suitable strategy will be to recognize repetitive patterns in your search questions or queries instead of concentrating individually on the search word or term. Again, it is crucial to optimize the rest of the information that Google is going to provide.
First-party Data:
Stop depending on collecting information from third-party sources or cookies rather get first-party data collecting solutions as that offers more opportunity to customize and develop detail-oriented data strategies. Data is so much vital that you need to start using first-party data as soon as possible.
Automation:
When everything is going toward automation, PPC won’t be an exception for sure. Provide your information so efficiently that the algorithm is able to filter easily and offer you the desired results. Optimizer, WordStream PPC Advisor, and Sywdo are some mentionable automation tools for the PPC strategy.
Reverse the Conversion Funnel:
Many marketers trust to save clicks so that they can convert users quicker. They get the users to move quicker through the conversion funnel, but often keeping users engaged through the ads can work well. Reverse the conversion funnel if you want to know what makes your strategy work well. Including an additional element in the funnel can add value.
For instance, including an interactive video or spec sheet can convince people to buy your product. So, trying to convert them immediately won’t be always a suitable strategy.
Turn the Audience Network Off in Facebook Ads:
Turn the audience network off for Facebook to avoid fraudulent or fake clicks from untrustworthy sites. It will also save you time as you don’t need to exclude them from the reports, in just only one click.
Applications:
When you have developed an application or app for the business by maximizing your budget, ensure that it’s a user-friendly one and that its marketing is also done the exact way. It will help you to have the highest leads that you can convert after targeting and will give you benefits in the long run.
Final Words:
Now, you must have a complete idea about the 10 best strategies to follow for successful PPC campaign in Bangladesh along with the additional strategies. Just follow the best strategies that match your business’s goals and also help to achieve them easily. In case, you need any help or have further queries, digiSocial is always here to help you and answer your queries.