The coming year is an opportunity for a fresh beginning, clean slate, and new objectives to meet. And for business owners, the pay-per-click (PPC) marketing model is likely to remain as effective in drawing in web traffic and generating conversions as it was before. However, because there’s no guarantee that the practices and tactics of the previous year will produce the same results, it makes sense to perform an audit of your current plan. Doing so will enable you to make the right changes and adjustments to improve your efforts. If you aren’t sure where to start, here are some tips that will help you optimize your PPC strategy in 2022.
Expand your existing keyword list
It’s a good idea to begin optimizing your pay-per-click strategy by expanding your list of keywords. After all, there’s always enough room to do so. For example, long-tail keywords may perform better with the inclusion of adverbs and adjectives, while their short-tail counterparts will improve if descriptive works are removed. If you’re looking for the ideal keywords for your business, use the many keyword tools available—there are various paid and free options online. They’ll also enable you to find out what targeted phrases and terms your competitors are trying to rank for with their content if you want to get them yourself.
Evaluate keyword performance
The keywords you choose will either make your PPC campaign or break it. For this reason, you must regularly evaluate and review the performance of your chosen terms and phrases and remove those that aren’t performing as intended, be it low search and bid value or higher costs for every lead. Some may also be a little too restrictive to attract the desired clicks. In these cases, it can be helpful to make adjustments to your bidding strategies and reduce their conversion costs. If that fails, you might want to pause things first and seek the assistance of a PPC management company.
Use customer reviews to your advantage
If you have excellent reviews on your offerings, they can be advantageous when used in a PPC campaign. If not, start encouraging satisfied customers to leave their feedback. You can display your ratings as part of your ads for the goods or services you offer through ad extensions for seller ratings. In doing so, you’ll be able to build trust with prospects, strengthen relationships with your current followers, and improve your CTR or click-through rate in the process.
Geo target the ads
Whenever you manage your ad targeting, don’t forget to focus on the locations where your offerings are readily available and relevant. The most effective way to identify the regions you’re looking to target is by using the geographic reporting options and features of the selected search platform. For instance, if it’s Google Ads, the distance and location reports will give you performance data for the area. From there, it’s possible to utilize location targeting by selecting the areas where the ads are to be displayed.
The PPC strategies that are the most successful are those that aren’t only established and forgotten. With regular testing and analysis, you’ll be able to properly optimize your pay-per-click campaigns and put yourself in a much better position to connect with the target audience.