In our ongoing exploration of the world of PPC (Pay-Per-Click) advertising, we’ve covered basic concepts such as impressions, clicks, and conversions, as well as more advanced topics like Quality Score and A/B testing. Today, we venture even further, delving into remarketing, the use of negative keywords, and conversion rate optimisation — crucial strategies for refining and maximising the success of your PPC campaigns.
Remarketing, also known as retargeting, is a powerful strategy that allows you to display ads to individuals who have previously interacted with your website or mobile app. It’s a way of re-engaging those who have shown an interest in your products or services but didn’t convert during their initial visit.
Consider the British retailer, Marks & Spencer. Someone might visit their site, browse the men’s clothing section, but leave without making a purchase. With remarketing, Marks & Spencer can ‘follow’ this visitor around the web with ads for men’s clothing, nudging them to revisit and complete their purchase.
Next on our list of advanced PPC strategies is the use of negative keywords. Negative keywords allow you to exclude your ads from showing up for search queries that aren’t relevant to your business. This helps prevent wasted clicks, save on ad spend, and ensure that your ads reach the most relevant audience.
For instance, let’s say you own a luxury furniture shop in Edinburgh. You’re running a PPC campaign for ‘handcrafted wooden tables.’ If you add ‘cheap’ as a negative keyword, your ad won’t show for searches like ‘cheap wooden tables.’ By doing so, you’re targeting users who are more likely to be interested in your high-end products, rather than those looking for a bargain.
Finally, we come to conversion rate optimisation (CRO). In PPC terms, your conversion rate is the percentage of users who click on your ad and complete a desired action (or ‘convert’). CRO involves tweaking various elements of your PPC campaign to increase the likelihood of conversions.
Suppose we take the example of ASOS. They might analyse their PPC campaign data and notice that many users are clicking on their ad for women’s shoes but not making a purchase. To optimise their conversion rate, they could experiment with different landing page designs, more enticing ad copy, or even adjusting the pricing or shipping information. Through systematic testing and refinement, they aim to convert more of those clicks into sales.
Just like with our previous advanced concepts, the key to leveraging these strategies effectively lies in continuous monitoring and adjustment. The world of PPC advertising is dynamic and ever-evolving, and what worked yesterday may not work tomorrow. Staying on top of your campaign’s performance metrics, adjusting your strategy as necessary, and experimenting with different approaches will set you up for PPC success.
As we wrap up this series on PPC advertising, we hope you’ve gained valuable insights into this powerful digital marketing tool. Whether you’re a small start-up or a well-established brand, understanding and leveraging PPC can significantly boost your online presence and drive your business growth.
Stay tuned for more insights into the exciting world of digital marketing!