Maintain consistent website traffic, reach potential new customers and drive conversions with PPC advertising. In this blog, we’re sharing five tips to boost your ad campaigns and increase performance.
What Is PPC Advertising?
Pay-per-click (PPC) advertising, is a form of advertising where businesses only pay when their advertisement is clicked. Advertisers use PPC advertising networks, such as Google Ads, to bid on keywords for clicks to their website and the opportunity to advertise sponsored content on search engines.
Social media advertising is the fastest-growing segment of paid advertising, with spend expected to top $47.9 billion in 2021. Reach your target audience and drive high-quality website traffic by using audience targeting based on user interests and behaviors to get your ad in front of the right audience.
PPC Advertising on Social Media & Google
1. Quality Score
Quality Score is Google's metric that rates the quality and relevance of keywords and PPC ads. Keywords are given a quality score based on expected click through rate, ad relevance and landing page experience. Facebook’s version of quality score is referred to as a relevancy score, while Twitter calls its version a quality adjusted bid.
Improving quality score is the key to driving down PPC costs and improving ad performance. Increase quality score on social media and lower costs by increasing your post engagement rates. The higher ad engagement, the less you pay. The lower ad engagement, the more you pay.
There are plenty of ways to increase overall engagement, but understanding your audience and targeting ads specific to their interests is the most effective way to improve quality score.
2. Optimize Content For Different Platforms
Twitter, for example, cycles through content frequently which can decrease engagement. Ensure content is fresh and relevant to your audience on all platforms by creating several different ad campaigns.
Repurpose and adapt existing content to each platform accordingly. Sharing the same piece of content everywhere without spicing things up can cause your target audience to tune out and ignore your social posts. Monitoring ad performance will help you understand how often to create new and engaging content.
3. Pay For What Matters Most
Decide what matters most to your business, and identify your ad goals to save money in the long run. Examine your campaign goals, and pay only for what will help you reach them. For example, do you want to increase clicks to your website, drive app installs or gain followers, leads, video views, etc? Are you interested in increasing engagement or impressions? Then pay only for the engagements that are relevant to your goals. Knowing what you want out of your social ad campaign and focusing on the specific goals you want to achieve offers the best ROI.
4. Integrate Paid and Organic Social Media
Make sure your organic social media activity complements your paid efforts before investing in ads across multiple social media platforms. Gain customer trust and confidence in your brand by using a consistent tone across social posts and platforms. Focus on consistent messaging, graphics, format and tone.
Leverage existing tools from social media platforms to improve the design of your ads. For example, analyze the devices your audience is using on Facebook with device targeting to see how both your mobile and desktop ads are performing. Also, promote high-performing posts to increase organic performance by encouraging users to share your posts with friends.
5. Narrow Your Target Audience and Increase Engagement
Micro-targeting is an excellent way to increase engagement. Micro-targeting with tools such as Twitter’s tailored audiences, or Facebook’s behavior and interests targeting, help merchants narrow down their targeting options to smaller and more specific audiences. Use Instagram's free business analytics tools and insights to see more granular audience details, such as gender, age range and top cities and countries your followers are from. Split your customers based on buying patterns or their interests to gain better knowledge of your customers' needs and wants.
We hope that these 4 PPC advertising tips help you optimize your social media branding strategy and achieve your social ad campaign goals. If you’d like more details about how our team can improve your eCommerce advertising strategy and drive more traffic and revenue, contact us using the form below!
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