Pay-per-click advertising is an essential component of a successful marketing strategy. With this method, you design ads with a link to your website or landing page and pay a fee each time viewers click the links. Since technology is constantly advancing, it is vital to stay updated with the latest PPC techniques for the best return on your investment.

Automation

Automating aspects of your campaign save you time and money. When you automate your advertisement optimization, you identify new opportunities and discover where you need to make adjustments to improve ad performance. Accessing automation tools can help you with:

• Account management
• Bid management
• Daily tasks
• Optimization
• Reporting
• Project management
• Planning

Voice Search

People are increasingly using voice commands with their digital devices. When users speak search terms, they use more conversational phrasing than when they type them into a search engine. This change affects the way you should incorporate keywords into your content. Using more long-tail search terms helps you show up in searches that originate with a voice command.

Audience Lists

Segmenting your PPC audience involves categorizing groups of people who have interacted with your online content. You can separate them based on your ad campaigns and goals. Consider the following when creating lists:

• What videos did they watch?
• Did they visit your website?
• Have they made a purchase?
• What pages did they look at on your site?
• Which ended their session on your website?
• What words did they search to find you?
• Did they discover your site from a backlink on another webpage?

Answering these questions helps you place people with similar interactions into targeted ad groups. This way, you can offer more specific marketing to interested consumers. Personalized messaging improves your conversion rates, brand awareness and authority.

Demographics

You can also separate your target audience lists more by using demographic information, such as:

• Age ranges
• Gender
• Location
• Marital status
• Family situation
• Salary range
• Interests

Taking the time to create groups helps you provide relevant information and solve people’s pain points more effectively.

PPC Planning

Designing an effective strategy involves various factors. You must research your target audience, know the pain points your company solves, understand your customers’ behavior and interests, and research the relevant keywords that will lead the most people to your business.

When you take the time to develop a detailed plan with specific ad groupings in each campaign, you save money because you can connect with the people who are most likely to purchase your products or hire your services.