With the rise of new platforms and the introduction of new technologies to the advertising and marketing world, the strategies that used to work yesterday are useless. With the tide turning towards digital tech, Pay-per-click advertising or PPC advertising is the new norm. You should adapt to the new ways that PPC advertising has to offer before it’s too late and you are left behind in the competition.

The most effective PPC advertising strategies are used to increase brand awareness, enhance organic traffic, and most importantly, generate the most productive results towards conversions. PPC advertising has been in the market for a while now and it has also advanced the way everything else has. What’s true for the old tech and strategies is also true for PPC marketing strategies a year ago.

Here are the top 5 common PPC advertising strategies that can help you increase your ROI and rank high among the SERPs.

Know your audience

First and foremost, it’s the people that make or break a business. Just like making products without categorizing the most likely consumers, creating a perfect PPC advertising campaign without any knowledge of your target audience is useless. Different factors may affect the process of singling out your target audiences such as religion, ethics, language, location, culture, and others.

Now, in the first step, keeping all the demographic factors in mind, you’ll have to decide which type of consumers are the perfect audience for your products or services. This will let you narrow down your approach. After that, the process of finding them on Facebook or any other platform will be much easier. The next step is for you to produce content whether in written, image, video, or any other form taking all the religious, ethical, as well as cultural factors into consideration. This will help you gain trust from people and most importantly, it will make them your loyal customers.

Content is the key

While utilizing PPC advertising services, brands and businesses often forget about the importance of words. Words can be used to show empathy, provide comfort, inspire emotions, as well as making friends. Of course, that’s only true when you know which words to use, how to use them, or when to use them. The same is true for PPC advertising and for it to be successful, you need quality content that has been transcribed perfectly to get attention from the people.

Whether it is an image, video, article, or any other form of PPC advertising, you need to know how to deliver your message. A strong message will not only focus on the advertising part of a business, it will also press on issues that people are facing and introduce the benefits of your products or services for those problems. The only advice is for you to review your content many times before it is released into the market for the general public to see.

Benefit from technological advancements

Here are the most important technological advancements that you need to know:

• Voice search- more than half of the internet searches are voice searches and you need to use long-tail keywords in a normal conversational style in your content to be on top of search results.
• Automation- pay-per-click advertising needs automation on different platforms such as Facebook to increase the potential of a well-performing ad as well as removing one that costs a lot of money and isn’t performing well.
• Artificial intelligence- AI can help you detect a conversion possibility, predict the future of PPC ads, suggest long tail and short tail keywords, and much more.

Emphasize retargeting campaigns

PPC advertising statistics suggest that a repeat customer is more likely to bring more revenue than new clients. While most businesses strive to target a new audience, they forget how important a loyal customer is. Using different strategies such as Search engine optimization and cookies for search and display ads, you can convert one time visitors into repeat customers and ultimately, loyal ones.

Build brand affinity

This strategy is meant to widen your customer base by attracting people that are not familiar with your brand. First of all, you can use brand-related terms and keywords in your content to get them to visit your website. After that, an off-topic display of content will let them know that you don’t only care about selling your products. Even though they don’t need anything that you are offering, for now, they will think only of you when they do and that’s how important brand affinity is.

Lastly, utilize fraud elimination strategies such as turning off Audience Network in Facebook ads to remove the unwanted stress and save your resources from being misused.