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With PPC advertising, you can maintain consistent website traffic and reach new customers. You can also drive conversions. We’ll be sharing five tips that will help you improve your ad campaigns as well as increase their performance in this blog.
What is PPC Advertising?
PPC advertising is a type of advertising in which businesses only pay when an advertisement is clicked. PPC advertising networks such as Google Ads allow advertisers to bid on keywords to get clicks to their websites and to advertise sponsored content via search engines.
Social media advertising is expected to grow rapidly and will be the largest segment of paid advertising. Its spend is expected to reach $47.9 trillion by 2021. You can reach your audience and drive high quality website traffic with audience targeting. This is based on user behaviors and interests.
PPC Advertising on Social Media & Google
1. Qualitative Score
Google’s Quality Score is a metric that evaluates the quality and relevancy of keywords and PPC ads. Keywords are assigned a quality score that is based on the expected click through rate, ad relevancy and landing page experience. Facebook’s version is called a relevancy rating while Twitter refers to its version as a quality-adjusted bid.
Quality score is key to lowering PPC costs and improving ad effectiveness. You can increase your post engagement rate and improve quality score on social media to lower costs. Higher ad engagement means lower prices. You pay more for a lower ad-engagement.
There are many ways to increase engagement. However, it is important to understand your audience and target ads that match their interests. This will help you improve quality score.
2. Optimize Content for Different Platforms
Twitter, for instance, can cycle through content often which can reduce engagement. Multiple ad campaigns are necessary to ensure that your content is relevant and up-to-date on all platforms.
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Use existing content and adapt it to the platform. If you share the same content across all platforms, your target audience may become bored and uninterested. You can monitor your ad performance to see how often you create engaging content.
3. You should pay for what is most important
To save money, decide what is most important to your company and determine your ad goals. You should review your campaign goals and only pay for the things that will get you there. Do you want to increase traffic to your website, drive app installations, gain followers, leads or video views? Do you want to increase engagement and impressions? Pay only for those engagements that you are interested in. Focusing on your goals and knowing what you want from your social media advertising campaign will result in the highest ROI.
4. Incorporate organic and paid social media
Before you invest in ads on multiple social media platforms, make sure that your organic social activity is complementary to your paid efforts. Use a consistent tone across all social media platforms and posts to build trust and confidence with your customers. You should focus on consistency in messaging, graphics, format, and tone.
To improve your ads’ design, you can use existing tools on social media platforms. To see how your desktop and mobile ads perform, you can analyze which devices your audience uses on Facebook using device targeting. To increase organic performance, encourage users to share high-performing posts and encourage them to do so with their friends.
5. Engage More People by limiting your target audience
Micro-targeting can be a great way to increase engagement. Micro-targeting can be combined with tools like Twitter’s targeted audiences or Facebook’s behaviour and interests targeting to help merchants narrow down their targeting options and reach smaller, more targeted audiences. Instagram’s free analytics tools and insights allow you to view more detailed information about your audience, including gender, age range, top cities, and countries. To gain a better understanding of your customers’ needs, you can segment them based on their buying habits or interests.
These 4 PPC advertising tips will help you optimize your Social Media Branding Strategy and reach your social ad campaign goals. Contact us to learn more about our eCommerce advertising strategies and how we can help you drive more revenue and traffic.