Best paid marketing practices & strategies to boost ROI and conversions

Written by Safeer ur Rehman

If you think that paid marketing is an ultimate solution to your traffic and conversion issues then you may want to rethink your strategy. It might have been the case a few years back but in this day and age when search engines and social media platforms are rolling out major new updates and evolving faster than ever before, you need to be smart about where and how you spend your marketing budget.

With that said, paid marketing still takes the center stage and you can benefit from it more than ever before with the right strategies. Here is a list of some key strategies that every digital marketing expert needs to know in 2020.

Setting your PPC goals

First thing is first, unless you want to burn through your valuable marketing budget without even achieving anything you need to list down your PPC goals and keep them at the center of your strategies. Your business needs different goals at different points so there is no “one strategy fits all” solution in paid marketing.

You need to decide whether you want to increase your sales or ROI or simply want to educate people about your product/services through brand awareness campaigns.

While you need targeted keywords to increase sales and conversions, broad ranging keywords that are relevant to your business can help you get more traffic and increase your ROI provided your website structure and content are right on point. Similarly, you could also set a goal to overshadow your competitors, increase profits and brand awareness all through PPC if you have set a clear goal.

Ads Personalization

There is no arguing over the fact that personalized ads get more response and you have a better shot at achieving your PPC goals through a more personalized campaign. You can use platforms like Google’s Customer Match (GCM) to not just reengage your existing customers but also reach out the similar audience across Gmail sponsored, YouTube, search and display.

Know your Funnel

A lot of times the ads you are spending on bring in good traffic on the landing page but none of them convert. That’s because you are spending on the wrong keywords that are relevant to your business but are at the top of the sales funnel (TOFU). People coming through these keywords might be interested in your products or services but they are not at the point where they have made up their mind about buying yet.

What you need to do is identify and invest in bottom of the funnel (BOFU) keywords to avoid unwanted traffic that is not at that stage of the buyer’s journey yet. You can further enhance your campaign by incorporating terminologies and keywords followed by the CTAs that people use with the buying intent. Basically you need to convince the audience to make a purchase through your ad copy. Think about using terminologies like “Free Trial”, “Free evaluation” etc.

 Retarget with long tail keywords

Long tail keywords hold a significant importance in online marketing for several reasons. Despite the fact that people visiting through them already have a higher user intent they have a lesser CPC due to low competition.

As mentioned above, there is no “one strategy fits all” solution in paid marketing, you need to try out different strategies and be patient to reap its full benefits. If you are looking to hire a digital marketing and SEO agency in UAE that has an extensive experience in running optimized campaigns then you need not look any further. Get in touch with us today to discuss your PPC goals for an increased ROI, conversion rate through successful campaigns.



Originally Published September 14, 2020 12:00 AM, Updated September 18, 2020.

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