It has the power to display ads to the targeted audience when they are looking for goods or services. The Pay-Per-Click model has become an innovative method to increase PPC traffic, but it also requires much effort.

Sometimes, putting in 100% of effort, some ad campaigns do not give you results as per your expectations. And sometimes, you cannot understand the actual reason for your PPC ads campaigns‘ low performance.

During this holiday season, Google has made some salient changes to the search algorithm, which will impact how your ads will show up when someone searches with your targeted keywords. Business houses have to make several marketing campaigns to stand out in the competition during the holiday shopping weeks.

Although a few marketing managers know how to prioritize seasonal marketing strategies and maximize profits. These strategies are not that common in the PPC marketing fraternity and the business world yet.

What is PPC Advertising?

PPC refers to Pay-Per-Click, which is an online advertising model. In PPC advertising, advertisers pay each time a user clicks their ads. Based on the keywords, platforms, and audience type in which it originates, advertisers can place bids on the perceived value of a click.

Many businesses use PPC for all types of campaign goals, including:

• Increasing brand awareness
• Generating leads
• Increasing sales

How does PPC work?

PPC covers many ad platforms, including Google Ads and Bing Ads. Many businesses use Google Ads to start their PPC marketing because it gives access to the largest audience of potential customers.

The way PPC works includes a simple process, which is as follows:

• Firstly, sign up for an advertising account with the platform.
• Then you should create ads and select the right targeting by adding keywords or audiences, etc.
• After that, set the maximum cost you want to pay for each click.
• Your ad goes into an auction with other advertisers who are bidding on the same keywords.
• You pay after someone clicks on your ad.

PPC works by setting a budget for your ads on a given platform and then paying when someone clicks on your ad. When someone clicks on your ad, you pay what the current CPC is, and that amount is taken from your daily budget.

How to use PPC to increase traffic?

Have you ever considered using PPC advertising to grow traffic? If yes, then read further. First things first, you should make sure that you optimize your PPC ads for both desktop and mobile search advertising.

This is because only focusing on the desktop will not help, as the percentage of searches that happen on mobile is high.

Also, you need to focus more on search ads instead of display ads because display ads provide very little click-through rate.

Make sure to build a wide list of negative keywords and long-tail keywords as it will prevent wasting your ad budget on ads that will not be effective. You should follow the Google checklist for paid ads.

Tips for your PPC marketing strategy

You can increase PPC traffic by following these tips:

• You should focus on your target audience
• Make sure to determine your PPC ad budget
• Choose the right keywords
• Use the right campaign type
• Go for retargeting
• Be aware of PPC trends

How to boost your traffic with Pay-Per-Click advertising?

If you want to increase traffic with PPC advertising, you should understand the factor that drives customers. You should focus on the quality of advertising if you want to drive traffic to your website.

Strategies To Increase PPC Traffic During This Holiday Season:

Good Budget Allocation

The holiday season can knock on your doors with an excellent opportunity to increase clicks, conversion, and sales. But you will only take benefit of it if you have enough budget for the holiday month.

To estimate your current year budget, you need to look at your ads campaigns’ past performance and analyze how your impression share and clicks changed during the critical season.

Raise Bids to Increase Profits

If you are new to the business and do not have any historical data to evaluate your seasonal ad spending, you can use keyword search volume, which can resolve your issue.

Take your target keyword to Google Trends, check how the search volume changed over the year, and make your bid according. You can also use automatic bidding, and still, you can still manually adjust your submissions for the targeted keywords during the holiday shopping season.

Target Holiday Keywords

Most business houses never bother to create ad campaigns to target holiday-specific keywords every year during this season. Not using these targeted holiday-related keywords will make you lose the opportunity to target the audience, ready to convert on search.

Test New Option

You should make your holiday PPC campaign this year based on the previous year, but you should not limit yourself to that. May this holiday season bring you an excellent opportunity to test out new channels, targeting strategies, and advertising campaigns.

To try out a new test or new initiative, you need to set aside a specific portion of your PPC campaign spending. You can try any new targeting strategy or new feature on Google ads. You can also consider investing in automatic bidding strategies.

Clear your Product Feed

Working on feed optimization should be done all over the year, but you need to take care of feed optimization a little more during the holiday season. It can turn out to be a fantastic opportunity to target the selected audience. You can optimize the following items to boost your conversion percentage.

1. Product Title
2. Images
3. Description
4. Product categories
5. Product types
6. Discount coupons (if any)
7. Any other offer (if any)

It doesn’t matter how many times you have optimized the items mentioned above; there will always be a chance to increase CTR (click-through rate). A small change can make a significant impact on performance.

Target Gifts

What are the keywords?

Keywords are the roots of everything in PPC campaigns. You use keywords to define your ads, and where they should appear, and if you want to have a successful PPC campaign, you should have a solid understanding of what they are and how to use them. There are different types of keywords that you can choose.

Branded Keywords

Branded keywords are branded searches that lead to high search queries via a search engine. It includes the name of a particular company, business, or brand that more potential customers of the business use to get specific information about a brand

Generic Keywords

These keywords cover ambiguous keywords, or you can also refer them to short-tail keywords. You can not get the real intention of these generic words.

Transactional Keywords

Transactional keywords are those keywords that potential customers use to get the product and services. These keywords have both weak and robust purchase intentions. Some examples of Transactional keywords are discount, buy, purchase, cheapest, for sale, etc

Locational Keywords

Locational keywords cover every single related thing to that particular location and are more beneficial to location-based companies. Usually, users request the internet to show goods or services nearby them.

Long-Tail Keywords

These keywords have a conversion rate more than other types of keywords.

Informational Keywords

Informational keywords are those search keywords that an online searcher uses to find more information about something. This information can be related to service, product, guide, or anything else. The user of informational keywords is merely looking for information.

Why Do You Need A Keyword Strategy?

Using keyword strategies is essential for developing a winning search engine marketing campaign. Your keyword strategies include choosing high-performing keywords that will help you to drive maximum traffic to your business. If you choose the right keywords for your advertisement strategy, it will help you stand out in the marketing campaigns.

The best strategy is to choose keywords that are highly relevant and related to your business or keywords associated with your industry. Once you select keywords that best fit your business, you need to draft text ads by incorporating the keywords.

Now when the visitor clicks on your ad appearing on the search engine result pages (SERP), you are required to pay the bid amount that you have decided to bid for the chosen keywords. This process is also known as PPC or pay-per-click advertising.

For successful search marketing, you must have an intensive keyword research strategy. For that, you can use the keywords tools or search query data to compile a comprehensive list of marketing keywords.

How To Choose The Keywords?

PPC keywords search is the only way that will help you to choose keywords beneficial for your business. This process involves a series of steps, yet it is simple. The following are some critical pointers for selecting the keywords.

Start Brainstorming

To choose a perfect keyword for your business, you have to do some mental exercise. You can list down the words you think will make buyers search to come across your product or company.

You may prepare the list by dividing the keywords into different sub-headings, such as:

1. Branded keywords
2. Product or service-specific keywords
3. High intent keywords
4. Feature specific keywords

Check Out Your Competitors

Before choosing any keywords or diving into any keyword research tool, you should check what your competitor is doing. If you want, then you can learn a lot from your competitors.

Expand Your List with Keywords Search

You should expand your list of keywords so that you can quickly appear in the search list of your targeted audience.

Refine Your List with Keywords Research

After choosing appropriate keywords for your business, you should refine them from time to time. This process is also known as keyword optimization.

Group Keywords Into Ad Groups

Once all the steps mentioned above have been complied with, you should draft an advertisement by incorporating the selected keywords.

Tools that Can Help You Pick Keywords

With all the appropriate keywords on your site, you can ensure your ads appear in the right place and in front of the right audience. It will help you to improve click-through rates on your website.

With the help of the following tools, you can choose your keywords more effectively.

Google Keywords Planner help in ppc campaigns

Google keywords planner is a part of Google AdWords. It is a free keyword analysis tool. You can use this tool to explore new keywords related to your business. It will help you to grow your search results in search engines.

Ubersuggest

This tool can help you find unique keywords to fuel up your PPC campaigns and optimize your website’s SEO. It is the most powerful tool for the analysis of keywords.

Wordstream

Wordstream has a massive collection of long-tail keywords in its database, helping you choose the perfect keywords for your business.

Wordtracker Scout

Wordtracker Scout is a Chrome extension, a keyword research tool you can use to discover the exact keywords your competitors are using.

Google Analytics

Google Analytics tool helps you optimize your site for your marketing purpose. If you’re going to choose the best and most profitable tool for keywords analysis, you can opt for Google Analytics.

Bonus tool: growth robotics

Using this tool will make you safe from trivial errors that may harm your ranking.

How To Optimize Your Website For Keywords?

IIn a recent survey, business houses listed keyword optimization as the most challenging task in search engine marketing. Because it is difficult to perform, most site owners, bloggers, and marketers do not spend the required time optimizing the keywords.

But the fact is it is the most important aspect of SEO and PPC. If you don’t optimize your keywords as per market preference or market conditions, your targeted audience might not find you. It will result in no traffic, no sales, and no money.

To stand out in the market, you must practice search engine keywords optimization for:

• Qualified traffic to your website
• Calculate traffic potential
• Write effective content
• Understand users behavior

You can use the following suggestions to optimize your keywords.

• Choose the keywords to focus on
• Prioritize your keywords
• Check important content of the page is getting indexed
• Ensure your heading is unique
• Try to improve the search list for the keywords
• Update or add a title (if required )
• Optimize existing text
• Look for text in images
• Add new and exciting content to the page
• Increase social engagement

More Resources

How Can You Improve Your PPC Campaigns?
Buzzword Ideas for Your PPC Campaigns
Which Is The Most Popular PPC Tools for PPC Campaign?
How To Do SWOT Analysis For PPC Ad Campaigns?