Despite their best efforts, a lot of digital marketing managers and agencies get stuck in a rut of driving their PPC traffic with the same old techniques. Now, I’m not going to say that you should abandon the tried and tested methods if they’re delivering good ROI, but it certainly pays to be on the lookout for new opportunities and testing these where budget allows.
PPC Traffic Rut
A good example is the standard search campaign; I talk to a lot of businesses who recall the golden days of adwords when none of their competitors were on there, cost per clicks were below 20c and just having a website and an adwords campaign was like a license to print money. Skip forward 10 years and a lot of these same businesses are abandoning adwords because the cost per click in their industry has sky-rocketed and ROI plummeted as all their competitors jumped on board. Sadly, a lot of these businesses could still be raking in profits from these campaigns if they’d just stayed up to date with changes to the adwords platform over the years and capitalized on new capabilities such as enhanced big management and targeting.
If you don’t stay up to date with what’s available, you’ll get left behind.
So, if you feel like you’re in a bit of a PPC rut, here are a few techniques that I rarely see online marketers utilising which can deliver more quality traffic to your site.
GSP – Gmail Sponsored Promotions
Not to be confused with UFC legend Georges St-Pierre, the GSP we’re talking about is Gmail Sponsored Promotions. Google rolled this new advertising option out in 2015, allowing you to target an audience based on the content of their emails. Sounds a bit creepy and intrusive I know, but don’t worry it’s just the google bots who do the reading, and they’ve got a good rep for keeping secrets.
Given that it’s a relatively new feature, there’s a good chance that your competitors aren’t using it yet, which means you might be able to get some cheap clicks and good cut through with it. And even if they are, at least you won’t be missing out.
How can it be used? Here are a couple of examples:
You’re in the market for a new home, and have been sending emails back and forward with your partner about homes. A home builder or home loan company could use this data to target you with ads for their product/service.
You’ve got a sore tooth and you emailed your Mum about it looking for some sympathy, the local dentist could target you with a special offer on the first consultation with them.
There’s plenty of room for creativity with the targeting here, and if you’re regimental with your testing you’ll likely find some targeting options that’ll give you great ROI on this form of ppc traffic.
We all know that the click through rates on display campaigns are typically terrible compared to other channels. The reason for this has generally been that the targeting of these types of campaigns is really really bad, with the online marketer spraying ads around the place like they just popped the cork on a bottle of champagne.
Putting your ads in front of an uninterested audience is like tipping expensive champagne on the floor. (But less fun)
So how do you make sure your ads get in front of an audience that is interested? Google’s In-Market Audiences are a great option. In a nutshell, In-Market Audiences allow you to target users within specific verticals who are in a buying cycle i.e. the people you want.
Example; Say I’ve been researching options for private health insurance, In-Market Audiences allow you to hit me with ads about your private health insurance options. Cool huh? Much better than blasting your ads out to everyone and hoping someone cares.
Tip: Team up your In-Market Audiences with remarketing to get killer click through rates!
Cut The Fat
This one isn’t a new technique for driving traffic in itself, but implementing it properly will allow you to focus more budget on delivering the traffic you want. Even though conversion data is readily available these days, many advertisers continue to spend huge chunks of budget on keywords that simply aren’t converting.
If you’re not tracking conversions already, setting this up should be your first step. If you are, the next step is to identify the conversions that move the ROI needle e.g. sales, leads – and start checking through your keywords to see which ones are delivering these and which ones aren’t. There are different formulas for calculating whether a keyword is delivering or not, but the simplest thing to do is calculate what the highest amount is that you’re willing to pay for a conversion, and then cut any keywords which have a higher cost per conversion than the amount you’ve set.
Hopefully these tips give you a bit of inspiration to branch out your ppc campaign, drive some fresh traffic and get some more leads!
If you feel like your campaign results are a bit stagnant, feel free to contact us, we’d be happy to have a chat about helping you out. Call us on 03 9111 2657 or email me directly firstname.lastname@example.org