PPC or pay-per-click ad campaign is the most popular and commonly used SEM marketing method of online advertising. Advertisers pay a fee every time the search ad or display ad is clicked. Cost-per-click (CPC) is often used interchangeably with PPC. Learn more about SEM marketing campaign metrics.
Here are the top pay-per-click ad strategies to improve SEM campaign performance.
Top 7 Pay Per Click Advertising Strategies to Optimize SEM Marketing Campaigns and PPC Marketing Ad Messaging
#1: Use Product-Level SEM Ads for Pay Per Click Advertising Campaign
Google PLAs or Product Level Ads are great for product-based or e-commerce websites. Product Level Ads display a product image plus detailed descriptions such as pricing and shipping information in search results.
How Google Product Level Ads Work
Instead of creating individual ads for groups of keywords using Google Ads, Google PLAs only require a product feed with a set budget. Product Level Ads are displayed separately from the text ads. PLAs come up in search queries through Google Partner Search websites and Google Shopping search results. It gives your product double the exposure because both the PLAs and search ad campaigns can appear in the same search query.
#2: Plan Strategic Pricing in Pay Per Click Advertising Campaign
Strategically planning pay-per-click ad campaign product pricing increases the conversion of a sale. In a product level ad, test out the best pricing strategy for any market segment by promoting the best sales price in the ad content. This pricing strategy gives visitors a better idea of the product’s competitiveness and precisely target niche markets while optimizing the marketing budget.
Include Pricing in Pay Per Click Advertising Campaign
When a pay-per-click ad receives large volume of clicks without converting into sales, realign the PPC campaign strategy to better target ads to the ideal customer profile (ICP). Try incorporating product pricing in the ad content to increase conversion, especially when you know what price points drive the most sales.
Examples of Pay Per Click Ads with Strategic Pricing
- Starting at $9.99
- Subscribe for as low as $5.99 per month
#3: Take Advantage of SEM Long Tail Keywords in Pay Per Click Advertising Campaign
Advanced keyword research tools like Semrush uncovers high-value long-tail keywords. Long-tail keywords are extended phrases that typically yield lower search volume but provide a more precise intent behind the searched terms. Visitors using long-tail keywords in search tend to be more exact in what they are looking for, which means there is a higher chance of conversion when the search is specific.
SEM Long Tail Keywords Reduce Pay Per Click Advertising Cost
Long-tail keywords help you avoid expensive broad-term keywords that competitors are bidding on. Instead, focus on keyword phrases that enhance the unique value proposition of your business in the ad messaging. With the right keywords, you can improve the quality and the conversion rate of a sale while keeping costs down.
Try keyword research for free and discover long-tail keywords for your next PPC ad campaign.
#4: Add Sitelinks to Branded Keywords in Pay Per Click Advertising Campaign
Sitelinks give visitors an in-depth view of what a website offers. Create up to four additional URLs and keywords to display below the original ad content in both Google Ads and Microsoft Ads. Adding sitelinks to branded keyword ads increase the opportunity of receiving more clicks.
Use Sitelinks to Promote Additional Landing Pages in Pay Per Click Advertising Campaign
Use sitelinks to target additional supporting landing pages to upsell the promoted product or service. Include links to different categories or related product pages to gain more pageviews. The cost of each click in the sitelink is the same CPC rate set for keywords in the same campaign.
Example of a Google Ads Pay Per Click Advertising Campaign with Sitelinks
The example above shows a PPC ad from a national retailer with four relevant sitelinks. A good sitelink for an e-commerce business should include the following ad messaging.
Effective SEM Ad Messaging in Sitelinks
- Price-matching incentives
- Seasonal promotions
- Price competitive merchandise
- Helpful tips and guides
Additional Examples of Sitelinks in Pay Per Click Advertising Campaigns
For example, if you sell branded sunglasses through an e-commerce store, the Google Ads sitelinks can include the following related categories.
- Luxury Sunglasses
- Sunglasses Guide
- We are Price Matching
- Sunglasses Under $40
#5: Build High Converting Landing Pages to Improve Pay Per Click Advertising Campaign Conversion Rate
In addition to capturing leads, converting them into sales require strategic landing page content after visitors click through on a PPC ad. Improving ad conversion rate also reduces marketing cost over time. Learn more about SEM marketing cost control strategies.
The landing page visitors see after clicking on a PPC ad serves a critical purpose as the sales conversion funnel. Ensure landing page information correlates to what you offer in the ad campaign and captures leads with meaningful and honest advertising.
Top 3 Tips to Improve Landing Page Content in Pay Per Click Advertising Campaigns
Tip #1. Match Pay Per Click Ad Messaging with Landing Page Headings
Match keywords in the ad copy with the landing page headings to help visitors recall the ad messaging and capture more on-page conversion opportunities. Google will also index keywords on the landing page to improve SEO organic ranking over time. This is a cost-effective method to drive long-term SEM marketing success.
Tip #2. A/B Test Pay Per Click Ad Messaging and Landing Page Content
A/B test both SEM pay-per-click ad messaging and landing page content for optimal conversions.
How to A/B Test Pay Per Click Ad Copy and Landing Page Content
- Test different versions of an ad copy with different keywords.
- Change out a text link with a call-to-action button.
- Test videos instead of images on landing pages.
- Switch out the layout and change the theme color.
- Move module positions to test different landing page elements.
Tip #3. Create a Call to Action in Pay Per Click Advertising Campaign
Create a call-to-action feature on the ad landing page, such as a button or a form fill. A call-to-action reinforces visitors to respond to the ad messaging. It can be a link, a button, or a simple form that’s easy to complete.
#6. Include Contact Information in the Pay Per Click Advertising Campaign
If your business has excellent customer service or a sales team, consider adding a phone number or a live chat sitelink in the PPC ad campaign. Phone numbers in a PPC ad’s title or description enable one-click dialing on mobile devices.
If your business relies heavily on one-to-one service, include a phone number on visible spots of the website, such as the navigation, footer, or call-to-action modules, to capture more opportunities. Ad campaign conversion significantly improves with a live representative making sales and answering questions.
#7: Every Online Review Counts
Check your business’ reputation on major review websites like Trustpilot, G2, or Google Top Quality Store. The average rating can be shown in Google Ads. While you cannot and should not manipulate online reviews, you can encourage satisfied customers to share their positive experiences.
Top 2 Tips to Gain More Positive Online Reviews
Tip#1. Frictionless Path to Leave an Online Review
Make it simple and easy for customers to leave reviews. Include links in the thank-you emails and place them on the website. A frictionless path encourages customers to leave reviews.
Tip#2. Ask Happy Customers for an Online Review
Check in with your happy customers and ask them to complete an online review. Provide links in a follow-up marketing email campaign for easy access, and do not spam their inbox.
