Digital Marketing

How to Improve PPC Campaign Targeting & Engagement

Mar 12, 2021

Focusing on targeting and engagement strategies, both standing as very important parts of digital marketing is recommended if you’re looking to attract, attain and engage potential audiences, to convert into customers, followers and brand advocates.

Within such focus, PPC, also known as pay-per-click is a technique that compliments both targeting and engagement strategies, as it in fact promotes their aims organically itself.

PPC is a heavily adopted technique that aims to increase click-through rates on search engines, through utilising paid campaigns, ads and keyword bidding.

Through PPC, online traffic, exposure and awareness can be boosted, where each click-through will incur a cost, yet a worthwhile one at that when rolled-out correctly.

While it can offer many digital marketing benefits, PPC does scare many business owners, down to the technical inputs it requires, over the softer and more approachable areas of marketing.

Down to this, we’re here to make PPC an easier technique to engage with, along with providing guidance on how to improve PPC campaign targeting & engagement, to benefit your traffic, and also your overarching conversion strategies.

If you’re struggling with PPC, at Maxweb Solutions, we can assist, helping you improve your strategy around customer engagement, segmentation and targeting, all required to stand out online.


What is PPC?

PPC, standing as an abbreviation for pay-per-click is a technique that has been significantly adopted across the specialism of digital marketing, in order to advance exposure results beyond organic efforts.

While organic efforts do offer results and can provide many benefits, PPC can motivate even greater focus, accuracy and targeting opportunities, especially in saturated markets.

The workings of PPC surround the technical use of paid campaigns, which ultimately focuses on keyword bidding, standing as a competitive arena. Targeting in on customer segments, suitable keywords will be used to form ad campaigns, setting maximum budgets per campaign.

Through PPC auctioning, bidding will take place with the aim to secure high keyword relatability, to rank favourably on search engines. Each time a singular ad, within a campaign is clicked on, advancing audiences through to your content and platform, a cost will incur.

If you feel completely new to PPC, there’s actually a likelihood that you’ve had previous exposure to it, by viewing ads on the likes of Google, usually situated at the tip of each page. Similarly, to SEO, PPC helps to increase the credibility, ranking, visibility and trustworthiness of your online assets, which translates through searches.


Why is targeting & engagement so important?

Both targeting and engagement are very important when considering customer awareness, attraction, retainment and conversion.

Targeting helps to segment audiences, to profile ideal customers based on needs, offerings, demographic details, and searches. Engagement then looks to connect with and attract ideal customers, with the intentions to promote purchases, loyalty and connectivity.

Focusing on both targeting and engagement efforts are therefore essential when considering online strategy, especially surrounding PPC and its performance.

Both targeting and engagement have their place within PPC, as targeting will consider the keywords which customer segments will search for, which will be translated to engage organically and personably through engagement strategies, combined together to create ad campaigns.

When completed successfully, PPC can result in beneficial rates of visibility, of traffic, and of customer conversions, while developing a compliant and strong image across search engines, making the investment worthwhile.

Many business owners do unfortunately overlook PPC as a technique, down to the investment it carries. However, if implemented correctly and cleverly, PPC will be a worthwhile investment through greater online performance.

To secure such results, here’s how to improve PPC campaign targeting & engagement, offering all-round online benefits.

Once you’ve mastered the basics of PPC, by utilising it for targeting and engagement purposes, there are ways you can now flip those techniques on their head, to improve campaign targeting and engagement potentials. Below are a few recommendations to improve the quality of your PPC campaigns, rather than quantity.

If you’re struggling with the basics of PPC, we encourage you to start afresh when considering the promotion of your offering, along with the details of your SEO strategy and your customer segmentation strategy, which we can help you with.


Use long-tail keyword

Through churning out multiple ads, focusing on popular keywords you may motivate a high influx of traffic. Your click-through rates may even be high.

However, while quantity can be beneficial when considering your website visits and awareness, for greater targeting and engagement efforts, you’ll want to consider the quality of your campaigns.

A key recommendation is to bid for and use long-tail keywords. While they are more specific, which may not attract as many visitors, it can improve the quality of visitors that you are attracting and engaging with, by targeting their exact needs.

Beneficial for your segmenting strategy, long-tail keywords will also help you break through the noise of a competitive ad landscape.


Be more specific when considering customer segmentation

If you’re wondering how to improve PPC campaign targeting and engagement, one way you can achieve this is by being specific when considering customer segmentations.

You may already feel like you’re specific with your keyword security when considering geographical and demographical details. Yet being even more precise, when considering buying behaviours, interests and pain points can help to form ad campaigns with both targeting and engagement at the forefront.


Evaluate ad performance and remarket successful campaigns

Through PPC, there’s a chance that you may be pushing out new campaigns regularly, in order to rank highly across search engines. While active PPC is a productive strategy, it’s also important to use your time to evaluate and develop your campaigns.

You can start today by evaluating ad performance, and those which have offered the best results, with the aim to remarket, while utilising the above recommendations.

PPC, targeting and engagement techniques can all seem very complex. However, by breaking each one down, you’ll soon have the capabilities to remerge them together, to benefit your PPC campaigns.

If you’re hoping to go back to basics and consider the value of each technique, we can assist. If you’re looking for even more advice on how to improve PPC campaign targeting & engagement, on a focused level, we can again help, providing specific recommendations based on your online offering, industry and campaign performance.


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