Strategic Precision in Paid Advertising – If you’re going to integrate paid advertisements into your online efforts, you need to not only learn the basics of how to implement them but go beyond so that you can be competitive with your approach.
As a newbie, you may have learned the fundamental concept about paid ads, such as knowing which keywords to use or creating a mirror audience of someone who has a similar following for who you want your ad shown to.
You may have taken time to learn about proper bidding efforts and how you can put a cap on your spending so that you stay within budget and optimize your bid amounts fairly effectively.
But if you truly want to master the paid ad game, you will want to learn how to run campaigns that are aimed specifically at consumer behavior and take your ROI to new levels.
Segment Your Ads According to Audience Insight
One way to advance your paid ad campaigns is to focus more on who you’re targeting. You don’t want to cast a wide net with paid ads because it will rapidly dwindle your ad budget with lower results.
One way to enhance your targeting is by segmenting your audience down to a micro-level. Microtargeting can help you specify which creatives and products are shown to specific audiences based on insight that you gain about them.
For example, you might alter a pet care info product creative so that it targets dog owners or cat owners specifically. You might change the ad and audience based on certain dog breeds or whether it’s a puppy or adult dog.
This increases their engagement with your ad because it’s hyper-focused on their needs. You can gather data on your audience by looking at analytics for what other pages or accounts the follow or interact with.
Not only do you need to know the demographic basics of the audience, but by gauging their behaviors such as who they engage with, you can customized their experience with your brand so it seems highly relevant to their needs.
If you want to promote a dog health product, you might be able to tailor one ad creative for dog owners who prefer a raw food diet for their four legged pets – or those who want an organic or allergy-free nutrition plans for their pet.
You can dig even deeper and look at why they have the behaviors they do. Perhaps they have a strong belief in sustainability or they prefer things that are more convenient rather than that which takes a lot of effort.
This type of psychographic profiling gives you additional ammunition with your paid ad creatives so that your messaging penetrates through the chaos and distracting noise in their social media or search engine feed.
You can use whatever motivates your audience most – things they’re passionate about – to tailor your ads to their emotional response to these issues. This will have a direct impact on the conversion of your campaigns.
Advanced Use of Keyword Optimization for Paid Ads
Another way you can elevate your paid ad efforts is by improving the strategic use of your keywords. Some advertisers use semantic keyword mapping to achieve this goal. Instead of simply gathering a basic list of broad keywords to target, they embark on a journey to uncover the most relevant keywords that will perform better for them.
To do this, you can organize your keyword phrases with themes. For example, instead of being broad and targeting “survival gear” or “bug out gear” you would look at semantic search terms like tactical gear or wilderness survival equipment.
It’s still relevant, but it expands your targeting and reach. With paid ads, it can improve your QS (Quality Score), which can be used by search engines to provide you with better positioning and a lower bid price.
Because the wording is highly relevant, you’ll get better engagement from those who see your ads. Try grouping your keywords phrases and finding a list of semantic keywords to use with it.
After you integrate it into your live ads, be sure to track metrics to see how they’re working. This data will tell you if your keyword clusters are effective or not. You also want to focus on longtail keywords, too – not just semantic ones.
You might see more volume in terms of your audience with broader keywords, but the longtail wording is going to give you the ability to dominate with a smaller circle. These keywords are far more specific and the engagement soars because your ad is just what your audience wants.
You also pay less for these words because most advertisers are pouring money into trying to compete for broad words and phrases. Again, you get to enjoy a better QS because of higher engagement and targeting, which means your ad spend will decrease, too.
Enhancing Your Use of Creative Ad Copy and Design
It’s not just the behind-the-scenes aspects of your campaign that can be altered for better performance – it’s what the prospective customer sees, too. The ad design and the copy go hand in hand to create an enticing offer when done right.
You can use a dynamic copy strategy to see better results. This is when your copy changes based on the behavior or demographic information associated with the person viewing the ad.
The ad would change based on something such as the user’s search history or which pages they follow. This kind of strategy helps increase conversions but you have to have data to help you understand which variables you need to alter.
You can also use interactive ad formats that are better than static ads. For example, carousel ads require the user to swipe through the ad to see multiple items. A video ad is more interactive, too because you can have hotspot clickable elements in it. There are also gamified ads which are effective, depending on your niche and goal.
Increase Your Paid Ad Conversions
It’s not just about lowering your bids and improving your targeting. You want to ultimately improve conversions. Some of this may happen naturally as you begin implementing the ideas above.
But there are other things you can do, too. You can use a cross channel attribution model for your paid ads. Instead of just focusing on where the click through came from, you can gain more insight about all of the interactions the customer had with your brand to help narrow down what ultimately swayed their decision.
It may have been an email you sent out or a social media ad they saw. You’ll be able to allocate your budget more effectively when you gather data and track customer interactions across different channels.
Sometimes, you might uncover a connection between two channels, like both an email and a social media post that the customer engaged with that helped with your conversions.
You can also start using advanced tracking measures like tags, pixels and customized code to gather more data on important metrics that can help you develop better ad campaigns.
You can use this information for the creatives, the targeting or the retargeting of the perfect customer to present to. You can even develop sequence ads to nurture prospects and turn them into buyers over the course of their journey.
What you don’t want to do is rely on the same stagnant, traditional paid ad measures that everyone else is utilizing. You have to be competitive and by exploring the techniques above, you’ll be well on your way to a fully optimized paid ad strategy that delivers!
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