PPC ads are effective but most people don’t use them to their fullest potential and they don’t get the desired results. According to a survey, 70% of the people have said that they don’t trust ads as they are tired of irrelevant ads on their feeds.
Along with this, 42% of the people said they distrust brands for targeting them without any personalized approach. The main reason why people are not liking the ads because most of them are not highly-targeted and the advertisers just want to sell to everyone out right there.
In this article, we will have a look at how to optimize PPC ads to improve customer experience and get the most out of your efforts.
Use targeting opportunities well
Under PPC services, Most PPC ads go wrong because they are being targeted to the wrong audience. It’s not that the ads are not written well but the main reason is that they are being shown to an irrelevant audience. To avoid this issue from happening, you have to dig down into audience targeting settings to get the maximum benefits out of your ads.
There are several filters that Google offers while preparing the ads, you can filter your audience based on— location, language, and device targeting. But sometimes, even after optimizing for these formats, the desired results are not achieved and there is a reason behind it.
It happens because the advertisers are not really focusing on the behavioral data of the audience to get the highest benefits. These are some advanced custom filters that you can leverage to reach the right audience. Some of the ways to target the audience based on their behavioral data are cookies, IP addresses, or forms they’ve filled. By segmenting the audience based on these filters, you can get really good output from your ads.
Connect with the audience emotionally
You need to focus on the intent of your ads regarding how the customers would react after seeing their ads. When you target your ads based on the above parameters, it’s true that the audience also needs your services later if not immediately. But the main thing here you need to understand is how well you can connect with them.
The ad copy should look like you are generally willing to solve their problems if they click on your ads. If it’s a simple sales-oriented ad, then it won’t generate that much traction. Desire, future goals, ambition, adventure, are some common emotional triggers that ads should have.
Here you need to figure out how you want to engage your audience by providing value in your ad copy. Here, all work you need to do is in the ad creation process. Read multiple copies before finalizing one and then experiment with it. These emotionally triggered ads tend to perform better than simple sales-based ads because no one prefers to buy in the first place.
Deliver what they want to see
The third step towards improving your PPC ads for the maximum output and improve customer experience is optimizing your landing page. Here, you need to ensure that what you have promised users in the ad copy is getting fulfilled on the landing page.
This is a very important aspect of running PPC ads otherwise the bounce rate will be very high and the budget will get wasted. For example, if an ad has promised five steps to lose weight in 10 days, then its landing page should also fulfill that.
When the ad copy and landing page intents match, you generate more sales and develop a genuine customer base for your business. Customer experience is improved significantly when you work on your landing page and try to solve the users’ problem in the fastest way. Keep the page minimalistic and offer the exact thing that the users are searching for. Make sure the copies on ads and landing pages are interconnected and when a user will arrive on the landing page, it should add more value.
Elevating the sitewide user experience
To take customer experience to the next level, ensure you are offering a seamless experience across the pages of your website. Some people will reach your business by clicking on ads, or from landing pages, but that’s enough. Many people will reach your website by any other way and you need to ensure they are able to browse all important elements of your site seamlessly.
To improve customer user experience on your site, take care of a few things like the site’s speed, content quality, security, mobile optimization, navigation, and so on. All these things add up towards a better customer experience and bring in more sales to your business.
These were some important PPC optimization techniques that you can use to boost customer experience and drive more sales to your business. Whenever you run ads, make sure you are optimizing them well, keeping the audience in the first place and then the business. You can also take help from a reliable Digital Marketing Agency.