The Foundations Of Great Pay-Per-Click Campaigns Are Connected To Human Needs

Pay-per-click advertising is becoming such a saturated area of digital marketing; it can be challenging to know where to begin. There’s an impressive, ever-growing number of advertising networks to take advantage of – how can you determine which is best for your business? 

As with most digital marketing concepts, it starts with a sound strategic foundation that supports a results-driven PPC plan. Robust strategies are backed by comprehensive research. What interests your customers? By finding out what excites them, who and what they relate to, what they expect, and the types of things they buy (both from you and in general), you can work toward creating better ads, stronger hooks on your landing pages, and a more decisive targeting strategy. Just as campaigns are refreshed and re-established regularly, re-do this research every year or two to maintain relevance.

With a research foundation supporting you, you can make an informed hypothesis about your target audience. No matter which platform you use, having multiple targets will make your ad spend more expensive. And remember, targeting an audience for PPC ads doesn’t mean you’re giving up on your general audience – other campaigns can keep your visibility alive on a broader scale. When you’re digging into a specific campaign, be clear about your goals to best assess the impact of PPC in a given season for a given offering served up to a particular target audience. Effective PPC campaigns work from search engine destinations like shopping and remarketing and promote deals and sales with price transparency, product features, or limited-time offers.

 If your brand is looking for a new way to reach your target audience, consider ASTRALCOM’s PPC Dominator Program, our exclusive targeting and paid ad package.