If you have too few customers, you’ll have cash flow problems. Losing just one or two customers can create major issues.
Thus, every business has to ask, “How do we find new customers and increase sales?”
This isn’t a question you answer once, but continuously. You need to make a consistent effort to bring in new business and boost your sales. This is at the core of running a successful business.
One of the best digital marketing strategies to find new customers and increase sales is pay-per-click ads.
This discussion will look at why PPC is an effective channel to find new customers and tips on using it to drive sales.
Let’s dive in.
A long time ago (or not that long ago, depending on who you ask), people used the Yellow Pages when they needed to hire a specialist or find a new place to shop.
In the Digital Age, search engines like Google have replaced the Yellow Pages. Now, whenever we want to find anything new, we just search it, whether it’s a product, a service, a new place to eat, an answer to a question — anything.
Search engines and search results pages are precious marketing channels. The hard part is gaining visibility on these pages.
Most users won’t look beyond the top three results and almost no one clicks to the second page. This leaves minimal real estate on search results pages.
Traditional SEO works and being a top organic link is something that benefits any business. However, it’s not always possible. Plus, it can take years to establish a top SEO ranking.
Some keywords are just too competitive to be viable. You’re not going to outrank Coca-Cola or Pepsi for the keyword “cola.”
Luckily, SEO isn’t the only way to reach the top of Google. You can also pay for search ads. This is a great strategy where you pay to circumvent the SEO process and immediately reach the top of the Google results pages.
PPC works by bidding on profitable keywords that are relevant to your business. In an auction-style setting, you’ll secure ad ranks based on your bid amounts and other factors.
When someone clicks your ad, you’re charged a small bid amount (usually only a few dollars, sometimes less). This is where the name “pay per click” originates.
Essentially, you’re paying for traffic to your website. As long as you keep your bid costs low, you can generate new customers and increase your sales at a meager cost.
PPC marketing has a great ROI for businesses. It’s arguably the best way to attract new business for your company.
While PPC marketing is a great way to find new customers and increase sales, it isn’t so simple. It’s not just a matter of entering the highest bid and waiting for the results.
You have to dedicate lots of time and money to learn what ads work best and how to optimize your paid search marketing results.
To get started, here are 10 tips that will help you learn how to find new customers and increase sales with Google Ads.
The first rule of successful PPC marketing is to focus on your value proposition.
PPC ads have very limited space —headlines and description with limited words. This doesn’t give you a lot of room to sell yourself. So, focus on your best-selling details.
This is your value proposition. In other words, it’s what you bring to the market that competing businesses don’t or can’t offer as well.
Including a strong value proposition in your ad copy will help your messages stand out, thereby netting you more clicks and traffic to your site.
Your value proposition doesn’t have to be complicated or drawn out, just a short detail that showcases what you do best as a business.
Alongside your value proposition, you want to also think about audience pain points.
These are the problems or issues that your customers face and your products/services aim to fix.
Addressing these pain points in your ads puts relevance and value in your messages. Audiences are more likely to engage when you promise a solution for their problems.
Customer pain points aren’t always obvious and may require you to talk with customers to find out details.
On the topic of talking with your audience to discuss their pain points, it’s crucial that you know who your target audience actually is.
When you first created your business, you may have had a target customer persona in mind. Since then, this profile may have changed and adapted based on sales and customer interactions.
Understanding your customers and target audiences is vital to successful marketing. You need to know who you’re marketing to before anything else.
Your target audience is constantly changing. Customer attitudes, behaviors, interests and other details morph and alter over time.
You have to stay on top of these changes to continuously capture the audience’s attention through your ads.
Trust is a significant factor in sales. It’s hard to sell to anyone that doesn’t know or trust you. This is why it is important to share details about your company.
In other words, don’t just market what you sell, but also who you are. Including an “About Us” section on your website or adding some business background details can help increase sales and drive conversions.
Given the short space of your ads, it may be hard to include your entire backstory. However, you can share brief details that build this essential trust.
For instance, phrases like “eco-friendly,” “money-back guarantee,” “no risk” and many others are short but help showcase certain favorable and trustworthy qualities in your brands.
Then, you can use your landing pages to expand on the story behind your products.
Increasing sales through PPC means getting clicks and improve conversions. Each click is a new visitor or lead coming to your website. And, every new site visitor is a conversion opportunity.
That said, not all clicks are the same because not all leads are either. You have to prioritize your time and attention on the right leads.
While all leads have some worth, there are leads with high value and some with little value. For instance, let’s say you spend $100 in advertising and marketing to generate one sale. The total for that sale is $105.
This means you’ve put in a lot of effort (and money) to generate only $5 in profits. If that customer spent less, you could even lose money on this lead.
You have to pay attention to sales and conversion data, along with your audience insights, to find the keywords, leads and other components that lead to the most valuable conversions.
Focusing on the best leads with the most value will produce excellent returns.
Consistency is vital in the Digital Age. It’s easy to fall behind the competition if you aren’t actively engaging your customers with fresh, exciting experiences.
Continuously updating your PPC ads, landing pages and other components is at the core of managing and optimizing an advertising campaign.
As mentioned earlier, your target audiences will routinely change their interests, preferences and behaviors. Actively detecting these trends and shifts and aligning your ads to match them is a key success factor.
Audiences want to see fresh and experiences. If you don’t actively update and switch up your strategies, your messages will become stale and unengaging.
Not only will this make it more challenging to find new customers and increase sales, but your existing customers may get bored with seeing the same content and messages.
That’s when your competitors step in and take your customers!
Everyone likes a good deal. Arguably, the best and most engaging messages are ones that promise immediate value.
This value comes from discounts, special sales, BOGO offers, loyalty programs and other marketing tactics that encourage customers to shop.
Anything that gives customers added perceived value will win you more clicks and new customers and sales.
Including these details in your ad is a great way to attract new customers and increase your sales. And, it won’t take up too much character space!
The hardest part is finding the right offers and discounts to offer. You want to pay close attention to which ad messages and offers provide the best results.
You may have to test several types of discount offers to figure out which ones work best.
When you make a sale, the job isn’t over. You could even make an argument that it’s just beginning!
After a sale is made, you want to encourage reviews, referrals and other actions. Again, trust is an essential factor in making a sale.
Hearing praise and information from other customers is one of the most trusted sources. Customers often rely on these reviews and referrals to facilitate their purchasing decisions.
By including many different reviews and referrals on your landing pages, you make it easy for leads to conduct all their research and consideration in one place.
While negative reviews don’t always feel great, prospective customers want to see them to make a fair judgment. Don’t try to hide them.
As you test different ways how to find new customers and increase sales through PPC, it’s important to note that not every strategy will work.
Additionally, the constant changes in audience and competitor behaviors mean that performance is also going to fluctuate.
For instance, your top keywords may change week to week. Your best search terms one week may completely lose popularity and no longer be valuable in the future.
There will come times when it’s necessary to pause or even stop ineffective campaigns, ad groups and keywords. Otherwise, you may be wasting valuable marketing budget on poor-quality clicks and leads.
Pulling the plug on ineffective strategies can be difficult at first, but it frees up valuable resources to spend on stronger ad campaigns.
It’s all about minimizing what doesn’t work and maximizing what does!
Remember, your PPC campaigns don’t exist on an island. They are part of your broader digital marketing efforts that take place across many different channels.
Effective PPC advertising requires you to be active across these other channels. The more you interact with prospective customers, the easier it is to encourage sales and repeat business.
Plus, you’ll gain deeper insight into what makes your target audience tick, including their current interests, preferences, etc.
You’ll be able to apply what you learn from other marketing channels to improve your PPC performance and draw more clicks and sales.
In particular, pay attention to what topics appear the most and how the target audience phrases certain things. You can use this knowledge to inform your PPC keyword strategy.
All of the above tips for how to find new customers and increase sales shed some light on the difficulties of managing a PPC account. There are many moving parts that all need to be monitored and optimized constantly.
Data helps you decide when and how to optimize your Google Ads strategies. But, data presents several challenges of its own.
To overcome the data challenges of PPC marketing, you need an automated solution, like PPC Signal.
PPC Signal is a best PPC optimization tool that makes your metrics and data more accessible and simpler to utilize.
The PPC Signal system uses machine learning algorithms to monitor and track your ad performance 24/7. Whenever a notable change occurs, the system tracks and records it for you to view.
All of these changes are organized in the main dashboard, shown below.
This dashboard acts almost like a catalog of complete insights ready for you to investigate and act on.
Each insight includes every detail about the change that you need to understand it and take appropriate action.
Opening one of these signals shows you a closer view of your data and allows you to interact with the data as a chart or table.
Let’s take a look at how PPC Signal helps you conquer every marketing data analysis challenge associated with how to find new customers and increase sales through Google Ads.
Marketers are often rich in data but poor in insight. This means you have lots of information available, but accessing the good bits is very difficult.
PPC Signal enables you to quickly access the data and insights you want, without sifting through raw data yourself.
To make it even easier to find the right insights, PPC Signal includes several filtering options that you can use to zero in on the insight you want to explore.
You can filter by:
Filtering allows you to interact with your insights how you want. For example, you could choose a specific metric and select a key performance indicator, like clicks.
In a more extensive account, where you may have hundreds of actionable insights, these filters make your data more manageable, no matter how much of it you collect.
Automation is the fastest way to manage your data. It’s not even close.
Even if you’re an expert data scientist or a pro at number-crunching, you can’t beat the immediacy of automation.
Plus, allowing marketing automation software to handle the tracking, monitoring and analysis of your data frees up countless hours. It can entirely unclog your campaign management process.
The data visualization shown with each insight helps you swiftly see the significance of each change. When data is depicted visually, you can process the information thousands of times faster.
Adding extra metrics to each chart only adds to the value you can absorb.
Acting quickly to the changes impacting your PPC campaigns is crucial.
Thanks to PPC Signal’s automated system, you can see current changes to your campaigns every day.
In the past, you maybe had to spend several days detecting, analyzing and acting on a single insight. Now, you can resolve multiple insights every day.
This level of responsiveness will be difficult for competitors to match. If you set your eyes on improving just 1% each day, you’ll grow an unbeatable competitive edge.
There’s no shortage of metrics or correlations that influence your campaigns. Factor in dimensions, like device type, locations, hours of the day and days of the week, and every keyword becomes an overwhelmingly complex puzzle with thousands of possible combinations.
Even when this data is organized in a spreadsheet, you’re looking at hundreds of rows and columns. It’s almost impossible to make sense of all this chaos without the help of PPC Signal.
PPC Signal even detects unexpected anomalies in your Google Ads data. These types of data-based events are some of the hardest to find and even more challenging to understand.
Insights like this help you discover inverse correlations and other important anomalies in your data.
Complexity is made simple thanks to PPC Signal!
Happy customers are the most valuable type because they will continue returning to your business again and again. Unfortunately, what makes a customer happy is different for everyone. Companies have to rely on their data and marketing intelligence to know what strategies, products, offers and experiences will create the most customer happiness.
New customers mean more sales and added business, which can help grow your company tremendously. The tricky part is finding new customers. With more and more people turning to search engines when shopping or conducting business, it’s the perfect place to find new customers and increase sales.
SEO and PPC strategies are both effective that help you capture audience attention on search results pages.
Learning how to find new customers to increase sales is critical to the success of any business. You need new customers for your business to thrive.
Thanks to the powerful capability of search engines to drive traffic to your websites, paid and unpaid search results are extremely valuable.
The problem with unpaid results is that they can take years to reach top rankings, whereas PPC marketing can get you to the top immediately and for only a small cost.
That said, Pay Per Click marketing has its own challenges. It’s not as simple as selecting a keyword, paying a fee and watching ad traffic roll in. You have to be tactful and strategic to get the results you need to find new customers and increase sales.
The biggest obstacle to overcome in Paid marketing is data. The size, speed, lifespan and complexity of your Google Ads data presents several issues.
Luckily, PPC Signal solves these problems with its marketing analysis tools. You can spend less time digging through data and more time interacting with the insights that truly matter to your business.
Start simplifying the complexity today.
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