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With so much media, content and stuff flying around on the Internet, trying to reach your customers isn’t easy.
It’s like sitting in the last row at the stadium and trying to get the attention of your favorite player on the field.
Luckily, there are many innovative ways to reach customers using PPC ads. Using Google Ads’ many targeting options, you can contact the exact audiences you want with a reasonably high success rate.
This discussion will explore these techniques to improve customer reach and empower your strategies even further using marketing automation software.
Let’s dive in.
The amount of time we spend browsing the Internet continues to increase each year. Now with smartphone devices, we’re never far from endless content, messages and media to draw our eyes.
For marketers, this is both a gift and a curse. The Internet makes it possible to always be one click away from your customers.
Yet, the sheer volume of other stuff out there means securing this click is incredibly challenging. It can be nearly impossible to draw the customer’s attention to your content over others.
By definition, “innovative” suggests something new, fresh and completely original. These strategies have a higher likelihood of working because people want to experience new things.
New stands out from the stuff that customers are already used to seeing. If you aren’t finding innovative ways to approach your customers, it will be impossible to get the attention your ad campaigns deserve.
In short, you need innovative ways to reach customers because it’s one of the few ways to stand out from the crowd!
Now that we’ve discussed the importance of developing innovative strategies to reach customers, let’s look at specific tactics you can utilize to reach more customers.
Keywords are the bread and butter of successful PPC marketing. With the proper keyword targets, reaching your customers shouldn’t be an issue.
The problem is consistently getting this targeting right. Many factors that will positively or negatively influence the performance of your keywords.
For instance, search users may change the words and terminology they use, impacting the performance of certain keywords. Which keywords competitors target will also influence your performance.
You need to rely on your data to stay on top of keyword changes. This will help you make regular, positive updates to your keyword planning.
Also, pay attention to your long-tail keywords. While these search terms may have less volume than short-tail keywords, they lead to more valuable traffic. Plus, they can be a great way to circumvent heavy competition. PPCexpo Keyword Planner is wonderful tool to find best keywords for your digital marketing.
Keywords help you target what your audiences want, but there are innovative ways to reach customers based on where they are.
Location is one of these strategies. Geo-targeting your ads allows you to target ads and adjust bids by specific locations.
Audiences from separate locations may hold different views, preferences and other interests. Creating ads for distinct areas can help you capture these differences in your marketing.
For example, an outdoor company will market different products to audiences in Florida than to audiences in Maine.
These differences are even more substantial for international companies dealing with diverse countries.
An ad schedule dictates when your ads appear. Whereas geo-targeting allows you to target by the user’s location, your ad schedule targets users by time.
Timing is vital in marketing. When you can target the right ad, to the right person, at the right time, it’s a guaranteed win.
There are a few things to consider when creating a schedule for your ads.
The more you adjust and optimize your ad schedule, the better your results.
We’ve discussed what audiences are searching and when, now let’s consider how they search. In other words, what devices do customers use to interact with your ads?
With the rise of mobile smartphones, tablets and even smart TVs, there are more ways that audiences can search and engage with PPC messages.
Each device type represents unique advertising challenges. There is a significant difference between searching on a desktop computer versus a mobile device.
An innovative way to reach customers on their devices is to create device-specific campaigns. With this strategy, you can develop ad experiences optimized for each type of device targeting.
A key component to being innovative in how you reach customers is separating yourself from the competition. You want to deliver fresh experiences that customers haven’t seen from other advertisers.
Studying the competition’s ad experiences will help you detect opportunities and gaps in the market.
These gaps may be features, products, offers and other details that aren’t actively being advertised. Yet, these could be elements that customers are actively searching for and highlighting them in your own ads could produce great results.
That said, you don’t want to deliver new ad experiences just for the sake of being different. Competitors may not advertise certain products because they don’t produce good ad returns.
So, test new opportunities and gaps with caution.
Many innovative ways to reach customers require you to engage with your data. Your PPC metrics hold all the secrets to Google Ads success, including what’s working, what isn’t and how to improve campaigns to expand your customer reach.
Unlocking these secrets, however, requires deep and persistent analysis. Changes to performance can happen fast and often. You have to respond just as quickly to best capitalize.
To avoid spending numerous hours digging through data and tracking changes every week, you can automate these tedious processes with PPC Signal, a PPC data management solution for Google Ads users.
PPC Signal is a complete Google Ads optimization tool that utilizes machine learning algorithms to automatically scan your PPC campaign data for notable changes.
It uses your historical campaign performance to recognize when things are trending or shifting up or down. Then, it analyzes these significant changes and presents a complete insight with all of the details you need to act.
Each captured insight appears on your PPC Signal dashboard.
In this screenshot of a sample PPC Signal dashboard, the system discovered 21 significant changes. For larger accounts, you may have even more insights hitting your dashboard each day.
You can investigate any insight to see more details. After tapping the Explore button, here’s what you’ll see.
The data is summarized at the top of the menu, including a breakdown of the campaign, ad group, keyword and dimensions associated with the change.
The bottom half of the menu showcases an interactive line chart that allows you to see what the data looks like firsthand.
You can add other metrics to this visualization to see how each change influences other areas of your account. This is a great tactic for discovering the cause and effect of each spike or dip in campaign performance.
The data can also be viewed as a table and exported for use elsewhere.
As we discussed, attracting new and old customers through PPC ads requires you to have a good command of your data.
Data holds key information on what content, offers, products and other components your audience favors most.
PPC Signal makes it easier to find these types of insights. There are several ways you can use the system to interact with your data and discover the best ways to engage customers.
One method is to filter current changes by the clicks metric. Clicks are an excellent way to test what’s most effective at engaging audiences. You can look at where clicks are down or up to see what’s working and what isn’t.
Filters allow you to remove any signals that don’t fit your selected criteria. It’s a fast way to get to the data and insights that matter most to you and your objectives.
Another approach to reaching new customers with the PPC Signal system is to focus on opportunity insights first. Opportunities represent changes in metrics where action will result in a positive improvement for your PPC campaign.
In both of these examples, impressions are rising unexpectedly. This increases the number of people “seeing” your ads.
Addressing your opportunities above other signals will immediately help you reach these new audiences.
A third innovative way to reach customers using PPC Signal is to look at changes at the keyword level. Keywords that are rapidly losing performance could suggest that audiences are no longer interested in these topics.
Similarly, new keywords that are suddenly gaining traction can support the opposite theory.
As you utilize PPC Signal and interact with your data more and more, you’ll discover new innovative ways to reach customers and improve your strategies.
Digital transformation is not so much a marketing strategy as it is an action plan for utilizing multiple digital strategies, tools and platforms to improve your business. That said, some professionals consider digital transformation as a broad-level business strategy.
Keyword research informs many of your digital marketing strategies. It helps you create ads, blogs, marketing campaigns and other content based on what your identifying target audiences actually care about and are searching.
When you can align your content with the proper keywords, it improves the relevance, value and visibility of your posts, messages and other assets.
The simple answer is because timing is important. When you can put the perfect ad message in front of audiences at the exact time when they need it, it’s practically a guarantee that they click.
Monitoring the time of day that your PPC ads are getting the most clicks helps you schedule your messages when your audiences are most active.
The primary goal behind many of your marketing tactics is to reach more customers. When you reach more people, you increase your sales opportunities.
PPC marketing through Google Ads holds many innovative ways to reach your customers. To recap, you can:
Together, these strategies will improve your ability to reach customers.
If you want to make the most out of the innovative ways you reach customers, you need to rely on your data. It will tell you when you’re doing a good or bad job at engaging audiences.
Unfortunately, PPC data can be challenging to manage. That’s why PPC Signal exists.
By automating the detection and analysis of key changes in your Google Ads account, you can consistently deliver great ad experiences to audiences that will stand out from the competition.
The bottom line: PPC Signal helps you innovate and reach customers by giving you an edge in how you manage your data.
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