Big data is changing the nature of search engine market at every point of service. Google, Bing and other search engines are utilizing big data to develop a better understanding of their customer demographics and more carefully track search activity. Marketers are using big data that the search engines provide to optimize their campaigns. They are also using other third-party sources to acquire big data to improve their ROI. Big data and PPC campaigns are a match made in heaven.
If you want to succeed in search engine marketing, you need to know what data can do for you. This is especially true with PPC search marketing, since the cost is much higher than with targeting organic traffic through SEO.
10 Stellar Ways Big Data Helps with PPC
The Internet advertising model known as Pay Per Click or PPC is now more popular than ever. Businesses started to invest a lot of money and attention into their PPC campaigns, to transform them into efficient methods to attract direct traffic to their official websites. PPC campaigns go hand in hand with Big Data, as gathering relevant information about potential customers is the focal point of PPC campaigns. In this sense, this article puts together ways to use Big Data in order to improve your PPC campaigns rapidly and efficiently. Here’s the list:
1. Research your target audience
First of all, you need to decide what kind of people would be interested in the products and services you are selling and focus your whole attention towards this target audience. Luckily, Big Data plays a huge role here. Researching the audience leads to increasing the resonance of the company, which is the general factor that business owners look for. Conducting a survey before making any steps ahead could save businessmen from investing time, effort and money into an irrelevant choice. The marketing assumption anyone in the business field should keep in mind is that quality always beats quantity, so avoid thinking in numbers.
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2. Do proper keyword research
In this case, the central role is occupied by PPC performance. For obtaining PPC performance, marketers have to do proper keyword research. Certain criteria influence the keyword research. These criteria are the ones that eventually influence the final ROI score. The first one refers to intent. The intent of the searcher has to match the intent of the content that the business owner is promoting. The second one refers to volume, which has to do with how frequent people are searching the keyword. Last but not least, competition influences the rank of the respective keyword in searches. Without Big Data, neither of these criteria could be respected.
3. Do keyword group segmentation
After targeting audience effectively, the next step would be setting up the areas of interest and the needs that have to be met. The segmentation needs to be customer-focused to generate the expected results. Not all keywords are equal – some of them are single-word, other are multi-word; some are localized and other are based on search volume. Each type is used for different purposes – for boosting conversion rates, keyword phrases seem to work the best while for traffic delivery single keywords should do the job.
4. Increase budget for top-performing keywords
Even though many business owners prefer not to invest money into PPC campaigns, they can get very effective if a budget is allocated for this purpose only. A profit margin can be obtained only if better conversions and a higher markup are provided. A good PPC campaign will lead to more demand, which will improve the profitability of the business overall, so a part of the budget should be dedicated to choosing top-performing keywords.
5. Effective call-to-action buttons
CTA buttons should be focused on the power of language. A call-to-action button that intrigues the reader might lead to better sales, thus higher profitability. Leveraging powerful words and combining them with the psychology of colors should lead to great results in no time. Appeal to the emotions of the readers and use the information you gather from different sources. Big Data should be helpful for this task. Choose words that could convey the quickest result (now, today etc.) and don’t hesitate to make use of frugality (affordable, inexpensive, for the low price etc.).
6. Removing non-performing landing pages
When conversion rates start going down, focusing on removing any non-performing pages of the website is the right choice. PPC campaigns involve removing all distractions and directing the attention of the users where it is needed. If too many elements on a page attract the eyes of the visitor, the attention is going to be segmented into multiple directions and the desired effect won’t be obtained. Non-performing landing pages are the perfect example of that. Either remove them or edit them. A PPC campaign should be congruent in terms of elements to perform as expected.
7. Optimize your campaign for conversions
Building perfect CTA buttons and investing time and resources in the right keywords is part of optimizing the PPC campaign for conversions, but there are some other ways that help with improving this matter. Besides quality content, any marketer should include testimonials on the official website of the business. For e-commerce websites, this is an absolute must that can’t be skipped. The same goes for websites when trying to drive conversions. Another influencing factor is represented by the speed of the website. Decreasing the page load time should be a major priority.
8. Remove Ad copies
To improve the efficiency of the PPC campaign, removing Ad copies is paramount. Any Ad that repeats itself on the website more than once is considered spam and users will avoid clicking on them instead of obtaining the desired result. Keeping the Ads at an adequate level and placing them strategically on the website will lead to visible improvements. It is also important to observe the improvements after making this change. The experts at PPC Agency London state that small details are the ones that make a difference between a good and a bad PPC campaign.
9. Use geo-targeting
Applying geo-targeting involves considering a few factors. The first one is represented by the target audience location. Restrain the campaign’s applicability to the specific locations that have to be reached. Decide carefully on the radius of the distance around the area of interest. Prioritizing locations that seem to be far more productive than others is also recommended. The second factor refers to using location keywords, even though they are harder to include in the content. Big Data can help by analyzing the customer behavior and their preference by search history.
10. Switch Ad positions
As in the case of removing duplicate Ads, switching their position can also be extremely useful for improving the campaign’s efficiency. First of all, attention has to be paid to the landing page and the way elements are arranged there. All elements go hand in hand when merging them with the Ads, so they can’t slow down the website. They can’t be too flashy or the focal point of the whole page. The Ads have to beautifully blend in with the rest of the content.
Big Data is Changing the Future of Search Engine Marketing and PPC
Big data has made search engine marketing much more effective. Marketers must utilize it to its fullest potential when launching PPC campaigns. Having a detailed knowledge of their audience from big data sources will lead to much more profitable campaigns.
