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Pay Per Click is an online advertising model where a website owner pays an ad publisher every time someone clicks through to the website via the ad. It’s been a hugely successful form of digital marketing, but there are a number of different techniques and models you can use to make it work. Here are some ideas that you can implement simply to get a good return on your advertising investment.

Environmental Factors

You should take environmental factors into consideration. What factors make your ads most likely to be successful? What time of the day do you get the most clicks, and from where in the world? What items are doing best? All of these questions can help you to hone your campaign so that the ads you use aren’t arbitrary but are helping you to carve out a niche that sets you apart from other e-commerce companies.

Segment Campaigns

Segment campaigns are when you group different ads into different categories, which you can then use to find out which ads are the most popular. For example, if you have an online clothing business, you can segment ads for shoes and ads for shirts, in order to see who clicks through to your site via the shoes ads and who clicks through via the shirts ads. This also helps to provide your customers with specified options tailored to their preferences.

Negative Keywords

Negative keywords are keywords that you don’t want people to find your ad through. For example, if you have a product or a company name that’s very similar to a competitor’s you can rule them out as searches that will direct people to your ad. This can be beneficial as it slims down potential searches to the ones that are likely to lead to a sale or positive interaction.

Ad Customisers

Instead of changing your ads, taking them down and putting the new ones up, which costs time and money, you can customise your ads to automatically update their content after a fixed time period. Like a changing poster advert at a bus stop, you can create an ad template with changing variables so that users have a greater variety of options..

Personalised experience

Make it personal. This is especially important for mobile campaigns, as about a third of mobile users expect mobile ad campaigns to be more relevant and targeted to the user’s concerns. You can personalise the experience by targeting different audiences with particular ads. Demographic information can be useful in this regard.

USP

It’s a bit of a cliche that you need to find your USP, but that doesn’t make it untrue. AdWords allows you to add description text to your ad, that’s your chance to pitch to people why you’re different from every other ad they ignore while they’re browsing the web. Be bold and make it exciting, don’t just focus on the product or service on offer.

Geographic Bid Modifiers

If you can only deliver goods within a certain location, then you should use geographic bid modifiers. Available when you use AdWords and Google Shopping, restrict your ads to the location that you can distribute to. This can prevent users from attempting to buy things that can’t get to them, which could leave them unsatisfied with your website’s service and may even result in an unfavourable review.

Non-Desktop campaigns

You should make a separate campaign for mobile users, ensuring that the ads are mobile friendly and, if they include animation or interactive elements, can be accessed with a mobile device. More and more people use mobile full time for web-browsing, so this is a vital element of any marketing campaign.