Pay-per-click (PPC) advertising offers businesses a productive option to improve their growth plan. When effectively planned and executed, it yields excellent outcomes. PPC is an effective demand-generation tool for businesses seeking to gain recognition in the digital marketplace.
For instance, the Fintech industry has been gaining momentum in the digital world, with consumers flocking to invest or trade in financial instruments due to the easy availability of products and information.
However, the competition is tough, with each company vying for a fat capitalization of the market share. In such a scenario, the business owners must invest in the best digital marketing practices and continue to evolve if they are to stay profitable. In this article, we focus on PPC strategies that can help FinTech start-ups gain results.
Create landing pages exclusively for PPC
Even if your website is appealing, your webpages should have a high conversion rate, if you want to capture the attention of your target audience. Hence, the landing pages should be modified with top-performing keywords to generate quality leads.
Ideally, your landing page should have a captivating header and sub-headline, a brief contact form with a call to action, and essential details of your merchandise/services. This needs to include unique selling propositions (USPs), testimonials, and a brief overview of how it operates.
Choose campaign types wisely
Ad platform offers a variety of campaign types, each designed to serve specific advertising goals and target audiences. Here are some of the most common types of campaigns you can choose depending on the specific objective you aim to accomplish:
- Search Campaigns: These campaigns display text ads in Google’s search engine results when users search for specific keywords. The goal is to drive targeted traffic to your website and conversion.
- Display Campaigns: Display campaigns showcase image or video ads on websites within the ad platform’s Display Network. These ads are often used for brand awareness, retargeting, and reaching a broader audience.
- Video Campaigns: Video campaigns focus on promoting video content on YouTube and other partner sites. They can be used for brand awareness, product launches, or to engage users through video content.
- App Campaigns: App campaigns are used to promote mobile apps, including search, Video, and the Display Network. The goal is to drive app installs and engagement.
Know your maximum pay-per-click budget
Bidding keywords worth Rs. 15 is a waste of your budget if most of your competitors are bidding up to Rs. 50 for a click. Wondering why? Simply because your advertisement will not be displayed as Google operates using an auction system. Thus, to gain a favorable ROI, you must be aware of your maximum pay-per-click budget.
Google Keyword Planner provides a range of bid estimates for keywords. It offers several bid-related metrics and estimates that can help you plan your advertising budget and bidding strategy. If your bid is lower than the minimum necessary to compete effectively, it may affect your ad position, impressions, CTR, and overall ad performance.
Remember that the cost of achieving a first-page position on Google Ads can vary widely based on factors like competition, ad relevance, and quality score.
Use long-tail keywords for searches
Long-tail keywords are perfect for paid advertising and gaining organic traffic via SEO. Though only a few people will type long-tail phrases in search engines, however, they frequently attract high-quality leads. Thus, it helps to boost the web traffic and conversion rate.
For instance, “shoes” and “buy shoes for nine-year-old child” are both keywords, but the second one indicates that the user is ready to decide on what they want.
Utilize Geographical Targeting
For higher accuracy of PPC run campaigns combine the power of Google Ads to target specific geographical regions. By analyzing if your business caters to local or global audiences, you can create marketing campaigns that target specific locations.
If you are primarily focusing on a single location but would be delighted to provide service to other neighborhoods, cities, or countries, then initially focus your PPC efforts on your primary city, and later you can begin broadening your geographical targeting based on the outcomes.
Analyze and optimize
Do you know what Google advertising is excellent at? Everything can be tracked!
You can analyze impressions, clicks, leads, and costs on a per-keyword basis. By using a search query reports as a guide, you can remove poorly performing keywords, and add high-performing keywords that offer lower bids.
To measure the effectiveness of your PPC strategy, the landing pages and advertisement copy should be repeatedly tested, and modified with keywords. Additionally, record the web leads and the phone calls you receive as a result of your advertising.
FinTech start-ups undergo intense competition to survive. With unique marketing strategies paired with PPC advertising, they can achieve better outcomes. So, are you ready to take the leap to achieving your marketing objectives with PPC?