(Content edited in January 2025)

To say we’re all racing to reach the finish line in 2021 would be an understatement, but that doesn’t mean we can’t look forward to 2022 with excitement and anticipation, and enter the new year stronger, more resilient, and more prepared than ever before, which includes thinking about and putting together a powerful digital marketing strategy for your business.

Covid- 19 and  Digital Consumption:

There is no denying that Covid- 19 has had a significant impact on our digital consumption. The use of digital devices has increased across the globe. Individuals of all ages are relying on digital platforms more than ever before; education, purchasing, working, meetings, entertainment, and socialising have all shifted from offline to online.

Based on studies, the overall number of internet users worldwide increased by 222 million over the last 12 months, or more than 600,000 new users per day.

So, if you aren’t fishing for customers in the digital pond, you are probably missing out on the biggest catch. But how do we maximise the digital pond and get the most bank for our buck?

Pay Per Click Advertising Is Your Friend

One of the most important aspects of a strong digital marketing strategy is incorporating PPC advertising. Like a moth to a flame, when a customer is searching for a certain product or browsing through relevant websites, PPC advertising shines bright.

PPC stands for pay-per-click and works just like the title suggests. Brands can drive traffic to their websites or social media pages by paying for online advertising that only charges when someone physically clicks on the advert.

According to PPC statistics, paid advertisements receive 65% of the clicks, whereas organic results only receive 35%. The PPC market is growing, and both businesses and providers appear to be prospering from it. You can do it as well.

Here’s how:

5 Simple Steps To Grow Your Business With A Highly Targeted PPC Campaign:

 1. Define your goal

Firstly, you need to unpack what you would like your PPC campaign to achieve, which in essence, will define your goal. From deciding on which platforms to use and which ad types to implement, defining your goal will pave the way for the rest of your campaign.

Your goals can range from:

• Generating sales
• Acquiring new leads
• Traffic generation
• Brand awareness

Generating sales and acquiring new leads would entail tracking conversions of sales which take place through your product listing ads or customers taking the step to complete forms for lead generation ads. Other goals such as traffic generation and brand awareness would involve maximising the reach of your audience.

 2. Define your target audience

Ensuring that your campaign reaches the right set of eyes is one of the most vital aspects of your PPC campaign. In order to do this, you need to accurately define your target audience.

There are many ways in which you can define your target audience, but the most important one would be to look at who your existing customers are.

Your existing customers are a reflection of who your target market is and by studying their customer profiles, you can leverage that data by:

• Remarketing to them – encouraging repeat business
• Creating prospecting audiences based on similar traits that have a high likelihood to convert

3. Determine your budget

Fortunately, with PPC advertising, “Go big or go home” does not apply. You can begin with a small investment to test strategies and tactics, then scale once you’ve found the optimal return on your advertising spend. You have to choose how much you are willing to pay in customer retention and the maximum cost per acquisition required to remain profitable.

 4.  Think about your messaging and ad “language”

As a customer, there is no greater disappointment than clicking on a misleading advert. It reeks of false advertising and deception.

As a business, you need to make sure your ads meet the expectations of your potential customers by having a consistent message on the landing page. The landing page needs to “marry” the content of the ad by addressing the needs of the user and providing them with more information. For example, someone searching to buy a pair of Nike Air Max, would expect to see the description, sizes, price, and images of the product.

Close the loop on the consumer journey by including a simple call to action such as “buy now” and “sign up for more information” to instruct the users on how to complete the transaction.

 5. Analyse to optimise

Analysing your campaign in real-time will help you to improve the engagement of the ads and drive more conversions. By constantly monitoring the below campaign variables / key performance indicators, you will be able to optimise your campaign in order to yield the best results.

• The click-through rate (CTR) indicates how your audience reacted to the content of your ad and whether it was relevant to their needs.
• Determine the ideal cost per click (CPC) you are willing to pay to get your ad seen.
• Evaluate the cost per acquisition (CPA) and return on ad spend (ROAS) to determine the effectiveness of your investment.

Website analytics will also help track your customer’s journey on your website and their engagement with your digital campaigns. Analyzing both the campaign results and website data will help determine which channels and campaigns are performing well to further optimize the campaign and to adjust the budget.

 Whilst still remaining true to a company’s offering, simply put, PPC advertising helps businesses dangle their bait in the most alluring and attractive way, in order to get that bite of the hook.

This is where we can help you grow. As experts in the field of PPC and with a strong core value of giving personal attention to our clients, we are able to set up and run your campaigns at an optimal level, and give relevant insights in order for you to achieve your business goals and objectives.

Let us assist you in achieving success. Contact Conversion Science.