Let’s face it, online consumers have become conditioned to avoid advertising attempts. Whether through installing ad-blockers or scanning past recommended items in feeds, it gets harder every day to make sure your ads are reaching their intended eyes. Personalizing your PPC campaign can be the best way to grab your reader’s attention – simply seeing something they relate to can make a user pause on your ad, increasing your campaign’s effectiveness.
Below, we’ve compiled top PPC best practices to help you personalize your strategy, engage your audience, and you convert them into customers.
Retarget via social networks
Sites like Facebook and Twitter allow you to target down to such particulars as music taste, income, or even the size of a user’s home. Being able to target your audience with such granularity means you can create tailored ad content to convert them.
Through many of these sites you can also upload a list of contacts, allowing you to target those users to receive your ads in their feeds. Since these consumers already have a relationship with you in one way or another, they’ll be more likely to click through and see what you are up to.
Make sure your ads literally speak to the user
To make your ads feel more personal, use the second person. When you address the consumer, you are placing the importance on them, not on your company. Try and creatively tailor your language to your target audience—you don’t want to use shorthand lingo when targeting a 60+ demographic, but it may help catch the eyes of a younger audience.
Your ad copy should be tailored to what will pique the interest of the reader, not to what your ego wants. Rather than describing your company or using blanket terminology, make sure your content is meaningful to your target audience. Help them to see you as a solution to some of their problems, and your campaign will see a far higher conversion rate.
Target your audience with local ads
Targeting ads to local consumers can be an excellent way to get immediate attention. In doing so, you are taking the legwork out of user’s searches, by letting them know you are nearby and ready to help.
Remember that mobile users make up over half of total digital media users, so take advantage of location targeting services to draw in eyes on the go. For example, retail locations can attract nearby customers in their target audience who have checked their phones, which can mean immediate sales. Keep in mind, however, that you don’t want to come across as creepy! Follow PPC best practices and don’t oversaturate your targets with too many localized ads; you don’t want them to feel watched.