PPC results depend on the data analysis, optimizations, collecting new data, and assessing the impact of the applied changes. Advertising is a data-rich and analysis-based area that allows specialists to control key metrics.
Research is the first step toward creating an effective PPC strategy.
Now many ad platforms have limits and gaps in keyword targeting, such as Google Ads broad match modifier features are incorporated into phrase match. So it’s high time to focus on the potential and current customers and what attracts them to the brand. Customer data will help you define more engaging creatives, more relevant landing pages, and make more precise targeting.
New content for your ad campaigns is one of the essential components of PPC success. Also, content is an excellent way of testing, but most marketers have some difficulties when updating or creating content. For example, advertisers are often unsure what creative content should be added on the landing page and in the ad copy to make the users convert. The other question is how to expand the ad targeting strategically?
The best solution may come from the individuals who are most aware of your product: your customers. Moreover, you may already have this content handy and don’t have to spend effort, time, and money.
That’s why in this article, we will speak about the most effective ways to optimize and improve PPC campaigns using the information from your customers.
1. Real-life Photos from Customers
Images and pictures are an essential part of the business as a picture is worth a thousand words and allows companies to communicate clearly with consumers. Also, an authentic brand experience is the key to success. Consumers want a personal experience when they interact with brands, and therefore you should use the pertinent content in your campaigns. That’s why many brands are using content produced by their customers, as they want to tell a true story, get closer to the audience and become more in touch with their community.
Nowadays, customers post many photos on social media using various products and services, especially for the retailers of physical products and screenshots of programs or even brand mentioning/tagging. So you can use this user-generated content in the marketing strategy.
You could incorporate these photos (with proper permission from the owner) into graphics for social ads, in addition to featuring them on landing pages.
Another tip is to use photos of a person. Faces often perform well in social media to “stop the scroll” and get people to take a second look at the offer being presented.
It’s better to incorporate a corresponding testimonial text or quote from the same person. The customers will consider such an ad as a personal view and not just another selling message.
2. User’s feedback
Customer feedback and reviews are a perfect place to draw inspiration. It also allows PPC strategists to improve the performance of their biddable media campaigns. You can find grabbing quotes to incorporate directly into ads or creatives and landing pages.
Most B2C brands have already had reviews on third-party sites like Google, Facebook, G2, GoodFirms, etc. B2B brands might have reviews on sites like Capterra, SoftwareAdvice, or TrustPilot.
Additionally, you may ask customers to provide reviews and use this feedback in a check-in and retention process.
Analyzing reviews will help you better understand the customer’s needs and improve the product itself.
You can pull out the advantages of the product/service that people mention and include this info in your ad copy.
3. Star Ratings
Star ratings are a great way to increase the conversion rate, improve quality scores, and draw visitors’ attention.
You can directly quote customer reviews or include aggregated ratings to underline the overall brand credibility.
For example, if your product has a 5-star rating on review platforms, you can include that rating in display ad graphics or somewhere on your landing page. If there is a possibility, you should add website ratings and links. You should add links to the original sources for ratings to provide extra proof. Some review sites allow you to directly embed their ratings (free or for an extra fee).
Here we should mention fake reviews. They are illegal and cause serious harm to your brand’s reputation, so you should check reviews. If you are concerned about fake reviews, you should choose trustworthy feedback platforms.
4. Video Testimonials
Many brands use videos and benefit from testing video ads as part of their marketing strategy. The study conducted by Internet Retailer found that visitors who view product videos are 85 percent more likely to buy than visitors who do not.
Video reviews have the potential to lift the conversion rate. Our brains perceive visual content, especially videos, much faster than plain text, so visitors will catch more info in a shorter time. Visual examples of the product in use significantly raised the trust factor.
You can test different videos based on the product or service, from studio-made production to a smartphone-recorded testimonial from a real customer. Moreover, companies state that real customers’ videos outperform polished videos with scripts.
You should choose a vertical-format video for social media platforms like Facebook, Instagram, and TikTok. You should combine a video testimonial with a lead form on Facebook or LinkedIn to collect contact information. For a cold audience, you better offer a downloadable asset with the form, while for a familiar audience, you could offer a trial, demo, or quote.
Nowadays, with ads flooding, people are likely to trust other customers. Some suspicious customers may think that text reviews can be fake, but it is harder to fake a video. Therefore, video reviews are a potent tool.
The data you’ve collected through ratings and reviews is valuable. You can see what products/features are popular, and it gives you a complete understanding of your business’s performance from the customer’s point of view.
Becoming more relevant and building brand loyalty is a powerful reason brands should get real photos, feedback, star rating, and video content produced by the audience. These sources truly reflect your customers, so they should be at the heart of your brand.
5. Customer Volume
If you have an impressively large customer base for your industry, you can be proud of this fact and display the number of customers in your ads or website. You could include a section on your landing page that auto-updates to show the current number of customers. Also, you can try including “300K Customers and Counting” as a headline in an ad.
Depending on the product or service, you can set a period for the customer volume. For instance, “250,000 Satisfied Customers Appreciated Our Brand Last Year ” or “ We Answered 50 Calls Each Day.”
6. Demographic Data
You should regularly analyze the current customer database to get helpful insights about significant traits among active users. Such granular attributes as age, job title, and industry will compose the relevant ad copy with appropriate language and message. Also, the clues will help you to build audience targeting.
Additionally, you may find gaps in your current customer base and gaps in the targeting. For instance, you may find in your customer database Founders and Directors, while you are targeting only Owners of the companies, so it’s evident that many potential clients are missed and you should expand the ad reach.
7. Survey Data
A customer survey is a method of collecting consumer opinion. It helps companies assess customer satisfaction, measure customer engagement, perform market research, and gauge expectations. The responses you receive will provide valuable insights into what motivates, excites, and frustrates your customers.
By conducting customer surveys, you will find critical pros, which you could test in the following places:
- Ad headlines (both in search and responsive display);
- Landing page sections and headlines;
- Posts and graphics on social media.
Moreover, you can use data to identify the benefits that customers find the most attractive about your products. Also, you may identify some product or service weaknesses. For instance, highlight support capabilities if you see multiple customers complaining about the support team’s response time. If people often speak about the honest return policy, mention it in ads.
8. Customer Support Logs
In most companies, internal sources outside the marketing department are not the point of improving the PPC campaigns.
Customer support is the first touchpoint, and as a rule, this team is the most significant part of real customer concerns and benefits. Data from chat and phone calls can help understand what the customers care most about your brand and therefore use this data in the ad itself to attract new users and prevent potential questions.
Listening and underlining both pain points and strength as these extremes are the most important things that your audience focuses on. Knowing these essential features, you can eliminate challenges in advance by providing basic walkthroughs in the marketing stage on your landing pages.
There are a lot of keyword research tools on the market, but nothing beats the language of your existing customer base. What keywords do they use in their reviews and comments? Analyze their language and target new niche keywords with specific ads.
Findings from surveys, reviews, and customer support logs can help provide important insights for the keyword research for search campaigns.
You can use essential features or significant functionality of the product or service, e.g., if you have a CRM system and people frequently search for tools to assess lead quality, you’ll add such keywords.
Another tip is if you have a page with customer reviews on your website, you can enter that URL into Google Keyword Planner to view recommended keywords based on that content.
Your current customer base may be one of the best and most reliable sources to dig fresh ideas for PPC campaigns. Your customers are your most powerful marketing tool; their endorsement and engagement are gold.
Explore what your customers are saying about your brand, what media resources they could give you, and what demographic characteristics can help inform future targeting.
You’ll likely find new creatives and ad copy ideas you haven’t previously thought about from your perspective, along with identifying new keywords and audiences to target.
Do you want to increase your PPC campaign’s performance, boost conversions, and stimulate ROI? Then, Teamedia will help you with PPC management services and achieve desired results!