6 Advanced PPC Strategies from Marketing Experts

European FinTech companies employ advanced PPC strategies to boost their digital advertising ROI. Statistics show that ad spending in the search advertising market in Europe is projected to reach a whopping $84.1 billion in 2029, with an annual growth rate of 7.01% from 2024 – 2029.

I have 5 years of experience in digital marketing. I researched several marketing specialists to distil pioneering approaches to optimising ad spend.

This blog focuses on tested tactics and exclusive insights from marketing experts. These tactics are meant to elevate your campaign performance. So, expect a deep dive into novel pay-per-click practices. 

Key Takeaways

• Leverage Advanced PPC Strategies: Adopt techniques like search intent alignment, ad extensions, SKAGs, etc.
• Continuous Optimisation and Testing: Implement ongoing A/B testing and real-time adjustments. 
• Avoid Common PPC Mistakes: Align ads with search intent to enhance your PPC performance. Optimise for mobile users and manage keywords while strategically using ad extensions.

What is an Advanced PPC Strategy?

A PPC (Pay-Per-Click) strategy increases your PPC performance and ROI.

Advanced PPC strategies go beyond ad placement, basic keyword targeting, and target refining. It goes beyond enhancing ad performance across several platforms. It doesn’t involve incorporating complicated techniques that help optimise bidding processes. Rather, these strategies involve employing tech integrations and data-driven insights to adjust campaigns dynamically. 

These pay-per-click strategies are crucial since they help marketers achieve a higher ROI. They help maximise the effectiveness and relevance of their targeted ads and cut wasted ad spending as much as possible.

Here’s a hypothetical example of how this works: Let’s say a FinTech start-up wants to increase its customer base. This company needs to execute advanced PPC strategies to reach its goal in the highly competitive FinTech industry. 

Common Challenges or Mistakes in PPC Advertisements

PPC advertising can be incredibly effective and profitable. But, common challenges and mistakes can severely hinder the success of any campaign. Understanding these issues will help you avoid pitfalls. This is important to prevent wasted ad spending while optimising PPC strategies.

Below are some of the common challenges or mistakes in advanced PPC strategies:

1. Neglecting Search Intent

Failing to match ads and keywords with searchers’ intent equals low conversion rates. Every ad group and keyword should directly address searchers’ needs at their stage in the buying cycle.

2. Paying No Heed to Mobile Optimisation

Failing to customise targeted ads for mobile users makes you leave money on the table. Research shows mobile devices are responsible for over 58% of web traffic. Mobile searches generally have different behaviours and intents compared to regular desktops. You should not miss these opportunities to generate more revenue.

3. Poor Keyword Management

Overusing broad-match keywords and leaving out negative keywords generates irrelevant traffic. This useless traffic will consume your budget, and you will get zero conversions. This is why reviewing and refining keyword lists is essential.

4. Inadequate Testing

Running A/B tests for several elements of your PPC campaign strategy will lead to considerable improvements. The elements to focus on include landing pages, bid strategies, and ad copy. Failing to do so leaves lots of undiscovered opportunities and money on the table.

5. Overlooking Ad Extensions

Using ad extensions inappropriately or not using them at all reduces the visibility of ads. It also reduces its effectiveness. Extensions like structured snippets, callouts, and site links provide more paths for engagement. They can also boost ads using advanced PPC strategies.

6. Inaccurate Performance Tracking

You need a proper tracking code setup that aligns with key performance indicators. This gives you a crystal-clear picture of the effectiveness of your PPC campaign. The inability to accurately track performance robs you, leading to misguided decisions.

7. Lacking Geographic Targeting Precision

Generic targeting leads to wasteful ad spending. This is another aspect where advanced PPC strategies come into play. These strategies tailor ads to specific geographic regions. 

8. Ignoring User Experience on Landing Pages

Research shows poor landing page experiences deter conversions. The landing page must align favourably with whatever the ad promises. This will result in a persuasive and seamless path to conversions.

9. Disregarding Seasonal Trends

Disregarding seasonal trends leads to overspending or missed opportunities to generate revenue. This involves failing to adjust strategies or bids for seasonal troughs and peaks.

6 Advanced PPC Strategies from 6 Marketing Experts

My team carried out extensive research to curate this list of advanced PPC strategies. We focused on marketing experts with a track record of considerable success. Each expert we researched had proven innovative PPC techniques they deployed. The techniques resulted in measurable improvements in the performance of their marketing campaign.

After in-depth research, I was able to distil their most effective pay-per-click strategies. Every insight this blog shares is backed by data and applicable in the real world, providing actionable value to professional and new PPC practitioners.

Strategy #1: How Trend Micro’s Strategic B2B PPC Campaign Yielded a 72% Increase in Leads

Trend Micro collaborated with Wolfgang Digital to launch a business-to-business pay-per-click marketing campaign. The aim of this PPC campaign was to enhance its Google Ads profile. The brand also wanted to optimize budget allocation toward high-intent prospects. The expected result should be increased lead generation as well as an increase in Return on Ad Spend (ROAS).

Trend Micro is an intercontinental defence and cybersecurity firm that specializes in developing innovative security. Their services and products cover cloud computing environments, SMEs, consumers, and servers. The brand provides a wide range of protection services and products. This includes internet security, antivirus, and threat detection and response solutions.

Trend Micro’s PPC campaign, with assistance from Wolfgang Digital, was designed to maximise efficiency in ad spend. The target was higher intent prospects while still being able to attract brand-new leads into the brand’s marketing funnel.

The PPC campaign resulted in a 72% increase in leads and a 272% uplift in ROAS for Trend Micro.

This was how the entire campaign ran:

• Artificial Revenue Values Get Assigned: Wolfgang Digital executed a strategy where lead actions got assigned artificial revenue values. These values were based on the potential value of the leads, which was as pre-determined by a priority list. The list was then crafted to recognize and also prioritize the interactions that would most likely convert.
• Utilization of Smart Algorithm: The strategy was designed to take advantage of Google’s smart algorithms. This will allocate more of the budget to leads assumed to have higher intent. It will, in turn, enhance the overall effectiveness of the ad spending.

You can learn more about this strategy here. 

Strategy #2: How Prime Marketing Boosted Client Revenue by 120 %

The Prime FinTech Strategy is an extensive digital marketing approach. The approach is customised for the specific needs of FinTech brands. It comprises multi-channel retargeting campaigns, precise audience targeting, and CRM integration. These tactics drive high-quality traffic, converting it into actionable, authentic leads.

The key tactics deployed are comprehensive audience analysis and customised ad creation. The team also used advanced data integration and tracking tools.

The Prime FinTech is a PPC Advertising Agency specialising in the FinTech sector. This team is the architect of the novel The Prime FinTech Strategy. These innovative solutions cater to FinTech and B2B markets.

The Prime FinTech Team implemented the Prime FinTech Strategy for a few clients, resulting in a 120% revenue increase. This uplift resulted from the strategy’s effectiveness in generating higher-quality leads. It also boosted conversion rates via precise tracking and tailored engagement.

Here is how the Prime FinTech Team did it:

• Initial Analysis: Conduct an extensive analysis of the client’s target market, including analyzing their current marketing efforts.
• Strategy Development: Create a tailored, advanced marketing strategy. This includes developing targeted ad campaigns across multiple advertising platforms.
• Execution and Monitoring: Implement the stated advanced PPC strategy. Track the strategy constantly and make adjustments based on real-time data.
• CRM Integration: Integrate all crucial marketing activities into your client’s CRM. This is to ensure the monitoring and optimisation of leads.
• Continuous Optimisation: Use insights obtained from data to refine and optimise all campaigns.

Learn more about The Prime FinTech Strategy and book a consultation at their official website.

Strategy #3: How Mobile-Only Strategy Skyrockets Legal Firm’s Click-Through Rates

Legal Brand Marketing (LBM), a US-based firm, achieved a significant 89% increase in click-through rates. It also reduced its cost per lead by more than 50 per cent. This feat occurred after the legal firm transitioned to a mobile-only lead generation strategy.

Responsive landing pages, mobile-first ad designs, and mobile-specific CTAs are becoming a thing. 73 % of online shoppers using mobile devices don’t like poorly designed sites. They switch over from such sites to those with easier purchasing and navigation.

LBM is a company based in the United States. It specialises in providing qualified leads to law firms and DUI attorneys. This legal firm noticed a shift in the search landscape and took steps using a swift strategic response.

The legal firm’s focused approach to mobile optimisation was a success. It resulted in an 89 per cent increase in click-through rates from mobile ads.

Here is how LBM achieved this feat:

• LBM focused on mobile lead generation after analysing vast amounts of data.
• LBM designed a mobile-optimised landing page and a user-friendly form to enhance the mobile user experience. The firm also added a new feature. This was to enhance its immediate click-to-call capabilities for its 24-hour phone service.
• LBM implemented Google call forwarding and phone extensions in its ads. This allowed the firm to monitor call durations and frequencies. This provided deeper insights into campaign effectiveness.

Learn more about LLM mobile optimisation strategy here.

Strategy #4: How Verizon Media Achieved 3,200 % Conversions Using PPC Campaigns

This strategy involves using SKAGs (Single Keyword Ad Groups). This is for developing highly targeted ad groups in which every ad group has only one keyword.

Verizon Media, a prominent leader in telecommunications and media, wanted to distinguish itself. This was almost impossible in a market telecom giants like AT&T dominate. The company had to embark on a strategic overhaul to showcase its market presence. It also wanted to test its digital marketing efficacy.

Verizon Media offers a wide range of innovative products. These include smartphones, television streaming services, and internet packages. It competes in the highly competitive telecom and media industry.

Verizon Media wanted to boost brand awareness and optimise digital marketing strategies. With them, navigating and succeeding in a fiercely competitive landscape would be easier. The result was astounding. Verizon Media had a 3,200 % increase in conversions. It also reduced the cost per conversion by 50 %.

Here is how the telecom firm did it:

• Verizon Media incorporated a display opt-in feature into its search campaigns. This move alone boosted conversions by 15 %.
• Verizon implemented Single Keyword Ad Groups (SKAGs). This gave room for more precise optimisation and targeting. It was a labour-intensive exercise. This move significantly enhanced the company’s search rankings and lead generation.
• The company increased its use of ad extensions to facilitate a seamless buyer’s journey. This provided more opportunities for customer contact and interaction. Conversion rates skyrocketed almost immediately.

You can get more information about the telecom company’s strategies here.

Strategy #5: How Away Travel Boosts Market Presence Through Strategic Google Ads Campaigns

Away Travel is a growing direct-to-consumer eCommerce brand. The company utilised Google Ads to boost brand awareness. The primary goal was to capture market share via targeted unbranded search traffic.

Away Travel markets travel luggage directly to consumers. The company officially started its business in 2015. It aims to establish a robust market presence amidst intense competition.

As a new entrant in the competitive travel luggage market, Away Travel needed an effective strategy. This strategy should help introduce its brand to a broad audience. It should also increase product awareness and consideration. It could also foster optimised user engagement to further ingratiate itself with its target market.

Away Travel was able to obtain approximately 70 % of all search ad clicks. This amounted to about $35,000 monthly, all generated from unbranded searches. The campaigns achieved an average click-through rate (CTR) of 4.3 %. This significantly surpassed industry norms.

Here’s how Away Travel achieved its objectives:

• Away Travel turned to Google Ads for its wide reach and spot-on targeting capabilities. It focused on capturing unbranded search traffic. These were users searching for luggage without specifying a brand. This strategy positioned Away Travel as a top choice during the consideration phase.
• To maximise the effectiveness of its ads, Away Travel exploited various ad extensions. This included site links, structured snippets, callouts, seller ratings, and advanced call extensions. This approach improved the company’s ads. It provided more pathways for potential customers to engage with the brand.

You can learn more about the strategy here.

Strategy #6: How ForestView Enhances Conversion Rates with Rigorous A/B Testing of PPC Elements

ForestView, an agency located in Athens, Greece, executed an A/B testing campaign. The campaign optimized a client’s landing page successfully. This led to improved conversion rates and user engagement.

ForestView is a Greek agency that specialises in digital marketing and website optimisation. This marketing and commerce agency has multidisciplinary teams. Each team utilises the power of creativity, data, strategy, and technology.

ForestView’s primary goal was to improve user experience on its client’s landing page. It hoped to achieve this by reducing the amount of scrolling required to find products. The firm also hypothesised that this would ease product discovery and boost conversion rates. 

The result was an increased form conversion rate of 20.45% on mobile and 8.50% on desktop

Here is how the Greek agency implemented the strategy:

• The agency redesigned the landing page to include multi-level filtering. It also replaced the traditional long product list with dynamic carousels.
• Over 14 days, the A/B test was conducted with over 5,000 visitors. They were split equally between the original (control) and the redesigned (variation) landing pages. A/B testing is considered the next most helpful tool for boosting sales growth, second to analytics.
• The insights from every test were then deployed to optimise the campaign. They also helped refine the campaign, creating a cycle of non-stop improvement.

You can learn more about how ForestView implemented the A/B split strategy here.

Frequently Asked Questions (FAQ)

Related:

• 10 Landing Page Optimization Case Studies & Strategies from Experts
• Optimizing Engagement Timing in Fintech Marketing Efforts
• 10 Proven Content Marketing Tips From Successful Campaigns
• Digging Deeper – What Do Impressions Mean on LinkedIn
• 6 B2B Marketing Funnel Hacks from 6 Marketing Experts

Conclusion

Embracing advanced PPC strategies is crucial for FinTech businesses to stay ahead. Put in place the extensive tactics discussed in this blog. They should enable you to boost your campaign’s performance and achieve exceptional ROI.

Remember that continuous optimisation is the #1 key to remarkable PPC success.