In the ever-evolving landscape of pay-per-click advertising, we’ve gathered insights from industry experts including a Founder & SEO Director and a Google Ads Expert. From employing a four-step performance max retargeting strategy to personalizing ads with effective retargeting, discover the top four innovative approaches these professionals are using in their PPC campaigns.
One innovative approach I’ve used to retarget in PPC campaigns involves a two-step strategy with Google Ads’ Performance Max campaigns.
First, I launch a broad Performance Max campaign to attract a wide range of potential customers. This campaign uses all available Google Ads channels to reach as many people as possible and gathers valuable data on how users interact with the ads.
Next, I set up a second Performance Max campaign to retarget the users who engaged with the first campaign. By using the data collected, I focus on those who showed interest, like visiting the website or adding items to their cart.
The retargeting ads are personalized with special offers, reminders, and strong calls to action to encourage conversions. This makes the ads more relevant and compelling for the users who are already familiar with the brand.
The results are impressive: increased conversions, cost efficiency, and enhanced personalization. By honing in on users who have already shown interest, this method boosts the chances of conversions and makes the most of the advertising budget.
Jared Tangir, Founder and SEO Director, Elevated Audience
Utilize Dynamic Creative Optimization
One innovative approach to retargeting in PPC campaigns is Dynamic Creative Optimization (DCO). This technique tailors ads automatically based on a user’s past interactions with your website, adjusting elements like images, headlines, and calls to action to fit individual preferences.
For example, if a user viewed a particular product but didn’t purchase it, the ad could feature that product alongside a special offer or discount. You can further enhance this strategy by segmenting your audience based on their behavior, such as differentiating between those who abandoned their cart and those who merely browsed.
Regular A/B testing of these dynamic ads helps optimize their effectiveness by determining which variations resonate best with different segments. Additionally, ensure these ads are optimized across all devices, considering users often switch between them before making a purchase. This method increases the relevancy of ads and boosts the likelihood of converting previous visitors into customers.
Daniel Bunn, Managing Director, Innovate
Employ Compelling Remarketing Ads
One strategy I’ve used for retargeting in PPC campaigns is creating compelling remarketing ads. For instance, if a user visits an online store and looks at a specific pair of shoes, dynamic ads will later show that exact pair of shoes to the user, along with similar styles they might like.
This personalized method increases engagement and conversion rates by reminding users of their interests and encouraging them to complete their purchase. This approach keeps the brand top-of-mind and leverages user behavior data for effective retargeting.
Andy Hathaway, Google Ads Expert, Clarity PPC
Personalize Ads with Effective Retargeting
I think one innovative approach I’ve used for retargeting in PPC campaigns is effective retargeting with personalized ad content. Instead of showing the same generic ad to all previous visitors, we tailor ads based on the specific products or services they viewed on our site.
For example, if a potential customer browsed a specific software feature on our SaaS platform, the retargeting ad they see would highlight that feature with a compelling call-to-action, like a free trial or demo. This personalized approach keeps the content relevant and increases the likelihood of conversion.
This strategy has boosted our click-through and conversion rates significantly. By focusing on the user’s actual interests and interactions, we create more engaging and effective ads, leading to a better return on investment for our PPC campaigns.
