How To Improve PPC Campaigns Using Customer Information?
Most businesses in Perth often keep a large chunk of information stored, which the service techs had taken down and even the ones stored in the back-end databases. This data, unfortunately always does not rightly guide the marketing department, and even not to the Pay Per Click management agency.
Any information gleaned from the customers proves to be of immense value for informing and setting up the PPC management strategies. In this discussion, we have taken up the four chief areas of customer data for applying in the PPC campaigns.
1. Service and Sales Data
When a customer is able to categorise the service jobs or sales into better and high-level categories, then the volume and revenue can be compared for determining the most effective areas. This data, in turn, have to inform the PPC budget allocation.
High search volumes, as well as high inquiry volume, might not necessarily provide revenue as result. A furniture store, for instance, could encounter a high search volume for sofa sets but receive significantly higher revenues for the bedroom sets. A complete picture depicting the products with the highest returns on investment is the potential to inform the keywords worthy to increase bids on.
For the service-industry customers, the notes stating the completed works are helpful in brainstorming additional keywords. For example, an HVAC company could leave notes in the customer database regarding what had been done on the service call. When a PPPC marketer reads through these notes, then they will be identifying the potential category not represented currently in the bidding areas. In that case, the PPC marketers will focus on the terms people are looking or requesting for like "duct cleaning", which in turn will be leading to up selling a lot of expensive services while keeping the terms "new furnace" and "air conditioning installation" as options.
2. Customer Surveys
Your business is sure to benefit from customers' opinions, which even includes valuable data for informing the marketing efforts. The PPC marketers of the long-servicing Pay Per Click Management Agency in Perth recommend finding out the key reasons for the current customers to select for using a particular product or service opposing its competitors. The reasons are helpful in informing PPC keywords along with an ad copy.
24/7 customer support, for instance, might be the highest-selling factor as cited for a specific web hosting company. Customers are at peace knowing that in case their website has gone down during the off-hours, then they will be able to reach out to the customer care department for solving their issues. You could, in turn, test the mentioning "24/7 Active Customer Support" either in the callout extension or in an ad headline.
3. Online Reviews
Much similar to the surveys, the online reviews are equally helpful in providing real-world write-ups regarding why are the customers choosing or rejecting a business. Even if Google Ads is having sun-settled review extensions, still you can conveniently utilize the revises in other fruitful ways. Check out the brief quotes, which could be featured in an ad copy, if they are not working in a search ad, then you can try to use them for Facebook ads.
Even with the surveys, identifying the reasons for the people to choose for working with a particular business. Check out the solved pain points and work these out into keywords and ad copy. For instance, someone might speak up on how problematic it had been driving at night before they had ordered a set of spectacles with anti-glare coating from a particular online eyewear store. Then you can well test bidding on different phrases like "easy driving at night", "glare reducing at night" and so on.
4. Return Customers Data
First-time purchases for most businesses are just a representation of a small fraction of the long term revenue. The businesses depend on their customers in coming back for purchasing more in the future or staying on the subscription plan. Finally, focused lifetime values are far more of a strategic return compared to focus one-off purchases generations.
The data describing how often must be customers return for purchasing, for how long they are subscribed and the factors influencing their decision are much helpful in informing a marketing strategy. A company, largely relying on return businesses, will have to immensely implement effective tactics like display and search marketing and perform properly.
Once everything has been brought under control, then it is time for using your customer data. Begin to extract all the necessary customer information you will be able to access, and with the help of PPC marketers from Elevate SEO Perth, decide on the right ways for improving the campaign. Customer data are of great help for informing everything starting with keywords and proceeding to ad copy and targeting strategies.
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