Improve your PPC ads performance to maximize ROI

E-commerce is an industry where several players compete with each other for shoppers’ wallet share. The nature of the business requires them to allocate a significant portion of their marketing budget for digital ad campaigns. Pay-per-click ads, in particular, are preferred by online stores to boost sales. However, the challenge with PPC ads is to generate a high ROI with a well-formulated strategy.

We have put together a list of common mistakes that Pay-Per-Click Advertising Agency can avoid to augment their online sales efforts. 

#1. Not targeting all the potential customers

The number of sales an online store can generate depends on the number of visitors it can attract. The objective of any digital marketing Service Provider is therefore to generate as much traffic as possible. It is also the most challenging task. In a State of Inbound study, generating traffic and leads are highlighted as the top marketing challenge faced by marketers. 
Image Credit: State of Inbound

The widespread availability of smartphones, tablets, and desktops reflects the size of digital traffic in the market. In this traffic, there are lots of variations depending upon demographic factors. To cover everyone with your PPC ads, it requires a robust approach to influence your target audience. Traditional media advertising is not a popular method these days as paid search and display ads market is reaching new heights.
Worldwide businesses are investing more in paid search and display ads as compared to traditional media advertising. 

Each traffic channel has a range of audience that represents one dimension. Nevertheless, every audience segment has a different perspective about products and ads related to them, thus creating a separate dimension. Usually, focusing on one dimension becomes expensive because you are not harnessing the complete potential of ads. As a result, your average cost-per-click(CPC) increases, and you get irrelevant traffic that doesn’t convert.
The merger of both these dimensions enables you to build a proper strategy for targeting the right set of audience in the right manner.
 

How to tackle it?

You can overcome these challenges with effective strategic planning. Know your audience's intent from a few checkpoints to plan accordingly. To make it simpler, divide your traffic into buying stages - awareness stage, consideration stage, and decision stage. 

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