While you may not think PPC advertising and customer experience are related, your CX initiatives can have a huge impact on advertising success. Your customers are your best asset when looking to improve ads, brand awareness, and your advertising ROI. However, many advertisers fail to prioritize customer experience when creating their strategies.
Why? Because marketers often forget that the experience their customers have with their products, services, and their brand can provide everything they need to create valuable ad campaigns. But it doesn’t end at the planning stage.
Your customers provide the key ingredients to success throughout the life of your campaigns. Here are the basic building blocks of PPC advertising campaigns, and how customer insights can inform them.
Target The Right PPC Advertising Audience
Determining your target audience should be the first step when creating ad campaigns. But this step is often skipped because advertisers tend to assume they know their target audience before doing any research.
Don’t skip this step! Start by simply asking, “Who are my ideal customers?”
The obvious answer is your current customers. Your customers found you because you offer something they wanted. Now you just need to make sure that your ad content is relevant enough to attract more customers like them.
Start by asking the following questions about your customers:
- Where are my customers located?
- Are they male or female?
- What’s their age range?
- What’s their average household income?
We’ll get at why those questions are important in a minute. First, let’s figure out how to answer them.
Refining the Approach with Call Tracking
If you’re running PPC ads, then you have access to some of that information within the PPC platform, such as the location of your potential buyers, but that’s about it. But if you use tracking phone numbers in your ads, you can get a lot more detail on your callers.
Luckily, call tracking from 800response offers a variety of vanity, local, and toll-free tracking numbers, and they include addresses and demographics reports. You automatically get the caller’s name, address, zip code, and call counts per zip code and county. Plus, you get the caller’s average home value and average household income. This information helps define your ideal customer.
You can get even more granular if you use our consumer profiles report. This report includes the caller’s age range, gender, income range, marital status, education level, whether the caller is a mail responsive buyer, and much more. All of this information will help you craft your ad and landing page content to appeal to your ideal customer.
If you have multiple locations, you can attract customers with ads and landing pages unique to their location. The key here is to create a personal and relevant ad experience for visitors in each location, and for anyone who matches your ideal demographic.
Targeting ad campaigns is perhaps the biggest challenge for marketers. If you’re not getting the ROI you want from your PPC advertising efforts, your ads are likely not reaching your target audience. Defining your audience using the suggestions and tools above will ensure that your ads reach the right customers.
Appeal to Customer Emotions
Now that you know your ideal customer, it’s time to create ads that appeal to them. This is the part of the campaign building proccess that will really benefit from understanding the customer experience. While many organizations use call recording and quality monitoring to measure employee performance and improve CX, the data extracted from customer interactions can improve your PPC campaigns.
For instance, when you use our call transcription services, you get insights to help you learn things such as:
- Why do they buy your products?
- How did they find you?
- What do they like or dislike about your products?
- Do they also buy from competitors and why?
- What key terms do they use when referring to your products and services?
With searchable call transcripts, you can quickly and easily search for key terms related to those questions. And with our Insights dashboard, you can even see which calls about your products were mostly positive or negative. Once you dig into the interactions with your customers, you can start to understand how they feel about everything you offer.
Then create ads to appeal to those emotions. For instance, let’s say you find a high percentage of calls that reflect positive attitudes about a specific product, such as, “Product X has improved the way I do X, Y, and Z,” or “Product X is so easy to use!” Your ads should echo those positive reactions, because if your customers love those products, then it’s likely that other potential buyers will love them too. It’s that easy.
Know Your Competition
Advertisers love to talk about competitor mentions, and for good reason. Knowing how your ideal audience feels about your competitors will also help you determine which products and features to highlight in your ads.
For instance, let’s say you and your competitor sell a very similar product, but you offer better customer support, that’s information you can use to your advantage. Create ads that feature “Superior Customer Support” in the headlines, description, and even your site link extensions.
Once you understand what differentiates you from your competitors, you can use it outside of writing ads. It can also serve as a guide for composing eye-catching landing pages, outbidding competitors on important keywords, and even creating campaigns or ad groups that focus on competitor mentions and keywords.
Moreover, all of this information can be a valuable tool for creating your product development roadmap. Ultimately, if your customers reveal that your competitors are doing something well, then use that information to do it better.
We hope this has been a useful guide to improving your PPC advertising campaigns and your marketing ROI. Stay tuned for more useful marketing and advertising tips.
In the meantime, you can always schedule a 15-minute demo of our full solution to see how our lead generation, tracking, and interaction analytics tools can improve your business.