How can you adjust your PPC and display advertising strategy for better customer engagement?

2 Segment and target your audience

One of the most important aspects of PPC and display advertising is to reach the right people at the right time with the right message. To do that, you need to segment and target your audience based on their characteristics, behaviors, interests, and needs. You can use different tools and platforms to create and manage your audience segments, such as Google Analytics, Google Ads, Facebook Ads, and others. You can also use remarketing and retargeting techniques to reconnect with your previous visitors and customers and encourage them to take action.

3 Create compelling and relevant ads

Your ads are the first impression you make on your potential customers, so you need to make them stand out and appeal to them. You need to create compelling and relevant ads that match your audience's intent, needs, and preferences. You need to use clear and catchy headlines, persuasive and concise copy, attractive and consistent visuals, and strong and clear call-to-actions. You also need to test and optimize your ads regularly to improve their performance and engagement.

4 Choose the right channels and platforms

Another key factor in your PPC and display advertising strategy is to choose the right channels and platforms to distribute your ads. You need to consider where your audience spends most of their time online, what kind of content they consume, and what kind of devices they use. You also need to consider your budget, goals, and metrics. Some of the most popular and effective channels and platforms for PPC and display advertising are Google Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, YouTube Ads, and others.

5 Optimize your landing pages

Your landing pages are the destination where you send your potential customers after they click on your ads. They are the bridge between your ads and your website or offer. You need to optimize your landing pages to ensure they are relevant, engaging, and user-friendly. You need to match your landing pages with your ads in terms of content, design, and tone. You need to provide clear and valuable information, highlight the benefits and features of your offer, and guide your visitors to take the desired action.

6 Monitor and improve your strategy

The last step in your PPC and display advertising strategy is to monitor and improve your results. You need to use various tools and methods to collect and analyze data on your campaigns, such as Google Analytics, Google Ads, Facebook Ads Manager, and others. You need to identify what works and what doesn't, what are the strengths and weaknesses of your strategy, and what are the opportunities and threats in your market. You need to make data-driven decisions and implement changes and adjustments to your strategy to enhance your customer engagement and achieve your goals.