want some more

Please, sir! I want some more.

Has a client ever looked at you and said, “the traffic’s great, the conversions are great, but we want more”?

No? (Seriously?)

For most of us, there comes a point when what the client’s got just isn’t enough – it’s profitable, but they want their business to grow. What do you try then? Here are just some ideas to help you can grow your client accounts.

AdWords

I’m going to assume that you are already running basic keyword-based ad campaigns and that you’ve maxed out the budget on those keywords, but that doesn’t mean you’re done with AdWords. Far from it! If you’re not already, you should be using:

1. Remarketing

Yeah it’s an obvious suggestion, but is your client running remarketing? If they are, are they making the most of it? There is so much that can be done here, from implementing Analytics remarketing to develop super-specific lists to running dynamic remarketing ads to customise creative, that setting up remarketing is a no-brainer.

2. Similar audiences

A relatively new AdWords feature, similar audiences allows advertisers to target new visitors that share interests with your current remarketing lists. It’s an easy way to reach new people and has been shown to increase conversions by as much as 31%.

3. Product listing ads

Again, I don’t really need to tell you about this, do I? PLAs are big news, generating 33% of paid search clicks in Q2 of 2013. But, if you’ve somehow missed the bandwagon on these, now’s the time to get on board.

4. Expanding keywords

You’ve covered all the obvious keywords, but you’d like to expand your reach, and you still want your campaigns to be profitable. Try using remarketing for search. Layer up your targeting so that your ads for related products and services only show to returning visitors, or new visitors, whatever sneaky great tactic suits your goals.

Bing Ads

5. Moving campaigns to Bing

Once you’ve exhausted all that AdWords has to offer, it’s time to explore the world of Bing Ads. In the UK, market share is miniscule, so it sometimes seems more hassle than it’s worth, but for relatively low spend it can deliver great results. Simply import your AdWords campaigns into Bing. (Worried about incompatibilities caused by Enhanced Campaigns? Bing are working on it.)

6. Remessaging

AKA remarketing, AKA retargeting. No self-service option like with AdWords, and it’s not available in the UK, which may be why I found so little about it online, but Bing do offer a retargeting option.

Facebook

Still on the hunt for more traffic? Here’s how you can use Facebook ads.

7. FBX Retargeting

Yep, I’m suggesting retargeting again, but hey, it works! You currently can’t run retargeting campaigns directly through the Facebook ads interface; you have to use a demand side platform like AdRoll, AppNexus or Triggit. But it’s another chance to connect with your customers. And now that you can appear in the news feed as well as on the right hand side, it’s more attractive than ever.

8. Custom Audiences

Got a list of loyal customer emails that you just don’t know what to do with? Upload them into Facebook as a Custom Audience. Either simply target your customers with specific messages or combine your audience with demographic information from Facebook to create highly specialised messages.

9. Lookalike audiences

And if “just” targeting a custom audience isn’t good enough for you, why not target a Lookalike audience? Much like AdWords’ Similar audiences, lookalike audiences builds a list of users that are similar to your pre-existing list. If you aren’t already experimenting with this feature, try it now.

Of course, there are other ways to capture new traffic, and more platforms that you can explore, these are simply some of the techniques that I know work or am itching to try. With all these options, there’s no excuse for resting on your laurels – there are always more ways to make money. What are your favourite ways to expand a profitable paid strategy?

1 Comment

  1. Ronit April 28th, 2014

    Excellent article and you mentioned really good ways for campaign expansion. I would only add Dynamic Search ads, great opportunity to discover missing terms that are not target. Cheers!

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Katie Walton is Head of PPC at Boom Online Marketing. She works with all major PPC platforms, loves Excel and never met a cake she didn’t like. When she’s not at work you’ll find her walking her miniature schnauzer.