People who often click on ads are twice as likely to purchase a product, your company won\u2019t see those results with a lackluster paid search strategy. That\u2019s why businesses need to reevaluate their pay-per-click (PPC) strategies on a routine basis to find new opportunities for improvement. Are you ready to take your paid search strategy to the next level, and maximize your return on investment (ROI)? If you answered YES, then this post shares five simple PPC strategies that\u2019ll help your business earn more from PPC in 2021. If you\u2019re looking for professional help with your paid search strategy, browse our PPC services! 1.\u00a0\u00a0\u00a0\u00a0 Go beyond Google Ads for PPC ads Yes, companies that\u00a0use Google Ads\u00a0earn an\u00a0average ROI of $8 for every $1 invested. It\u2019s an impressive return and exceeds PPC\u2019s overall ROI, which is $2 for every $1 spent. That doesn\u2019t mean your business should exclude other advertising platforms from your paid search strategy, though. Take advantage of other platforms, like the following, to reach your audience: Bing Ads, Facebook, Instagram,\u00a0LinkedIn Ads, or simply try ReverseAds. If you decide to invest in\u00a0social media advertising, research your audience\u2019s favorite social media networks in advance. You want to advertise on their preferred social media networks versus advertising on the most popular networks available. When you experiment with different ad platforms, only invest some of your ad spend into these different networks. If you divide your budget across these platforms evenly, it can hurt the performance of top-performing campaigns and minimize your ROI. Start small and see how your new ad campaigns perform before revising your entire advertising budget. 2.\u00a0\u00a0\u00a0\u00a0 Use SKAGs for your ad campaigns A single keyword ad group (SKAG) allows your business to create hyper-targeted ads for your products or services. With SKAGs, your company targets a single keyword by using\u00a0multiple match types, like exact, broad, and phrase match. For example, if your business offers 24\/7 plumbing services, you may target the following terms: \t \t\u201cemergency plumbing services\u201d \t+emergency +plumbing +services This paid search strategy, while aggressive, lets your company\u00a0develop tailored ad copy\u00a0for your audience\u2019s specific problem and desired solution. For your business, that results in not only higher click-through rates (CTR) but also conversion rates. If you decide to use SKAGs, however, pull your SKAGs from existing ad campaigns. Launching a SKAG without any performance or campaign data can lead to wasted time, effort, and ad spend. Focus on current campaigns, however, and you can make data-driven decisions about your paid search strategy. For the best results, start with around five SKAGs. 3.\u00a0\u00a0\u00a0\u00a0 Test your ad copy 24\/7 Whether you\u2019re launching\u00a0display ads\u00a0or search ads, copy is a critical part of your PPC strategy. Without some compelling, must-click ad copy, it\u2019s challenging to earn the kind of results you want from your paid search campaigns. If you stick with ordinary, unoriginal copy, it doesn\u2019t motivate users to click. You can expect the same results with over-the-top copy that complicates your products and services with buzz words. That\u2019s why you need to strike a balance between original and creative. In addition, you also need to\u00a0A\/B test\u00a0your ad copy. While it may require more time and commitment from your team, testing your ad copy regularly can help your company develop an impressive ad campaign. You can maximize the performance of your campaigns with copy that engages users and earns their attention. Get started with creating different ad copy versions by thinking about these questions: \tWhat does our target market want or need? \tWhat separates our business from competitors? \tWhat unique selling points matter to our audience? \tHow does our copy coordinate with our landing page? You can also A\/B test the format of your ad copy. A lot of companies, for example, experiment with sentence case or title case for their ad copy. Studies by WordStream, for instance,\u00a0support the use of title case\u00a0because it usually generates a higher CTR. If you\u2019re ready to start incorporating A\/B testing in your paid search strategy, start with\u00a0Google Ads. In a few steps, you can create and\u00a0launch a campaign experiment\u00a0or ad variation. Just log into your account, select your campaign, and choose \u201cDrafts & experiments\u201d from the sidebar menu. Don\u2019t stop at one experiment, though. When your first experiment finishes, launch another one! 4.\u00a0\u00a0\u00a0\u00a0 Target competitor brand names with search ads A go-to tip for a lot of PPC strategies revolves around competitor targeting. With PPC, your business can target searches for competitors to alert consumers and business buyers to your company. This strategy can help you earn additional revenue, plus take valuable customers from competitors. You can see an example of this strategy with the following search, \u201cquickbooks accounting.\u201d In this search, you have paid results for QuickBooks, plus a few competitors. If your company uses this paid search strategy, your team (or\u00a0PPC agency) must create some stellar ad copy. Users searching for a competitor already know about that company\u2019s benefits. They may even have some loyalty to that business, especially if they\u2019re a current customer. Your ad copy, from your headline to your description, needs to highlight your unique selling points (USPs). It also needs to tap into the needs and pain points of this target audience. For even better results, your copy should highlight the downsides of your competitor and the upsides of your business. While this paid search strategy may not drive a significant number of clicks or conversions, its impressions can help your company build brand awareness. A user may see your ad and then visit your website later, after viewing a competitor\u2019s site. That\u2019s why it\u2019s worth experimenting with this strategy in your PPC campaigns. 5.\u00a0\u00a0\u00a0\u00a0 Make remarketing a part of your paid search strategy Remarketing\u00a0is an incredible way to drive sales. With a\u00a0remarketing campaign, your business gets another chance to convince a shopper or business buyer to contact your company, purchase your product, or visit your store. Businesses often exclude remarketing from their paid search strategy, though. While a\u00a0remarketing campaign\u00a0may provide your company with a smaller audience, it offers access to an audience that\u2019s already interested (and aware) of your business. That\u2019s an immense advantage in the digital marketplace! Maximize the impact of your PPC strategy with display or search remarketing campaigns. Get ready to launch your campaign by researching your target audience, reviewing your marketing goals, and evaluating your website data in Google Analytics. Once you\u2019ve completed these steps,\u00a0build a remarketing audience in Google Analytics. Depending on your site traffic, as well as your target audience parameters, your team may need to wait before launching your campaign, like on Google Ads. That\u2019s because Google Ads requires a specific number of audience members for remarketing campaigns. A display remarketing campaign, for example, requires 100 audience members. In comparison, a search remarketing campaign needs 1000 audience members. Due to the significant difference in requirements, many businesses focus on display remarketing, rather than search. Either way, a\u00a0remarketing campaign\u00a0is a powerful way to improve your paid search strategy.