In the era of digital marketing, PPC (Pay per click) has proved its worth that it is one of the best platforms for online advertising. It has rapidly evolved into a digital advertising channel and has become a significant part of the success of online businesses. It has grown to be so efficient over time that even experts and successful businessmen have recommended it as a means to promote business online successfully. Here are a few ways how you can leverage PPC to your benefit in 2019-

1. Remarketing is the key

Remarketing is of vital importance in online marketing since repeat customers lead to the creation of higher value. This can be achieved by A good way to do this is to follow your long-tail-keyword queries on every remarketing platform. This can be done by creating a list of retargeting users per ad group subject by using the UTM parameter. You can also use lookalikes, which is starting to catch on. By targeting similar audiences, your remarketing is extended to a new audience. It is beneficial because remarketing is being done to clients who have already visited your website hence establishing an interest in the product/service offered by you.

2. Reverse Engineer Your Conversion Funnel

A lot of online marketers believe that they save clicks and hence users will convert faster. The rationale is that the faster you get them through your funnel, the more you get to convert the users. More than often, increasing the time you get people engaged with your ads also helps. The key is to reverse engineer your conversion funnel to understand what actually works. Adding something extra to a part of the funnel may lead to increased conversions. For example, adding a demo video for your product can convince them to buy. Pushing a customer to buy the product as soon as possible is not always a good idea.

3. Use the Inverted Unicorn Tactic

Regular ad targeting is a way to maximize engagement rates. This is the usual targeting of a particular demographic or niche to bring them onboard. However, the "Inverted Unicorn" includes two unrelated interests in targeting. That leads to others who may be a part of your actual targets to be brought in. These seemingly unrelated interests can be used for customizing your ads. They add more dimensions to your ads and make them stand out and appear more compelling. Such ads would have remarkably low costs owing to the unusually high engagement rates.

4. Go all out with Messenger Marketing

Do not bother for a news feed or landing pages. In 2019, Messenger marketing is the way to go. It has been proven that Messenger marketing is 10-80 times more effective than email or the News Feed. With a Messenger blast, you can receive 70-80 per cent open rates in the first 60 minutes. The focus should be on a method that works more effectively despite others working well.

5. Create and Advertise Off-Topic Content to Build Brand Bias

Brand affinity is a metric that lets market researchers make predictions about how a consumer will behave. New visitors have a low brand affinity, while repeat visitors tend to have a higher brand affinity. Brand affinity dramatically impacts click-through rates, and hence the conversion rates. While remarketing, the small chunk of people who are familiar with your brand is being targeted. The goal is to widen that small chunk into a user base that is much bigger and to do it cheaply. 20% of the company’s resources should be dedicated to content marketing. Brand affinity will be created basis the value addition your website provides to the visitors.