PPC advertising is no longer a race for budget, but a matter of strategy. In a digital market that is overloaded with messages and fiercely competitive, the traditional way of thinking about running ads is not only ineffective but also easily leads to wasted budget. Businesses need a new approach: precise, flexible and driven by data.
SEFA Media introduces 5 key PPC strategies selected and optimized based on user behavior, technology platform and sustainable growth goals.
Leveraging AI to Optimize Bidding (Smart Bidding)
In an increasingly competitive and real-time advertising environment, manual bidding is not only a waste of resources but also a risk of falling behind competitors. Google’s Smart Bidding solution offers a breakthrough in automation and conversion optimization.
So why should businesses integrate Smart Bidding into their overall advertising strategy?
- Real-time budget optimization: Smart Bidding flexibly allocates budgets between campaigns, prioritizing spending on touchpoints with the highest conversion potential, thereby significantly improving ROAS.
- Multivariate optimization based on behavioral data: The system automatically adjusts bids based on device, geographic location, time frame, and user behavior. This allows businesses to appear at the right time, in the right place, to the right audience.
- Scalability without compromising performance: As campaigns expand, data volumes and budgets increase, the AI system handles all the complexity of optimization without manual intervention, ensuring consistent operational performance
- Optimize internal resources to focus on strategy: Delegating optimal operations to the system helps the marketing team have more time to focus on more strategic activities such as developing creative content, exploiting new markets, or expanding the target customer group.
Audience Segmentation
One of the common mistakes in running a PPC campaign is to lump all users into one common target group. This approach makes the message generic and disconnected from the actual needs of each customer group. To create true resonance between the brand and the recipient, campaign segmentation (Audience Segmentation) is a strategic step that should be prioritized.
SEFA Media recommends that businesses segment users based on the following criteria:
- New and returning users: First-time users need more information to orient, explain value, and build trust. Meanwhile, returning users often have some interest, so prioritize content like reminders of products viewed, limited-time discount codes, or quick buy suggestions.
- Cart abandoners: These are high-potential customers who are stuck at the end of their shopping journey. Businesses should implement messages that address concerns such as: “Free shipping today”, “Your favorite product is still in stock” or “See reviews from previous users”.
- Geo-targeting: When personalizing advertising content by region (province/city), users tend to feel closer and make decisions more easily.
- Segment by device: Mobile users typically want a fast, easy-to-use experience with a clear message. Therefore, your ad copy should be optimized for loading speed, a mobile-friendly interface, and a prominent call-to-action. Desktop users, on the other hand, tend to dig deeper, so in-depth content, feature comparisons, or expert reviews will work best.
After segmenting, businesses need to design separate communication messages, display content, landing pages, and incentives for each group. This is the step to increase relevance, improve experience, and boost conversions in a controlled way.
Prioritize High-Intent Keywords
Not all keywords are created equal in PPC. Going too broad with broad match keywords can increase your impressions, but it often comes with poor click-through rates and high conversion costs. To optimize your budget and improve your actual performance, you need to shift your focus to high-intent keywords – a group of words that clearly show a willingness to buy or use a service.
Examples of high intent keyword phrases:
- “Buy [product name] now”
- “[Service] near me”
- “Book [service] online”
- “Quote [product/service]”
These phrases indicate that the user is not just researching, but is very close to the decision point. This increases the likelihood of conversion, shortens the customer journey, and makes better use of budget.
To optimize budgets, businesses should focus on using keywords in phrase match and exact match formats to tightly control the target audience, avoiding irrelevant display that wastes costs. At the same time, regularly reviewing search query reports helps eliminate ineffective keywords and detect new potential variations, ensuring that campaigns are always optimized and target customers with high conversion intent.
Video Applications in PPC Strategy
Video offers the ability to convey messages in a more vivid, visual and memorable way than traditional advertising, while increasing viewer interaction time and engagement. When combined effectively with PPC campaigns, video helps increase click-through rates, improve conversion rates, and optimize advertising costs and investment resources.
With this strategic orientation, businesses should prioritize implementing short videos that focus on clear goals such as:
- Product introduction video: Emphasize outstanding features and specific benefits, helping customers quickly understand the value and increase purchase intention in a short time
- Customer Testimonials: Harness the Power of Social Proof Through Real-Life Experiences, Build Trust and Reduce Skepticism
- Limited-time promotions: Use urgency through countdowns or special offer messages, stimulating immediate action through the FOMO effect
- Behind the scenes: Brand stories and work processes help humanize businesses, strengthen emotional connections with customers
Video can be distributed across multiple channels across YouTube, Google Display Network, Instagram, and TikTok to expand reach and make PPC campaigns more flexible, creative, and effective. Putting video at the center of your PPC strategy is a strategic move that helps businesses capture market trends, increase competitive advantage, and grow sustainably.
Leverage Responsive Search Ads to Expand Your Reach
In a PPC advertising campaign, the core goal is to maximize spend efficiency and increase conversion rates by reaching the right audience with the right message. Responsive Search Ads (RSA) is a powerful tool in the PPC ecosystem that helps optimize this process by automatically adjusting ads based on real-world user data.
With the flexibility to combine different headlines and descriptions, RSAs help expand reach and enhance message personalization. This contributes to lower cost-per-click (CPC) and improved conversion rates, which directly determine ROI in PPC campaigns.
An effective RSA deployment strategy includes:
- Diversify keyword variations to cover different search intents.
- Craft unique titles that target specific user needs.
- Combine emotional messaging and product benefits with feature highlights to increase persuasion.
Google prioritizes RSA display because this type of advertising enhances the user experience, which means that ad rankings and click-through rates (CTR) tend to improve significantly. As a result, RSA has become an indispensable PPC strategy to maintain and develop a competitive advantage in the increasingly complex digital advertising market.
SEFA Media – Leading PPC Strategy Consulting Unit
PPC is a core part of the growth system if properly oriented and optimized at the right touchpoints. When businesses know how to exploit the power of data, combine technology and creative thinking in PPC implementation, performance is not only improved but also creates a real competitive advantage.
SEFA Media accompanies businesses as a strategic partner to help restructure their paid advertising approach: from defining goals, choosing platforms, designing journeys to measuring effectiveness. Contact us today to start building a PPC system that optimizes performance and is sustainable over time.
For more information, please contact us via:
Hotline: 0985 196 23
Email: Contact@sefamedia.vn
Fanpage: www.facebook.com/Sefamedia.vn
