PPC (Pay-per-click) campaign is an online advertising mode of digital marketing in which an advertiser pays an ad publishing network each time their advertisement is clicked on. PPC campaigns are also known as the cost-per-click (CPC) ad campaign model. It is implemented on search engines through Google Ads and on social networks through Facebook Ads or Twitter Ads are considered to be the most popular platforms for PPC campaigning.
What is an Engagement Trigger?
Engagement triggers are nothing but automated re-marketing techniques working on pre-set or pre-defined actions whenever your website audience reacts or interacts with it in a particular manner.
PPC campaigns are generally favorable for both the advertiser and the ad publisher, however, with a few neat engagement triggers through your website and social media, you can leverage the best out of it.
Here Are The Engagement Triggers To Leverage in PPC Campaigns:
1. Onsite Engagement Triggers
A website visitor is a standard indicator of someone interested in your line of business with the intent of learning more. Taking that into account, the activity of visitors on your website can be tracked, and based on their onsite activity, smart onsite engagement triggers listed below can be implemented through Google Tag Manager for effective remarketing.
- Time Spent Onsite
Anyone who spends more time on your website can be considered to be a qualified lead for your business. By setting up a time on site trigger, you create audiences who spend 30 seconds, 60 seconds, or any length of time on your site.
- Scrolling Depth
Depending on the length of your website pages, some might scroll longer to reach the end of your website content and design. If someone is not scrolling on your landing page, then it’s not a favorable lead to chase.
This is a good indicator for utilizing CRO to enhance your website experience.
- On-site Clicks
A healthy engagement trigger to consider when deploying engagement trigger. If a website visitor is navigating multiple pages of your website, they fall under the category of a highly invested lead. Your on-site clicks are a reflection of all the actions you have placed on your website.
2. Social Engagement Triggers
Now that you’ve taken control of your onsite engagement triggers, you need to take care of trigger actions being done on your social media.
- Page Likes / Followers
Quite straightforward when it comes to engaging your social media followers. Simply create audience lists for those who like your page or follow you on social media and leverage those potential audiences.
This can be an offset of your on-site visitor who has gone a step ahead to follow your social handles as they seem to be really interested in your brand.
- Engaged Posts / Pages
Apart from creating audiences for page followers, you can create audiences based on who visited your page, engaged with any ad or post, saved your post, clicked on a CTA button, and so on.
- Lead Gen Forms
If you’ve placed lead generation forms on your social media platforms, you can create separate audiences based on how they engaged with it.
Someone who clicked on the form but didn’t finish it can be an exit whereas some who filled up the form will be much closer to your conversion funnel.
- Video Engagement Triggers
Video viewers can be as impactful as someone visiting your website. You can choose to create remarketing audiences based on the video view time and also segment them based on the type of videos they viewed.
These remarketing engagement triggers will help you initially to get started, however, it’s important to calculate your spending carefully in a PPC campaign.
By building audiences you’re gauging how potential users respond to your signals. Maximize your PPC ROI by testing different audiences. PPC ad models are basically a flat-rate model or a bid-based model. Contact our Online Advertising Specialists to learn how you can take advantage of such an ad campaign.