Of all the advertising models in the digital ecosystem, one stands out as being among the most effective and profitable for promoting products and generating passive income.
We are talking about pay-per-click (PPC) advertising, an essential tool for affiliates looking to shine in competitive verticals like home improvement. The ability to reach specific audiences, measure return on investment, and adjust strategies in real-time makes this type of advertising a powerful and widely used option.
However, it must be done right. Creating a PPC campaign and expecting clicks and commissions to come in like magic is not enough. Advanced strategies are necessary to optimize your performance, increase your return on investment, and outperform your competition.
In this article, we’ll show you some advanced PPC advertising strategies for affiliates in the home improvement vertical, which, as we’ve seen in previous articles, covers a wide variety of products and services related to decoration, DIY, gardening, security, energy savings, and home comfort.
If you want to know how to make the most of your PPC advertising as an affiliate in this specialty, keep reading and take note of the following tips.
Segmentation and Personalization
The first tip to improve your PPC advertising as a home improvement affiliate is to segment your audience and personalize your ads. You need to identify and classify your target audience based on characteristics, interests, needs, and behaviors. Adapt your ads to be relevant, attractive, and persuasive for each type of user.
This will increase the chances to click on your ad and become a potential customer or buyer. To achieve proper audience segmentation and customization, you can use different criteria:
- Geographical location: Direct your ads to users in a specific city, region, or country and exclude places where your affiliate products don’t operate. For example, if you’re promoting gardening products, segment your ads to reach users in geographic areas with climates conducive to gardening, highlighting specific products tailored to those conditions.
- Device: Adapt your ads to the type of user´s device, whether it’s mobile, tablet, or desktop. Leverage the advantages of each format, such as call extensions, action buttons, or images. If you’re promoting DIY tools among mobile users, emphasize the convenience of portable tools, while for desktop users, highlight more comprehensive tool kits.
- Language: Create ads in the user´s language or the language displayed on the website where you promote your affiliate products, avoiding possible confusion or misunderstandings.
- Keyword: Create specific ads for each keyword you use in your PPC product or service campaign. For promoting energy-efficient products, use specific keywords like “efficient LED lighting” or “low-consumption devices.”
- Interest level: Publish different ads based on the user’s level of interest in your product or service. For example, use more informative and educational ads for users in the discovery or consideration phase and more persuasive and urgent ads for users in the decision or purchase phase.
Use Remarketing to Recover Abandoned Users
The second tip to improve your PPC advertising as a home improvement affiliate is to use remarketing to recover users who left your website without taking the desired action, whether it’s subscribing to your mailing list, downloading a free resource, or buying an affiliate product.
Remarketing involves showing personalized ads to users who have already visited your website but have not become potential customers or buyers. These ads remind them of the benefits, advantages, and results they can get if they return to your website and take action.
By retaining users who have already shown interest and only need a little push to make the final decision, you can increase the conversion rate, return on investment, and customer lifetime value.
To use remarketing, you can turn to different platforms, such as Google Ads, Facebook Ads, or Microsoft Ads, and create audience lists based on user behavior on your website. For example, create lists of users who visited a specific page, added a product to the cart, watched a video, or filled out a form.
Conduct A/B Optimization Tests
The third tip to improve your PPC advertising as a home improvement affiliate is to conduct A/B tests. Create and compare different versions of your ads and website, changing one element in each version, and measuring which performs better.
Identify and eliminate elements that don’t work for the user and enhance those that do work or attract the user. This way, you can improve the quality, relevance, and effectiveness of your ads and website, and increase click-through rates, conversions, and commissions.
To conduct A/B tests, use different tools like Google Optimize, Optimizely, or VWO, on elements like:
- Title: Test separate ways to grab the user’s attention, generate curiosity, or arouse interest in your offer. For example, use questions, statements, numbers, benefits, or keywords.
- Description: Test different ways to explain the value of your offer, build trust, or persuade the user to click on your ad. For example, use testimonials, data, guarantees, offers, or calls to action.
- Image: Test diverse ways to display your product or service, generate emotion, or create a connection with the user. For example, use images of people, situations, results, or problems.
- Design: You can test several ways to organize elements on your website, facilitate navigation, or improve the user experience, such as colors, fonts, buttons, spaces, or contrasts.
PPC advertising is one of the best strategies to promote your affiliate products in the home improvement vertical. However, to succeed in this strategy, you must follow some advanced tips to optimize your performance, increase your return on investment, and outperform your competition.
From smart keyword selection to continuous campaign optimization, mastering advanced strategies can make a significant difference in the performance of advertising campaigns.
To recap, the key tips provided in this article were:
- Segment your audience and personalize your ads to offer a more relevant, attractive, and convincing message to each type of user.
- Use remarketing to recover users who abandoned your website, increasing the conversion rate, return on investment, and customer lifetime value.
- Conduct A/B tests to optimize your ads and website, improving the quality, relevance, and effectiveness of your ads and website.