Cross-Channel PPC Advertising Strategies for Maximum Reach

Did you know that an effective advertising strategy can augment your user interaction by 250%? Yes, you read it right: a whopping 250%.

These are great stats especially if you are interested in spreading your brand reach far and wide. However, achieving this is not that simple. It requires high-quality strategies combined with cross-channel PPC advertising that could amplify your brand visibility and get you the desired results.

So, What is Cross-Channel PPC Advertising?

It is a complicated yet the most effective form of marketing if executed right. Cross-channel PPC advertising is the strategy that includes the promotion of your products or services across different platforms such as social media, paid ads, search engines, and more. It allows you to diversify your direction and reach a wider audience that can result in potential buyers.

This approach is effective because your consumers are everywhere, from social media to search engines. Since your target market is spread across, you can turn this to your advantage by leveraging cross-channel advertising strategies. One of the key sources of cross-channel advertising is PPC and this is your time to make the most of all the dominant advertising platforms in PPC.

What Are the Challenges in Cross-Channel PPC Advertising?

Are you under the impression that it was a piece of cake? Well, nothing is. You may come across various difficulties on your route to cross-channel PPC that you must be aware of. Let’s find out some.

1. Budget Allocation

With Cross-channel PPC campaigns comes budget allocation which is quite tricky to deal with. Will you be willing to allocate a significant budget to ads when your previous campaigns failed to deliver results? That is where the confusion starts when marketers cannot decide whether they should or should not continue to invest in more channels and Google Ads. It is a challenging decision to make especially when considering the cost structure of every platform.

2. Different Audience

Every platform is used for a different purpose; hence, the approach of the audience is also different. For example, LinkedIn is mostly used for job seekers or employers and is more helpful to marketers for B2B marketing. On the other hand, Instagram and TikTok are mostly used by young people who wish to interact with each other and just want to have fun.

With different demographics, audience segmentation becomes tricky as well. What is audience segmentation? It is a division of your target audience of similar metrics into small sections and the development of buyers’ persona accordingly to increase engagement and sales. In this situation, the marketers have to create different buyers’ personas for different platforms which only complicates the campaign management.

3. Messages Across Platforms

Your brand may have the same message to send to your audience but as we discussed every platform has a different purpose, behaviors, demographics, rules, ad formats, and more. This is what complicates the uniformity and consistency of your brand’s message across all platforms and requires you to employ unique strategies for every platform and environment.

4. Brand Consistency

Consistency is always the key but maintaining consistency across all platforms is difficult. Why? It is because every platform has its own set of guidelines and restrictions. This, particularly, hampers the ad creatives that require a consistent approach on all platforms.

For instance, LinkedIn is a formal platform where you have to maintain a professional tone and you are limited when it comes to presenting your creative freedom on visual elements. Instagram and TikTok offer a great scope of creative liberty through the kind of casual atmosphere and demographics they have. Therefore, somewhere in this situation, your brand’s core message and identity fade away and the concept of brand consistency is diluted.

5. New Updates

This is an evolving industry where the platforms introduce new algorithms, ad formats, and features every other day. For this, you must keep up with all the trends and must be proficient with their use for cross-channel PPC campaigns. It comes with continuous learning and the correct implementation of the trends that can be fruitful for your brand.

6. Standard Testing

It is a standard protocol of every PPC campaign to undergo A/B testing which becomes a hassle when it is applied across various platforms. Different ads when performed across different platforms deliver different results. If it works on Instagram doesn’t mean it works on Twitter in the same manner owing to the difference in algorithms and ad displays.

This implies that every platform has to undergo entirely diverse cycles of A/B testing, each designed according to the specific requirements of every platform. This process is itself quite a time-consuming job and requires many resources.

What are the Strategies for Cross-Channel PPC Advertising to Maximize Brand Reach?

Cross-functional PPC is a maze to navigate your way through. It is effective only if you know how to do it right. And, to make it work for your brand and achieve the desired reach, you need a robust set of strategies that actually deliver results. Hence, we have developed a roadmap for your guidance. Let’s get to it.

1. Cross Promotion

You can divert your traffic from one platform to another. For example, you can entice your audience with attractive content on Instagram, and for the details, direct them to the full video on YouTube, and maybe, in the video or in the description box you can provide them with an exciting offer on your website. This is how you can promote your brand on multiple platforms and encourage your audience to interact with your brand more, ultimately impacting your reach.

2. Platform-Oriented Content

By now, all of us have understood the importance of creating content tailored to satisfy every platform’s demands. With content creation, you must also be considerate of the platforms’ strengths and requirements and craft your content accordingly. It doesn’t mean you alter the core of your brand’s identity for every platform, but the representation of it has to be tailored accordingly.

The way you create reels for Instagram, podcasts for YouTube, and opt for long explainer videos for LinkedIn. In the same manner, concerning cross-channel PPC, you can use keyword-based ad copy for Good Ads and short, attractive copy for Facebook Ads.

3. Set Your Goals

Whatever in the campaign you want to achieve is not possible until you set goals and develop KPIs to evaluate the success level. For cross-channel PPC advertising, you need KPIs and objectives that you want to achieve through these advertising efforts, align your efforts towards a common goal, and decide what you want to achieve from this. Set a clear aim so that you can measure what success looks like for your brand.

4. Understanding Cross-Platform Remarketing

You must have a clear understanding of which platforms function great together for cross-platform remarketing. It will enable you to choose the right platforms for your retargeting. For instance, you can use Instagram and Meta for effective retargeting as they are owned by the same company. You can pair LinkedIn and Twitter for B2B campaigns. Moreover, Amazon and Meta Ads go well together for attracting shoppers who can be retargeted on the platform they spend most time on.

5. Using Display Ads

Display ads can be a great tool to reach a wider audience and amplify brand visibility. You must incorporate digital ads into your cross-channel PPC campaign which behaves as an additional medium to interact with your potential buyers.

Your display ads can consist of your brand’s message through attractive visuals, videos, interactive elements, banners, or in-app ads that captivate your audience’s attention. By focusing on display ads, you expand your reach across various platforms and open the door of brand visibility that can eventually reflect on your reach.

Cross-channel PPC advertising is challenging but it is definitely worth all your efforts. All you have to do is understand the complexities, embrace the latest trends, and devise strategies accordingly. If you successfully incorporate these campaigns across different platforms you can unlock your reach to a wider audience.

If you are looking for the best PPC service provider who can look after cross-channel PPC advertising strategies for you, Digital Gravity is the best choice. Our professionals understand the intricacies of each platform and with data-driven methods, they aim to maximize the reach of your brand just how you want it. Reach out to us for more details.