Pay per click (PPC) services use advertising as arguably the most effective form of online marketing. The name implies it works on a pay-per-click basis; for instance, when ads are clicked on by a user, the advertiser pays a fee to Google.
It sounds straight forward. Not only can PPC advertising bring targeted and qualified traffic to your website, but its method is also consistent and scalable. Achieving success using PPC services is simply a matter of optimizing your PPC campaigns efficiently and avoid the common PPC mistakes.
Therefore, in this article, you will learn the seven tips and tricks involved in optimizing your PPC campaigns.
Define your goal
Every project needs a purpose, so does PPC advertising. Without a definite and measurable goal, you cannot optimize your PPC campaigns. Your campaign goals are the foundation of your optimization process. That is why you need to ensure that you have a roadmap to follow before hiring a pay per click experts for your advertising.
It is important to remember that you should have realistic PPC goals. The objectives are what will tell the level of achievement in terms of how they relate to goals. Do you want to drive more traffic to your site or do you want to maximize leads, sales, downloads and subscriptions?
The optimization process of your PPC campaigns depends on the goals you are trying to achieve. After defining your goals, you will be able to compare your campaigns and see if you have reached the desired level or not.
Focus on high-performance keywords
To optimize your PPC campaigns, you need to check the performance of your keywords. Since they are the building blocks of all PPC campaigns, it is crucial to keep a check on them.
After reviewing your keyword’s performance report, you can see which keywords are the best performers and are paying you back.
The best performing keywords are the ones that bring in more business, and hence, you should focus on these keywords. One thing to remember here is that just because some keywords are performing the best does not mean that you should let them run on as they are.
Keep introducing changes at the bidding strategy of these keywords. By doing so, you can trace out the optimal bid for each of the keywords.
You should always check on the Keyword quality and performance indicator of your keywords. Mark the quality score across all keywords to check which keywords are consistently top performers.
Remove Low-Performing keywords
While on the one hand, there are keywords that are outstanding and top performers. While on the other, there are keywords that are poor performers and hurt the performance of the entire campaign.
These keywords do nothing when it comes to getting traffic or conversions and additionally waste your advertising spend. After analyzing the performance of your keywords, pause the keywords that are not performing well, i.e., not generating impressions, clicks or conversions.
There are different types of non-performing keywords.
First, some keywords have no impressions
The solution to this problem is to ensure that your keywords are carefully targeted. Users will only find your site or product if proper focusing falls within their search query.
Lastly, some keywords have clicks but do not have conversions.
If you are getting a substantial amount of clicks but no conversions, this means that either you need to hire PPC team to manage the website. Using a professional team highlight the present failures and propose the necessary elements to generate more conversions.
The initial step to check why your clicks are not turning into conversions is to analyze your PPC campaigns. To identify the main issues which are preventing conversions, you can review many factors within the campaign.
- You can check the Search Query Reports in AdWords to find the root cause.
- You can check your website to look for more reasons for the non-conversions.
- You can analyze and test the design, Call-to-Action and landing page.
- Always ensure that your ads are directed towards a landing page and not your homepage.
There may be other reasons that your keywords are not performing beyond these. Perhaps the bid of the keyword is not high enough – or the search volume of the keyword is too low. It could be that the keyword lacks relevance, or the match type isn’t appropriate.
Either way, to avoid losing money, you need to track the performance of your keywords.
Have a Negative Keyword List
Negative keywords are essential keywords that save your advertisement budget by preventing your ads from getting triggered by irrelevant search queries. They help you make sure your announcements appear only in front of those who are looking for your offer.
Negative Keywords give you a chance to filter out any unwanted traffic and save some dollars that otherwise would have been wasted by the irrelevant clicks.
For example, if you sell New Laptops, you might create ads using New Laptops as your keywords. But your ads may get displayed to users searching for Old Laptops, Repair Laptops and Second-Hand Laptops.
Since you only sell New Laptops, not Old, Repair or Second-Hand Laptop, getting triggered to these ads is not helpful and will bring in no returns. Therefore, to save your ad budget, you can add Old, Second-Hand and Repair as negative keywords.
After adding these negative keywords, your ad will only get displayed for a search query that is directly correlated with your targeted keywords. Apart from saving your ad spend, negative keywords can also improve your PPC campaigns by increasing your click-through-rate (CTR), conversions and quality score.
Because the negative keywords make the ads more targeted and focused. Generated clicks are more conversion-oriented, and when your CTR and conversions.
Optimize your keyword bids
The moment you are done selecting the top-performing keywords, create your negative keyword listing. Separating the non-performing keywords follows before the keyword bidding process.
You give the relevance of the keywords in the campaign by conducting a bid optimization. This stage depends on your marketing strategy and varies from one campaign to another.
Create compelling PPC ads
The ad copy is the first point-of-contact between you and your potential customers. As the saying goes, the first impression is the most important, so make sure that your ads are compelling and engaging. A distinctive ad copy attracts more and more potential customers.
This involves creating attention-grabbing headlines. Most people browsing online only scan the screen and focus on the headline, so make sure it enticingly describes your product or service.
You should also make your ads specific and relevant. No beating about the bush, be concise and get to the point. Moreover, avoid using unnecessary words and include those words only that adds value to your product or service. Highlight the unique selling proposition and include a strong call-to-action (CTA).
A good CTA measures the effectiveness of your PPC campaigns and also increases the CTR. While creating a CTA, avoid the use of generic phrases like ‘click here’ and instead use phrases that convince the users to click the link and complete the desired course of action.
Put in ad extensions
Ad extensions are the ad formats that show additional information about your product. When you show extra information about your products, you help your customers get to know you and your products optimally.
Ad extensions also improve your visibility, increase the CTR and improve the overall ROI. To ensure that your PPC campaigns benefit from the Ad extensions, you need to choose the right ad Extension.
Sitelinks extensions are the additional links in the ads that direct visitors to reach their desired location on your website. These extensions provide links to other landing pages to give more specific options.
PPC services allowing visitors to get more details with the help of just one click. This does not complicate things if you get PPC experts for hire do their work as expected.
Using extensions within the app in the form of links just below your ads, and direct the visitors to the App Store or provide a download link of the app. Review extensions come from online reviews, which online customers are proven to trust and turn to.