09 Nov Tips To Improve Your PPC Campaigns
PPC stands for Pay-Per-Click. It is a form of paid ads running on search engines and online platforms. Every time a paid ad is clicked by a viewer, the advertiser pays the fee for it. PPC on search engines is most common. A paid ad certainly has the privilege to run at the top of all the organic results, as you want to buy maximum visits.
Search ads increase brand awareness by 80%, as confirmed by Google. Further, it helps in boosting sales also.
Still, every PPC campaign run by an advertiser does not guarantee sales. Here comes the role of optimizing PPC campaigns.
Tactics to enhance the performance of paid campaigns are discussed below.
GOAL MUST BE WELL-DEFINED
Defining a goal may look very basic. But it consumes most of the time in planning and researching. Without any road map and target, you would not reach anywhere with paid ads.
Goals can be set as per the business needs:
-Attaining more downloads or subscriptions.
-Gaining adequate web traffic.
Realistic and clear goals can only inspire the team to work in a specific manner. In this way, accomplishing company targets would be smoother.
KEYWORD QUALITY TO BE OPTIMIZED
Overloading keywords in the PPC campaigns is the chief reason for not getting desired outcomes. As per the study, PPC campaigns attract sales from merely 12% of its keywords. Thus, excessive keywords must be avoided.
The keyword quality can be improved on the basis of Ad relevancy, landing page experience, and Click-through rate.
Following are a few tips to improve the quality score of keywords:
-Ad copy must be as per the keywords in search queries.
-The keywords with the highest number of clicks or CTR must be prioritized to generate traffic.
-Ad’s keywords must match the content of the landing page. Dynamic Text Replacement feature can be used for this.
APPEALING AD COPY
Ad copy headlines are the first thing any prospective viewer will see. They must be engaging.
Few tips to improve PPC adds are:
-Convincing ad copy must be written in the character limit. USP must be clearly stated.
-Be relevant. Link all ads and keywords with appropriate landing pages.
-Call-to-action must be added. This welcomes interested viewers to easily contact.
-Attractive words like Free, Exclusive, Today only, instant, etc in ads.
-Headlines must be attention seekers.
INTEGRATION OF DATA
Combining Search data and Analytics data in the same frame gives a better perspective of performance. Because Google Analytics helps to make informed marketing decisions.
To link Google Analytics and Google Ads, you’ll need permission to analytics accounts and administrative access to ad accounts.
When both accounts will be linked, you can view the following analytics:
-By the “Goals” option in analytics, you can check what actions visitors actually do on your site.
-How many clicks led to new website visitors.
-From PPC, for how long people stay on your site.
Moreover, you can infer which keywords are best at attracting site visits.
TAKE CARE OF NEGATIVE KEYWORDS
Negative keywords help in excluding certain search terms from your campaign. This will help in focussing on the keywords that only matter to you and your clients.
Thus, negative keywords must be kept in the campaigns. So, your paid ad does not get wasted on an irrelevant search query. This certainly helps in saving your budget.
For example, you deal with the iPod only. But your paid ads get displayed to searches for iPhone, iWatch, and more. Thus, you can add those search terms to your negative keyword list.
Moreover, with high impressions due to irrelevant searches, the ads are pushed down at lower positions. This decreases the CTR.
To improve CTR and ad performance, negative keywords can not be ignored.
To ensure the ads work best for you, use bid management in Google and Bing ads.
At first, you must know from analytics that how many searches are taken by people to convert with you. Thus, you will know which bidding works best for you.
Your PPC campaign budget depicts how much you’re willing to pay for each click on your ad. On Google ads, there is a daily budget. While on Facebook and Twitter, you have to select your suitable payment increment.
Further, you can apply automated bidding on the search engine. This depends on the last-click conversion model if there is less conversion.
On the other hand, if the conversion is high then it should be based on many-per click conversion models. So that, all required keywords leading to conversion can be covered.
Automated Bid management with rules:
-Third-party platforms like, Adzooma can be used for managing bids. This ensures the performance of your account is up to the standard of automated rules.
-Analyze the frequency of conversions, impressions, and clicks to attain the target KPI.
-Based on the above criteria, you can set up automated rules. This will help in driving great performance of the account and saving your time.
-For the large-scale advertiser, who is overloaded with various campaigns automated bid management is a great help.
MAKE USE OF AD EXTENSIONS
To display extra information in your ad copy, Ad extensions are used. There are two types of ad extensions; Automatic and Manual.
As the name suggests, automatic ad extensions work on its own. It allows various options like the previous visit, customer rating, dynamite site link, etc.
Whereas, manual ad extension can be customized as per your requirements. It also offers features like location, calls out, calls, site links, reviews, etc.
Undoubtedly, mobile users can not be neglected while creating ad campaigns. Because the maximum population makes search queries from their smartphones.
As a mobile advertiser you must take care of a few tips:
-Avoid long-tail keywords, as mobile users do not tend to type long search queries.
-Landing pages must be mobile-friendly, to get the maximum benefit.
-Call action buttons must be responsive to mobile.
OPTIMIZING AD CAMPAIGNS
The foundation of every PPC performance is a strong ad account structure. You must look forward to the following areas while creating a new client account:
-Number of keywords in every ad group.
-Count of ads in each ad group.
-Relevancy of keywords with each other and with the ads in each group.
Generally, it is best to have only a few campaigns focused on each theme, location, or product. An apt way to make campaigns and ads is by looking at your website structure.
Monitor the campaigns regularly and do adequate changes to make it successful. Show your ads at the right time, when there are peak visits, also carefully target your locations.
It is not wise to have several campaigns if you run a smaller business. Because it will stretch your budget across your account.
Rather, in small businesses, you can have a slightly higher budget for your “top sellers” only and an alternative campaign with less budget.
Bounce rates are very common in PPC marketing. With remarketing, you can re-capture the attention of prospects who have visited you before.
Remarketing allows running dedicated ads towards your past visitors who are interested in your products but did not convert.
There are many ways to boost remarketing to enhance ROI and conversion rates. For instance, work with famous influencers in a particular niche, try lead magnets, etc.
PPC advertising helps in gaining higher impressions on search engines and influence conversions, irrespective of the shape and size of your business. Unfortunately, there is no ideal and perfect way to excel in paid ad campaigns. It is an experience of pure trial and errors. The learnings from its help in further improvement.