With 2020 bringing so many ups and downs how do you safeguard your PPC campaign performance?
Tips to do PPC advertising successfully
Over the past few months, PPC or pay-per-click advertising has lost some ground due to the COVID-19 outbreak but now out to become again a promising online advertising solution for businesses of all types.
In the digital era, PPC advertising has a substantial impact on the success of a business that grows online. Not only PPC ads improve your leads, but they also increase sales. Even Google confirms that PPC can boost brand awareness by 80%.
If you’re the PPC campaign manager of an organization, but not getting enough success out of your advertising effort, this post is for you.
I am sharing a few actionable tips that will considerably improve the performance of your campaigns, but first, let’s quickly understand what precisely PPC ad is. If you already know, you can skip this section.
Unlike most online advertising methods, PPC is well-known to provide better control over your advertising costs as it enables you to analyze your ad clicks in real-time.
Nine advice to boost your PPC campaign performance -
Until you have a clear and measurable goal, you can’t optimize your PPC campaign properly. Remember, your goal is the foundation of your optimization process. If you don’t have an accurate road map to follow, you won’t reach your target. Firstly, you need to decide what you want to achieve from your paid search ads. Depending on your business requirements, your goal could be:
Always set clear and realistic goals. They should encourage your entire team to work toward the completion of your company’s goals.
In any PPC campaign, it is critical to select the right keywords. Although Google provides you a tool (Keyword Planner) to create a keyword list based on your set criteria, to ensure the success of your campaign, you must choose the keywords that have a high potential, which means typically high searches with moderate or low competition.
Check the success probability of keywords before including them in your ad copy. Choose the ones with supreme potentiality.
If your target audience resides in a different geographical location, it is advisable to figure out which keywords have maximum search possibilities in their region. Choose keywords wisely as not all will be beneficial in terms of quality output. You may need to use more than one tool if you want to invest in keywords with more confidence.
One of the primary reasons most PPC campaigns tumble is, they have too many keywords. So, avoid keyword congestion. Instead, your aim should be to improve each finalized keyword’s quality score. Three of the primary factors that define the quality of your keywords include:
Here are some guidelines to improve the quality score of your keywords -
Negative keywords can save your campaign budget to a great extent as it prevents your ads from being triggered by inappropriate searches. These keywords help you avoid junk traffic hitting your account. For example, if you deal with iPhone only, but your ads are being displayed for searches like iPod, iWatch, and iPad too, then you can add those keywords into your negative keyword list.
Ad copy plays a major role in shaping the success of your campaign. So, put some serious efforts into constructing engaging ads.
Check out some quick instructions to craft exceptional PPC ads:
A high bounce rate is a common thing in PPC advertising. Well, retargeting and remarketing is an ideal way to capture those bounced visitors if you are considered those as missed opportunities. You can use it re-capture the attention of prospects who are still in the awareness or consideration phase. Retargeting enables you to show targeted ads to shoppers who have already viewed your products or services (or visited the landing page). There are several ways you can boost the performance of retargeting to increase your conversion rate and return on investment. For example, you can try out -
Add extensions to the ads are an ideal way to unveil added information about your product or service. There are two types of ad extensions:
A manual ad extension is a customizable addition that further has many extension types such as site link, location, call, review, call out, etc. In contrast, automatic ad extension works automatically. Similar to manual ad extension, it also has quite a few types such as customer rating, the previous visit, dynamic site link, and more.
Today, when around half of the global population uses a smartphone, you can’t overlook mobile devices when creating your PPC campaign. Make sure your landing pages are mobile-friendly so that you can get the optimum benefit out of your campaign. Give more attention to campaign analytics data as behaviors of mobile users are distinct and they do not surf the web like traditional searchers. For example, mobile users do not type much and instead tend to use the voice search feature. You should also select keywords accordingly. You may also look for ways to reduce form size on your landing pages rationally in order to reduce typing for mobile users.
To ensure the profitability of your campaign, you need to monitor it regularly. Some PPC account managers don’t invest adequate time to analyze their campaigns, which is another basic reason some PPC campaigns fail.
Don’t ignore the importance of systematic monitoring as it will help you gain valuable actionable insights to increase the performance of your campaign. If you’re using Google Ads, Google Analytics and Search Console should be convenient tools for you.
However, if you want to improve its effectiveness, you can invest in an automated solution that is capable of offering real-time reporting. If you can automate your Google Ads reporting, you can quickly find out critical information that you can use to optimize advertising strategies and enhance the performance of the PPC campaign. You can create some custom alerts for you inside Google Analytics so even the slightest change in your campaign’s performance gets your attention automatically and almost instantaneously.
No matter what the shape and size of your business are, PPC advertising can help you gain greater visibility on the web and boost conversion from online channels. However, to ensure your campaign is functioning as per the plan, you need to follow specific steps. In this post, we made you acquainted with knowledgeable information that will surely take your marketing campaign to the next level.
Share your views and questions in the comments below.
In the digital era, PPC advertising has a substantial impact on the success of a business that grows online. Not only PPC ads improve your leads, but they also increase sales. Even Google confirms that PPC can boost brand awareness by 80%.
If you’re the PPC campaign manager of an organization, but not getting enough success out of your advertising effort, this post is for you.
I am sharing a few actionable tips that will considerably improve the performance of your campaigns, but first, let’s quickly understand what precisely PPC ad is. If you already know, you can skip this section.
Unlike most online advertising methods, PPC is well-known to provide better control over your advertising costs as it enables you to analyze your ad clicks in real-time.
Nine advice to boost your PPC campaign performance -
1. Have a clear goal
Until you have a clear and measurable goal, you can’t optimize your PPC campaign properly. Remember, your goal is the foundation of your optimization process. If you don’t have an accurate road map to follow, you won’t reach your target. Firstly, you need to decide what you want to achieve from your paid search ads. Depending on your business requirements, your goal could be:
- Getting traffic to your website
- Getting leads
- Improving sales
Always set clear and realistic goals. They should encourage your entire team to work toward the completion of your company’s goals.
2. Use the right keyword
In any PPC campaign, it is critical to select the right keywords. Although Google provides you a tool (Keyword Planner) to create a keyword list based on your set criteria, to ensure the success of your campaign, you must choose the keywords that have a high potential, which means typically high searches with moderate or low competition.
Check the success probability of keywords before including them in your ad copy. Choose the ones with supreme potentiality.
If your target audience resides in a different geographical location, it is advisable to figure out which keywords have maximum search possibilities in their region. Choose keywords wisely as not all will be beneficial in terms of quality output. You may need to use more than one tool if you want to invest in keywords with more confidence.
3. Optimize the value of keyword (keyword score)
One of the primary reasons most PPC campaigns tumble is, they have too many keywords. So, avoid keyword congestion. Instead, your aim should be to improve each finalized keyword’s quality score. Three of the primary factors that define the quality of your keywords include:
- The relevancy of your keywords to your ad copy
- Click-through rate (CTR)
- The relevancy of your keywords to your landing page
Here are some guidelines to improve the quality score of your keywords -
- First of all, check out whether or not your ad copy is properly aligned with the search objective of your selected keyword. You should focus on crafting headlines that are relevant and can hit the pain points of your targeted viewers.
- Figure out the number of clicks your every keyword receives. Keywords with high CTR will cost you less, help you generate quality traffic, which can improve your conversion rate.
- You can use DTR (Dynamic text replacement) and Dynamic Ads features to match your ad’s copy with searched keywords and with the content of your landing page. It will help you show personalized content to your targeted audience for each ad.
4. Build a list of negative keywords
Negative keywords can save your campaign budget to a great extent as it prevents your ads from being triggered by inappropriate searches. These keywords help you avoid junk traffic hitting your account. For example, if you deal with iPhone only, but your ads are being displayed for searches like iPod, iWatch, and iPad too, then you can add those keywords into your negative keyword list.
5. Create an engaging ad copy
Ad copy plays a major role in shaping the success of your campaign. So, put some serious efforts into constructing engaging ads.
Check out some quick instructions to craft exceptional PPC ads:
- Due to space limitations, you need to use each character in your ad very smartly; as writing convincing ad copy while adhering to all the restrictions is an art. Your ad copy should clearly state your USP and reveal why people should choose you over your competitors
- Try to be as relevant as possible. As mentioned above, match all your ads with their pertinent landing pages and keywords respectively
- Make eye-catching headlines
- Don’t overlook adding a compelling call-to-action
- Consider using power words such as Instant, Hurry, Exclusive, Free, Now, and more to trigger a psychological or emotional reaction from viewers
6. Utilize retargeting
A high bounce rate is a common thing in PPC advertising. Well, retargeting and remarketing is an ideal way to capture those bounced visitors if you are considered those as missed opportunities. You can use it re-capture the attention of prospects who are still in the awareness or consideration phase. Retargeting enables you to show targeted ads to shoppers who have already viewed your products or services (or visited the landing page). There are several ways you can boost the performance of retargeting to increase your conversion rate and return on investment. For example, you can try out -
- Different behavioral retargeting
- Lead magnets
- Work with famous influencers in your specific niche
- Re-engage people with abandoned shopping carts
- Up-sell or cross-sell to existing consumers
- Showcase different product categories and more
7. Utilize ad extensions
Add extensions to the ads are an ideal way to unveil added information about your product or service. There are two types of ad extensions:
- Manual Ad extensions
- Automatic Ad extensions
A manual ad extension is a customizable addition that further has many extension types such as site link, location, call, review, call out, etc. In contrast, automatic ad extension works automatically. Similar to manual ad extension, it also has quite a few types such as customer rating, the previous visit, dynamic site link, and more.
8. Run mobile-optimized campaigns
Today, when around half of the global population uses a smartphone, you can’t overlook mobile devices when creating your PPC campaign. Make sure your landing pages are mobile-friendly so that you can get the optimum benefit out of your campaign. Give more attention to campaign analytics data as behaviors of mobile users are distinct and they do not surf the web like traditional searchers. For example, mobile users do not type much and instead tend to use the voice search feature. You should also select keywords accordingly. You may also look for ways to reduce form size on your landing pages rationally in order to reduce typing for mobile users.
9. Keep track of campaign performance
To ensure the profitability of your campaign, you need to monitor it regularly. Some PPC account managers don’t invest adequate time to analyze their campaigns, which is another basic reason some PPC campaigns fail.
Don’t ignore the importance of systematic monitoring as it will help you gain valuable actionable insights to increase the performance of your campaign. If you’re using Google Ads, Google Analytics and Search Console should be convenient tools for you.
However, if you want to improve its effectiveness, you can invest in an automated solution that is capable of offering real-time reporting. If you can automate your Google Ads reporting, you can quickly find out critical information that you can use to optimize advertising strategies and enhance the performance of the PPC campaign. You can create some custom alerts for you inside Google Analytics so even the slightest change in your campaign’s performance gets your attention automatically and almost instantaneously.
No matter what the shape and size of your business are, PPC advertising can help you gain greater visibility on the web and boost conversion from online channels. However, to ensure your campaign is functioning as per the plan, you need to follow specific steps. In this post, we made you acquainted with knowledgeable information that will surely take your marketing campaign to the next level.
Share your views and questions in the comments below.
No comments:
Post a Comment
Thank you. Please subscribe to our blog for more.