PPC Strategies to Boost Campaign Performance
PPC, or pay-per-click advertising, has proven to be a viable online advertising strategy for businesses of all sizes in recent years. This form of advertising has a huge influence on the profitability of an online business in the digital age. PPC advertising not only raises brand awareness but also increases sales. Even Google admits that search ads can increase brand recognition by 80%.
Unlike most other online advertising platforms, PPC is known for giving you more control over your advertising expenditures by allowing you to track ad success in real-time. Before we get into some great recommendations that can help you boost the effectiveness of your campaign, let’s have a look at what exactly a PPC campaign is.
Goal Should Be Well-Defined
You can’t optimize your PPC campaign properly until you have a defined and quantifiable aim. Keep in mind that your goal is the starting point for your optimization approach. You won’t get anywhere if you don’t have a good road map to follow. First and foremost, you must decide what you want to accomplish with your paid search advertisements.
Your objective could be to increase traffic to your website, increase sales, or increase subscriptions or downloads, depending on your company’s goals. Always make sure your objectives are clear and attainable. They should motivate your entire workforce to achieve your company’s objectives.
Take the lead Through Remarketing.
According to research, approximately 2% of potential buyers engage on their first visit. Does this imply that your PPC advertising is a waste of money? Not. All you have to do now is pair them with remarketing (or retargeting) efforts to increase their effectiveness.
This method entails employing advertisements to track potential customers who have clicked on your ads or visited your website. Placing your ad in front of them acts as a subtle reminder of the action they may have intended to do on your website.
You may divide your remarketing lists in Google Adverts to offer ads to users based on their demands and the landing page where they first saw the PPC ad. Creating an ad group made up of people who have already viewed your landing pages could help you boost your conversion rate.
Campaigns Should Not Be Reliant on Budget
One of the most difficult principles for businesses and novice advertisers to grasp is that campaigns should not be limited by budget. Any good PPC campaign should be profitable. The simple principle is that the more money you put into your most valuable advertisements, the more money you get out.
Limiting productivity by budget means limiting your company’s earnings and growth. You have a budget to stick to, but it’s in your best interests to keep it as flexible as possible while monitoring KPIs like ROAS and attributing profit to individual campaigns.
You can boost or transfer investment towards your most successful campaigns in this method, resulting in increased revenue. It’s time to cut your bids if a campaign’s budget is limited, and it’s also failing in terms of ROAS. This will always result in more clicks for the same expense, increasing ROAS and enhancing ad campaign profitability.
Manual Bidding Proves to Be Beneficial
You won’t get the desired results without the proper bidding strategy, no matter how good your PPC advertising is. The objectives of your campaign determine the strategy you use for your bids. You can use the standard automatic cost-per-click (CPC) bidding mechanism if you want to receive the most clicks for the least amount of money.
However, allowing Google to perform the work for you has a few drawbacks. One of them is the lack of a simple way to modify your campaign if it isn’t working. This issue can be solved by using manual bidding.
This more personalized, hands-on bidding technique improves ad visibility, lowers the cost per action (CPA), and helps you to pick keywords that convert better.
Add Keywords that Perform
Choosing the correct keywords is critical in any PPC campaign. Although Google provides a tool to help you create a keyword summary based on your website analysis, you must choose keywords with a high CTR to ensure your campaign’s success.
Before incorporating keywords in your ad copy, make sure they’re performing well. Choose the ones that excel at what they do. Suppose your target audience is located in a different country. In that case, it’s a good idea to use a VPN service to see which keywords are ranking in their area.
A VPN can allow you to adopt a certain location’s IP address and surf the web like a local. Though there are many VPN options, choose prudently because not all are equal in terms of reliability.
Revisit Your Keywords
When was the last time you looked at your keywords with a critical eye? Now is a wonderful moment to consider increasing your existing keyword lists, upgrading your negative keywords, and removing underperforming keywords.
A few keyword changes could have a significant impact. Even small changes like adding an adverb, eliminating a term with low search volume, or looking up which terms your competitors rank for will help you get closer to more hits and a greater ROI.
The process of PPC optimization is never-ending. And, with so many new options and improvements every year, it’s practically impossible to succeed without periodically assessing your techniques so you can keep improving them. The finest PPC ads are clear, constant, target the proper demographic, and deliver on their promises.