As we all know, PPC advertising is highly beneficial for the growth of any business. So, you must be planning to launch or maybe already launched a few PPC campaigns. Well, everyone must have told you that it’s a simple process.
But, you must know that creating an effective PPC campaign requires lots of efforts. You can only reap the actual benefits of PPC advertisements if you create compelling ads and keep the basic principles of PPC ads in your mind.
Well, if you don’t know anything about creating or optimizing PPC campaigns, then we have got your back! However, you can also hire PPC experts for this task. Today, we are going to discuss how you can optimize your PPC campaigns for better results. So, let’s go ahead.
Table of Contents
Know your Exact Goals
The first step to optimize your PPC campaign is to gain adequate knowledge about your goals. Trying to achieve success in PPC campaigns without having proper goals will only waste your time and money.
So, create measurable PPC goals so that you can evaluate whether the ads are helping in achieving the goals or not. Some general goals are driving more traffic, increasing sales or getting more subscribers to your site. You will have to create different campaigns according to the goals, so don’t miss this step.
Place better bids on High Performing Keywords
Bidding on the right keywords is an essential part of PPC campaigns. The best thing about PPC campaigns is that you can know the exact performance results. From these results, you can easily find out which of the chosen keywords have a high-performance score.
Initially, place your bids on any keywords that you think are relevant according to your industry. In a few days, you will be able to know which of these keywords are performing high.
After knowing these top-performing keywords, you can divert your bids in that particular direction. The quality score and conversion rates of keywords are the indicators of how well your keywords are performing. So, keep a regular check on it.
Put a Pause on Low Performing Keywords
While checking the performance of your keywords, you will also come across some low performing keywords. Such keywords harm your entire campaign because they don’t generate the desired result and hence, waste your money.
Identifying the low performing keywords is as important as finding out the high performing ones. You will find many types of low performing keywords. Some of these are incapable of generating any impression. That happens with keywords that are not searched by users.
Some of these create an impression, but not get many clicks. The reason behind it is the lack of relevancy. You may also find a few keywords that have clicks but no conversions. It means there is some flaw in your whole campaign or your landing page. So, you need to find out these keywords, address the issues and put a pause on keywords whose performance can’t be improved.
Improve your Quality Score
The user experience and the positioning of your PPC ad highly depend on the quality score of your keywords. This quality score is decided on the basis of three factors that are the quality of your ad, the relevance of your landing page and the expected click-through rate.
It means that you have to improve all these three things to increase your quality score. Having a high-quality score will also decrease your costs, so optimizing it is essential.
How to Improve your CTR?
- Make use of proper keywords
- Make use of site link extensions
- Properly utilise the ad extension
- Place higher bids
- Ensure that your keywords align with the ads.
- How to Improve the Relevance of the Landing Page?
- Make your pages easy to navigate
- Optimize the website loading speed
- Use exceptional and interactive content
- Create eye-catching headlines
- Make your landing page responsive
- How to Improve Ad Quality?
- Mention the negative keywords
- Ensure that your ad and keywords have a correlation
- Write catchy content
- Convey your purpose in lesser words
- Make single keyword ad groups.
List out Negative Keywords
There are some words which will trigger your ads when someone will search for them, but these are not directly related to your business. If your ad appears on these keywords, then it is your loss because the people using these keywords aren’t your target audience. In fact, for many of these searchers, your ad will be useless. These words are known as negative keywords.
Let’s understand this by an example. Suppose you sell new cars. Now, you might use the keyword “new cars” to create your PPC ad. But, your ad will also display in search results like “second-hand cars” “old cars” or “car repairs”. As your services won’t be of any use for these searchers, so your ads will be a waste at that place.
It will also waste your budget if your ads will be triggered by these keywords. But, you can create a list of all these negative keywords and add these into the negative list of the campaign. By doing so, your ads won’t appear for these words; thus, you will be able to save your cost and get a better quality audience.
Create Precise and Eye-catching Ad Copy
How you are conveying your message also affect the overall performance of your PPC campaign. It means you have to focus on the content of your ad copy as well. To make it compelling, you should add catchy headlines and less text.
People usually scroll in the search results; which means that they only read headlines. So, try to define your purpose in the headline. Don’t forget to add interesting CTA. Avoid using generic call-to-actions like “buy now” or “click here”.
Don’t try to fluff your ads with lots of information. Only mention the information which is important to define the product, service or the offer. The audience can read full details; once they will click on your ad.