The overall conversions and income of an advertiser can depend heavily on the success of a PPC campaign.
What better approach to discover potential clients than when they conduct precise searches on Google or Bing?
However, because you must pay for each click on your advertisements, a poorly run PPC campaign may end up costing more (and sometimes much more) than it earns.
Although your company’s target market and messaging are particular to you, there are several fundamental strategies that apply to PPC campaigns regardless of the sector.
There is no magic formula for running a successful and fruitful PPC campaign, but you can alter a lot of levers to enhance your results.
Six of the most crucial are listed below (but often overlooked)
1. Ensure the Relevance of Your Landing Page
One of the most important elements of paid search is frequently ignored.
Making a sale is the ultimate aim of PPC marketing.The first part of winning is getting qualified leads to a landing page with a successful PPC ad, but that’s only the beginning.Then, it is up to that landing page to turn that potential customer into a paying one.Making the message of your ads coincide with the message of your landing page will help you optimise your landing pages for PPC conversions.
The click-through and conversion rates should increase while the CPC should decrease if your keywords, ad copy, and landing pages all remain consistent.
2. Improve Negative Keyword Performance
Negative keywords are one of the most effective tools you have to protect the integrity of your Google Ads and Microsoft Ads campaigns.You can declare on both platforms which keywords are inappropriate for your good or service.You can exclude terms like “family,” “cheap,” and other qualifiers to ensure that they only receive qualified traffic. This will prevent traffic from searchers who aren’t in your target market.Just as vital as telling Google who you are, it’s also important to explain what your product and service do not offer.While you can focus by adding distinctive keywords to certain ads, you can also add negative keywords at the campaign level.
3. Select the Appropriate Keyword Match-Types
PPC advertising is a conduit for direct attribution marketing, and Google Ads depends on keyword-based user intent.
When a user enters a search phrase into Google, suitable adverts are displayed in response based on how the auction system evaluates the search term.It’s crucial to comprehend the keywords you use in your PPC campaign as well as the kinds of modifiers you apply to those words.There are four different categories of keyword matches, giving you four different options for “telling” Google and Bing how to treat the keywords you clicked on.
Broad: This will match searches with any words, in any order (including synonyms), that include the target keyword. It is the widest net you can cast.
4.Change the keyword match type over time.
I often begin a new Google or Microsoft Ads campaign with a number of ad groups that have strong themes of related keywords.Because they provide a good level of control over when my ads show but also enough opportunities for the advertisements to run so I can collect data, I frequently start out with Broad Modified match types.As time goes on and the data starts to reveal what truly converts, the emphasis tends to shift toward a blend of Modified Broad, Phrase, and Exact Match words.
5. Complete All Ad Content That Is Available
Expanded Text Ads (ETAs) have had a significant impact on the Google Ads market since its debut in July 2016.ETAs offer PPC managers a great chance to create a story about a product or service by giving more room for pertinent content.An advertiser’s entire conversion and income may depend on how successfully their PPC campaigns are executed.What better way to discover potential customers than when they conduct precise searches on Google or Bing?However, because you must pay for each click on your advertisements, a poorly run PPC campaign may end up costing more (and sometimes much more) than it earns.
6. Make use of all pertinent ad extensions
Many PPC accounts place a lot of emphasis on the headlines, paths, and description of the primary advertisement.Ad Extensions, however, can significantly improve the performance of your ads and are a crucial component of the user experience.
There are several ad extensions available, however the following are the ones that are most frequently used:Sitelink Extensions are extra links to certain landing pages on your website that your clients may find useful.
With the use of callout extensions, you may increase reader trust by introducing phrases like “Fast Professional Service” or “Peace of Mind Guarantee.”
Include structured snippets to give more details about the features available. Make sure to select a category because these are based on specific ones.
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