Some of the many ways to drive traffic to your website. They Include social media marketing, SEO, and email marketing. All these take time and do not produce immediate results. To get immediate results for traffic businesses turn to PPC advertising. It is the best digital marketing strategy. Especially if you don’t have top organic search engine rankings. To succeed in a single PPC campaign is quite an achievement. But to deliver excellence all the time is altogether remarkable. Therein lies the rub. To achieve this in a consistent manner, you need to follow some winning processes. This way you can improve your PPC campaign and your bottom line. The goal is to have an active campaign that brings excellent results and positive ROI.
- The biggest factor that will determine success: Knowing your business & your goals
Mind you they are crucial. Do the research on your customers Business objectives. You need to understand your client’s business. Products, services and the target audience. Else, you will target wrong keywords, create ad copies that won’t sell. In other words, you focus on wrong people, and websites. In short you will lose a lot of $ and that too pretty fast.
Have a clear and defined goal for your PPC campaign. Whether it is branding, conversions, leads, etc. If the primary focus is on brand building, then run CPM campaigns. If it is on conversions, then it is CPA campaigns. Find out your main online competitors. How you are different from the competition. The reason people should buy from you.
- Keep tracking till you strike rich
One of the many benefits of PPC advertising is that you can maintain a tab on every penny spent. You can try the free conversion tracking tool for Ad words. This tool shows what happens just after a customer clicked your ad. Did they buy? Did they sign-up for a newsletter. If it’s yes, then which keyword, ad, ad group or campaign triggered it?
On analyzing this data. You can adjust your campaign and make sure your keywords and ads are paying off.
- Bet on the very best
Your topmost priority as a marketer is to generate the most revenue for your client. Say a keyword, ad, ad group or campaign brings more conversions.
It makes sense to increase its budget or transfer some from the low performing campaigns. But, if something is not selling then just leave it and focus on what works.
- Remarketing campaigns are rewarding
They have proven to increase the ROI for many businesses. Almost always profitable.
- Negative words bring positive results
Spend more time managing the list of negative keywords than on relevant keywords. Make sure your ads appear for all relevant keywords. It’s a good practice. See to it that your ads don’t surface for irrelevant keywords. These outnumber the relevant keywords.
Keep adding negative keywords on a daily basis when you log into your MCC. All this willl help to control ad spend if you are on a small budget.
- Optimize Ad copies & landing pages
Have a unique ad text for each ad group matching the keywords. Start developing ads relevant to those sets of keywords and your landing page. Each product will have its unique value proposition. Write unique selling point to target with your ad copy.
Go to Google and search for each of your target keywords and find the ad copy that your competitor use. It gives you an idea on wording your ads. In the 100 characters of ad space. For every target page & ad group on your website. Run two ads together as distinct variant as possible. The way users react to each message will help determine further refinements.
- Right keywords should be left
PPC campaigns begin with using relevant keywords fitting your niche. Lookup the keywords your competitors use and bid on that basis. Start for a few targeted keywords. You will have a fair idea of ones that work.
View the keywords your customers, partners and suppliers use. Use tools like Google Ad words, word stream, word tracker and Spy Fu, for useful keywords or phrases. Make it a point to use plural forms of keywords. It’s possible they are more effective than singular forms.
- Zero in your target
Google ad words are one of the PPC campaign platforms. They offer targeting options for several different locations. It is incredible if your business relies on customers in varied locations. Capitalize on your campaign performance by focusing on Country, State or zip code. You can even set a radius on certain streets if you operate a local delivery service.
- Site Links and Ad extension
Want to improve your click through rate (CTR)? Use site links. They are incredible. Apart from highlighting benefits or features. They also offer more details about your business hours, product specifications. Ways to attract customers, direct them to your site.
The best technique to increase both your visibility and ROI is to use ad extensions, free of cost. You can attach a link in your ad. Visitors may click to either download, call your business, get directions or read reviews.
- Optimize landing page
Give PPC campaign a push by optimizing the landing page. While Landing page plays a big part in conversions. The main purpose of PPC advertising is to drive more targeted traffic to a particular web page. This web page should look professional, appealing and user friendly. You can’t have visitors landing there not knowing what you are advertising.
A graphic oriented and clean landing page is the most successful. It should have a clear and visible CTA. Keep the form fill-out short and sweet. Focus on collecting victor emails by placing a subscription box. Message match and make sure to meet your customers’ expectations. It pays to improve your quality score. Its score indicates the relevance of your keywords, ad copy, and the landing page. The higher your score more often your ads show with lower cost-per-click (CPC). With Google’s quality score advertisers with high quality ad campaigns get rewarded. They have traffic driven to the proper landing pages. Your landing page acts as an extension of your ad; work doesn’t end when a customer clicks your ad.
- Keep on reassessing your campaign budget
Regardless of account size. It is effective in increasing conversion volume, reducing CPA for smaller accounts. Few times throughout the month take a look at your budgets.
Reallocate them based on performance. For instance, if you have a branded campaign generating tons of conversions at a good CPA. Now if budget limits it, then it’s an excellent opportunity. Take some budget from a lesser performing campaign and divert towards your branded campaign
- Utilize day-parting data
Check the dimensions tab in Ad Words interface for useful metrics. Arranged by time, date and days in the week. If you have a call center operating on weekdays and ads, offer click-to-call extensions.
Use this to your advantage by adjusting the ad-scheduling part on campaign setting tab. It will show your ads during weekdays only. Lowering CPA in the long run. It also frees up the extra budget to use during the week.
- Check your phrase matches
Take control over your keyword and query matching. Cut costs and CPA as you don’t invest on loose matching broad keywords. Make sure to get the correct balance of the exact & broad match. It brings reach and precision in your campaign. The exact match gets high quality scores, taking it to a higher position at a lower cost. If your phrase and exact match are exhaust, then you need some phrase and broad match listings. It will snap the searches that exact match listing miss.
Running a PPC campaign is an ongoing process. Optimizing your PPC campaign is a labor of love. It’s no mean feat. With these tips, you are on the right track. This list isn’t exhaustive but more than useful. PPC accounts come in various shapes and sizes. It is important to tailor your strategy and choose the right fit. On the whole, these tips help you gain an edge over your competitors and Increase your revenue.