Does your PPC campaign have a 100% ROI? If not, then it needs some tweaking. According to Google, for every dollar you spend on Google Ads, you can get $2 in return.
While it may sound too good to be true, 79% of marketers say that PPC is hugely beneficial for their business. If you want to join them, let’s go over 10 easy ways to improve your next campaign.
1. Start with a Realistic Goal
Setting S.M.A.R.T. goals can help strengthen your PPC marketing efforts. “A” in S.M.A.R.T. stands for achievable. Make sure it’s possible to achieve the goals you are setting within the timeframe you shoot for.
Some examples are:
- Keep the cost per conversion under $20
- Get 20 call leads per month
- Average CPC (cost per click) shouldn’t exceed $(enter number here).
Look back at your previous campaigns to get an idea of which goals are achievable for your company.
2. Conduct Keyword Search
Your PPC campaign is only as good as your keyword search efforts. Find which keywords are relevant to your business and draft your ad parameters accordingly. If you aren’t coming up with sufficient keywords by brainstorming, check out what works for the competition.
3. Organize Your Campaign into Ad Groups
Ad groups allow you to categorize similar products and services within a campaign. They allow you to optimize your ads for specific products and service offerings, giving the user a better search experience.
For example, if you sell clothing, you may want to make separate ads for children’s and adult apparel to target the right chunk of your target audience.
4. Focus on High Performing Keywords
Dispersing your PPC campaign effort over numerous keywords won’t bring the desired results. Single out the highest performing keywords to use in the campaign. Consider:
- Keyword relevance to the ad copy
- Click-Through Rates (CTR)
- Matching potential
5. Create a Negative Keyword List
Negative keywords prevent your ad from being triggered by a certain word or phrase. By making such a list, you can avoid clicks from people, who are searching for something entirely different from what you are offering.
For example, a company sells luxury leather couches in Seattle. It wants to avoid searches like “best leather couches in LA” or “buy leather couches cheap.” “LA” and “Cheap” are negative keywords.
6. Use Ad Extensions
Ad extensions are extra data that shows up below your ad copy. It’s an excellent way to pack more information in your ad. For example, a location extension can show the address of your shop. Call extensions list your phone number. Message extensions allow immediate messaging, etc.
7. Allocate Budget for Remarketing
Only about 2% of leads convert after the first visit to your website. To capture the rest, you need to invest in remarketing efforts. Take advantage of the retargeting method to follow your audience after it leaves your website and shows relevant ads to it along the way.
8. Continuously Track and Optimize for Conversion
PPC campaigns are easy to track as long as you monitor them regularly. Daily monitoring can help you gain valuable insights into what you are doing right (or wrong). This information allows you to keep optimizing your PPC campaign for conversion.
9. Don’t Click Your Ads
Don’t search for your ads or click on them.
- It will cost you money.
- If you close the window soon after clicking, it will increase the bounce rate and decrease the keyword’s quality score.
- If you click the ad repeatedly, Google may view your actions as a malicious attack and block your IP.
10. Hire an Agency to Help
At first, running a PPC campaign may seem straightforward. In reality, it comes with numerous nuances, the details of which change regularly. To make sure you are getting the best value for your money, consider asking for expert assistance.
At Reap + Sow Marketing, we have many years of experience setting up successful PPC campaigns. If you need valuable advice to improve your PPC efforts, don’t hesitate to contact us at any convenient time.