Internet is such a vast market where you can quickly lose track of your marketing goals, target market, and potential customers. And to keep your advertisement relevant and cost-effective, PPC or Pay-per-click comes to the rescue. But do you have any idea as to what PPC is?
PPC or Pay-Per-Click is a marketing tool and advertisement model where you place ads on an ad network targeting the desired market and then pay that network for every click you receive on that ad. Isn’t it a great way to boost your sale? Unfortunately, as through PPC, businesses only get interested customers on their sites.
Here in this article, we have shared some tips to improve your overall PPC game so keep on reading to learn more.
- Defining the Goals
Setting concrete goals is essential while drafting your PPC campaign, and without defining your goals, you won’t be able to measure your success. For example, what do you want from the PPC campaign? Do you want a boost in sales, to improve leads, or enhance subscriptions? Once you define the goal, it would be convenient for you to keep track of your progress.
- Experimentation With Variables
Experimentation is the key to make successful changes in your PPC campaign. There are so many variables available in an ad campaign, and you need to keep experimenting with the variables, including headlines, landing pages, ad copy, extensions, and callouts.
- Generic Funnel Targeting
General Funnel targeting is the use of broad keywords that do not specify your product or service. Driving the hyper-targeted traffic to the website is the ultimate goal of the PPC campaign. The hyper-targeted market will be interested in your products and services and thus boost your sales.
On the other hand, driving the loosely targeted traffic to the site gives you a much lower conversion rate, and thus the cost per sale will be higher.
- Tracking the Conversion Rate
How can you improve something that you can’t measure? The same is true for the PPC campaign. If you don’t have feedback on whether a click makes it to your PPC goal, how will you decide what to push or pause? So use the conversion tracking tools and optimize their PPC strategy accordingly.
- Choosing the Right Keywords
Choosing the right keywords is the essence of whole online marketing. You have to distinguish the highest click-through keywords to make your ads more targeted and effective. PPC campaign generates leads and conversions, so marketers need keywords that are used for acquisitions.
Here we are talking about using the Bottle of the Funnel keywords that are mostly used for acquisitions. For example, when you advertise a medical instrument, would you go for keywords that target the disease or describe the product?
- Eliminating the Negative Keywords
Elimination of negative keywords is an essential step to improve your overall PPC campaign. For the identification of negative keywords, you first have to go through your keywords report. The report will describe the phrases that people use to search and trigger your ad.
Identify the phrase, word, or anything irrelevant to your product or service and add it to the negative keyword list. Negative keywords help you strain the interested buyers from the others and give you an improved conversion rate.
- Saving PPC Budget On Weekends
Although it is not an ideal opportunity for B2B businesses to work on the weekend but for B2C companies, it is essential to run their PPC campaign even on weekends.
- Utilizing the Ad Extensions
Ad extension is a great way to provide extra information regarding your product and services and improve overall ROI and visibility. There are a variety of ad extensions available, including
- Call Extension
- Sitelinks extension
- Review extension
- Understanding The Customer:
A successful marketing strategy requires you to do your homework regarding your target market. To improve your PPC campaign, it is prudent to cognize your target customers and their devices for search. Taking the demographics and devices of your target audience into consideration would provide you an edge over competitors.
- Bidding Strategy:
Your bidding options should be in concede with the overall marketing goals and objectives. By choosing the proper bidding, you allow the system to focus on the leads, conversions, activity, and actions you prefer and improve performance. Changing and optimizing the bidding strategy goes in hand with the successful PPC campaign.
- Setting Landing Pages With High Conversion
The success of a PPC campaign depends on various factors, and one of the most significant ones is the user experience on the landing page. If you are looking for tips to improve your conversion, opt for a highly compelling landing page with a clear call for action. Remember, the higher the conversions lower will be the cost you have to pay per conversion.
- Improving the quality score and CTR
Quality Score is the measurement of the quality of your landing pages, ads, and keywords. To analyze the quality score, you need to go through ad relevance, CTR or click-through rate, and landing page experience.
For example, to improve the CTR rate, you need a Search term report that determines whether or not you are using any irrelevant words that are triggering the ads. Simply put, you need to bin the irrelevant words into a negative keywords list.
To improve the PPC campaign, you first need to determine your goals and objective as you look forward to the campaign. Then, take all the variables in your ad and apply the test and apply the technique for the overall improvement of the PPC campaign.
Also, you need to keep a close check on your conversion rate to help you stay focused. Plus, you have to take care of the landing pages to improve conversion. PPC campaign is the most effective and efficient method to generate leads and improve conversions. But as with everything else, it requires a professional team to handle things accordingly and keep them updated.