Pay Per Click campaigns are most probably the most simple, the most haunting and yet the most effective digital marketing tools out there. It involves an unprecedented level of understanding and adjustments to stay within your budget and get a big ray of conversions.
While employing a PPC agency can be a fool-proof way to get ahead of the crowd, devising your strategy by considering all the parameters at hand never hurt anyone. Plus, with deeper know-how, you can keep close tabs on what’s working and what’s not. After all, it’s your business, your brand image and your money.
But what exactly can you do to surge PPC performance continually over time? First things first, make sure you have a roadmap at hand. As much as wandering is fun, finding the right path for you in marketing can be rewarding in an endless number of ways.
It is essential that you have measurable PPC goals. They act as a scale to see how far you’ve come and what next is to be done. The goal can be anything right from generating leads, downloads, email lists to pushing an offer. Just remember to track the final result definitively.
Here are some tricks, tips, and tactics to get you ahead in the PPC campaign game.
1. Use Negative Keywords
As important as it to include high-ranking and efficient keywords in your campaign strategy, it is equally vital to omit the ones you don’t need to rank for. There are some places you do not need to be because they do not align with your brand image or marketing goals. For instance, when if you’re trying to run a campaign for “blue t-shirts”, especially inclined towards women then, blocking the results for “t-shirts for men” and “men blue t-shirts” may be a good idea to focus on your target audience.
Not only this, but you can also go ahead and maintain your bottom line by saving on a ton of extra costs that might go with the inconvertible searches and clicks. The most effective way to do this is by studying the people you want to reach out to. Understand how their searches pan out and what can be excluded to create a more focused approach.
Once you have cleared this step, the search queries shall lead to you directly, increasing the CTR and optimising the conversions.
2. Pause the Keywords that Don’t Work
Knowing which keywords are performing well is a part of data accumulation. Investigate through A/B testing or against the goals you set to understand which scenario your keywords are fitting into –
A major part of creating your PPC strategy comes from gauging the competitiveness you’re going for. If you have a ton of keywords and all of them are marked at a penny then, none of them might rank. On the other hand, bidding for the ones that matter and pausing the others can help you find the sweet spot.
Low Search Volume
While all of us might love to rank for a long-tail keyword that pinpoints to our business and our business only, the part that matters is if people are actually searching for those terms. A great way to make your PPC work for you is by pausing these phrases right away. You can also look at the ones that get a ton of impressions and no clicks. These can then be shifted to the negative keywords, further streamlining the campaign.
Restrictive Match Type
Sometimes, the keyword phrase is too board and covers an entire spectrum that may or may not be your target audience. On the other hand, restricting your audience can also work inversely. Pause both these types and aim for a modified approach that includes the current market as well as leaves some potential for a new one.
3. Try Automated Bid Management
The good news is that you don’t have to do everything on your own. There are automated bidding systems that take the best decisions for you on both Google Ads and Bing. It starts with analysing all the data you’ve accumulated over time and then setting up a conversion model that works along those lines. For instance, a many-per-click model works to capture all the keywords that will lead your audience to find you and eventually convert.
Alternatively, you can also set a list of rules that change your paid search strategy depending on the overall performance of the campaign. In such situations, criteria can be developed that trigger bids in different scenarios.
4. Create a Compelling Copy
Irrelevant to your campaign pricing, the bidding model or the keywords you choose, your PPC success depends entirely upon how your end customer perceives your ad. It is the first impression you shall make and sometimes even the last.
Therefore, creating a distinctive and compelling ad copy sits at the apex of your marketing pyramid. The process involves working across the customer journey to understand their pain points and deliver the solutions in a simplistic manner.
Since you only have a certain number of characters to play with, keeping the copy concise, relevant and specific is a sure way to add value to your business. Over and above that, remember to put forward your unique selling propositions to stand out of the crowd truly.
Lastly, a good Call to Action (CTA) is what closes the deal. Believe it or not, customers like to be told what to do next. Simple terms like “Click Here” and “Download Now” can work wonders.
5. Integrate Your Data
You don’t want to be guessing the stage you’re at. The great thing with PPC campaigns is that everything can be put in numbers that are then compared for actionable insights. Google Analytics is your best friend here.
Linking your Ads account with Analytics gives you a look into –
- The number of clicks from new and unique visitors
- Average time spent on your landing page or website
- Actions taken on your platform
Combining these three, you can essentially pan out the customer journey and find the touchpoints that shall reap the maximum benefits. It also feeds into your keyword usage, which further supports engagement and KPIs.
PPC requires attention and constant updates to stay on top of the game. Once you have recorded all the data, accumulate it to find a pattern that aligns with the objective in mind. Adjust the campaigns accordingly, and you’ll be good to go.