Expert Tips For How Can I Improve my PPC?
No matter the size of your business, it’s always important to make sure you’re using all the tools at your disposal to attract customers. One of the most effective ways to do this is through PPC advertising. But if you’re not seeing the results you want, don’t worry – there are definitely ways to improve your performance! In this post, we’ll outline some tips for boosting your PPC campaigns.
- Set a clear goal
Unless you know where you’re going, it’s hard to know how to get there. Make sure you’ve set clear, measurable goals in order to strategically and effectively optimize your PPC campaigns. Depending on the intended impact, some PPC goals to set could be:
- Getting traffic to your website
- Improving sales
- Gaining subscribers or downloads
Always keep your goals realistic, too. Success can be very motivating, but only if it’s actually achievable!
- Strategize using high-performance keywords
Finding the right keywords can make or break any campaign, including PPC, and the most important keywords have a high CTR or ‘click-through rate.’ Thoroughly check their performance on SEO (Search Engine Optimization) platforms like SEMrush or Moz.
Bonus tip: Maybe your users live in a different part of the world than where you’re based. A VPN can help you reroute your searches to include the right regions for your needs.
- Boost the quality of your keyword score
Loading your campaigns with all the keywords you possibly can may seem like a good idea… but unfortunately, it’s not. ‘Keyword stuffing’ as it’s known is prioritizing quantity over quality. Refine what you include to reach a better, more targeted audience to make your efforts efficient.
Consider if your ad copy truly supports the keyword objective and clearly speaks to your customer’s pain points.
- Combine Similar Conversion Events Into A Single One
If multiple PPC events can be combined into one, you’re both streamlining the process AND refining machine learning. Whichever PPC platforms you’re using will be much better equipped for delivering your ads at higher optimization. More singular data for conversion = better conversion results.
- Add Google ad extensions
Attach additional company or product info with ad extensions to help searching users learn more about you.
- Manual ad extensions can be customized with site links, your location, reviews, contact info, etc.
- Automated ad extensions work, well, automatically and can dynamically include previous visits, consumer and seller ratings, structured snippets, etc.
- Create a list of negative keywords
Negative keywords are a good thing to have, we promise! Say you are selling ‘brand new’ TVs, so you wouldn’t want your ads to show up as a result for someone searching for ‘refurbished’ TVs. This list helps keep your PPC targeted to your most relevant click and conversion opportunities, thus further maximizing your campaign budget.
- Take advantage of remarketing
Instead of looking at a high bounce rate as defeat or frustration, look at it as an opportunity. This is just a sign to implement remarketing tools which send a follow-up ad via cookies to potential customers who have already looked at your site or product. It’s a very cost-effective option that has a proven history of higher ROI (return on investment).
- Some ideas might be
- Try A/B testing on lead magnets
- Promote to users based on YouTube usage
- Utilize your CRM
- Boost your ad copy engagement
All the remarketing in the world won’t do much unless it’s in support of a solid campaign message. Take another hard look at your ad copy. Is it…
- Considering character limits, make the most of your available space with a clear, direct copy about what you do and what it can do for the user.
- Does the copy reflect the audience segment you’re retargeting? Does it match its attached landing page?
- This is the perfect place for high impact, motivating words like ‘discover’, ‘exclusive’, ‘limited’, ‘instant’
- coupled with a strong, clear CTA (call to action)?
- Tell the user exactly what you want them to do next. ’Shop Now!’ ‘Get 1 Month Free’ ‘Learn More’
- Avoid remarketing too frequently
When setting your remarketing ad frequency, be aware of what you set the amount to. If it’s too often or for too long a timeframe, you run the risk of irritating those potential customers. Keep in mind that these remarketing campaigns cannot account for users who follow through offline, like if your CTA is to call your business for an appointment.