PPC or pay-per-click is a method of online advertising. It is used to direct traffic from the place where the user found the ad, and clicked on it, to the landing page. How does PPC work? Well, through online advertising programs, such as Google AdWords, marketers specify how much they are willing to pay for a user who clicks through to their site. As it is an auction-based system, the advertiser who bids more for a certain keyword gets the most exposure.
PPC has always been one of the highly used model for driving traffic to Websites and it’s no brainer a highly effective PPC campaign not only needs good budget but also needs proper strategy and you need to be an expert or hire a PPC expert to create and optimise your campaign.
PPC advertisement programs like Adwords offer easy ways to create your first ad and monitor it’s effectiveness. But, I’m sure you might not like to use the trial and error method when a big chunk of money is on the line. Here I’m sharing some of the tips that will help you to maintain and improve PPC campaign effectiveness.
Easy ways to Improve PPC Campaign
There are several things you can do with your keywords to increase your ROI (return on investment). First of all, most novice advertisers make mistake of setting their keyword match type to broad match instead of specific match. Even though broad match type can increase the exposure of your ad it can also attract the wrong crowd that will only bounce right after they figure out that is not what they are looking for.
Secondly, the use of long tail keywords will also do the trick. The success behind long tail keywords is that users often use them when they are further along in the purchasing process so this results in a higher conversion rate. They are also not so popular with PPC novices, meaning that cost per click is lower. Also, you should include plurals in your list of keywords. And last but not least, make sure to use negative keywords as well. Negative keywords make your ads more targeted as they specify where your ads should not appear.
2. Landing page
Destination URL or a landing page is the web page where the user arrives upon clicking on your ad. Bare in mind that a Homepage should not be your landing page. Create a simple landing page that will focus just on the things you have mentioned in your ad. For example, if you have mentioned a specific discount for the services you provide, make sure to explain in more detail about that on your landing page.
Highlight the things that are important. Also make sure to include your phone number (if you are running a local business) and everything that you consider useful and helpful for your potential customer. Make sure you produce a relevant landing page to support your ads. The more relevant your landing page is the better the quality score. Not only will that decrease the price you pay per click but it will also give your ad a better position and thus attract more potential customers.
In order to increase the efficiency of your ads, make sure that your targeting is precise as it can be. For example, if you are targeting multiple countries, set up ad group for each one. Also, include different ad groups depending on the age and gender of your potential customers. You can also take advantage of the features in PPC accounts. For example, Google AdWords offers a geo-specific feature which allows users to target they markets base on IP addresses.
Also, you can use micro-geographic targeting feature to select the specific zip codes in which you want your ad to appear. And finally, keep the track of your ads. For example, if you ad generates the most conversion in the specific time of the day, set it up to run only during that time.
4. Staying up-to-date
You must stay tuned in order to keep up with competition. Check what your competitors, partners, suppliers and customers are doing and adjust your bids accordingly. Keep track of competitors bidding on your brand name in order to avoid losing potential customers. Also, if someone starts bidding on your specific keywords to the point that it’s not profitable, don’t get into bidding war.
If you are offering better services you will get on top eventually, until then you will be fine with being number two. Learn to adapt, and of course, keep testing. Don’t just set up a PPC campaign and hope for the best. Make sure you put effort into getting this correct from the start. Many small businesses have failed due to not keeping a basic conversion tracking.
Even a small increase of conversion rate, click-through rate and quality score can have a huge impact on a campaign. So, stay sharp and up-to-date! Do let me know, if you have more tip to improve the effectiveness of a PPC campaign and how we can minimize the budget without compromising the conversion rate?