Pay per click of PPC advertising is one of the most effective advertising methods out there for businesses, but there are some things that you need to do if you want to get the most out of it. In this article of Niorsie, we will talk about six steps that you should take to do just this.
Firstly, you need to choose the right PPC platform, Google is the popular one, but there’s still Microsoft, Facebook and a lot more too. Then, what you have to do is build advertisements to promote your service or product. If a customer clicks in, you pay a flat amount. Sounds plain, but it’s a puzzle that’s just finished if every part has slotted into place: you just couldn’t bake a great cake without mixing the flour.
PPC visitors are 50 percent more likely to buy a product than organic ones, so the procedure is worth getting right.
To make your PPC path faster, smoother, and clearer to manage, we’ve built a rundown of the six key elements you have to handle right now.
Build measurable goals
This can be anything from:
- Lowering the expense of each lead by a fixed amount
- Improving the conversion rate from 1 percent to 5 percent
- Enhancing sales by $ 5,000 for the next 3 months
The objectives should be demanding and ambitious, but still realistic within a very limited period of time. Don’t set targets with the intention of achieving them in 3 years – if there’s a demand for your service or product, people will be looking for your company now.
The greatest outcomes come from evaluating the data. You will make more rational decisions and determine whether the objectives are practical. You will also utilize the data you gather to create practical comparisons.
If you’re just beginning out in PPC advertising, you should set targets in line with your rivals and track just how well it performs for you.
For instance, if their advertisements are more detailed and insightful, adding a little more information to your campaign could also improve your results.
Knuckle down to the targeting
Be sure your advertising strategy is set up properly and is essential: if your advertisements are displayed to those who are not interested in your company, you will never earn any profit.
For example, if your local campaign is doing well on a mobile phones but not on PC, it’s worth concentrating more on a mobile phone where the most of your customers are. Companies such as restaurants and coffee shops might expect results like this, when customers are likely to be searching for these services on the go.
You can also ensure that you are targeting only the regions that the most valuable clients are – so you can use regional targeting.
If people in New York enjoy products that you offer, but your products are not famous Virginia Beach, you should change your geo-targeting to New York. Only make sure that you review the reports on a daily basis and make adjustments if necessary. After all, trends change, and you don’t want to miss out on new leads. After all, trends are evolving, and you don’t want to miss out on potential leads.
Another thing to note is that so many campaigns have time spans where they do better than others. This is different for and each company and product, but once you’ve reached your optimum sale moment, it will make selling your goods or services a whole lot simpler.
Consider the fact that you should not over-target.
If any of your clients purchase on a Thursday afternoon about 12-2pm, this doesn’t indicate that this is the only day you can run your advertisement. Keep checking and comparing sales metrics, and explore other best ways to use the PPC budget.
Master your negative keywords
According to Google, over 250 negative keywords are found in 98 per cent of top-spending accounts. There is one explanation for that.
Negative keywords carry on the intent of your visitors to make sure that you draw only those who are happy with the products or services of your business.
For instance, if your ad for premium wine glasses says “Beautiful glasses to fit any occasion,” people who search for “Beautiful glasses” who are actually looking for reading glasses will also probably see your ad. Using “reading glasses” as a negative keyword can prohibit your advertising from featuring in these queries.
They’re helpful in many cases. For instance:
- If you wish to minimize consumers looking for free goods, add the word ‘Free’ to the list.
- If you sell sports shoes for men but not women, add ‘women’s sports shoes’ to the list.
- If you sell notebooks, but not PCs add ‘PC’ and ‘desktop computer’ then you don’t show up with those searches.
Ads which are tailored to the right audience can increase related clicks, which in turn minimizes excessive spend.
Reduce the excessive spending
The average Google Advertising account spends 76 percent of its budget on the incorrect search words. How? Since they only analyses some pieces of data.
Only because you’re looking for conversions, it doesn’t indicate that you’re doing it successfully or in a way that will boost your results. In fact, of the 2,000 PPC profiles that were analyzed in the study above, about half of them were monitoring most or all of the conversions.
You may prevent this by reviewing the keywords you’re bidding on. These are the search words people are using to find you, so if they’re incorrect or incomplete, you’ll be throwing your money away.
When assessing this data, you will need to see how the top performing campaigns compare to the others that aren’t working and determine what sets them apart and optimize more.
An obvious way of doing it is using Adzooma’s free Best and Worst Performers Report: a comprehensive review provided in their online research package. This will show you which ads are giving you the highest return, in terms of views, downloads, impressions, and much more, and the ones you can axe or change to reduce your unnecessary expenditure.
Using ad extensions
Ad extensions are proven to raise click-through rates by 10-15 percent making them a valuable tool to pump up your PPC advertising.
They encourage you to apply detail to the advertising that you would not have been able to add to the definition. This is great for attracting more eyes and ears on your PPC advertising– which will lead to more views and better conversion rates.
They’re absolutely free, and they have stuff like:
- Sitelink Extensions. This adds up to 6 links to your ad, which is great for pushing traffic to several pages of your website.
- Call extensions. This attaches your phone number to the ads so that the clients can contact you straight from the search engine results.
- Promotion extensions. This helps you to show a new promotion or exclusive deal of your goods or services, encouraging users to click through.
- Location Extensions. This will help your clients understand precisely where you are located, boost visibility and increase foot traffic to your store.
However, inserting an extension would not ensure that it will run on the advertisement. Your ad must meet certain standards to offer value to the viewer.
Rotate the ads
Checking multiple ad combinations against each other is a perfect way to boost the PPC advertising results: in other words, A / B split testing.
You should choose how you do this, but you could change:
- The title
- The description (or body copy)
- The core keywords
- The ad extensions
Or, you can build an ad rotation of one of 4 optimization choices:
- Optimize for clicks: display advertisements that are expected to get more clicks.
- Optimize for conversions: display advertisements that are more likely to convert.
- Rotate equally: display advertisements more evenly for at least 3 months, then optimize.
- Rotate indefinitely: display lower-performing ads more equally with higher-performing advertisements, and do not optimize.
Ensure you’re just rotating the ads if needed. When a PPC advertising campaign is doing well, there’s no reason to change it. Just switch out elements and add new ones while you’re looking to produce better outcomes.