PPC advertising is the most efficient way of online marketing. As the name pay-per-click itself suggests the number of clicks the user clicks, and the advertiser pays the fee to the Google.
Crystal clear!! PPC advertising not only brings traffic to the website but also it’s methods are scalable and consistent. Generating traffic and obtaining the success is made simple by optimizing the PPC campaigns and avoiding minor mistakes.
Here in this article all the tricks and tips involved in optimizing the PPC campaigns are discussed:
1. Optimize Bids
One of the optimization strategies is Bids. For strong and powerful CPC(cost-per-click) and campaigns with low-budget, it is suggested to focus more on top-ranking keywords. For enabling them, set bids to make them rely on the top of the page. Use Google “First-page Bid Estimate” for such keywords which are important to lower the bids and reduce the amount spent on low keywords. While managing huge accounts and controlling the costs, the rules in the automated bid are helpful.
Another suggestion is to optimize the campaign through manual bidding. It ensures the bid adjustments without any delay. Since online marketing is compelling and is more profound of changes instantly, and made easy to react in the bidding strategy.
Also, ROAS(Return On Ad Spent) can be used to report the conversion value that is obtained through conversion tracking. It predicts the future conversions and similar values. It helps to set maximum CPC amount to get conversion value.
2. Refresh the Ad Copy
Ad Copy is also an important part of attracting the customers directly to the website. With the filtered keyword list, along with the keywords, ad copy is the important part for engaging more potential customers for the website.
However, a refined or filtered keyword list, hindering the success is made by lacking the most compelled ad copy of the campaign. For best and optimal performance, updating the ad copy and A/B tests are required to the AdWords account and it provides an insight of what is working and what is not. Considering mobile ad copy is also one of the improvements needed in enhancing the PPC performance.
3. Check Quality Score
It is an important element to get the search success. Gathering the keywords suitable for the content of the landing page and the whole website is must in order to improve the performance. Quality Score usually matters on the keywords, historical performance, ad copy, and landing page. Good quality score renders the cost and help in improving the rankings. So it is suggested to include proper keywords on the landing page and the ad copy. Quality Score and CTR are the key elements that are treated to be the best part of ranking strategies.
4. Plan for negative keywords
Negative keywords save the ad budget which prevents ad triggering with respect to search queries. They usually help to filter out the traffic irrespective of irrelevant clicks.
Once the negative keywords are added to the list, simultaneously the ad is displayed for the given query that is related to the targeted keywords. They can also improve CTR, quality score, conversion of the PPC campaigns.
Since the negative keywords help ads to be targeted more. However, the generated clicks are conversion based, thereby CPC reduces and the quality increases.
5. Manage Ad Schedule
With all the updates in the keyword list, ad copy, negative keyword list, quality score, a few campaigns run out of time in scheduling the ads. Most of the experts in PPC campaigns are obliged to be active all the time and should be compelled to display the ad despite people who search. Depending on the results, the variations have to be done prior to the content described where the audience are likely to change. It decreases the bid amount in that situation and sometimes the ad cannot be displayed.
6. Enhance the Google AdWords Dimensions
For those who run PPC campaigns, it is one of the resources to acquire help in the required areas they look for. Among that, Dimensions is another aspect that is important to offer. Dimensions added a feature, Search Terms, Which displays the search terms that drive maximum traffic from the ads. Later on, it is held to bid on the relative keywords for optimizing the PPC. It can also be used to identify the negative keywords.
Remarketing in terms of search provides a way to participate in a few expensive terms that normally will not be used to bid by using similar remarketing tags that are already on the website.
Remarketing search helps to target people in the Search network that expressed interest in the product and push them exactly into the funnel.
8. Location Bid Modifiers
For the enhanced campaigns, the ability to adjust bid modifier by the location is one of the best features that improve the performance of PPC. Neglecting to have segmented campaigns, it is better to simplify the analysis and adjust the bid modifier in the campaign. It is a way to pull specific geographic areas i.e, for example, state wise, region wise and allows accurate growth. Day-parting can be done in order to make the improvement to obtain maximum CPC.
9. Accelerated or Standard Delivery
If there is no option for increasing the budget but wanted to serve them all through the day. Under ‘Delivery Method’ in the AdWords campaign settings, Google enables to spread the budget for the whole day.
If this process doesn’t work and is not valuable for the money spent, it is suggested selecting Accelerated delivery method. Below first page bid, it increases the bids on certain keywords according to the Google crawler.
10. Check the Average Position
Average position is meant to be the status of all the elements of the account where the PPC campaign have been run. It includes campaign groups and keyword level.
Twice a week, check at least 25 high-spending keywords in every ad group and conduct bid optimization.
Cross check the below for having the average position:
1. Is the CPA greater than target CPA?
For that consider reducing bid amount on keywords with 1-2 average position by 25%. There is no value if it is being shown on top unless it is profitable.
2. Found any keywords that have an average position that is less than 3 and CPA under the target one?
In such case, increase the bids by 25% to obtain maximum impression and enable to show the ad in higher positions.
3. Does the campaign take advantage of overall budget?
It is suggested to increase the keyword bids with 5 as the average position and lower by 15-25% ( make sure the CPA is not reaching the target CPA)
4. Is the keyword not performing well?
Make sure the ad placed is relevant to it and if else move the keyword to next ad group with relevant ad copy.
PPC need continuous monitoring to get a fruitful outcome, and the secret of this marketing technique is managing the bid that is spent on the expenditure with respect to the time.
So, it is recommended not to forget tracking the PPC data and their results. The results can be viewed in terms of conversion tracking that provides an insight of both performing and non-performing keywords so as to optimize for a better performance. Tracking is not a small task whereas continuous eye on it is required for having better results in terms of conversion rates. Stand out of the competitors and facilitate in doing more for optimizing the campaign every day.
Hopefully, incorporating the above-mentioned tips into the optimization helps to improve results and ensure effective and successful campaign.