PPC is one of the most effective modes of online advertising and marketing.
With increasing internet popularity and booming e-commerce, PPC has become a quick-fix solution to secure a top slot for various searched keywords.
PPC is one of the extremely effective tools to bring qualified and targeted traffic to your website.
Achieving great results in PPC campaigns is quite an accomplishment.
But being able to consistently produce campaigns that fetch awesome results is what you need.
[Tweet “In order to achieve consistent PPC results, you need to optimize your PPC campaigns.”]
When it comes to PPC advertising, there are countless adjustments that can be made to optimize your campaigns.
You should always optimize your PPC campaigns, so we thought we would put together this list of easy optimization tips you can apply.
These tips will give you a starting point for further improvements and will increase the return on your advertising spend.
Quick Tips to Boost PPC Performance
1. Create A Powerful PPC Campaign Structure
To set yourself up for PPC success, the very first thing you need to know is how to structure your PPC campaign structure.
[Tweet “Setting up a proper campaign structure forms a strong backbone for your PPC accounts.”]
Your PPC campaigns should have a well-defined structure with predefined objectives.
Remember, not having a well-structured PPC campaign is like driving a car that has no brakes….. Accidents are certain to happen.
Having an organized and effective structure for your PPC campaigns will:
- Help you to balance your budget spending.
- Increase your account management efficiency.
- Boost your PPC performance.
To create a useful PPC account structure, your campaigns should be segmented.
Segmentation of campaigns leads to more tightly themed Adgroups and keywords.
You can segment your campaigns in the following ways:
- Based on the products and services.
- Based on the geographical location.
- Based on keyword match type.
- Based on brand or generic names.
A strong and powerful campaign structure acts as a foundation for achieving an outstanding PPC performance.
2. Pause Keywords With Poor Performance
Sometimes a single keyword can hurt the performance of the entire PPC campaign.
This type of keyword is popularly known as Non-Performing or Poor Performing keyword.
[Tweet “Identify non-performing keywords that are doing nothing but simply burning your budget.”]
But the question is how are you going to identify the keywords that have poor performance?
It is simple!
By analyzing the performance of the keywords over a period of time.
Make sure that the keywords have been running for a long time so that they have appropriate time to get searched by the users.
If the keywords are still not performing well, investigate the reason for their poor performance before pausing them.
The reasons for keywords to underperform are:
- The keyword’s bid is not high enough.
- The keyword has low search volume.
- The match type of the keyword is either too broad or too restrictive.
- The keyword has low CTR.
- The keyword lacks relevancy.
It is crucial to pay close attention to the performance of the keywords on a daily/weekly basis to prevent losing hundreds or thousands of dollars on few poorly performing keywords.
Be prepared to get merciless with poor performing keywords.
You don’t have the time or money to waste on those keywords that aren’t performing for you.
3. Optimize Ads & Ad Text
Not continuously optimizing the ads and ad text is a problem.
Customize your ad copy according to your potential customers. See and decide which ad copy of yours will attract the user.
To attract your potential customers you will have to create fascinating ad copy. To do this effectively, you need to include your targeted keywords in your ad text with the help of Google Adwords.
[Tweet “Excellent ad text is a crucial step in getting searchers to your site. “]
Your ads won’t get clicks on them if they are not compelling and relevant to the keywords.
This will result in less traffic.
In order to improve your PPC performance, you should have a habit of regularly testing your ads & ad text.
To have great ads performance, with lots of impressions and high CTR, follow these tips:
- Make sure your keywords are highly relevant to your ads.
- Use ad variations to test and compare the best performing ads.
- Enable site link extensions to allow more clicks and traffic.
- Make your ad copy simple, to the point and include a clear call to action.
- Schedule your ads for specific hours of the day to avoid unwanted spending.
To optimize your ads, perform A/B testing on your ads to measure the effectiveness the ads on your PPC campaigns.
Create a similar version of your best-performing ad to check whether changing a specific part of the ads results in better CTR and conversions.
Discard your nonperforming ads and create different ads for further testing.
A/B testing for PPC campaigns focuses on adjustments in the message content, headline, and call to action.
4. Bid Optimization
After discovering new keywords and analyzing your best performers, it is now time to adjusts bids in order to stay competitive and accomplish best results.
Depending on your marketing strategy, bid optimization can remarkably change from one campaign to another.
[Tweet “You should always determine which type of bid strategy is appropriate for your campaign.”]
First, you need to decide whether you want to use automated or manual bidding.
(A) Automated Bidding
It is the process of allowing the algorithm to control ad groups or keyword-level bids based on performance and goals.
It has the ability to handle large or complex accounts.
Automation can give you the freedom to manage your bid accounts on a macro level.
It can also save your time by taking over the bulk of bid and budget control.
Automated bidding set bids to optimize the following objectives:
- Maximize Clicks
- Targeting specific ad location on the result page.
- Gaining as many conversions as possible.
- Raises your bid for a click that is more likely to convert into a lead or sale.
(B) Manual Bidding
It involves managing your bids straight through AdWords or Bing. It means making bid adjustments whether an increase or decrease based on a number of factors such as past keyword performance or ad position.
This type of bidding involves the highest level of control and the ability to make swift changes.
Manual bidding gives you the opportunity to get very granular with your bids.
With manual bidding, you can make sure that your high performing keywords are getting high bids to compete.
Whereas, you can decrease the bids of non-performing or low performing keywords to save your budget.
Manual bidding set bids to optimize the following objectives:
- It helps you to maintain complete control over bids and budget.
- It is sufficient for smaller accounts.
- It ensures that your changes are in effect without delay.
- It gives you the ability to react quickly to the always changing online environment.
You can read more about how to implement effective PPC bidding strategy our previous blog post
5. Add Negative Keywords
Negative keywords are like a boon for PPC campaigns in the sense that they save your budget by preventing the ads to be showcased to wrong people.
[Tweet “Negative keywords regain your control over PPC campaigns.”]
They are an integral part of your PPC campaigns.
You are filtering out unwanted traffic by adding negative keywords to your campaigns. This will help you to reach to your most appropriate prospects while lowering your costs.
To add negative keywords to your PPC campaigns go through the following steps:
Step 1: Find your negative keywords.
Step 2: Prepare your list of negative keywords.
Step 3: Go to “Negative Keywords” in your Google Adwords Account.
Step 4: Enter your negative keywords.
You can add negative keywords in either exact, phrase or broad match type.
But be careful while using broad match type for your negative keywords as you would not like to cancel out a search term that could be beneficial to your campaigns in the future.
To reduce costs and improve results significantly you should continuously build and monitor your negative keywords list.
The most compelling way to identify negative keywords is by looking at what people are actually typing into Google to make your ads appear.
Benefits of building a negative keywords list are:
- Your ads will not be shown to the irrelevant target audience.
- Overall CTR will be higher.
- You will save money by reducing CPC.
- The ROI of your campaign will increase.
Try adding negative keywords on a weekly/monthly basis.
This will save you from wasting your time on irrelevant searches that will never convert.
The more negative keywords you will add, the finer tuned your PPC campaign will become.
The amount that you save from adding negative keywords can be used to raise your daily budgets.
6. Optimize Your Landing Pages
After optimizing your keywords, ad texts, and bidding strategy for top performance, the next consideration should be landing page optimization that drives results.
[Tweet “Your landing page is that part of your PPC campaign that you have 100% control of.”]
Landing pages literally serve as the location where your potential customer will “land” on your website.
Therefore, your landing pages should be optimized at every level of the marketing funnel.
Landing page optimization is the process of creating well-designed pages for visitors and optimizing each element of the page so as to maximize the number of visitors that complete your desired goals.
Requirements for an optimized PPC landing page include:
- A strong Headline.
- Clear and attractive Design.
- Concise and convincing copy.
- A user-friendly landing page form.
- A clear Call to Action.
You can do A/B testing of the landing pages which version is more effective.
For landing page optimization, you can test different paragraph, text size, images, color schemes, submission forms etc.
One thing to remember here is that while conducting A/B testing for landing pages, change only one element at a time so that you get to know which element drove a difference in response.
You can read some of the good landing page optimization tips at this Unboucne blog post
Landing page optimization has two primary benefits for your campaigns:
- More Leads: It makes most of your clicks convert into leads and sales.
- Better Quality Score: Well designed landing pages achieve better Quality Score because they are more in coordination with the searcher’s intention.
The ultimate goal of PPC landing page optimization is to better engage your target audience so that you can drive in more leads and sales.
7. Track Every Element of PPC Campaigns
I think most of the search marketers would agree that PPC is not a “set campaign and forget” advertising medium.
[Tweet “Campaign tracking is the core element is measuring the success of your PPC campaigns.”]
It is one of the successful ways to highlight successful actions from the visitors.
Pay per Click allows you to see where every part of your spending is going.
You get to know exactly how much you are spending and how much revenue is being generated.
In addition, PPC advertising also shows which of your keywords and ads are producing the best results.
Hence, it becomes really important to track every element of a PPC campaign from the very beginning.
As a PPC marketer, do not jump from one conclusion to the other.
Having an in-depth analysis of your data is important to improve the performance of your PPC campaigns.
You should track the following key statistics:
- Daily and Monthly Spend
- Impression share
Tracking PPC campaigns accurately will help you to maximize your ROI and overall performance.
Without tracking you will not be able to measure conversions, bounce rate, new visitors etc.
Hence, it should be one of the foundational steps while setting up your PPC performance.
The goal of campaign tracking is to inform you about campaign decisions. It gives you a strong knowledge of your current and past performance as well as the insight to uncover and address problems and opportunities that you were unaware of.
8. Multi-Channel Marketing
Multi-channel marketing is simply marketing across different channels.
In context with PPC, it refers to different digital channels and devices with internet access.
Multi-channel marketing is not just about marketing across different channels, but also integrating all the channels in a single marketing strategy to the target audience which use different channels and devices.
With multiple-channel marketing, you can interact with customers across different channels.
[Tweet “To charge up your PPC performance, make multi-channel marketing a part of your PPC management.”]
By doing this you can increase your company’s online presence and solidify name recognition, branding, and trust.
The importance of Multi-channel marketing is:
- Better customer understanding: You will have a better understanding of your customers when you track their behavior through different channels and devices.
- Customers are given choices: Customers are given a number of options to interact with you by the device or channels they prefer.
- Brand value is increased: Getting connected with your customers through all channels makes them comfortable with your brand.
Multi-channel marketing increases the chance that the searchers will recognize your company name and product, this initiates more leads and sales.
9. Add Ad Extensions
If you are looking towards improving your CTR, consider using Ad Extensions.
Ad Extensions are a type of ad format that shows extra information about your business.
It not only improves your ad’s visibility but also increases the total number of clicks by improving your CTR.
[Tweet “Ad Extensions highlights the benefits, features, and details of your product.”]
Types of Ad Extensions
1) Manual Ad Extensions: They are customizable add-ons to your search ads that provide additional details about your product or service.
Manual Ad Extensions are of the following types:
- App Extensions: It promotes your apps across PCs, tablets, and smartphones. Promoting app installs in your ad increases downloads and usage of your apps in addition to the website visits.
- Call Extensions: It provides your business phone number along with ad text. This makes it easier for searchers to call you.
- Location Extensions: It improves your ad by showing your address, phone number and a map marker to your customers. Location Extension makes it easier for your customer to reach out to you.
- Review Extensions: It allows a third party to review your ads. Potential customers like to know the experience of other customers when buying a product/service. Sharing positive reviews from a reputable third party can enhance your ads.
- Sitelink Extensions: It allows you to show additional links to your site below the ad copy.
- Callout Extensions: They allow you to add more text to your ads. With it, you can add short clips of text that helps your ad to stand out.
2) Automatic Ad Extensions: They automatically pull data from various sources to create an extension for your ad.
Automatic Ad Extensions are of the following types:
- Consumer Rating Extensions: They are generated from certified Google Sources and consumer surveys. The ratings are out of 10.
- Previous Visit Extensions: It includes a short footnote telling the user if they have recently visited the site.
- Seller Rating Extensions: They are automated extensions that add your store’s rating out of 5.
- Dynamic Sitelink Extensions: They link to a popular offering or a piece of content on your website.
- Dynamic Structured Snippets: They show additional information about various categories of your site.
The feature of Ad Extension is provided at no additional cost and is one of the best techniques that can increase both your visibility and ROI.
10. Combine PPC with Organic Search Marketing
To make your online advertising more effective, it is a good idea to combine PPC with Organic Search Marketing.
When PPC and SEO are combined, it can help you to dominate Google’s Search Results in both organic as well as paid search.
[Tweet “PPC and SEO efforts complement each other and lead to a more successful search strategy.”]
When a consumer notices that a brand has a presence in both organic as well as paid search, they are more likely to click through.
Presence in both the areas makes you influential and an industry leader.
By combining PPC with SEO you get a chance to cover all areas as some customers prefer organic search while the others are influenced by paid search.
PPC advertising allows you to display your ad in sponsored results section of the SERP.
SEO ensures that your website is ranked among top searches in SERP
When combined, these two can immensely increase traffic, leads, and conversions to your website.
Thus, the combination of these two makes your website the top searched one.
Most common benefits of combining PPC with SEO are:
- Earn twice the visibility.
- Increase the probability of conversion.
- Increase the CTR
- Increases brand exposure.
- Protects your online reputation.
- Optimizes your spending.
- Provides more in-depth market analysis.
- Boost Ecommerce sales.
Optimization of PPC campaigns is not a one-time activity. Moreover, there is always room for improvement.
When you have the right PPC campaign optimization strategies, you will improve your ROI, Get higher CTR and Quality Score and reduce Cost per Click.
A standardized PPC strategy helps you to achieve all the desired marketing goals.
Therefore, Optimization of PPC campaigns becomes quite essential.
Hopefully, the above tips to optimize your PPC campaigns was helpful enough to get you started with a fresh thought of improving and perfecting your PPC campaigns.