This is an awesome way to promote a brand, where the brands pay an amount to Google whenever their ad is clicked. Through PPC advertising you can gain a feasible number of relevant and targeted traffic to your website.
The concept behind PPC advertising is simple- where you can create ads campaign and link them with relevant keywords and phrases. PPC advertising gives you a complete control of your ad elements including contents, price and where your ads get displayed.
PPC ads can target users based on age, geographic location, language, device type( desktop, laptop, tablet etc), and device operating system(Windows, iOS, Android). Google AdWords is the most popular and common type of PPC advertising platform which is cost-effective.
PPC advertising is scalable and you can fill your pocket with a considerable amount of money if done strategically. So if you are longing to use PPC for your business and want to achieve great results, then this article might be of your interest!
Before we jump into the subject, let me tell you the common PPC advertising mistakes to avoid and improve your PPC advertising performance.
1. Common PPC mistakes
i. Not focusing on landing pages
Many marketers concentrate only on their ad campaigns and ignore landing pages. This will hamper the PPC results as the Google Adwords will consider the relevancy and contents of each landing pages for measuring the quality score of each ad.
iii.Stuffing too many keywords
Using too many keywords in an ad group will lessen the relevancy of your ad. Short keywords will produce more clicks and further increases the keywords if required.
iv. Not including product images
E-commerce ads that do not have a product image will never drive traffic as people tend to look for the image of the product that they are interested to buy.
v. Making ad text mistakes
Make sure your ads are high quality by adhering to the Google Adwords rules. Check your spelling & grammar and make sure you meet professional and editorial standards.
If you want your PPC campaigns to be a successful one, you will have to avoid these common mistakes. Avoiding these mistakes will save your marketing budget and generate targeted traffic to your website.
Lets us now move on to the main purpose of this article- how to improve your PPC performance. This article will describe how to optimize your PPC campaigns and ultimately drive results for your business!
2. Understand your PPC campaigns
The first and foremost thing you have to do is to know what you are doing. Understand your business goals and set campaigns based on your needs and objectives. You have to craft a definite roadmap before starting your campaigns.
If you don't know the purpose of your PPC campaigns, you will end up in using wrong keywords, create wrong ad copies and target wrong people. Finally, you will lose a lot of dollars.
If you want to build your brand then you should focus on CPM(cost per thousand) campaigns. You should run CPA(cost per action) campaigns if your motive is to increase conversions. Therefore, you must have defined goals for your PPC campaigns.
3. Keywords matters
Keywords are crucial for any kind of PPC campaigns. Choose keywords that are best and relevant to your products and services. The next thing is to focus on high-performing keywords.
For this check for the specific keywords click-through rate(CTR), quality score and conversions. These high performing keywords bring more clicks for you. Also, remember to change the bidding tactics for these keywords.
By doing this, you can draw out the optimal bid for each of the keywords. Constantly, check the quality score of the keywords, as they are the performance indicator for the keywords.
4. Pause the keywords that are not performing well
Now you know which of the keywords are performing well. On the other hand, you will have to identify and pause of the keywords that are not performing well. These non-performing keywords will ruin your ad spent as they do not generate traffic or conversions.
So how do you identify the non-performing keywords? Non-performing keywords are those that do not get impressions, clicks, and conversions. Keywords with no impressions should be immediately paused as users are not searching for it. If a keyword has impressions but no clicks, this means the keywords are lacking relevance.
Lastly, if a keyword is getting clicks but no conversions, this means your PPC campaign is not managed properly.
5. Check the quality score
A quality score has a tremendous impact on your paid search campaigns. This is the Google's ratings on your quality and relevance of your PPC ads.
Your quality score is based on various factors including CTR, the relevance of keywords, landing page quality, the relevance of your ad text and historical performance of your account.
If your quality score is pretty good, Google will reward you with higher ad rankings and lower costs. Make sure your keywords are relevant to your ad copy and contents of your landing pages for a better quality score.
6. Bid optimization
Bid optimization is essential for successful PPC campaigns. PPC campaigns with a minimal budget must focus budget towards top-performing keywords. For this, you will have to adjust the bids to keep them top-of-page. PPC bidding can be complicated.
Recommended: Is Automation the Future of PPC?
Therefore you can use the automated bidding option in Google Adwords or a third-party bid management solution. The Google's automated bidding option is free but you need to pay for a third-party bidding software.
7. Refresh Ad copy
Ad copy is the main text of the PPC campaign. Ad copy contains the relevant keywords that attract customer to your website. Your ad copy should be competing for the customers to click it.
Adding a call-to-action button to your ad copy is an excellent way to optimize performance. Make sure your ad copy is responsive, allowing mobile users to see your ads on any kind of smartphones they use.
Creating responsive ads will improve CTR and traffic to your website from mobile devices.
Many digital marketing agencies lose out on global business because they have their hands tied up with existing clients. Hope you are armed with the nitty-gritty of the PPC campaign performance. Incorporate the above-said ideas to your PPC strategy for a result-driven business.
Gifty Narkani is a Content Writer at Bright Bridge Infotech and she enjoys learning about the Digital marketing field. She specializes in guest blogging, blog publishing, and social media. She is an avid reader and loves writing impeccable contents pertaining to digital marketing. She holds a bachelor degree in business management.