PPC advertising is one of the most effective forms of online marketing.
PPC stands for Pay-Per-Click. In other words. When ads are clicked on by a user, it is only then that the advertiser pays a fee to Google.
Simple, right? Not only can PPC advertising bring specific and qualified traffic to your website, but its method is consistent and scaleable. Achieving success by using PPC is simply a matter of improving and maximizing your PPC campaigns efficiently and avoiding common PPC mistakes.
In this article, we are going to guide you through a simple yet sufficient list of necessary things to make your PPC campaign, top-notch.
- Define your goal
Every small business needs a goal and it should reflect on your advertising.
Without a definite and measurable goal, you will not be able to optimize your PPC campaigns.
You need to understand that your campaign goals are the foundation of your optimization process.
That is why you need to make sure that you have a plan to follow before starting with PPC advertising.
It is important to remember that you should have measurable PPC campaign goals because only then will you be able to determine if you have attained your goals or not.
- Focus on high-performing keywords
To optimize your PPC campaigns, you need to check the performance of your keywords as they are the core foundation of all your PPC campaigns. It is an absolute necessity to keep a close check on them.
After reviewing the performance of your keywords, you will then know which keywords are the best performers and the ones that pay you back.
The best performing keywords are the money for you, hence you should focus on these keywords.
- Filter out low-performing keywords
While there are keywords that are exceptionally good and excellent performers, there will always be others that will not perform well and hurt the performance of the entire campaign.
These keywords will absolutely do nothing when it comes to getting traffic or conversions and will just drain money away from your advertising spend.
If a keyword is not capable of generating impressions, it means that users are not searching for it. An impression occurs when the user’s search query has at least one of your keywords which will your PPC ads to appear.
Clicks, on the other hand, only happens when the user finds the ad relevant to his needs and clicks on it and get redirected to your landing page.
- Create a negative keyword list
Negative keywords are important keywords that save your ad budget by preventing your ads from getting triggered by irrelevant search queries. They also make sure that your ads will only appear in front of those who are actually looking for your services.
Negative Keywords will give you a chance to filter out any unnecessary and unneeded traffic and will help you save some money that would have been wasted by irrelevant clicks.
For example, if you sell New Cellphones, you might create ads using New Cellphones as your keywords. But your ads might still get displayed to those who are searching for Old Cellphones, Repair Cellphones, and Second-hand cellphones.
thus, to help conserve your ad budget, you can add old, second-hand, and repair as negative keywords.
After adding these to your negative keywords, your ads will only get displayed for a search query that is directly correlated with your targeted keywords. Apart from saving your money from ad spend negative keywords can also improve your PPC campaigns by increasing your click-through-rate (CTR), conversions and quality score.
- Optimize your keywords
After selecting your top-performing keywords, creating your negative keyword list, and cutting down your non-performing keywords, the next step is to adjust your keyword bids so that you stay in the competition.
Bid optimization will depend on your marketing strategy and will vary from one campaign to another.
There are three bidding options you can choose to improve the performance of your PPC Campaigns:
a. Manual Bidding is the best option for optimizing bids.
As the name suggests, you will be the one to make the bid adjustments manually.
This type of adjustments will give you maximum control when it comes to bidding and you can also make swift changes as and when required.
You can also get as meticulous as you can get through manual bidding. Manual bidding ensures that the bid adjustments are in effect without any delay. As online marketing is dynamic and is changing frequently, you can always react to changes in your bidding strategy.
b. Target cost-per-acquisition (CPA) bidding
Target CPA Bidding is a strategy that sets bids at the target CPA so that you can get as many conversions as possible.
It will automatically optimize the bids and offers bidding abilities that tailor bids for each auction. You can use Target CPA bidding in a single campaign or across many campaigns, ad groups, and keywords.
By using data of your previous campaigns, the target CPA Bidding automatically finds an optimal CPC bid for your ad when they are triggered. You may risk the possibility that some of your conversions will cost you more than the targeted CPA while the other will be less expensive.
When this case arises, AdWords will try to keep your Cost per Conversion to the targeted CPA you have set.
For example, if you choose a target CPA of $30, AdWords will automatically set your CPC bids to try to get you as many conversions on a $30 average.
c. Target ROAS Bidding
his option will you base your bids on your targeted return on Ad Spend. Targeted ROAS bidding helps you get more Conversion Value.
Similar to Target CPA Bidding, you can also utilize Target ROAS Bidding in a single campaign or across multiple campaigns, ad groups or keywords.
By using your reported conversion values which you got through conversion tracking, AdWords will predict your future conversions and related values then set a maximum CPC bid to maximize your conversion value.
With Target ROAS Bidding, AdWords tries to keep your conversion value equal to your Target ROAS.
For example, if you set your target ROAS to 300%, AdWords will automatically adjust your bids so that you can maximize conversion value while reaching your target ROAS.
Now that you have basic knowledge on how to manage your PPC, you can now try and do it on your ads. Make sure to plan ahead and prepare your investments.
Mind you, it’s going to take time and effort so you just gotta keep grinding until you see the results you have long desired.
If you have further questions, don’t hesitate to contact us at Logical Assembly.Com.Au