Pay-per-click (PPC) marketing is a model of advertising where advertisers pay a fee each time someone clicks their ad. This method ensures you only pay for confirmed visits to your site rather than just views. The low-risk nature of PPC has made it one of the most popular forms of search engine advertising.
Currently, Google and Facebook are two of the largest advertisers on the web. Google commands 37.2 percent of the digital advertising market, while Facebook holds 19.6 percent. You have likely seen countless examples of both advertisers in the form of Google Ads and Facebook Ads.
A good deal of time, effort, and research go into running an effective PPC campaign. You need to consider the target audience, demographics, keywords, and more. When executed correctly, the payoff can be enormous.
For instance, if you pay $1 for every click, and a click can net a $200 sale, you’re very likely to make a healthy profit. Furthermore, search engines, like Google, Yahoo, and Bing, will reward advertisers if their content is compelling and engaging. When users find your ads useful, Google will charge you less per click, which can boost sales even more.
If your PPC campaign doesn’t yield the results you want, we are here to help. A single tweak might be all it takes to make your ads successful. So, without further ado, here are five optimization tips to improve your PPC campaigns.
Improve the Quality of Your Ads
As mentioned previously, Google rewards relevant and exciting ads. That rewards process is a result of their quality score, which measures the click-through rate as well as the relevance of the ad and landing page. The more relevant these three components are, the better the user’s search experience will be.
There are ways to improve in each of these three areas. To improve the click-through rate, use A/B testing to determine strong keywords and write stronger ad text. Ad relevance can be improved if you make sure the keywords and ads are correlated and up to date. Finally, landing page relevance can be strengthened with attention-grabbing headlines, high-quality images or videos, and quick loading times.
Ensure the Ad Words Are Relevant to the Search Terms
While this may seem obvious, a strong correlation between the words in the ad and the search terms is essential. When certain ads underperform, it is critical to understand why. More often than not, it is because of a disparity between these two terms.
When you examine your Ad Group, look at what search terms initiated the click-through. If there is little connection between the two, update the keywords and search terms. Doing this will also improve your quality score and rate of conversion.
Enhance Your Landing Page
The old saying is that you never get a second chance to make a first impression. The same goes for your PPC landing page. When visitors click through to your website, you want to make sure they engage with what you can offer them.
Having a clean and well-designed website goes without saying, but there are several other ways to improve your landing page’s bounce. Some potential improvements, among others, include:
Get the Most Out of Ad Extensions
Ad extensions are an ad format that allow users to learn more about a business, product, or service. This additional information can inform or persuade potential customers to click while increasing an ad’s overall visibility. The two primary types of ad extensions are manual and automatic.
A manual ad extension is a personalized add on that allows quick access to product information, typically under the heading or description. The most common manual type is a site link, while other extensions include location, call, app, and review. An automatic ad extension creates the information in the add on for you based on information in customer reviews and ratings.
Utilize Negative Keywords
Figure out what keywords not to use is as important as determining the ones to use. Using negative keywords ensures your ads do not appear on irrelevant search queries. This method also allows you to boost the quality score and reduce the cost per click for each ad.
The best way to find negative keywords is to see what search terms lead to your ad. Here, you can target what are the most and less useful phrases or words when it comes to click-throughs. That way, when people use the negative keywords in queries, your ads will not appear.