There are many components of a profitable paid search campaign. Here are some of the most profitable ways to optimize PPC campaign to improve your return on investment.
A well-executed PPC campaign is crucial for the advertiser’s overall conversion and revenue.
Finding potential customers is way better than just getting the terms they are searching on Google and Bing.
However, because you pay for every click you get from PPC ads, a badly managed campaign can cost you more than the revenue it brings back.
Regardless of the industry, some basic tactics work consistently in boosting PPC campaigns.
So, here are some of the most important factors to consider while implementing your PPC campaign. Although some of the elements are more advanced than others, if you try to implement this element it can bring more revenue than the cost you put in.
8 Tips to Optimize Your PPC Campaign
Relevant Landing Page
The first step is to make your landing page more relevant to the keywords you use in the campaign. It is one of the most overlooked aspects of paid search. Not to forget the ultimate goal of PPC which is ‘making a sale’. A successful PPC ad drives qualified leads to a landing page, but that’s only the first half part of the strategy. The second part is to convert that prospect into a paying customer.
maintaining the consistency between your keywords, ad copy, and landing pages improve your click-through and conversion rates while lowering your cost per click.
Optimizing Negative Keywords
Working on the primary keywords is vital but optimizing negative keywords is as important as anything in the campaign. By telling Google what your services/products are NOT, you can prevent your ads from showing on keyword searches that don’t align with your targeted audience.
If it’s important to tell Google hat your services are, it’s equally important to tell them what’s not.
Using Right Keyword Match-Types
With four types of keyword matches available, you can tell Google and Bing to handle the keywords you bid on.
Broad: of all the keyword match types, broad match casts the widest net. When you choose a broad match for a keyword Google will show your ad to people who type in all kinds of variations of your keyword, as well as the keyword itself.
Broad Match Modified: Modified broad match, as the name suggests, is a broad match keyword with one key difference. It allows you to flag certain words as mandatory for targeting. While the regular broad match may look at synonyms or related words to increase reach, a modified broad match stops this from happening.
Phrase Match: Phrase match gives you more control than broad match. With this keyword match type, your ads will show to users who include the exact phrases you’ve chosen as keywords in their searches. With the keyword phrase match option, your ads will only show to users whose searches include the phrase you’ve specified in the order you’ve mentioned it.
Exact Match: Exact match is the most restrictive out of the four PPC keyword. It puts strict limits on when your ad will be displayed. This match type will give you the highest relevance, but the lowest reach.
An exact match should be used if you want your ad to be served for a specific keyword.
When you choose an exact match, your ad will only show to customers who are searching for your exact keyword, or a close variant.
If you want more impressions, then Broad Match accomplishes that, typically for the lowest CPC. But, it can also mean you are matched to a bunch of irrelevant searches that can cost you more money.
With slightly more expensive, Exact Match may have the lowest amount of impression but provides higher relevancy and click-through rate.
Alteration Of Keyword Match-Types
We usually start with several ad groups when launching a brand new campaign that has strong themes of similar keywords.
We start with using Broad Modified match types as they offer a good level of control to qualifying ads. At the same time, it also offers enough opportunities for the ads to show and provide relevant data for improvement.
Over time, the focus tends to become more a blend of Modified Broad, Phrase, and Exact Match words as the data start to show what converts.
Best related search queries can then be ‘upgraded’ to Phrase or Exact, while our Modified Broad continues to help us find new things to bid on.
Filling Available Ad Content
Expanded Text Ads (ETAs) have made a huge impact in the world of Google Ads. By offering more space to add relevant content, ETAs provide an easy way to tell a story about your products/services.
If you wish your ads to perform better, make sure you have filled all the available information fields as follow;
- Final URL: Add the most relevant landing page.
- Headline 1: Add keywords theme that you think users can type related to the products/services. You can include a primary value proposition in this field.
- Headline 2: Add supporting value proposition or establish the context for the description.
- Headline 3: Add a strong Call-To-Action related to your keywords.
- Path 1: You can add a note of top-level category, brand name, or keyword category that relates to your ad group.
- Path 2: Include additional and accurate information in this field to provide further context to the searchers.
- Description Lines 1 & 2: Focus to make this section as relevant as possible to the users instead of just providing information about your brand. Remember, the searcher is telling you what they need, and this is your area to address it!
Google also helps you with the Responsive Search Ads (RSAs) option by providing you a list of headlines and descriptions options. Google will test combinations of them together to find the best result for your business.
You can add up to 15 headlines and 4 descriptions.
Any given ad combination will show up 3 headlines and 2 descriptions. So, ensure the headlines and descriptions you put in can be assembled in any way and still make sense!
Using Ad Extensions
Apart from focusing on Headlines, Paths, and Descriptions, Ad Extensions are as important as anything to the customer experience and thus giving your ads a considerable performance boost.
While offering valuable information to the audience it also tells the story about your brand. There are several ad extensions to choose from, but below are the ones that offer the most.
Sitelinks Extensions: These are the additional links your customers may find valuable that directs directly to the unique landing pages on your website.
Callout Extensions: One can use this extension to build trust among the audience. It includes entries like ‘peace of mind guaranteed’ or ‘fast professional services’.
Structured Snippets: This is helpful to choose a relevant category for your products/services. Use this to provide more information about the features offered.
Call Extensions: This allows you to pull out your business phone number right into the listing.
Local Extensions: Using this extension will pull your address and phone number to your ads for potential customers to easily understand your location.
Adjust Bids For Geo-Targeting
No matter what your market or industry is you can still benefit by focusing on specific geographic locations.
Review from which part of the region you are getting your impressions and clicks, to prioritize media spend in those areas.
Stating how geographically close you are from your customers can add a value of trust towards their decision to make transitions.
The relevancy of your products/services are also somehow dependable on the geo-location of the audience. For example, if you provide services or products that have something to do with the cold situation, you will not want to show up your ads in warmer regions.
These types of issues can also be addressed with geography-based modifications.
Look For Opportunities To Drive Budget To Mobile
Most of the users get converted on mobile devices itself as more number of people are using this tinny device for every transition. Mobile-focused campaigns give you the best chance to engage with your mobile customers in the right format on their preferred devices.
But, the question is, how do you determine if a campaign should have a mobile-only component?
Look at this example for better understanding;
As you can see, the mobile device easily outperforms desktop and tablet.
Adding a positive bid modifier to mobile phone users can maximize your visibility there. However, if mobile drives a significant conversion rate and you want to add more budget to the mobile campaign, you can simply copy an existing campaign and simply negative bid mobile for the original campaign. And then, you can take advantage of mobile-only campaigns by focusing on click-to-call extensions.
Google Ads is an investment. An investment that can drastically increase the revenue of your online business. As Google charges you for each click, make sure you have implemented the above-mentioned tips on your campaign to see better ROI with minimum spending.
If you are still in doubt about how to get started with PPC, then please feel free to get in touch with our PPC experts at AMH Web Studio now!
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