The management of the PPC campaign is really, really important. Some people still think that Pay-Per-Click is a kind of set and forget ad platform.
What is PPC?
PPC is Pay-Per-Click advertising. This is actually an advertising channel online where you’re paying every time somebody clicks on the ad.
Why do businesses love PPC?
Generally, there are two main benefits to PPC as an advertising channel:
- 1
Speed: If you want more sales or leads through your website, there are some ways as effective and fast as Pay-Per-Click. With a Pay-Per-Click ad, you are getting qualified traffic straight from Google to your site very quickly. So speed is really useful and a key benefit to PPC.
- 2
Data: The second advantage is that the data that we get from PPC is huge. If you want to find out which keywords people are searching for that are then turning into leads for your business, PPC is by far the best way to do it.
Strategies to optimise your PPC
01Make sure your website is secure and accessible.
An accessible website is important for visitors to read through and browse. Majority of these have to do with design, like using the right fonts, breaking up longer paragraphs, and using various content formats like images and videos wherever needed.
There are rules for great website accessibility you may have to look over and, as you’re doing so, make sure to also focus on website security.
Choose https instead of http as search engines like Google penalise unsecure websites, and this could harm your PPC campaign performance or lower visitor trust.
02Try updating your keywords list more often.
While putting out your first PPC campaign, you most likely have several keywords to cover. As you pay a particular amount per keyword, check the performance of each one, then eliminate those keywords that aren’t performing as well.
You can redirect your budget for those under-performing keywords for new keywords or to increase your budget for your better-performing ones.
Try to make it a habit to add negative keywords. So that you don’t have to rank for search terms that might get you the wrong type of visitors. Negative keywords are fundamentally the keywords you don’t want to rank for.
03Hold Customer Reviews
Do you have amazing online reviews for your product, service or brand? Use them appropriately in your PPC campaigns.
You can utilise a seller ratings ad extension to exhibit ratings as part of an ad for any products or services. This is a wonderful opportunity for you to establish trust and grow your clickthrough rate as well.
04Refresh Your Landing Pages
An optimised, beautifully designed landing page can be the difference between a click turning into a lead or bouncing from your site.
Examine how your landing pages are performing at present and how they stack up against one another. See what A/B testing can be done from there, and find ways to optimise your landing pages to raise completed actions, whether it’s a design refresh, new call-to-action copy or something else.
05Set up a remarketing (or retargeting) PPC strategy
Remarketing or retargeting is one of the best ways to re-engage with your target audience and increase the reach of your PPC campaigns.
The idea behind this technique is simple: show highly appropriate ads to people that have visited your website before or performed an action on it, such as filling out a form.
Carefully examine which ads are showing up to get the most out of your ad campaigns. By adjusting bids depending on specific visitor behaviours, you can make sure that prospects see only relevant ads rather than being flooded with needless ads while browsing online.
06Polish your copywriting skills.
Copywriting is one among the most essential parts of your PPC ad. This is because these ads seem like search engine results, you don’t have much real estate to showcase photos or videos.
Rather, your copy becomes front and centre. If this is your first few PPC campaigns, one of the best ways to get a good ROI is recruiting experienced copywriters who’ve worked on similar campaigns in the past.
For example, if you’re a B2B company, you will have to employ the help of skilled B2B copywriters who have the idea of marketing your service to your ideal customer.
The very successful PPC strategies are the ones that aren’t just leveraged and forgotten. By frequently testing, analysing and optimising your PPC campaigns, you’ll be in a better position to reach your target audience and defeat your competition.
