If you have a well-executed PPC Campaign, either on Google Ads, or Microsoft Advertising, it can attract new customers, and encourage existing buyers and visitors to come back.
If you have been running PPC campaigns for some time and your results still don’t seem to be improving, it may be time to evaluate your PPC performance.
We’ll walk you through six PPC strategies to improve your paid search results and maximize your ROI.
How Can I Improve My Ppc Performance?
Optimizing campaigns on multiple dimensions will help you to get ahead of the competition in paid search.
There are many PPC strategies you can use to improve the performance.
Google Ads campaign optimization strategies can range from simple tweaks such as switching off the add-on suggestions to testing audience segments, and even automated bidding strategies.
What Makes A Good PPC Campaign Effective?
Profitability is the key to a successful PPC campaign. A successful campaign will generate high-quality clicks and convert them into sales.
A campaign that fails will not make a profit, no matter how long you spend optimising it.
Knowing when and how you should optimize is the key to a successful PPC Campaign.
Does PPC Affect SEO?
Beginners to PPC often believe that PPC has a direct impact on SEO rankings.
Paid ads have no direct effect on the organic search ranking. Google wants to give searchers the organic results that are the most relevant for their queries. Not the ads from the brands with the largest budget.
PPC and SEO can be used together to create a marketing strategy that is cohesive and enhances your company. It also brings many benefits, such as an increase in SERP real estate or consistent brand experiences.
Combining PPC with SEO can give you the best chances of increasing traffic for your business on the short-term, while also enhancing your presence online to achieve long-term success.
Six PPC Tips To Improve Your Campaign Performance
To run successful PPC campaigns, you will need to devote ample time to tracking and monitoring performance as well as developing and testing different strategies.
Even the most successful campaigns may suffer unexpectedly due to market changes, consumer behaviour, competitors and the ad platforms themselves.
Here are a few PPC tips that you can implement today to improve the performance of your campaign.
Decide Your Goals
A successful PPC campaign is dependent on defining your goals as early as possible. You may want to increase sales, revenue or awareness.
Remember that your goals should be specific, measurable and realistic. They also need to be anchored in a timeline ( Smart). The key performance indicators (KPIs), such as the CPA (cost-per-acquisition) or the conversion rate, will then help you determine the pivotal elements of your campaign, such as the ad copy and your budget.
Geo-targeting
Geo-targeting or local PPC is a strategy that targets a particular audience in a certain area. Google Ads’ geotargeting best practices allows you to create campaigns customized to your prospects’ geographic location.
Best PPC services in Australia is a great way to optimize performance. It allows you to write ads that are specific to a particular location, for example using keywords and terms that locals only know. It will make your audience more engaged and you will get a better response.
The more appealing your ad is to your audience, the higher your click-through rates (CTRs) will be and the more likely you are to get more qualified prospects.
Embrace Automation
Google Ads’ game has improved dramatically with the advent of automation. The machine-learning algorithms of the platform are constantly improving in order to automate all manual tasks that advertisers do with regard to ad copy and bidding.
Google’s new performance max campaign type for example, uses machine learning to optimize performance across Google’s network, including YouTube Display Search and Gmail.
PMax campaigns are one of the best ways to improve your account. They are inherently driven by the unique goals of your brand, and the automation uses all the data available to create and deliver the ads that best suit these goals.
Don’t neglect Ad Creatives
Ad copy can be difficult to write and can appeal to a wide range of audiences.
When trying to improve your PPC campaign’s performance, it is important to remember that your ad should:
- Focus on a specific user problem
- Use a trigger that is emotional (e.g. happiness, exclusivity, gratification)
- Focus on the benefits of your product (rather that focusing only on its features).
- Create a feeling of urgency
- Finish your presentation with a powerful call to action.
Set reminders when working on ad copy to check on the ad creativity regularly. Refreshing the creative of your ads can be an effective way to ensure that your campaigns inspire your audience.
Focus on Audience Segmentation
Redefining your target audience is another way to improve the performance of an ad campaign.
You need to make sure you are targeting the right audience with the right offer or product.
The audience segmentation allows you to drill down into specific aspects of your target market and increase the likelihood for your prospective customers to click on your ad.
Marketing audiences are categorized by elements like demographics, psychographics and behavior. They can also be segmented geographically. Google Ads and Microsoft Advertising give you the option to observe how audiences interact with your ads or to target only users who are relevant to your business.
Utilize Remarketing
Remarketing campaigns are successful when they place ads in front users who have already visited your site or app, and convince them to give you another chance.
Remarketing is a great way to nurture the buyer’s journey. Engaging prospects with content helps them reevaluate your product and make it the best solution for them.
To see results you must get your users to care. Through comparison landing pages, you can show off your benefits, features, and use cases. You can also help prospects compare you with the competition.
Avoid A Low-performing PPC Campaign
Your business can be taken to the next level with a well-planned paid search campaign.
If you have tried all these PPC tips and optimized your campaigns, but still don’t notice a difference in performance, you might want to invest in a professional PPC Audit.
Want to give your campaigns a new spin? Visit our PPC Services page to find out how we can improve your PPC performance and scale it according to your specific strategy.
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