PPC optimizations are crucial to sustain or improve your paid campaigns.
Sometimes it may be overwhelming - where should you start? There are numerous components of a PPC campaign which if optimized may help maneuver the needle into your direction. This post provides proven ideas to boost your PPC campaigns to deliver better results.
Here are our top recommendations:
Can't not include this one - you have to choose what you would like to get from your efforts. Your goal must be related to which metric you would like to move.
Do you want more visitors to create higher sales, leads, downloads, OR do you want to deliver a branding message? Your goal is going to determine the best way to make use of the methods below to optimize your effort.
Keywords drive ads on the search network. It may result in a lot of ads spend if keywords are ineffective. Double-check to make sure the keywords are relevant. Limit keywords to 10 per ad group. It enables you to create customized advertisements (with the keywords in the advertising copy) that can result in a higher CTR (click-through-rate), and a superior score while reducing CPC (cost-per-click).
No need to reinvent the wheel, you can simply create variations of your ad. When optimizing advertising text make use of the same principle as keywords. Permit for 200 impressions per ad text and also delete keywords that have CTR below 1%. In case none of your ad text creatives have good CTR, then check the ad text and try to add new text that is catchy but still relevant to your keywords.
Try testing name case, display URL variations, turn up your CTA or switch description line 1 on line 2. However, make an effort to build upon what works. Each ad group needs to have 2-3 ad text variations at all times.
Because of broad matching and close variant matching to the query, some completely unrelated searches could trigger your ads. Narrowing the 'match scope' is an essential optimization for any PPC campaign. Find the search terms from the tab in any campaign or advertising group. Review the search phrases triggering advertisements. Look for particular keywords as well as for overarching themes.
As an instance, say that your business has an employee login from your website. You notice employees searching for that employee login are clicking ads to reach it. You might require putting the "log in" keyword in the negative keyword section to ignore spending on login search.
For those who have not split display and search traffic, then do it today! Both of these traffic sources function and behave differently, and you want to optimizing them separately. To optimize for display, all you require to do is to review your ad text (see above) and eliminate any undesirable resources of traffic.
With display network by adding creatives and variations advertising banner and text creatives shoot for top CTR and always optimize. Keep things fresh! Review your placements or sources which do not reach the CTR and do not convert.
In many cases, PPC budgets need to allocate into campaigns. While that can be an excellent standard guideline, it's not always the situation. It could not apply in circumstances where branding/awareness or specific display campaigns don't reveal many conversions.
Also, branding campaigns may convert but doesn't require a budget. Bing Advertisements have added the capability to use something for conversion estimates-based budget that prove to be a fantastic time-saver in your budget optimizations.
Your landing pages are usually the most part of your campaign that a lot of people overlook. A good PPC campaign is useless unless you have a good landing page. Also, they make or break your effort's success. Can you imagine your campaign's success if you can boost your landing page conversion rate by even 1%?
You must test landing page variations. It's time to start, even if it's just a simple A/B test. There are several cost-effective tools and services you can use. Start with A/B testing and consider multivariate testing in the future. Track any landing page test by ad group; you'll be surprised at how different landing pages perform with diverse groups of the ad. If you have the traffic, you can get more granular and target by keyword or site.
Final ThoughtsBecause people never quit searching, there are always opportunities to enhance your PPC campaigns through optimizations. If this post helped you make some improvements or if you know of any additional optimizations, then let us know by dropping a comment.
