Pay per click (PPC) (also called Cost per click) is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked.
“PPC marketing is a proven way to get fast results from digital advertising. But it requires refining, updating, and optimizing for best results.”
For starters, you get better tailored traffic because a PPC campaign is focused on particular targeted keywords. This lessens the possibility of receiving the incorrect leads and, over time, increases your conversion rates.
Additionally, you can easily see results more quickly than if you had relied on inbound marketing tactics like SEO because paid advertisements are promptly launched, even for a new firm.
While you can and should still focus on long-term inbound marketing strategies for your own site—organic leads will help lower cost in the long run—using PPC campaigns alongside these strategies can help you increase sales and justify the cost of running these campaigns in the first place.
Interested to see how you can create a high-converting PPC campaign? Here are our Best Strategies to optimize PPC campaign to drive conversions and boost sales.
Benefits of PPC Campaigns
- Instant Traffic
2/3(64.6%) of clicks for high commercial intent keywords go to paid ads
- Easy to Target specific audience
45.5% of People couldn’t identify Paid Ads on the search results Page
- Paid Ads for high commercial intent keywords takes up 85.2% above-the-fold pixels.
- Pay only for Performance
- Easy to measure results
- Total Control over Campaign
Why You Should Optimize your PPC Campaigns
- Reduce cost per click
- To Improve campaign ROI
- To get a higher Click through Rate
- To get better quality score
PPC Campaigns Optimization Strategies
Here’s how you can take the full advantage of PPC Campaigns:
1. Optimize Keywords List:
To optimize your keywords, consider following these steps:
Perform Keyword Research
Research the most beneficial keywords for your brand. This will also help you better understand your target audience and how they’re looking for your content, services, or products.
For example, “blue jeans” is a generic keyword with a much higher search volume as compared to “blue skinny jeans for men.” However, the latter is more relevant if you do sell blue skinny jeans that are designed for male customers.
It is challenging to determine the best-performing keywords when you have a huge list of keywords. That’s why many marketers use the Pareto Principle to identify the most significant keywords in their campaigns. They do so by considering several key metrics such as Impressions, Clicks, Cost, Conversion, Conversion Value, and Wasted Spend.
Pause the Low-Performing Keywords
Your entire PPC campaign may occasionally suffer from the performance of a single term. It is essential to monitor keyword performance carefully on a weekly, if not daily, basis because of this. You can lose hundreds or even thousands of dollars with a few bad keywords.
All keywords that aren’t generating any results should be put on hold. It’s advisable to take a closer look at the following issues before stopping, though, if your keywords are performing slightly but not to the level you desire.
Create a List of Negative Keywords
The search terms report helps you identify which keywords to add as negative keywords. It shows the actual terms that users searched for, which both triggered your ad and resulted in a click.
This report is primarily divided into three categories: Awareness, Consideration, and Conversion.
- The awareness segment shows the search terms that trigger your ad.
- The consideration segment shows the search terms against which clicks are generated.
- The conversion segment shows the search terms that are converting users into buyers.
Find unrelated terms in each of these categories, and add them to your negative keyword lists because they simply lead to wasted clicks and impressions, not sales.
For instance, if your broad match keyword is “men’s jeans,” then searches for “slim men’s jeans,” “blue jeans for men,” “skinny jeans for women,” and “jeans for women” will also result in the display of your ad. Your advertisement is currently promoting men’s jeans, but it is being activated by some unrelated search terms like “slim jeans for women” and “jeans for women.” Include those keywords in your list of negative keywords so that your ad won’t be displayed in response to ineffective search phrases.
Choose the Correct Match Types
Broad match keywords are the default choice, but they don’t get the best clickthrough rates (CTRs) to your website. Plus, it’s not even recommended to bid on phrase match keywords.
Restricting your keywords too much might limit traffic, so try to keep your keywords as broad as possible and layer them with Smart Bidding. A broader keyword can help machine learning technology prioritize the best performing keywords regardless of their match type.
Hint: Use Long Trail Keywords
2. Create Localized Landing Pages
Web pages designed to target certain audiences are known as localised landing pages. They are designed to address a specific audience, in the language they use, and with the knowledge they require.
Because they are customised for the viewer, these sites offer a better user experience. They also aid conversion rates because visitors to localised landing pages frequently convert at a higher rate than visitors who do not.
If your company only operates in a particular region or location, you might think about creating specialised landing pages to increase traffic. And if you have many locations where you conduct business, give each category its own landing page. Your viewers will find it more pertinent and unique.
3. Use Ad Extensions in PPC
Ad extensions are the extra details you can add to your ads to provide more details about your company and items. They are a fantastic way to raise your profile, draw in more clients, and improve your conversion rates.
At the top of the advertisement, they are typically added as text or images. They may contain information such as phone numbers, addresses, reviews, and more. Because they offer a lot of useful information to potential buyers who may be browsing search results or their social media feeds, ad extensions have become a crucial component of any PPC campaign.
4. Optimize Your Ad Copy And Ads Per Ad Group
Your ad copy must build around the brand. Write a clear description so that the customer knows more about you just by looking at your listed services.
The effectiveness of your ad might be increased overall with the proper use of ad extensions. To tailor the look and feel of your creatives for various target categories, use data-driven content. For instance, you may display one inventive message to UK citizens and a another message to US citizens. Any component of a dynamic creative can be changed, including the CTA wording, exit URLs, pictures, and more.
Digital ad campaigns can be produced with more effectiveness using programmatic buying and data-driven creatives. It can be difficult to connect the dots between the creative and the facts, though.
6. Optimize your website
Even with PPC optimization, your marketing campaign results can still fall below expectations if you don’t optimize your website.
Recently, Google has begun to factor in Core Web Vitals when determining the rank of your pages. These vitals include:
- Loading performance – The page should load in under 2.5 seconds.
- Visual stability – Page elements shouldn’t move when the user is reading the text (it usually happens when a piece of media loads), forcing the visitor to search for their lost place.
- Interactivity – The time between the visitor taking action (like clicking a button or tab) and the website responding should be under 100 milliseconds.
Core Web Vitals show how good of a user experience you should aim to offer your visitors. Improving them won’t just improve search engine optimization efforts, but it’ll also help your PPC ad clickers actually convert.
PPC optimization is an ongoing process.
Add that to the multiple new options and updates happening every year, and it’s nearly impossible to thrive without analyzing regularly so you can keep enhancing your strategies.