If you are new to Search Engine Marketing and you are planning to optimize your website, Pay-per-click is an effective way to drive additional traffic to your website. You need to consider a verity of factors in order to help internet users find the most relevant websites for their search queries. This is feasible through an active PPC Campaign that is adequately strategized.
5 Quick Tips To Optimize Your PPC Campaign
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In this blog post, find 5 quick PPC optimization tips that will help you in getting faster conversion on your PPC campaign.
1. Select relevant keywords
Keyword selection plays a major role in the success of any AdWords campaign. When you choose keywords for getting faster results then keep below points in mind:
Choose Keywords that are best for your services or product. Don’t use too much generic terms. For instance, men’s tennis shoes, women’s tennis shoes.
Your keyword research should include not only the most popular and frequently searched terms in your niche, but also extend to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
Your pay-per-click keyword strategy should also include regular negative keyword discovery – negative keywords prevent your ads from showing up for searches that are not relevant to your business and are unlikely to convert.
2. Optimize your content
Great content is not as great when it is not well optimized. And optimizing content to be far more competitive for Search has tremendously evolved over the years.
Content optimization is basically the process of improving the aesthetics and performance of a site’s assets or pages that provide unique value to its intended users through on-page SEO, conversion optimization, user experience, design, content editing and more.
It’s also critical to think like your user when strategizing your content.
Your content should be relevant and try to include more popular keywords in your Ads while creating Ad Groups.
If possible, also look at how the content has performed, and the audience it has reached. This will help you determine what PPC channel to use, and how to craft ad copy and PPC audiences.
3. Create awesome landing page
The purpose of pay per click advertising is to drive as much targeted traffic as possible to a particular web page.
So, to do this, you have to create a landing page that makes your web page looks as professional, appealing, and user-friendly as possible. You don’t want your visitors landing there and not knowing what it is you are advertising.
It is also a good idea to run a speed-test to make sure that your load time is acceptable. Nothing turns visitors away faster than a page that takes too long to load, particularly on mobile devices. It is also worth looking into your Google Analytics to analyse bounce rates. If visitors are arriving on your landing page but not hanging around, you need to know why.
At the same time, your visitors should know what it is you are advertising. Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.
Audience targeting is another easy way for account managers to control costs for PPC campaigns. Primarily, they can help you avoid doing Targeting the wrong geographies, Bidding at the wrong time of the day or Targeting the wrong devices.
To avoid targeting the wrong geographies, you have to concentrate on the target areas where you’re able to sell your product or service. Additionally, you can exclude locations that aren’t relevant.
Google and Bing provide pretty great levels of control for geographic targeting — countries, regions, cities, and zip codes — so you need to make sure your campaigns are using them.
On the other hand, optimizing bids for your PPC Campaign’s at most profitable hours can have a huge impact on wasted spend and poor returns. To do this, you have to implement dayparting and avoid accelerated bidding.
Dayparting is simply dividing the day and paying more during your most profitable times. You can find out what your most profitable hours are within AdWords or Bing. An alternative for this, would be to dump your ad performance data into a spreadsheet and analyze it from there. Then, test your hypothesis for a week or two and continue tweaking as needed.
In case of targeting the devices most of the PPC Campaigns should target both desktop and mobile devices. However, sometimes you’ll run a campaign that’s better targeted toward mobile devices and other times you might have a campaign that’s better suited to non-mobile devices (e.g. if your website isn’t mobile-friendly).
If you suspect that there’s an important distinction between desktop and mobile users, it’s worth analyzing. You might find out that none of your conversions came from mobile users because of a technical glitch that’s literally preventing them from converting.
If you are advertising a product or service that can be used globally, utilize the global paid advertising tool. However, if you are advertising for someone that is geographically linked, take advantage of the targeting tool by determining which countries you want your ad to appear.
5. Control your budget
One of the wonderful things about PPC advertising is that the budget is under your control. Your budget will depend upon the competitiveness of your business niche. Click costs are calculated on a keyword basis and the demand for each keyword phrase. While the costs can vary.
The best way to determine this is to calculate how much a new customer is worth in added revenue. Is it a one-time sale or will it produce recurring revenue? See what the average PPC cost is per click; since not everyone buys your goods or services.
You can control the cost of PPC advertising in a huge number of ways; it doesn’t have to be as simple as just adjusting budgets and bids. But effectively controlling your costs takes time and experimentation.
Business buying cycles and idiosyncrasies within your industry will play a big part in discovering which pay per click account management techniques work best for you. That’s why it is encouraged to never stop testing.
By following the above steps and keeping to them, you should see a good return on your investment. But the best thing is to do a quality analysis by using Google Analytics which will help you better understand whether your marketing is working, turn audience insights into action, and deliver more relevant customer experiences.