Every new year means a fresh start, a clean slate, and new goals to be crushed. And for digital marketing professionals, the pay-per-click marketing strategy is likely to remain a large part of the pie.
But since the tactics and campaigns that worked last year were not necessarily this year, take the time to audit your current PPC plan to see if you can adjust, improve, and optimize your efforts. Not sure where to start? The list of suggestions below may help.
1. Expand the current list of keywords.
There is almost always room to expand your current keyword list. For example, you may add adjectives and adverbs to long-tail keywords, whereas short-tail keywords may perform better if such descriptive words are excluded.
Use the keyword research tool (there are many free and paid options on the Internet) to find the right keywords. You can also see which keywords your competitors’ content is ranking for and then target them yourself.
2. Identify low-performing keywords.
Keywords has the power that can make or break your PPC campaign. When validating keywords, it is important to validate those that are not performing well. Underperformance can be attributed to low bid or search volume, but not always. It can also mean a higher cost per lead.
Another reason may be that the keyword is too broad or restrictive to attract enough clicks. To understand why your keywords are weak, I recommend playing with your CPC strategy to reduce your CPC strategy. If that does not work, you can consider suspending.
3. Expand your list of negative keywords.
To reduce costs and improve campaign performance, regularly focus on expanding and tracking your negative keyword list. Negative keywords are also called negative matches. These are words for which you do not want to show ads. One of the most significant benefits of having a negative keyword list is that it helps weed out “out-of-the-box” buyers or leads who are likely to fail conversions.
Your paid search campaign’s conversion rate may not be what you want it to be, or maybe you feel like you’ve got a solid list of targeted keywords. Either way, a negative keyword list is useful because it prevents you from wasting your advertising spend on ineligible clicks and helps ensure that your PPC campaigns are as targeted as possible.
4. Leverage Customer Feedback
Do you have great online reviews about your product, service, or brand? Use them in your PPC campaigns.
You can use seller rating extensions to display ratings as part of advertising any product or service. It’s an excellent opportunity to build confidence and improve your CTR.
5. Geotargeting Ads
When managing your ad targeting, make sure you focus on the specific geographic areas where your products or services are relevant and available.
The simplest way to determine which areas you can target is to use various geographic reporting features on a paid search platform of your choice. If you are using Google Advertising, check the Location and Distance report to see performance data by location. From there, you can use geotargeting settings to target specific areas where you want your ads to appear, which can help lower campaign costs and improve your ROI.
6. Redefine Your Image
If you have not set yourself the task of analyzing your personality for a long time, now is an excellent time to review your current and potential customers’ demographics. (If you are using a customer relationship management tool, this data is most likely stored there.)
Ask yourself: Does this data fit my understanding of my ideal customers? If not, it’s time to adjust your campaigns to reach your target audience’s underlined areas. Consumer preferences change, and you don’t want to risk missing out on potential customers thinking that they are not part of your customer base.
7. Refresh Landing Pages
When was the last time you looked at your landing page data? A customized, well-designed landing page can be the difference between a click-through lead or a click-through from your website.
Know how your landing pages are currently performing and how they fit together. From there, A / B can look at the test and look for ways to optimize their landing pages to increase the number of actions taken, whether it’s a design update, a new copy of the call to action, or which Too be
The most successful strategies of PPC are ones that do not set up and are forgotten. By regularly testing, analyzing, and optimizing your PPC campaigns, you can better reach your target audience and beat your competitors.
8. Have a well-defined goal.
Unless you have a clear and measurable goal, you cannot optimize your PPC campaign properly. Remember, your goal is the backbone of your optimization process. If you don’t have a proper roadmap, you’re not going anywhere. Firstly, you need to determine what you want to get from your paid search ads. Depending on the requireents of your business, your goal may be to:
- Attracting visitors to your website
- Sales improvement
- Subscriber or get download
You have to always set clear and realistic goals. They should inspire your entire team to work towards the goals of your company.
9. Use a high-performance keyword.
In any PPC campaign, choosing the right keywords is extremely important. While Google provides you with a tool to build a keyword list based on your website’s analysis, you need to choose keywords with a high CTR to ensure your campaign’s success.
Check the performance of your keywords before including them in your ad copy. Choose the most effective ones.
If your audience resides in a different geographic location, it is recommended that you use the VPN services to find out which keywords are ranking in their area. A VPN can help you find the IP address of a specific location and browse the Internet locally. While many VPN options are available, choose them wisely as they are not all the same in quality.
10. Optimize Keyword Quality
One of the leading PPC campaigns does not achieve the desired results. One of the main reasons for most PPC campaigns is not providing the desired results because they have too many keywords. According to the Digital Marketing Institute, a PPC campaign brings in an average of only 12% of all sales for keywords. Therefore, avoid keyword overloading. Instead, your goal should be to improve your keyword’s Quality Score. The three main factors that determine the quality of your keywords include:
- The relevance of your keyword to your ad text
- Click-through rate (CTR)
- Landing page experience
Here are some tips to improve your keyword’s Quality Score.
- First, check whether the text of your ad matches the search objective for your keyword. You should focus on making relevant headlines and can touch your target audience’s pain points.
- Find out how many clicks your selected keywords are getting. High CTR keywords will help you generate traffic, which can improve your conversion rates.
- You can use DTR (Dynamic Text Replacement) to match your ad keywords to your landing page’s content. It will help you serve personalized content to your audience for each advertisement.
11. Make a list of negative keywords.
Negative keywords can save a lot of your campaign budget because they prevent your ads from showing inappropriate searches. These keywords will help you prevent unwanted traffic from entering your bank. For example, if you are only working with the iPhone, but your ads appear on iPod, iWatch, etc., you can add these keywords to your negative keyword list.
12. Write an eye-catching advertisement copy.
Ad copy plays an essential role in determining the success of your campaign. So, do your best to create compelling ads.
Check out some quick tips for writing outstanding PPC advertising:
- Since you have a character limit, you need to write a compelling ad copy without going over your limit. Your ad copy should contain your USP and why people should choose you over your competitors.
- Try to be as relevant as possible. As mentioned above, align all of your ads with relevant landing pages and keywords.
- Draw Attention Headlines
- Remember to add a compelling call to action.
- Try to use key words like “instant”, “hurry up”, “exclusive”, “free”, “just for today”, etc.
13. Use remarketing.
High bounce rates are standard in PPC marketing. Well, remarketing is the right way to take advantage of missed opportunities. You can use it to attract the attention of potential customers who are still in the awareness phase. Remarketing allows you to deliver targeted advertisements to users who have seen your products or services. There are several ways that you can improve your remarketing performance to improve your conversion rate and your ROI. For example, you can try different lead magnets, work with renowned influencers in your specific niche, and more.
14. Use ad extensions.
Adding extensions is the right way to reveal additional information about your product or service. There are 2 types of ad extensions: 1: manual ad extensions, and 2. Automatic ad extensions.
A manual ad extension is a custom extension with various extensions such as site link, location, call, review, call, etc. On the other hand, the auto ad extension works automatically. Like manually expanding ads, it also has a variety of customer ratings, previous visits, dynamic site links, and more.
15. Optimize your campaigns for mobile users.
Today, about 45.12% of the world’s population using smartphones, mobile users cannot be neglected when creating a PPC campaign. Ensure your landing pages are mobile-friendly so that you get the most out of your campaign. Pay more attention to short keywords because mobile users do not like to enter long search terms. You should also find ways to reduce your typing.
16. Monitor your PPC campaign.
To make sure the success of your ad campaign, you must monitor it regularly. Some aspiring marketers do not devote enough time to keep an eye on their campaign, which is another primary reason for some PPC campaign failures.
Do not ignore the importance of ongoing monitoring, as it can help you gain valuable insights into your campaign performance. If you are using Google Advertising, then Google Analytics should be a useful tool for you.
If you want to improve its efficiency, you also can invest in an automation solution capable of delivering feedback reports. If you can automate Google advertising reporting, you can quickly find important information that you can use to build robust marketing strategies and improve your PPO campaign’s performance.
Regardless of your business’s size and shape, PPC ads can help you gain more visibility on search engines and improve conversions. However, to ensure that your campaign performs as planned, you need to follow a few steps. In this post, we have introduced you to such expert suggestions that are sure to take your marketing campaign to the next level.