When I first started with digital marketing, I was intimidated by pay-per-click. Perhaps, I could write ad copies. But optimizing PPC campaigns? It seemed too technical.
After a few months, I realized that the learning curve definitely was worth the results. Optimized PPC campaigns are beautiful. Here are some stats to motivate you if you are a bit apprehensive about PPC like I was.
64.6% of people click on Google ads when they are looking to buy an item online.
Businesses make an average of $2 in revenue for every $1 they spend on Google Ads.
PPC stands for pay-per-click. Pay-per-click means that when ads are clicked on by a user, the advertiser pays a charge to Google.
Quite simple, right?
But, if you have ever invested in pay-per-click advertising in Google or Facebook, you know that it takes up a lot of your time and attention. Setting up ad campaigns and continuously monitoring performance and budget is a full-time job in itself.
But the results are worth all the efforts. PPC advertising brings targeted and qualified traffic to your website. Successful PPC campaigns boil down to optimization and avoiding common mistakes.
Here are a few best PPC practices that can maximize your performance.
PPC Best Practices
#1 Define Your Goals
Everyone needs a goal, and so does PPC advertising. This may seem very obvious, but without a specific, measurable goal, you cannot optimize your PPC campaigns.
- Is $20 per click optimal or expensive? Depends.
- Is a CTR of 10% compliant or unacceptable? Depends.
It all depends on the goals you wish to accomplish and the competitiveness of your industry.
If you don’t set clear goals, you will select the wrong keywords, generate ad copies which won’t sell, target incorrect people, and also waste excessive dollars. WIth PPC the budget can go within a day or two if you don’t define set dollar limits correctly.
So make sure you have clearly determined goals for your PPC campaigns. After setting your goals, you will be able to compare your campaigns and see if you have reached the desired level or not.
#2 Create Captivating PPC Ads
Ads can be the first point-of-contact between you and your prospects.
We all have probably heard this quote before, “the first impression is the most important impression,” so make sure the ads engaging, and they connect visitors to attractive and appealing landing pages.
Creating unique ad copy includes attention-grabbing headlines. Most people who search online focus only on the title. Therefore, the headline should persuasively explain your product and service.
Also, make your ads specific and relevant. Avoid using unnecessary words and include only those words that will add value to your message. Highlight the unique selling position and include a strong call-to-action (CTA).
When it comes to creating a CTA, avoid using common phrases such as ‘click here.’ Instead, use phrases that encourage the users to click the link.
#3 Don’t Ignore Negative Keywords
PPC is tied to search engines that manage the keywords and phrases people are seeking. It’s best to organize PPC campaigns by keywords. But the opposite is just as important. It is vital that your ads don’t link to unrelated keywords.
Negative keywords have a significant impact on your results and budget. When you block negative keywords, you stop your ads from getting activated by irrelevant search inquiries. They help ensure that your ads show up in front of those who are genuinely looking for your offer.
Additionally, negative keywords give you an opportunity to avoid unnecessary traffic and save a few dollars that would have been spent by the unnecessary clicks.
Spend as long as it takes to maintain a complete list of negative keywords. By doing this, your ads will only get displayed for search inquiries that are directly connected with your targeted keywords.
Apart from preserving your ad expenses, negative keywords can also enhance your PPC campaigns by boosting your click-through-rate (CTR), conversions, and quality score.
Always remember to optimize ads for position #1 because the average mobile PPC ad click-through rate (CTR) drops 45% between positions one and two.
#4 Use Emojis
Emojis are much more than cute cartoons. The use of emojis in online marketing is becoming more and more acceptable and even beneficial.
Recent research about the use of emojis in a mobile survey campaign confirmed that emojis are good.
- Emojis reduced the drop-off rate.
- Emojis increased the level of satisfaction in the survey.
- The emoji responses provided similar data, which means that emojis were perfect in communicating the viewpoints of respondents.
You can use emojis in your PPC to add emotion, grab attention, and deliver your message in an instant, fun way.
Don’t be hesitant to use emojis, but don’t overdo it either. Pick emojis that make sense and promote your message.
#5 Focus on What Is Selling
Reinvestment skills are what keeps a PPC master apart from the competition.
As a marketer, your primary responsibility is to generate income for your business. And the more revenue you produce, the better.
If a keyword, ad group or campaign appears in a lot of conversions, then it is smart to either increase its budget or transfer some funds from the low performing campaigns.
Similarly, if something is not selling even after testing and tweaking, then just ignore it and concentrate on what is succeeding.
The pay-per-click industry is highly productive.
PPC requires regular monitoring to produce the best possible results. And the beauty of this marketing strategy is that you can monitor each component. You know where every dollar is spent and you can adjust things any time you need to.
You can dramatically improve the performance of your PPC campaigns by following these optimization tips, and enjoy better results.
Also read: Mobile-first indexing is here