Are you relying on pay-per-click (PPC) advertising to target a specific demographic of potential customers in hopes of moving them down the marketing funnel? You’re not alone. Many businesses use PPC advertising in their digital marketing plans because of its many benefits. PPC advertising’s benefits include improving your brand awareness and boosting sales through lead generations and checkouts.
According to Google, search ads raise brand awareness by more than 80%. Measuring the performance of your PPC campaign can help you define your marketing strategy and know where to improve your PPC campaign.
PPC campaigns provide better control over the costs of your advertising budget and help you analyze performance in real-time. These campaigns are also flexible, allowing you to adjust metrics to meet your business goals.
Below are a few tips on how you can improve your PPC campaign performance and enhance lead quality.
Define The Objective Of Your PPC Campaign
While making or improving your PPC campaign, always keep the objective in mind. Before doing anything, create a clear and measurable goal for optimizing your PPC campaign. Your objective is a roadmap for your campaign; it leads a clear path to how you’ll achieve it with the help of PPC.
Here are a few examples of objectives:
- Increasing traffic to the website
- Getting subscribers, sign-ups, downloads
- Generating sales
While defining the objective of the campaign, make sure you keep it realistic. Ambitious goals can lead to a campaign going over-budget to achieve the desired results.
Choose The Right Keywords
PPC’s are a part of the digital marketing ecosystem, so choosing the right keywords is critical for improving your PPC campaign.
Google offers a tool to create a keyword list based on the analysis of your business’s website. Choosing the keywords from this list will ensure the success of your PPC campaign; however, you should choose keywords that have high click-through rates (CTR). Make sure you include keywords with high performance in your ad copy for maximum impact.
Optimize The Keyword Score
Having too many keywords in your PPC campaign can lead you to undesirable results in terms of lead generation and can also affect the quality of your campaign. Avoid keyword overloading and aim for a better keyword quality score instead of having too many keywords.
Here are a few factors that determine the quality of your keyword score:
- Click-through rate (CTR)
- Website landing page experience
- Use of relevant keywords on the ad copy
They can be optimized easily by using keywords with high CTR’s to generate traffic, checking ad copy for aligning with the search objective of your keyword, improving the page landing experience for users once they click your ad.
Write Eye-Catching Ad Copy
Content is king! This saying holds so true when it comes to advertising and marketing. Your ad copy is the front of your campaign, and the success of your PPC depends on how engaging your ad copy is.
Since PPC campaigns are usually restricted by a character limit, your ad copy should be eye-catching. It should also clearly define your business’s unique selling proposition and how it’s better than your competitors. Creating attention-grabbing headlines can also help. Also, tell your audiences what to do next; don’t shy away from adding a call-to-action (CTA). CTA’s that include the words hurry, today’s special, free, exclusive, download, and install work the best.
Optimize For Mobile
While most PPC campaigns are made on desktop, don’t forget to optimize your campaign for mobile. Over 45% of people in the world use a smartphone to connect to the internet. Not optimizing your PPC campaign for mobile is a huge missed opportunity. Your website landing pages should be mobile-friendly as well to get the maximum benefit out of and improve your PPC campaign. Usage of short-tail keywords will help you gain traction as mobile users don’t type long search queries.
List Negative Keywords
This is a step that many miss out on while developing a PPC campaign. Creating a list of negative keywords prevents your ads from being delivered under inappropriate searches. This also helps in quality control of who your ad is getting served to and reduces the risk of overspending for ads. For example, if your business only sells hot wings and your ads are getting displayed to searches for chicken nuggets, chicken burgers, etc., you can add those keywords to your negative keyword list.
Track Your PPC Campaign
Once you have created a PPC campaign, it’s very important to track its performance and monitor the results at regular intervals. Many marketers do not track their campaign’s performance. They usually analyze them only once a campaign finishes.
This is when they realize that the campaign failed to deliver the objective. Constant monitoring of a campaign helps you gain valuable insights into its performance and allows you to make adjustments to improve your PPC campaign. You can use Google Ads and Google Analytics to track your campaign’s progress.
No matter how big or small your business is, PPC advertising can help you boost sales and generate leads and brand awareness. This also helps in generating high visibility of your brand on search engines. These tips will ensure that you can design and improve your PPC campaign.