Have you heard of the famous saying by Fred DeLuca- “Profit or perish… There are only two ways to make money: increase sales and decrease costs.” PPC campaigns if used correctly can help you to 8x the revenue at a fraction of the cost.
Pay Per Click (PPC) advertising has emerged as a crucial component for every online business. Since the 1990s, PPC has been a must for every online business looking to raise their online visibility, boost traffic, and ultimately boost revenue.
In the category of search advertising, ad spending is anticipated to reach US$260.00 billion in 2022, and in such a competitive market it is quintessential that you run a focused campaign for your targeted audience to maximize profits. This article aims to break the 10 strategies to maximize the value of your money via PPC campaigns
1. Selecting The Right Keyword
Every PPC marketing campaign starts with a keyword.
Any potential customer will start their search for the product/ service by googling it. In return, Google or any other search engine will display a list of organic as well as paid advertisements that are most relevant to the searched term. Thus, you have to pick the right keywords in order to place your PPC campaign at the top.
But how to pick the right keyword?
Follow the guidelines to save your money by bidding for the right keyword
Mention negative keywords
This method helps to exclude clicks that are not desired. You can tell Google which searches you don’t want your advertisements to appear for by adding a new negative keyword. Negative keywords can be added to non-converting searches to increase marketing relevancy and cut down on wasteful spending.
Figure out the appropriate search term
Analyze your Google Search Console for a while to find out what keywords people are using to find your website.
Take notice of any repeated terms that are similar. When tracking is in place, you can utilize programs like Google Analytics to determine which of these keywords are leading to transactions.
Search keywords with plenty of clicks that result in purchases should receive special attention. This suggests that they are well-liked keywords associated with your industry and may produce a respectable Return on Investment (ROI) via PPC.
Target high volume, low competition keywords
High competition and high volume can be pretty difficult to rank for, so it is better to invest the organization’s resources in high volume, low competition. This is where the best keywords will be found. This indicates that even while many consumers are looking for them, few companies are spending money on them.
2. Optimize Your Landing Page
Engaging with potential clients once they click on your company’s PPC ad is known as post-click marketing. Imagine it as a standard marketing funnel. First clicks establish awareness and demonstrate user interest. Decisions are made at the next stage.
Based on the experience the customer will decide to completely quit your site or move farther down the funnel. This is your chance to as completely customize the redirect path as you can.
Keep these 4 essential things in mind
- Have a clear call to action
- Have a heading and subheading
- Unique features of your product/service
- Video or photo to complement the text
3.. Tailor The Audience You Want To Target
Targeting the right audience can save your time, money, and efforts and at the same time drive in more relevant leads. There are billions of people using the internet and so it becomes very important to perform audience targeting.
Audience targeting is a strategy that divides consumers into groups based on demographic information, which includes things like interests and occupations. Knowing your target market will help you create PPC ads that best appeal to your target audience, whether you’re using Google Ads or Microsoft Ads.
Steps to perform audience targeting:
- Build user persona- Think about all the ways a buyer can search for your services. Build a consumer persona – a semifictional character that represents the main characteristics of your broad audience. Include the age, Income, location, Interests, audience, and other relevant demographic characteristics.
- Collect data- There are by and large 2 ways to collect data first is the data that you directly collect, it comprises everything a company has directly learned about the interests and behaviors of its customers. Typically, cookies—small data packets that websites send to a user’s computer and their browser stores—are used to gather this information. And the other way can be to use third-party data which can be difficult to collect but at the same time can bring surprising insights.
- Decide the perfect mix of targeting –Select a perfect mix of search, display, inventory, and user targeting.
- Analyze the results – Analyze how the targeted audience is performing and refine the campaign accordingly to remarket or eliminate a specific set of audiences.
4. Bid Adjustment
In this bidding process, there is a base price and then you can increase or decrease the bid based on the additional functions you want. Bid adjustment is an increase or decrease in your bids expressed as a percentage. Depending on the places, times, and methods that people search, bid modifications let you show your adverts more or less frequently.
You can perform the process manually or you can automate bid adjustments on google ads. But whatever the way is the aim should remain the same invest in profitable options and disinvest in unprofitable ones.
5. Sitelink Extension
This add-on places more links to your website underneath your advertisement. This sitelink may go to blog entries, product pages, or informational pages. Sitelinks can increase the click-through rate of your advertisement (CTR).
The math behind sitelink is pretty simple they use more space, grab more attention and provide the audience with more options to choose from.
6. Keep Your Quality Score High
If you have a high-quality score then Google will charge you less so in it is one of the best ways to maximize ROI (Return on Investment). User experience (UX) and ad relevancy are the two components that makeup Google’s Quality Score algorithm. Ad relevance could appear to be a vague idea, but it refers to how relevant your ad copy, your keyword, and your URL are to the user’s search term. Simply put, the Quality Score assesses how well your advertisement meets the needs of the user.
Now the easy follow-up question is how to get a high-quality score?
A simple answer is to provide your audience with relevant content and a good user experience. To attain these 2 goals you have to do proper keyword research, organize your keywords in ad groups, optimize your ad copy, optimize the landing page and create the negative keyword list.
7. Build Clear, Precise, And Appealing Ad Copy
Using keywords to optimize your ad is good but the end goal of any campaign is to reach out to the consumer and solve their problem. To achieve this goal we need a clear, precise, and appealing ad. The 2 things to factor in while designing and ad copy are-
- Focus on solving customer problems
- Serve the benefits of your product/ service to your audience on a platter, and give them clear reasons to pick your brand over anyone else.
8. Keyword Monitoring
In order to determine the success of your keyword, you have to regularly view and refine the list of your keywords. It is pretty easy to monitor the performance of your keyword, simply sign in to your Google Ads account, then from the page menu on the left select keywords.
Then you can easily track the status of the keyword, its clickthrough rate, and quality score.
Understanding The User Behavior Pattern
Analyzing user behavior can help you to understand what your website visitors do and how they use your material. This knowledge can help you to personalize your message and reach the right audience at the desired time.For instance, if you have an invoice generator website, studying visitor behaviour can help you better understand his needs.. All this will lead to an increase in conversion rates.
You can use these 3 main tools –
- Bounce rate
- Exit page rate
10. Optimize For Mobile Use
According to a recent survey, 74% of mobile consumers used a search engine as part of the research process. So it only makes sense to optimize your ad campaign for mobile. Mobile users are different from PC users as they prefer short and quick information. Mobile ads get more traffic, engagement, and conversions while keeping the bounce rate low.
To optimize your campaign to phone you just have to make sure that the landing page loads quickly, the information is easy to read, and the call to action is short and visible.