Mark Simmons — December 7, 2016 Follow @mixeddigitalPPC (pay per click) advertising is important for online business success and a necessary component for a complete and successful digital marketing campaign. Optimizing your PPC performance, whether it’s through Google Adwords, Bing Ads, Twitter promoted tweets, or Facebook, is one of the best ways to increase your reach to potential customers and promote what you have to offer. To get the most out of your campaigns, you need to streamline PPC optimization.
Following are the Top 5 Ways to Supercharge Your PPC Optimization.
1. Establish Goals
Don’t run PPC campaigns without having a crystal clear understanding of your potential and current client’s business and goals. Absolutely nothing can be as detrimental to PPC optimization than this. If you don’t get to know your target audience, you will end up targeting the wrong keywords, you’ll produce ad copy that doesn’t sell, you’ll waste time targeting the wrong people/businesses and you’ll lose a lot of revenue, fast. If you don’t don’t fully grasp your target audience’s goals, there can’t be an effective strategy – without an effective strategy you aren’t optimizing. You can learn more about establishing goals for a PPC campaign here.
2. Develop A Solid Account Structure
To achieve good PPC performance you’ll need a solid account structure. Typically, this includes having a few campaigns focused on each service, product, location, as well as other concepts that make sense when it comes to your specific business objectives. A good way to segment your ad groups and campaigns is by considering the structure of your flagship website. After that, set up specific ad sets under each category.
3. Concentrate on High-Performance PPC Keywords
Keywords are at the core of every PPC campaign and once you determine your highest performing PPC keywords you need to concentrate on them. So, how do you determine if a keyword is high performing? This depends on your goals and which key performance indicators (KPIs) are most important to you. Determining the click-through and conversion rates are two crucial metrics that you’ll need to use to determine of your ad campaigns are successful.
4. Don’t Ignore Negative Keywords
The objective of running PPC ads is first page placement for all relevant keywords chosen which only makes sense. What some marketers don’t realize is that it’s even more important that your ads don’t show up for irrelevant keywords as they end up outnumbering the relevant keywords. Create a comprehensive list of negative keywords and add to it on a daily basis. This will help you control ad spend, which is especially important if you have a low budget.
5. Regularly Optimize Ad Copy and Landing Pages
Ad copy that doesn’t have a strong USP (unique selling proposition) and CTA (Call to Action) isn’t going to generate enough clicks and conversions to make it worth your efforts. In addition, a landing page that takes a long time to load or doesn’t provide value to visitors certainly will not help either. This means you need to optimize your landing pages and test them on a regular basis. Another thing to consider with landing pages is that they should be optimized for mobile, offering visitors a “human-friendly” experience. Optimization is not a one time activity. When it comes to your CTA, experiment with different offers and phrases to see which one drives the most conversions. What works today, may not work tomorrow so it’s important to consistently run tests to improve conversion rates.
A lot of small business owners still underestimate the benefits of PPC and as a result, they end up missing out on a major opportunity to quickly grow their online businesses with a controlled and profitable process.
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