Are you getting the most out of your PPC campaigns?
You might lose money by not taking advantage of all the tools that Google and other search engines offer. To help you get the most bang for your advertising buck, we’ll walk through a few ways to improve your quality score and increase conversions.
1. Set up proper URL tracking.
This is the most essential part of your PPC campaign, and you don’t want to miss out on this step.
It doesn’t matter how much money or time you spend trying to determine why your conversion rates are low and why people aren’t converting. If you don’t hire a digital marketing agency to set up URL tracking correctly, it will all be for nothing. Such an agency would use a tool like SEMrush to analyze which keywords have the highest conversion rate, their cost per click, and how many clicks per day they receive.
2. Segment your campaigns into many groups.
Segmenting your campaigns into many groups will help you create relevant ads and landing pages for each audience.
This way, you can show more relevant ads to the right people at the right time. The best way to do this is by creating separate ad groups for different audiences and products/services (think of them as columns). You can also create ad groups based on different landing pages or keywords (think of them as rows).
3. Target relevant keywords.
Keywords are the lifeblood of your PPC campaigns.
They’re why you have a successful campaign in the first place, because they allow you to bring potential customers to your website. If keyword research isn’t part of your strategy, it may be time for an overhaul.
You can hire a marketing agency to handle your keyword research so you can focus on other aspects of your business.
4. Filter out irrelevant keywords.
The more effective your keyword selection, the better.
Choosing keywords relevant to your business is not enough; you also need to exclude unrelated keywords. Otherwise, you pay for clicks that don’t lead anywhere and may even drive away prospective customers.
When you filter out irrelevant terms in Google AdWords or Bing Ads, they won’t appear in any ad text or landing page URLs.
This makes it easier for people searching on those websites to find what they’re looking for and click through to your website if they want more information about your offer.
5. Use ad copy to pre-qualify visitors.
When you look at the words of your ads, do they accurately describe your business?
Do they clearly communicate what you’re selling and to whom you’re selling it? If your answer is “no,” try revising them. This will help with clickthroughs, build brand awareness and increase recall for later stages of the buyer’s journey.
6. Develop tailored landing pages for your ad groups.
Another way to generate more high-quality leads from PPC campaigns is by developing tailored landing pages for each ad group.
Google AdWords has a variety of ad extensions that you can use on your landing pages, such as sitelinks, callout extensions, and location extensions. The trick is to ensure that you have a dedicated landing page for every ad group in your account so that you are not sending visitors to generic pages that don’t convert well.
A great way to develop tailored landing pages quickly and efficiently is through software like Insta page or Lead pages.
7. Use your competitors’ keywords for inspiration.
If you’re not already doing this, it’s time to start.
The only way you can know that people are searching for your business on Google is by looking at what keywords your competitors are bidding on and using them in your campaigns. This has two benefits: it gives you a better understanding of what terms matter most, so when you launch new campaigns or tweak existing ones, they’ll be more effective.
It prevents other websites from stealing the traffic from under your nose by running ads targeting those same terms.
8. Make adjustments based on mobile performance.
The mobile experience is an integral part of your PPC campaigns.
If you have a landing page that’s not mobile-friendly. It will be harder for users to find and interact with your company. Make sure that you fully optimize all pages for mobile browsing. Make sure your landing page is easy to navigate on a smartphone or tablet device.
Your visitors should be able to scroll down the page without having their fingers disappear off the screen or zoom in and out easily if they need to see more or less information at once (for example, if they’re interested in one specific product).
With all the information we’ve covered above, you should be well on your way to launching a successful PPC campaign. Remember that there’s no one-size-fits-all approach to creating a great PPC campaign. But these tips will help you get started on the right foot. You can also hire an expert by searching online for a “digital marketing agency near me.” That way you know your PPC campaigns are in good hands as you run your business.