When it comes to PPC campaigns, there’s always room for improvement. Whether you’re working with a limited budget, a small team, or a lot less time than you’d like, it all comes down to narrowing your focus on the right strategies.
But before you start your PPC campaign, make sure your website is optimized and ready to receive visitors. If you’re not sure where you stand, request a Free Website Audit to gain insight into your site’s performance—this will also help to pinpoint which PPC strategies will be most effective.
Tips for improving your PPC campaign:
#1 Increase CTR by Writing Good Ad Copy
Did you know that modifying a few words can increase your click-through rate by 161%? Your ad copy should communicate your value proposition in the best way possible. Consider the difference between:
We sell food, toys, and accessories. See our products.
Pet Supplies — Everything and Anything Your Furry Friend Needs
Our shop holds a range of health foods, handy accessories, and fun toys to keep your pet out of mischief. Shop now!
#2 Account Structure
Don’t dive in without the research. Before you publish your ad, analyze:
- The number of keywords in each ad group
- The number of ads in each ad group
- The relevancy of keywords within each group
By ad group, we mean, for instance, breaking your campaigns by product or service. So within each of those, you should have very high-relevant keywords (ideally no more than 30 words per ad group).
#3 Geo Locating Settings (for Local Businesses)
Location, location, location. If your product or service is only offered in a particular city or country, then you want your ad to appear when people search in those locations. You can select a city, state, or country, or even narrow it down to your borough.
#4 Negative Keywords
Hit your customers where it hurts. Address their pain points by using words like “never”, “don’t”, “stop”, “avoid”, “worst”—you get the picture. Why does this work so well? Because you’re appealing to humans, and humans are emotional wrecks—uh, beings. As you very well know, we often use emotions over logic to make decisions.
#5 Device Targeting
That’s right. Now you can set up device platform targeting so you can target ads specifically to either computers or mobile devices, including tablets. This can be really effective if you’re selling a product that caters to the user of a particular device; for example, if you’re selling mobile protection software, then your ad will more frequently appear on mobiles.
#6 Keyword Match Types and Use of Modifier
The order of words in a search matters to a user. A user searching for “villa vacation in Spain” is not looking for the same thing as a user searching for “vacation villa in Spain”. What Phrase Match Modifier does is allow you to link sets of words together within one of your keywords; for instance, “+vacation.villa +Spain”. The plus signs indicate this is the order you want your keywords to appear.
The purpose of remarketing is finding people who have visited/shown an interest in your site in the past. This tactic involves using a tracking code to place cookies on the browsers of your site visitors, and then serving ads to those with that cookie. Sneaky, but powerful.
#8 A/B Testing
This is also known as the split testing method, meaning your PPC manager will test one component against another, such as headlines, call-to-actions, keywords, graphics, and product/service descriptions. The goal is to find the right outcome to create a successful PPC campaign.