The advantages of pay-per-click (PPC) advertising are growing. Currently, around 65 percent of people who are shopping online are clicking PPC ads. Encouraging the click-through comes down to a few critical points in your campaign, and when executed correctly, PPC can give fantastic results.
The first step is an effective PPC management strategy, let’s look at some tips on how to manage your own results-focused PPC campaign.
TIP 1: FOCUS YOUR AD GROUPS
Ad groups are a collection of ads focused on a set of keywords or search terms. They are vital to your PPC campaign as they help search engines identify the keywords that will trigger your ads. When setting these up, try to avoid these two common mistakes:
1. Don’t put all of your keywords into a single ad group
2. Don’t put too many keywords into your groups; you want to avoid making your ads too generic
The goal is to ensure your ads are relevant to potential users; the copy should match the keywords and the landing page you are sending people to.
To help further narrow the search terms, use negative keywords. This will exclude nominated search terms to hone in on the keywords you think are most relevant.
All of this should provide a higher CTR while lowering your cost per click rate!
TIP 2: USE DYNAMIC KEYWORD INSERTION
Dynamic Keyword Insertion (DKI) is the use of a user’s search query that updates your ad text to include the keywords they have searched. By using a dynamic keyword insertion code when you create your ads, AdWords replaces the code with a dynamic result relevant to the keywords in your ad group.
This will make your ad more relevant based on the user’s search term which should hopefully help with the click through.
TIP 3: THE LANDING PAGE
If your ad is pushing a specific product or service, then a dedicated landing page is a must. Sending them to the front page of your website will likely stop the process dead in its tracks, and you are making the user work a lot harder to find the information they initially clicked on.
The particular landing page we are referring to should have a single purpose, which is the conversion of leads. It’s all about making it very clear and straightforward for your potential customer. Ensure the page aligns with your keywords and ad copy, and makes the required action very clear. The increase in conversion rates can often double when this is done right.
TIP 4: BID BASED ON DEVICE
Google’s AdWords bid adjustments allow you to change the frequency of your ads based on times when people are searching and where they are searching from.
It also can be based on the device they are using for the search. This means you are also able to bid on different devices. So if you receive a high CTR from tablet users, you target them more! This is also a great way to find this information out if you don’t already know it. Is your product more popular when people are on their mobile? It’s all about where best to focus your efforts to reduce cost per click and conversion.
TIP 5: EXPAND YOUR HEADLINES
Expanded headlines and text allow you a little extra room in your ad to really entice users with great copy. The expansion includes:
● Two 30 character headline fields
● An expanded 80 character description field
● Space for a display URL
Expanded text ads are proven to be a little more effective than the standard as you can get a little bit more information across while making a bolder impact visually.
TIP 6: TRACK CONVERSIONS
Conversion tracking allows you to see how many people click on your ads and what they do afterward. You select the things you want to track; it could be a sign-up or purchase, whatever is relevant to your process.
This data is essential as it allows you to improve your ad campaigns. It lets you know if the keywords you are bidding on are correct and if your approach, copy, images, and targeting are working for you.
Conversion tracking is easy to set-up via AdWords and will provide you with great benefit as you travel along.
TIP 7: KEEP ABREAST OF THE CHANGES TO PPC MARKETING
PPC management best practices are never set and forget. You should always be aware of what’s coming next so that you can not only understand any changes or requirements but take advantage of them.
PPC advertising is continually changing, and your management strategy should be as well. We will see a rise in things like identity-based marketing, which is the creation of an ad campaign that targets a specific list, and live data which is a live stock update letting customers know what you have and when.
It can be time-consuming to keep across all of this, but the benefits you will see for the time you put in are valuable, and your business will grow as a result.
Also read: Key differences between SEO and PPC