Pay-per-click advertising has become one of the most effective forms of online marketing.
When comparing to other marketing forms like social media, Search Engine Optimization, content marketing and so on. PPC ads stand out alone, because of its potential of driving more traffic and conversation rates to your site.
But the name Pay-Per click, itself suggests when ads are clicked by a user; as an advertiser, you are supposed to pay a particular fee to Google.
Hence, achieving success using the PPC AdWords campaign really needs some tricks and tips to be followed to beat out the competition and get awesome PPC results by saving your money some irrelevant clicks.
By this article, you will come to learn about the proven top 10 Tips and tricks to optimize your pay-per-click campaign ads and the way you can drive qualified, high intent traffic to your post-click landing pages.
#Trick 1: INCREASE MOBILE TRAFFIC:
We all know that currently Mobile browsing is tremendously increasing and the advertisers like you can see huge increases in impressions and clicks from mobile devices.
Hence, it stands as one of the top tricks to improve pay per click campaign. Here, you must make sure that your site or campaign caters for mobile traffic.
Beyond that, every company with an awesome website must ensure that you are providing a top mobile-friendly user experience, which in turn strengthen your paid search campaigns.
#Trick 2: FOCUS ON HIGH-PERFORMING KEYWORDS:
Since, Keywords which acts as the building blocks for every PPC campaign, it is important to check the performance of all your targeting keywords to optimize your PPC ads.
Hence, by analyzing the performance of the keywords in the PPC ads campaign, you can generate a report of the top-performing keywords that are actually paying you back and improving your business.
And the other thing that you want to keep in mind, here is the Quality score, which is the performance indicator of your keywords. Thus, by continuously tracking and monitoring your quality score across all keywords, you can identify your consistently top-performing keywords from the search results.
Thus, by using those top-performing keywords, you can actually improve your PPC campaign ROI.
Trick 3: CREATE A NEGATIVE KEYWORD LIST:
Negative keywords are the most important keywords that help in saving your ad budget by preventing your ads from getting triggered by irrelevant search queries.
For example: If if you sell New Mobile phones, you might create ads using New Mobile phones as your keywords. But your ads may get displayed to users searching for Old Mobile phones, Repair Mobile phones, and Second-Hand Mobile Phones.
Since you sell only New Mobile phones and not Old, Repair or Second-Hand Mobile phones, getting triggered to these ads is not helpful and will result in no returns and irrelevant clicks.
Thus, to save your ad budget you can add some negative keywords in your ads like Old, Second-Hand, and Repair.
Once after adding negative keywords to your ad copy, your Google Adwords will only get displayed for a search query that is directly correlated with your targeted keywords.
The other advantage of adding negative keywords is, apart from saving your money, it can also improve your PPC campaigns by increasing your click-through-rate (CTR), conversions and quality score.
#Trick 4: INCLUDE CALL TO ACTION:
Call to Action, is nothing but compelling prospects to your customers, so it is always best to end your PPC advertising with a strong call to action.
Protip: A good call to action must include a sense of urgency to the ad, like there’s something there for them to utilize right now, must be compelling, showing clear benefit for the user.
Some call to action includes: “sign up” or “download now” or “start my free trial” or “Get 50% off today”, which have proven to be a lot more effective than text ads that don’t have CTAs.
#Trick 5: ROTATE YOUR ADs:
In case, if you have created a number of ads for your business, it is obvious that you cannot display them all at once. In that case, you can create an ad rotation.
Protip: Discussing AdWords, here you have four options for optimizing your Ads:
- For clicks
- For conversions
- Even Rotation
- Indefinite Rotation
Hence, it is very quick and simple to test. You can use them as per your convenience, which helps in optimizing your number of ads.
#Trick 6: USE EXTENSIONS TO FURTHER IMPROVE PPC CAMPAIGNS:
Ad extensions are nothing but the ad formats that show additional information about your product or service. So, whenever you show some additional information about your business, it helps your customers to get to know you and your products/services in an optimal way.
In another way, adding ad extensions can improve your visibility, increase the CTR and improve the overall ROI.
Protip: There are 5 ad extensions, from which you can get benefited for your PPC ads campaign, they are
- Sitelinks Extensions
- Call Extensions
- Location Extensions
- App Extensions
- Review Extensions
#Trick 7: MAKE AD SPECIFIC LANDING PAGE:
As the ad that you are displaying for the specific search query must be relevant to the landing page. That is, both should be complementary to each other.
So, it is important to make sure that you are displaying ads that are relevant to the landing page, otherwise, there will be an increase in the bounce rate, which in turn increases your ad budget fee to google for clicking.
Also, make sure that you have highlighted the same benefits, features and the USP on your landing page that you mentioned in your ad copy to ensure consistency.
#Trick 8: TARGET BOTH NEWCOMERS AND OLD HANDS
Here, you must be familiar with the concept of Marketing Funnel. That is Awareness, Interest, Evaluation, Commitment and finally the sale.
So, you must know the first stage of creating PPC ads, is to build Awareness to the newcomers and evoke interest to know what exactly your business provides.
However, people who are all in the latter stages of the marketing funnel know exactly what your company provides and though they already have purchasing intent. So, here, use keywords in the PPC ads specifically for them to attract like “hire our social media management team.”
Thus, the closer your ad viewer in the purchasing intent, the more likely they are to convert.
#Trick 9: FIND AND ADD YOUR “LONG TAIL KEYWORDS”:
Recently to the new Bert update, Google displays only the super-specific contents to their audience based on their search query. Here, the users use connecting words like to, in, which, in their sentence framing.
Therefore, if you are using some long-tail keyword like “Best cars in Chennai to buy” which is more specific. So, if your target audience search like this, google at the same time picks up your content which is more prevalent to those specific people who are more likely to convert.
So, a good way to start this is to analyze your organic search results that have led to your web pages in the past and according to that frame PPC ad titles and higher your conversion rates.
#Trick 10: FOCUS YOUR AD GROUPS:
Relevance is the most important part of increasing your Quality Score. For that reason, you should make each of your ad groups fit for a specific purpose in online for the user.
For example, if your business provides both search Engine optimization and Social Media Marketing, you can brand them both together in ads for the general digital marketing group. Both categories lie inside the digital marketing course. They both are different in nature hence the reason for searching these services is different.
However, you’re likely to get more clicks and conversions for your site, then it’s necessary to create a separate ad group for both Search Engine Optimization Keywords and for the Social Media Marketing keywords.
Hence, your ad groups work perfect if you have a narrow target audience.
Conclusion:
Last but not least, don’t forget to track and monitor your PPC data and results. Only constant monitoring can provide you the possible results.
So, I hope these 10 tips and tricks will help you to start improving your pay-per-click campaigns and better increase your ROI.
