It’s much easier to double your business by doubling your conversion rate than doubling your traffic.
— Bryan Eisenberg
Choosing to conduct a pay-per-click ad campaign can be very convenient from the beginning, yet there are a few other components we have to consider to optimize your marketing mix and maximize your revenue.
There is an endless number of opportunities your PPC performance can draw out exposure from and we have brought together a few adword tips you can use to yield impeccable results.
1. Choose the right platform for your campaign
Running your campaigns on the proper platform lets you reach the right audience when they’re looking for whatever it is that you are selling. When they’re actively searching for keywords related to your content, product, or services, you can be right then and there. Here a few examples of common platforms you can use to scale up and profit from your campaign:
- Google Ads
- Facebook Ads
- Twitter Ads
Google Ads is still considered one of the best platforms to use for most growing businesses. It allows you to pay for high-ranking real estate on web properties and displays a vast array of components to track your PPC campaign such as SERPs, a customizable audience, and viewing your ad budget.
2. Optimize your Landing Page
It is important to not overlook the importance of where your prospects can be converted into an actual sale – and that is your website landing page. Keeping your keywords, ad copies, and landing pages consistent with the message of your ads can likely lower your CPC and improve your click-through rate.
3. Optimize your Ad Test
Whenever you try to do an ad, try to write down many other headlines and description lines you can think of. Jot down different versions of your ad and test or have them compete against each other. Generally, if you put out twenty ads, there is a probability of one or two of those ads ranking higher than the rest.
That higher click-through rate will reward you with a higher quality score and lower cost per click. Therefore, each customer or prospect that views your website will end up costing you much less. This has an overall increase in ROI which will make you more competitive.
4. Write your Ad Titles and Descriptions with Intent
With this PPC tip, you will have to entice the right people and repel the wrong ones. Most businesses typically address facts, throw cliches, and input overused words to their titles and descriptions that people tend to just gloss over.
Instead, try to address one or two objections or hesitations people have about working with or buying from you or anyone else in the same industry. Afterwhich, address them with the spaces you have in your headline and description. Call attention to justifying the higher price tag of your better quality service.
5. Find the Right Time to Show Ads
No matter how well you put out your message in the eyes of your customers, it all comes down to the most opportune time you show your ads to your most important audience.
Choosing the proper ad schedule can be costly at first, especially when dealing with the average consumer that is quite harder to read. Start your ad schedule to a more frequent appearance time then you can always scale back and make bid adjustments once you have determined the most optimal times.
6. Create In-Depth Remarketing Audiences
Did you know that the click-through rate for remarketing is roughly ten times higher than traditional advertising?
Not only is a remarketing aspect important, but adding detailed targeting to remarketing efforts makes everything better in terms of spend and conversions. Try to set up campaigns for people who have already been to your site more than one time. Once your audience has been interested in your products and services, they are much more likely to convert.
7. Focus your Efforts on Longtail Keywords
Generalized keywords are very competitive and everyday marketers go after such keywords because they have a high search volume. But, they don’t always drive the highest quality of traffic. Choosing to use more specific longtail keywords that have a lower cost per click and keyword volume can avoid irrelevant clicks that will not convert. Start by going more specific with long-tail phrases and generate more sales from there.
8. Use Negative Keyword Lists
Technically, using negative keywords let people know what you are not looking for. With this, negative keywords (e.g. LED TV parts, LED TV manual) let you pay a lot less, rely upon to be more targeted, and allow your ads to appear on searches of people who are more interested in your product.
With this, you can try looking into your “specific search terms” in Google and take a look at the exact searches people are looking for. Making use of those search terms can narrow down your focus specifically on people who are potential buyers and interested in your ad.
9. Grouping Keywords into Ad Groups
Figuring out how to correctly structure an ad campaign can be difficult, yet some online businesses would take all the keywords that they thought were helpful and place them into one big campaign or ad groups.
You can dramatically increase your quality score by separating your keywords into more specific ad groups. If you are selling a product on a national level, the best way is to start with a root keyword, where every other keyword can be based around.
Using the Google Keyword Tool can be beneficial with this technique and when searching for keywords that have a specific range of searches that you can base your entire ad group on. Having different ad groups for each specific search helps your customers go to a more specific product category that you are advertising around.
10. Don’t Be Afraid to Use Exclusions
Exclusions are a great way to find a hyper-focused audience that is more likely to convert.
For example, let us say your audience does not fall into the category of people with high income. You can simply exclude and narrow down your audience of people with higher income.
There are plenty of different targeting elements with Google Ads or Facebook Ads and using exclusions allow you to view where you spend your money on the right people.
11. Create an Ad Rotation
Also as a way of optimization, you can not display all ads you have created all at once. Plan out which ads you would want to display in the future for more clicks or more often for more conversions along the way. Some factors that you can consider when strategizing your ad rotation can include:
- Page Load
- Untouched Ads
- Ad Rank
12. Test Different Locations
Creating audiences based on location is one of the easiest ways to create a segment. Using the default settings in an ad platform can be a big mistake. Here are three ways you can target location in an ad campaign:
- Go after a location-based keyword
- Geotarget to a radius on your ad segment
- Use both options
Try using a mixture of all three options to see where you can generate the most sales. With this, you can also weed out people that were never the right customer for you in the first place.
13. Adding Extensions to your Ad
Adding extensions is one of the sure-fire ways to get more clicks because they take up more real estate in the SERPs. There are many different ways you can add an extension to your site:
- Add information about specific pages on your site
- List things like products, prices, sales, and phone numbers
According to Google, adding extensions can increase your click-through rate by roughly 10-15%.
14. Implement UTM Tracking
Tracking campaigns and their performance is extremely essential in running an ad campaign strategy. Using UTM codes is a great and easy way to keep track of your campaigns that are doing well and those that are not.
Tools like Google’s URL Builder Tool can create UTM per page in less than 30 seconds. You can also track the performance of your campaigns through Google Analytics with no coding or developer experience needed.
15. Running Ads on Competitor Keywords
This is one of the simplest and most practical ways where you can see a good ROI. Using tools like Ubersuggest or Wordstream, you can be able to see keywords that your competitors are ranking high and getting traffic for. Putting in your competitor’s brand name to see their search volume and going after that brand name is a great trick to generate more sales.
When doing this, beware of trademarks and do not put your competitor’s name within your copy. This is why most people are bidding on brand names. If someone searches for your competitor, chances are they are super targeted and they may like what you’re selling as well.
16. Use Device Targeting
Look for opportunities to drive mobile-focused campaigns. Since most future customers and the world are going mobile, it is important to be able to present your ads in a way that can accommodate any chosen device. You can determine this by looking at your conversions by device and checking which will potentially give you the best chance to drive more qualified clicks through your customers’ most preferred device.
This will then allow you to adjust your bidding and campaign strategies accordingly and can also apply to how you want to optimize your landing page into a more mobile-friendly one.