Managing a Pay-Per-Click (PPC) campaign makes you aware of the need to ensure your ads succeed. However, sometimes things don’t go as planned. But don’t worry; only a few simple steps will improve your PPC approach and provide better results.
This guide will walk you through basic steps to help your campaign run more effectively.
Remove Low-Performing Keywords
One of your first moves toward improving your PPC campaign should be removing useless keywords. These keywords do not produce impressions, clicks, or conversions.
If these keywords continue to be used in your campaign, their presence can compromise performance.
To identify keywords that aren’t doing well, look for these indicators:
- Low impressions
- Low click-through rate (CTR)
- No conversions
Sometimes, things go wrong as keywords get many impressions, but they lack clicks or conversions. You should consider what people search for using these keywords in these cases.
Pursuing them using a different approach could help your campaign be more successful. If they continue to fail, however, it’s preferable to eliminate them and focus on stronger keywords.
You can also check down your campaign using negative keywords—anything you want your advertising not to appear.
Optimize Bids with Manual Bidding
Google Ads automated bidding would simplify things. Human bidding gives you greater control over your PPC budget. Manual purchasing lets you adjust bids. This enables you to avoid overspending on clicks and sales.
You should collect information for 30 days before moving! This will help you understand CPC, CPA, and CPM costs.
Steps to switch from automated to human bidding in Google Ads:
- Open your campaign settings.
- Click on “Bidding” and select “Change bid strategy.”
- Choose “Manually set bids.”
- Set your maximum bids for each keyword.
Don’t forget to check on your campaigns daily or weekly. This way, you can make necessary adjustments if you spend too much or miss favorable opportunities.
Create a Dedicated Landing Page
Your ad might be great, but if it leads users to a generic page, like your homepage, they might lose interest. Therefore, a customized landing page that matches your Pay-Per-click marketing aim is crucial.
For example, if your advertisement highlights a specific item or service, your landing page should focus on that. Included here should be consumer reviews or testimonials, pricing, availability, and product details.
Well-designed landing pages increase visitors’ chances of staying, interacting, and making a purchase.
Ensure your landing page loads fast, functions properly on mobile devices, and is easy to use. If a slow or unorganized landing page annoys visitors, they can quit before considering your offer.
Test New Ad Copy
You must pay close attention to the language if you want people to click on your advertisement. Try many to get the ideal headline and description for your PPC campaign.
One smart approach to do this is via responsive advertisements. Responsive advertising allows you to present many kinds of headlines and information.
Google then runs these many iterations to get the best one. This helps you to learn which type of messaging your target demographic finds most appealing.
Consider these ideas when you create fresh ad copy:
- Choose powerful words like “obtain,” “save,” or “discover,” which inspire action.
- Let them know what distinguishes your product or service.
- Add specifics, like statistics or the count of satisfied consumers.
- To ensure the material speaks directly to the reader, use terms like “you” and “your.”
Try different text; then review the results of your advertisement and adjust depending on what you discover.
Update Your Account Structure
Even well-planned ads sometimes go wrong. If you want the most outstanding results from your campaigns, examine and update the layout of your pay-per-click (PPC) account daily. This requires reviewing your campaigns, ad groups, and keywords’ layouts.
Using distinct campaigns can assist if you’re conducting a campaign for many items. A successful attempt can teach you this. This enables sending money to the proper individuals and creating advertising that targets each category more easily.
Keep your account organized to make better decisions on where to focus. This will assist you in determining what to do by assessing each campaign more accurately.
Track and Adjust Regularly
Always monitor PPC campaigns to ensure success. Changing keywords, bids, or ad copy requires regular monitoring of outcomes.
Track key performance indicators (KPIs) like:
- Click-through rate (CTR)
- Conversion rate
- Cost per acquisition (CPA)
- Return on investment (ROI)
To ensure your approach is effective, you must regularly review your data.
Conclusion
Making your PPC campaign run more effectively doesn’t have to be complicated. By performing these simple things—getting rid of keywords that don’t work, turning to manual bidding, enhancing landing pages, experimenting with ad content, and altering your account structure—you can increase the outcomes of your campaign and gain more from your ad spend. Regularly monitor the success of your campaign.
If things are unexpected, a professional audit cloud provides the data required to enable your strategy to operate even more successfully.
