Managing PPC Campaigns is not as easy as it seems. How do you stay ahead of the curve, then? Automating your PPC campaign and using the right tools can help you take things to the next level.
PPC marketing can present a daunting task to the uninitiated. But because the tactics and campaigns that worked last year aren’t guaranteed to resonate this year, it’s wise to take time to audit your current PPC plan to see where you can improve. The following 8 steps can help you better your PPC Performance in 2021.
1. Review Keywords Performing Poorly
Choosing the right keywords for your PPC campaign can mean the difference between a campaign that makes you money and one that loses you money. When you’re reviewing your keywords, it’s important to eliminate those which aren’t performing well. Bid value and search volume influence the performance of your keyword, but not always. The quality of traffic also plays a critical role.
Narrowing down the keyword may also help. A more specific keyword could attract a bunch of people that are looking for your specific service. If you’re not getting the ROI you expected from your keywords, you can reduce your cost per conversion by adjusting your bidding strategy.
2. Analyze Your Budget
Over time, your priorities change and it’s important to figure out which expenses you can cut. It’s important to take a good look at past campaigns and determine what was done right, and what could be improved upon. Track how much money you spent on each area and compare it to your business revenue. If a specific area isn’t profitable, you may need to change the way you handle that part of your campaign.
Once you have researched well on your budget, Answers to these questions can guide you as you create new strategies and set goals.
3. Use Pay Per Conversion In Your Campaigns
Recently, Google released a new feature that allows marketers to easily access sales leads from their display ads. The new Pay Per Conversion feature means it’s now easier to get sales from the display. Just set a cost per sale target. Provide Google with your ad collateral, and you’re done!
Google search delivers results. And you only ever pay when a customer completes a purchase through your ads. An additional advantage is that you will never pay more than the amount of your CPA. In a performance marketing context, this technology is useful if you need to deliver sales at a set price.
4. Target Your Ads
Ensure you’re focusing on the geographic locations where your products or services are relevant and available rather than wasting money on irrelevant ad targeting. The easiest way to determine which regions you’re likely to succeed in is by using paid search geographic reporting tools.
Google Ads provides a handy feature for analyzing performance data by location. You can also narrow down your campaign by selecting the specific locations you want your ads to be shown. Selecting specific locations can help reduce your overall campaign cost and improve ROI.
5. Use of Long-Tail Keywords
Long-tail keywords are often cheaper because they aren’t as competitive. Many people haven’t spent enough time analyzing their credit reports and potential debt solutions. Because the long-tail keywords are less competitive, they often offer more value in terms of more sales and lower prices.
If you want to gain the best results from your PPC campaigns, make sure that you don’t forget about the conventional ways of building a successful campaign.
6. Update Your Landing Pages
An optimized and well-designed landing page can make a difference between someone moving forward in the sales funnel or bouncing from your site. If you’re looking at your landing page data, you’ll be able to see where you can make improvements.
Check which landing pages are performing better than others. Do this by having your lead generation or conversion pages split-tested. Look for ways to optimize your landing pages to increase completed actions. The best PPC campaigns are the ones that are tested, analyzed, and optimized so that you can reach your target audience and beat your competition.
7. Widen Your Negative Keywords Listings
To see which keywords aren’t working for your ads, and to find new keywords that will work, focus on regularly expanding and monitoring your negative keyword list. Making sure that your negative keyword list is comprehensive will help you prevent wasting money on leads that have no intention of converting.
If you want to improve your campaign’s conversion rate, you can refine the targeting of your ads. When you have a negative keyword list it can help prevent you from paying for ads that bring in unqualified leads. The list can also help ensure that your PPC campaigns are as targeted as possible.
8. Re-examine Your Audience
It’s a good idea to compare the demographics of people in your client database and your prospect database with the demographics of your client base. Most customer relationship management tools allow you to store this data. If your data doesn’t match up with your expectations, you may have to adjust your campaigns.
Don’t assume you already know what people want, and don’t assume you know who your customers are. They may not yet be ready to buy what you have for sale, but if you do the right things then they’ll come to you when they feel comfortable.
Good PPC campaigns are profitable. The more profitable, the better! Bad campaigns underperform and never end up making a profit, even after week or months of optimizations.