Tips for Improving Your PPC Campaign Results
by Jeff M. WriterWhen well implemented, Pay-per-click (PPC) campaigns can be very
effective at boosting traffic to your website, increasing conversions and
giving your bottom line a boost. Too often though, businesses make some mistakes
that undermine their strategy seriously, leaving them confused as to why the
money they’re putting in isn’t bringing the expected results.
Often, these mistakes are made by people who decide to go the DIY
route without understanding the intricacies of PPC advertising. Here are some
of the mistakes to watch out for in your campaigns:
1. Stay
Away From “broad match” Keywords – When you choose to set your
keywords as broad match instead of selecting specific keyword match types, you
make it more likely that your ads will appear for similar phrases or variations
that your advertising program deems to be close enough.
While this can be beneficial in terms of getting your ad in front
of more people, it drastically increases the likelihood that a large part of
that traffic will not be relevant.
Generally, stick with phrase or exact match keywords to make sure
you aren’t getting spending more than you should.
2. Target
Ads More Efficiently – PPC programs usually allow you to specify the
people whom you want the ads to be shown to, but many advertisers do not use
that ability well enough.
While there are a variety of options available, the ones you
should focus on to begin with are the countries, states or provinces and even
neighborhoods (via zipcodes) that you want your ads to be seen in.
The time of day is another one that people often overlook. If your
ads show often at a time when people are less likely to engage with it, you’ll
get less conversions than if they showed at a better time. Keeping an eye on
this is especially important if you’re showing your ad across different
countries.
3. Test
Extensively – It’s easy to just work with boilerplate ad copy, but it’s a
terrible way to go about things if you really want to grow your business.
Instead, work with experts like Falcon Digital Marketing Google Adwords Management to
test different versions of your ads and compare their performances so you can
be certain you’re getting the best bang for your buck.
PPC platforms generally allow you to set up split testing so that
different ads will be rotated for your targeted keywords. For best results,
make sure you tweak the settings to make the rotation random, rather than by
the platform’s formula of displaying the ad it deems most optimized.
4. Track
Your ROI –
Often, business owners just work with the general knowledge that there was some
increase in sales since they began their campaigns.
Failing to generate comprehensive reports and not evaluating them
thoroughly with a mind for improvement will mean you might not get valuable
insights that could help shape your advertising strategy to be more effective.
You can track effectively with Google Analytics. All you have to do is
tie your PPC account to the platform and check it regularly to see the
performing keywords and ads.
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Created on Jan 15th 2018 11:47. Viewed 737 times.