Tips for Improving Your PPC Campaign Resultsby Jeff M. Writer
When 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.
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.
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.
Created on Jan 15th 2018 12:47. Viewed 347 times.