7 Ways to Optimise Your PPC Campaign

Many businesses are more reluctant than ever to drop money on a marketing method they're not sure about, and often PPC falls into that category. That's disappointing because an investment in a PPC campaign can be incredibly worthwhile, as long as the campaign is optimised properly.

How can you ensure you get a campaign that truly works for your marketing spend? Employ these seven strategies, and you're certain to have a winner on your hands.

1. Know Your Best Keywords

PPC is all about the keywords, but the reality is that you can't get anywhere if you're spending money on keywords that aren't converting. Understanding how to identify those top performers means understanding where best to spend your money.

It's a fairly simple process. Just go to your AdWords account, and look over the three to six-month date range.

Create a filter in the keywords section for conversion rates, and you'll quickly see what percentage of your budget you're spending on your top keywords.

Then you can drop the low performers and focus a bit on those that could really mean success for you.

2. Use Single Keyword Ad Groups

When many people decide to create an ad group, they're typically targeting a number of different keywords. If they want to increase conversions, they may even focus on a slightly tighter margin - perhaps something as small as ten keywords.

If you want to see those conversions really increase, though, you have to create something even smaller - an ad group with a single keyword. There are some real advantages to this strategy, and one of the most important is that it allows you to control your message completely. The keyword will always fit with the text ad which will always fit directly with the landing page.

This can work incredibly well, but don't overlook the importance of testing. Moreover, don't use this strategy with all of your ad groups.

In fact, you probably want to only utilise it with your top keywords, those that have the highest conversion value. For best results, you want to limit that number to no more than ten.

3. Optimise the Ad text

If you're looking for one of the easiest things you can do to change your numbers, one of the first places you'll want to look is to the text of the ad itself.

As you adjust your text, there are a few things to remember. First, keep it as simple as possible. The technical jargon, even if you're working within a fairly technical vertical, should stay out of your ads. What you advertise has to truly reflect your company. Moreover, make sure it's honest copy. Those false promises mean clicks that you don't actually want.

Finally, look to your testing process. Don't rush it, and make certain that you don't let emotions cloud your judgment. if the data indicates one over the other, go with the data. It may help to segment your data for seriously insightful choices.

4. Don't Just Focus on Conversions

Many people think conversion when they think about a PPC campaign, but you can really make your money back if you focus one step ahead of conversion.

In the PPC sales funnel, you start with an impression, right? From there, someone might actually click. After that, you get the golden conversion, but that really doesn't make you any money.

What does make you the money is the sale, and that's where you should place your focus from the outset. You're going to have keywords that have very low conversion rates, but if they're helping you get customers that spend more with your company, they're absolutely worth it.

5. Customised Landing Pages

If visitors click on one of your ads, where do they go? Still directing them to your home page? It's best to create a custom landing page instead. In fact, you should consider a custom landing page for every single campaign you're running.

Use them to capture data, thanks to a downloadable ebooks, contest entry form, or even a free trial. Those lead captures can quickly be converted into sales, and that can mean far better results for each one of your campaigns.

6. Add Sitelinks

If you aren't familiar with sitelinks, it's certainly time to consider adding them to your PPC Campaign. Wondering why? Statistics suggest that click through rates are five times higher with sitelinks.

There are a few ways to do this. Some simply create account level sitelinks. It's a quick process, but it doesn't yield the best results.

The only way to see the numbers you want is to ensure the sitelinks you create are at the ad group level. If possible, you'll want to employ enhanced sitelinks to further improve your click through rate.

7. Call Tracking

Chances are your business has a phone number, perhaps your business has many numbers, and if you're not integrating and optimising your PPC campaigns with your business phone numbers, you're losing money.

Some of those keywords floating around may have people picking up the phone, and understanding which keywords drive people to call you is a must if you're going to lower the amount you're spending, while increasing those sales.

However, not all call tracking solutions are the same, but they more or less work along the same lines. Simplyinsert some code and you'll be ready to identify which keywords make people pick up the phone and call you.

Just as important is the fact that customised landing pages mean a chance to carry a single message from start to finish for individual customers. They get a continual message from your company that becomes far more meaningful, and that could mean more than a single sale. It could mean a customer for life.

PPC advertising is used by some of the top brands throughout the world, and it has always meant great results.

Using these tips to change a bit of what you're doing could mean your brand getting as much out of PPC campaigns as some of the biggest players in the industry.


Awais Ahmed is a student, blogger and digital marketer who helps small entrepreneurs to improve their online presence. He has a range of interests including technology, apps and small business.

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