Ways to optimize your PPC Campaign
Running a PPC campaign is the latest way for smart advertising. PPC or pay per click is one of the most efficient models of internet marketing in which the advertisers pay a specific fee every time one of the ads gets clicked. This means that if your company runs a PPC campaign, it is essentially buying visits to the site, rather than trying to earn them organically.
There are different forms of PPC Services and the most effective of them all is search engine advertising. It involves advertisers bidding for placing their advertisements in a search engine’s sponsored links. These are the links that appear first in search engines whenever a user searches using a keyword related to the advertiser’s offering. For instance, if a user types by online, then the first two paid links are from e-commerce websites.
There are a few tips and tricks to make a PPC campaign successful so it brings benefiting outcomes to a business.
- Build a credible account structure
The most important thing for a successful PPC campaign is to have a stellar account structure. There are a few things to consider such as the number of keywords are in an ad group, number of ads in each ad group, relevancy of the keywords and the ads, etc. avoid making a jumbled mess by being careful with the keywords.
- Use perfect matches
PPC campaign turns out to be effective when there are perfect matches in the ad. The different keyword match types provided by Google are – exact match, broad match, and phrase match. All the three types should be used to make the most of this digital marketing tool. Using all of them will maximize the PPC campaign. One of the biggest mistakes done by pay-per-click services is to use just broad match keywords. However, it is important that all three are used.
- Create closely focused Ad groups
The key focus needs to be given to keywords in Ad groups within a campaign. The Ad groups should always be keyword specific. The narrower the ad groups are, the more tailored the ad text is. Having a smaller number of similar keywords will guarantee a good conversion rate.
- Don’t ignore negative keywords
It is important that your PPC campaign has negative keywords. They will specify the keywords for which the Ad is irrelevant and doesn’t have to be shown. Broad match keywords attract a lot of irrelevant keywords. Therefore, it is good to have negative keywords to avoid irrelevant clicks.
- Focus should be on relevant keywords
The PPC campaigns should be made with rich and highly relevant keywords. The campaign needs to have Ad groups that are rich with relevant keyword.
- Put a check to keywords with poor performance
If you feel that the keywords in your PPC campaign are not performing well, then they should be scraped off. To make sure that a keyword is not working properly, it has to be observed for some time. Keywords should not be scraped off within a short period of time as they might turn out to be good keywords.
- Keep a check on quality
Keep a check on the quality of keywords from time to time. See if they are still relevant to your campaign. If you feel that they are not still relevant, then just change them.
It is important to have proper digital marketing education to understand PPC and lead generation in detail. Research would help in coming up with effective campaigns.