For newcomers to PPC, the idea of running a Search campaign can be quite daunting. Ensuring you’re using the client budget in the most efficient way to maximise ROI (Return On Investment) isn’t the simplest thing to do. However, there are many “quick wins” that the most inexperienced PPC Executive can do to make sure that the campaign is working to make you money instead of wasting the budget away. Leave behind the set-it and forget-it campaigns and learn how you can incorporate these simple PPC techniques to optimise any Pay Per Click campaign.
One crucial thing you can’t afford to overlook when optimising your PPC campaigns is:
Including negative keywords in your ads.
This means that you will avoid appearing for searches that you decide are irrelevant to your campaign and website.
Google Ads calculates your Ad Rank through a series of different metrics. Factors including:
- Click-Through Rate (CTR)
- Impression Share
- And Much More
If your ads appear for the wrong searches/keywords, you will be wasting your budget on securing clicks from the wrong audience. This will lead to these users bouncing off of your website and begin to tank your conversion rate.
A good example of this is if you’re targeting the keyword “Windows”, as a business that only sells windows for houses. Obviously, you wouldn’t want to appear for searches surrounding car windows. This would waste your budget, drop your impression share, reduce CTR, and lower the conversion rate. Google will see this and give your ads a lower Ad Rank.
Need to do some research for your ads campaign? Well then check out your competitors! Take advantage of your competitors. Before you have even set up/optimised your campaign, your competitors would have gone through and put in the research into what works and what doesn’t. Once they have done this leg work, the hard part for you is to deconstruct the ads and copy and improve on what they have already done. This can give you a range of different ideas you can incorporate into your own ads. You can analyse your competitor’s headlines, meta-descriptions, and page layout to build stronger ads.
Utilise Responsive Ads
Writing text ads is the foundation of all Search campaigns. However, creating responsive ads can help boost the performance of your Ad Groups. By detailing a select number of headlines and descriptions, you will be displaying ads that more closely match searches made by users. This also gives you the opportunity to include things such as “Fast Delivery”, “30% Discount”, and other offers that will help encourage people to click on your ads.
This is particularly important if the client is looking to generate business from a local area. Or if the company is targeting a certain area due to an increase in customers from there. Adjusting your bids to pinpoint certain areas will help drive more relevant users.
This point follows from the last one. Where we talked about generating traffic and leads from areas that benefit your business, we also must remember to exclude locations that will also harm your PPC campaign or waste your PPC budget. Typically, you will want to exclude all countries that you are not targeting. This will stop your ads from appearing for countries like Spain when you only want to target Coventry.
When running digital marketing for any business, a core piece of information is the demographic that you are targeting. This information is vital in any part of the campaign. Pinpointing your audience and breaking them down in AdWords means that your ads will appear more often for the right audience.
There is a wide range of different tools out there that can help you find the right keywords for your campaign. These include:
- Keyword Surfer
- SEO Quake
But when going through all these, you can often forget about using Google Keyword Planner. This tool is designed and built for Ad Words. This means working out costs for keywords, competition, average monthly searches, and the ad impression share is much more reliable as the information presented comes directly from Google. All these metrics can help you optimise keywords that are right for your campaign.
This comes with understanding who your target demographic is. With each demographic and niche, there are particular times in which users are most active online. This changes between demographics and niches.
For example, if you’re targeting electricians and builders, you would want your ads to appear fairly early in the morning compared to a business that specifically targets other businesses, like Bright Design. You want to target business hours and avoid advertising on the weekend.
By using ad scheduling to target prime times for your demographic, you will focus your budget spend at times when you are most likely to gain clicks and convert. This will help boost your Ad Rank and boost the position of your ads without paying more.
This does fit more of a Conversion Rate Optimisation (CRO) route. However, when optimising your PPC campaign, you will want to ensure that your landing pages are all optimised to convert. Ensuring that you have things such as Calls To Action (CTA), buttons that lead to contact forms and ways to contact you from the page.
This allows you to see a variety of metrics that you can adjust. This includes things such as which networks we want our ads to appear on (display/Search), target location and so on. But from this menu, we can also set which ads we want to appear more often
I would always suggest that within the campaign’s ad rotation you select “Optimise: Prefer best performing ads”. This will ensure that your most effective ads are on display. The goal of the ad is to encourage as many clicks as possible. After that, it is up to the page to convert, so by ensuring that your best performing ads are displayed more often you will ensure you are converting.
How can we help?
At Bright Design, our industry never sits still, we are consistently looking at ways we can improve and develop our practices to generate the best possible results for all of our client-partners. If you’re looking for support with fine-tuning your Paid Ads or wanting to get started with a new, more efficient digital marketing strategy, get in touch with our team of experts today.