Pay Per Click, generally know as PPC is a model of online advertising where the advertiser pays a fee each time the ad is clicked on.
With PPC advertising, the advertisers get a higher online visibility, quality traffic and a chance to reach targeted audience fast.
PPC allows you to set your budget according to your need and requirements and since you only pay when visitors click on your ad, you have a better control over the cost of your campaign.
Due to its ever increasing popularity, PPC has been in great demand and its great demand has led to a cut-throat competition in the digital marketing space.
As the competition in the PPC universe is growing, it is not only important to understand the value of PPC but also you need to know how to optimize your PPC campaigns so that you can get more profitable and outstanding results.
Also the fact that “There is always room for improvement” implies here as well suggesting that no matter how remarkably your PPC campaigns are performing, there is still space for them to improve.
Here, we are going to discuss the ways and methods by which you can optimize and enhance your PPC campaigns in order to get better and profit oriented results.
1. Proper Selection of Keywords
Keywords are the building blocks of a PPC campaign. More refined and specific the keywords are, more efficient will the performance of the PPC campaign.
Using right keywords is one of the essential elements of any PPC campaign.
To know the actual performance level of the keywords, you need the keyword performance report.
If the keywords in your accounts are leading to conversions, then you should make sure that these keywords are in the optimal position and have proper bids.
The keywords that are leading to conversions are basically high-performing keywords. Clearly, focus on these keywords.
Just because a keyword is high performing doesn’t mean that they should be left running on their own.
You should always try to improve their performance and promote them.
Bid differently for the high performing keywords because by this you will get to know the maximum level of profitability of these keywords.
Keep a constant check on the Quality Score of these keywords and analyze it.
There are some keywords that do nothing but simply burn your ad budget, those keywords are called non-performing keywords.
They are capable of hurting the performance of the entire PPC campaign.
Before deleting the non-performing keywords, give them substantial time to prove their worth. Even after getting enough time still, the keyword is not performing well, delete them straight away.
2. Employ Negative Keywords
Negative keywords have the power to accelerate the performance of your PPC Campaigns instantly.
These keywords prevent your ads from being triggered by irrelevant search queries.
Negative keywords are an important part of every PPC campaign because they help you to make sure that your ads appear only to those people who are looking for what you offer.
By adding negative keywords to your PPC campaigns, you are basically filtering out unwanted traffic. Negative keywords are a very good source of saving your budget because they save the ad spend which would have otherwise wasted by the irrelevant clicks.
Negative keywords have the potential of improving the PPC campaigns drastically.
By eliminating the unwanted traffic, negative keywords make your ads highly targeted, this leads to an increase in the CTR, drops the CPC and increase conversions.
Since the negative keywords help in increasing the CTR and reducing the CPC, the Quality Score of your PPC campaign improves gradually.
While using negative keywords, keep one thing in mind that the negative keywords that you are using are not blocking terms that could be beneficial to your PPC campaigns. Therefore, continuously review your negative keywords list.
3. Use Location Targeting
Location or Geo Targeting is a feature in PPC advertising where you can target a geographically targeted area and spend your advertising budget on those areas which are conversion oriented.
With location targeting, you can focus your PPC campaigns on those locations where you will find the right audience who are more likely to convert.
You can exclude all the irrelevant locations by using location targeting.
Depending on what kind of business are you running and what part of the world are you located in, location targeting can make a big difference to your PPC campaigns.
Firstly, it would target the most relevant audience who are on a verge of converting.
Secondly, location targeting will help in saving your ad spend by restricting the display of your ads to irrelevant locations.
In location targeting, you get a number of options for more precise location targeting like Country targeting, region targeting, state targeting, zip code targeting and even radius targeting.
4. Create Compelling Ads
The ad copy plays a significant role in making a PPC Campaign more effective.
In Spite of having the right keyword and audience targeting and perfect bidding strategies, the ad copy can still make or break your PPC campaigns.
In order to get the attention of more and more customers, you will have to create a compelling ad copy.
Make your ad copy as specific and relevant as possible because then only you will be able to target the right audience.
Avoid all the unnecessary words and include only words that add value to your product or service.
Create compelling and attention grabbing headlines that make you different from your competitors.
Also, do not forget to highlight the USP and Call-to-Action in the headline.
You should have a habit of continuously testing the ads and ad text in order to improve the performance of your PPC campaigns.
If you have an available offer or discount, promote them in your ads so as to make your ads stand out in the competition.
5. Optimize Your Landing Page
Image Source: Amazon
Landing Page Optimization is the process of improving elements in landing page so as to increase the conversions.
A landing page is a key component of an effective PPC Campaign and it is a specially designed page whose main goal is to generate sales and capture lead.
Since landing pages are conversion focussed pages, so improving their performance can lead to increased conversions.
Landing Page Optimization is the process of creating well-designed pages for visitors to land and optimizing every element of the page to maximize the number of conversions.
Another point of consideration is that never ever direct your visitors to your homepage unless the conversion goal is present there.
Your homepage is the introductory page of your website whereas a landing page is a distinct page on your website that is just created for one single conversion objective.
If your landing pages are not optimized or are not in correlation with your ads, they the user is bound to have a bad user experience and will bounce back.
Therefore, to avoid this make sure that your landing pages are in perfect correlation with your ads, have complete information about your product/service and includes a noticeable Call-to-Action.
A well-optimized landing page brings in more conversions and improves the CTR.
6. Include Ad Extensions
Ad Extensions have become an essential element in helping businesses to stand out and benefit with higher CTR.
Ad extensions are basically ad formats that show extra information about your business.
By showing the extra information about your products, they help customers to know about you and your offer.
They increase the visibility of your ads and as a result your CTR increases which in turn increases your ROI.
Ad extensions highlight the features, offers, and benefits of your product that attracts the visitor to click your ads.
To see the rewards that are coming from Ad Extensions, all you have to do is choose the right ad extension that would benefit your PPC campaigns from the options given below.
I. Sitelink Extensions: These are the additional links in the ads that help the visitors to reach their desired destination on your website.
Sitelink Extensions allow you to show links to an additional landing page that provide more specific options.
For Example, if you own an online clothing store that deals with clothing for everyone i.e. men, women, and kids.
Specifically, you could put ad extensions in the name of Menswear, Women Clothing and Kids Wear, to make it easy for your visitors to reach to their desired destination.
II. Call Extensions: This type of ad extension allows visitors to click a button to call you directly.
This is helpful for a lot of businesses where the customer wants to get in touch quickly.
III. Location Extensions: This type of ad extension improves your ad by showcasing your address, phone number, and map to your customers.
This ad extension is valuable for those who have stores and want customers to know about their physical location.
IV. Review Extensions: This ad extension shows positive, third party reviews from reputable sources.
There is no doubt that customers trust online reviews and take them as personal recommendations, so it becomes very important for you to put review extensions in your ads.
V. App Extensions: These extensions appear as a link below your ads and directs people to the app store or provides an instant download of your app.
They promote your apps across Desktops, Tablets, and Smartphones.
7. Apply Ad Scheduling
Ad Scheduling, which is also known as Dayparting is a feature in PPC advertising that allows you to choose specific hours and days of the week to run your ads.
It allows you to have proper control over your the display of your ads.
Ad scheduling plays a very important role in making sure that your ads appear during peak hours and make the best possible use of your budget.
Ad scheduling also saves up your budget by preventing your budget that gets wasted while showing your ads at odd hours.
Your ad performs differently on different days of the week and different hours of the day. After analyzing the time and the day when your ads perform the best, you can schedule your ads accordingly.
To know the best time to schedule your ads, you can have a look at the performance of the ads for various times of the day and even days of the week.
For Example, if you notice that your target customers search for your ads between 8:00 pm to 10:00 pm, you may want to schedule your ads to run only during that time.
8. Track Everything
PPC advertising allows you to see where your each dollar is going. It also allows you to see exactly how much you are spending and how much revenue are you earning from it.
Furthermore, you can also check which of your ads or and keywords are performing the best.
You can measure the performance of all the metrics and keep a check on your ad spend with the help of Conversion Tracking.
Conversion Tracking is one of the most important element when it comes to measuring the success of your PPC campaigns.
Conversion Tracking is the method that lets you know from where the conversions are coming and which keywords and ads initiated the conversions.
Apart from tracking the ads and keywords, you should also track daily and monthly budget, impressions and clicks.
By tracking your PPC campaigns properly, you are building chances to improve the ROI and overall performance of the PPC campaigns.
PPC Optimization is not a one-time process. You need to have a constant plan of optimizing your PPC campaigns at regular intervals.
With the right PPC optimization techniques, you can easily improve your Quality Score and achieve a higher ROI.
Incorporation of these tips in your PPC campaigns will help you to improve results and ensure that your campaigns are running efficiently.
About Author: Dinesh Thakur is the Co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing.
Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.
Laser focused on ROI w/ Adwords for our clients.
Originally published at https://www.linkedin.com on May 12, 2017.