Internet helps to connect people and also provides a vast audience for online advertisements. One of the most effective and popular methods of marketing a product or a business online is through a PPC or Pay-Per-Click campaign. In this model of advertising, the advertiser pays a fee every time one of their ads is clicked. This method helps bring recognition and audience to the advertiser. Another advantage of a PPC campaign provides is that the advertiser can easily modify it based on the campaign’s performance data. But the hard part involves deciding on the changes need be made to the ad campaign.
If you’re looking to improve your PPC campaign performance, focus on the following factors:
1. Relevant and High Performing Keywords
Keep researching from time to time and add more relevant keywords to the campaign. The keyword should be specific and related to your product or service that you are trying to advertise. Focus on high performing keywords and add keywords similar or related to it. Underperforming keywords should be removed, as they not only cost you more but also affect your campaign and quality score negatively.
2. Adding Negative Keywords
Add words, which are similar but unrelated to your product, to the negative keyword category. For example, if your ad is about a baseball bat, add animal or mammals into the negative keyword list so that your ads are not displayed when someone searches for anything related to ‘bats’ of the animal kingdom. This would increase your click-through rate, as ads would be displayed to the right audience. Keep in mind that irrelevant or broad keywords hurt your campaign and need to be avoided through this method.
3. Ad Extension
Ad extensions that allow customers to see additional info about the advertised product can help improve the click-through rate. Such Ad extensions allow advertisers to write more ad copy to describe the advertised product and attract more viewers. Having these extensions is vital for the ad campaign’s performance, as they are common these days and not having them would look unprofessional when compared to other PPC ads out there.
4. The Landing Page
The page that the user shall reach after clicking the ad should be appealing, and its content needs to be closer to what the advertisement had promised. The content should also be modified to align it with high performing keywords and popular search entries. This enhances the probability of the viewer buying the product and bringing a higher return on investment. The landing page should have a user-friendly interface and should also be optimized to open easily on a mobile phone and desktop.
5. Optimizing and improving the Ad Text
Catchy and convincing ad text is crucial in advertising campaigns. If a campaign is not running well, modifications in this area can be a game-changer. Extensive research and brainstorming to come up with more relatable and compelling ad text would bring positive results. Another thing to keep in my mind is to check that your ads are properly optimized for mobile users, as they constitute a large part of the target audience. The mobile users should be able to see the entire ad text with clarity; otherwise, the click-through rate might remain low.
6. Changes to Bidding
You must understand the whole concept and process of bidding so that you can decide when and how to increase your bidding. If your bids are lower than your competitors, you should probably increase the bid to get a better click through rate. Another option is to opt for manual bidding, as it provides more control and increases the chances of making your PPC ad campaign successful.
One final take away is that one should monitor and analyze the PPC ad campaign data regularly. It would help you identify the shortcomings of your campaign strategy and help decide when and how to act on the suggestions mentioned above. With a bit of patience, research and creative thinking, you can enhance the performance of your PPC campaign.