7 Tips to boost your PPC Campaign Performance

PPC-Campaign

7 Tips to boost your PPC Campaign Performance

PPC is an advertising model which is an acronym for Pay per click. PPC Campaign is one of the most effective models that help you regulate your budget and conversions accordingly.

As Dennis Bell of Byblos coffee says, “The most effective form of online marketing is PPC advertising. It brings targeted and qualified traffic to your website”

Here are 7 tips that would help improve your PPC Campaign Performance-

Track your conversion and sales rate

To make your campaign successful, you need to see from where your success is coming. Tracking allows you to know which keywords, placements, copies, audiences, etc. are making your money and hence, put more money into the one working more.

Tracking your page URL via ValueTrack Parameters helps you reveal the hidden fields. You will know from where the visitors are coming to your URL, the entire history of the user, what keyword they searched for, etc.

lead-generation-conversion-rates-by-industry
Give importance to the sales rate rather than the conversion rate because that’s what makes you money. Here’s an analogy, if keyword 1 is giving 50% conversion rate and 10% sales rate, choose keyword 2 which is giving 25% conversion rate but 50% sales rate. This shows that although keyword 2 has fewer visitors, it has targeted visitors.

Eliminate negative keywords to drive more conversions

As it is important to use the correct keywords in your campaign, it is also crucial to remove the negative keywords. Users searching for those words may end up in your ad and hence, the wrong audience will be targeted.

negative-keywords
Source- Google
In this example, the advertiser includes the words “blue tennis shoes” and “running shoe”, hence the ad will be displayed whenever a person searches any of these. At the same time, if the person searches “blue running shoes”, “shoes running” or “running shoes”, the ad will not be displayed. Although the terms are related, the person searching for running shoes is not the best fit for the product that the advertiser sells.

You can see what Google says about negative keywords.

Keep a 1:1 ratio of search terms and keywords

Does your search results: keyword ratio looks like this? It depicts that for 132 search terms, only one keyword shows up which may not be the best practice to improve your PPC Campaign in long run.

keyword-vs-search-term
Source- Google

When you know which of your keywords is generating which search on Google, it becomes easy to-

– Increase your quality score
– Decrease your CPC (cost-per-click)
– A great hike to your impression share
– Boost your average position

But how do you do that? By using something called Single Keyword Ad Groups (SKAGS) which helps you achieve a 1:1 ratio over 132:1

This is the difference you may see in your ratio once you start using the tool.

Before-using-Single-Keyword-Ad-Groups-(SKAGs)
Before using SKAGS
After-using-Single-Keyword-Ad-Groups-(SKAGs)
After using SKAGS
Source- Hubspot

Understand your cold and warm audience

Not all visitors to your website visits with the intent to buy. Here is a scale to know if they are warm or cold audiences.

And we think, it’s obvious as a person who is searching for something really wants to know about it but someone who has just seen a display ad or a social media ad may not be interested but thought to just visit the website.

ppc-intent-and-threat-scale
Source- Hubspot

Once knowing about the nature of your audience, how do you convert them? By using appropriate CTAs at the right stage.

When people don’t know about you, give them something valuable for FREE and follow the AIDA framework of Awareness, Interest, Desire, and Action to convert cold clicks.

Here’s a set of CTAs you can use according to each stage.

ppc-channel-temperature
Source- Hubspot

Set up high-converting landing pages

Once you get your user on your page, it’s become super important to retain them for as long as possible. The goal of a landing page is to convert as many visitors as possible, hence your landing page should communicate with the audience in various ways.

website-template
Source- Freepik

Also, keeping the point in mind that 55% of people visits a website via mobile phone, you just can’t afford to not make your landing page mobile-friendly.

Visit this to know in-depth about how to create a landing page that creates high conversions.

Monitor your CTR

Click-through Rate (CTR) is the ratio of people who click through your ad after they see it. It’s the ratio of impressions to the number of clicks.

Analyzing CTR from time to time helps you get clear on what’s working in your campaign and what’s needs revision.

Most marketers consider a “good” Google Ads CTR to fall somewhere between 3% and 5%.

How can you track your CTR? Under the keyword section of your Google Ads Campaign, click on search terms.

keyword-section-of-google-ads-campaign
Once you click, you will find a table with a detailed analysis of each search term. There, you can find a section called CTR.
CTR
How can you improve your CTR?

– Create separate ad groups for each location
– Add a question-based headline that pushes the users to find the answers
– Include a strong call-to-action
– Take a back seat from underperforming campaigns
– Highlight prices in your ad copy

Shift your focus to impression share

When you focus on the impression share, you realize where you are actually spending the money on. You need to spend the maximum on high-performing keywords.

You can track it via the Google Ads dashboard

Google-ads-dashboard
Source- Seosandwitch

These were the top 7 tips that if you follow can boost your PPC Campaigns to 10X

We hope this blog helped you get insights into the PPC advertising method.

We specialize in Google PPC and help US-based businesses reduce their cost-per-click. You can contact us at info@aristasystems.in and allow us to set up your PPC campaigns.

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