PPC advertising strategy using AdWords is one of the most prominent forms of marketing strategy on the internet. The key to a successful PPC campaign is to reach out to the potential customers about your products and services at minimum costs. AdWords are basically advertising services by search engines like Google for businesses who want to display ads for their services in order to promote and market it on the online space. The AdWords service of a PPC campaign is largely based on keywords. Here are some of the advanced AdWords tips which can be helpful to you for a successful PPC campaign:
1. Avoid Broad Matching
Broad matches allow your ad to pop up whenever someone searches for that particular phrase or similar phrases or sentences or even misspellings or synonyms. Though broad match can increase the exposure of your ad it will show up for terms that may not be in accordance with your products and services. Instead, it is advisable to use phrase matches if not exact matches. Though exact and phrase matches may not give you as many impressions as broad matches, it provides higher conversion rate.
2. Allocate Separate Budget for Top Keywords
At first, you must research and test the keywords which are giving higher conversion rates. You must make sure that these top keywords are given the maximum budget. In order to prioritize these keywords, it’s better to put these keywords in their own campaign. This will help you to allocate the majority of your budget to that campaign while you invest the rest on testing new keywords.
3. Test the Ads using A/B Testing Method
In A/B test, you need to make assumptions about the keywords which will work and then the A/B test results will show not only about the keywords that were clicked more but also about the behavior of the users whose search included one or more keywords. If you cannot induce any significant conclusion then you can alter or rephrase the keywords. Ad groups normally contain more than one keyword and the statistics of the ads show the average performance of the keywords. By applying the Keyword/Placement segment you can find specific keywords which are above average and which are below average.
4. Use Negative Keywords
In order to streamline your PPC campaign using AdWords, it’s important to utilize negative keywords to which are not fit for the product and services you are providing. For example, if you are running a business that offers “old cars” and you are bidding for keywords related to that then you don’t want your ad to show up when someone searches for “old cars repair”. Negative keywords help you to get higher CTR and enhance the conversion rate. Eventually, judicious use of negatives will result in lower costs and higher bid position and revenue.
5. Utilize Ad Extensions
Ad extensions have the capability of enhancing the performance of your ads as they are an essential part of the customer experience. They can help in conveying the information regarding your brand in a better manner by adding relevant information about your business. Some important extensions are site links extensions, callout extensions, structured snippets and review extensions. According to statistics provided by Google, one ad extension sees an average increase of CTR by 10-15%.
6. Make Relevant Landing Pages
The main aim of a PPC campaign is to increase the sale of your products and services and not just higher clicks. Good ads lead users to the landing page but the prospect of the user becoming a customer is completely dependent on the quality of the landing page. It is important to optimize the landing pages in such a way that the message conveyed by the ad is same as that by the landing page. This will help in improving the CTR and conversion rate and will lower the CPC. You can use PPC tools like SpyFu to look at your competitor’s ad history and its landing pages in order to get an idea of a fruitful landing page
7. Adjust Bids Based on Locations and User Needs
You can use your budget effectively by prioritizing on locations where you get the maximum traffic and business sales. For example, if you are selling beachwear items then it is better to show the ads in coastal areas which you help you from wasting money on clicks coming from other areas. Prioritizing your PPC campaign based on geographical locations, climate and user needs can be a game-changer in converting your business to a profitable one by cutting down on unnecessary costs.
8. Know Your Competitors
You are making a huge blunder if you are not aware of the ads which your competitors are using. It’s very important to know about your competitor, the keywords and the subsequent landing page they are using. If your competitor is successful in the market then you must scan its ad copy and landing pages and try to learn the tricks and apply into your campaign to earn better conversion rates.
9. Keep Track of Search Lost IS (Rank) and Your Average Position
You must check your Search Lost IS rank in order to find out how many impressions your keyword was capable of receiving but couldn’t do so due to low ad rank. In the case of a low ad, IS rank checks the relevance of your ad to the specific keyword and see to it that the average position is high. Low average position can imply that people are not able to see your ad and hence don’t click on it resulting in lowering CTR.
These are some of the tips which can help in the better implementation of your PPC campaign on the internet. Google AdWords can be used as a great learning tool due to its easy tracking features and capability to show mistakes in your advertising campaign. The flexibility of the marketing platform and its capability to give high returns on investment makes AdWords practice a must to run a successful business in the online market. Choose a professional pay per click marketing firm to boost your business presence with Adwords.