Ideal Optimization For Your PPC Performance
Undoubtedly one of the most effective and efficient means of digital marketing is a PPC campaign. As the name suggests, it works on a modus operandi of pay-per-click, i.e. when ads are clicked on by a user, the advertiser pays a fee to the search engine where the advertisement was shown.
PPC is a great way to bring in targeted and qualified traffic to your website, and the method is consistent and measurable. It only requires a solid plan, a well defined execution and a constant check on the updates.
Sounds simple?
Not so much.
While Google Ads management can be a cumbersome task, it requires an eye for detail. Only experts in this niche can identify the complexities and carry out the tasks to yield optimal results. If you are fairly new to digital marketing, or have absolutely no idea where to begin, there are a lot of performance marketing agencies in India, who can help you in your digital advertising initiatives and help you gain the best possible results.
1. Goal setting
Without a definite and measurable goal, you would not know what to optimize for. Everyone needs a goal to set the foundation of the process they are about to undertake. It is essential to have a clear roadmap that you will follow before starting your advertisement. While amendments can be made here and there, if you think that you can conjure up ads a day before you need to post them, you are mistaken dear friend. The process of optimization also depends on the ultimate aim of your PPC campaign, like lead generation, increasing traffic etc. Once you have defined your goals, you can put your money where your mouth is, or in this case your cursor is. As and when your campaign progresses , your insights will help you know if you have attained your goals or not.
2. Battling Keywords
The first step is to check the performance of your keywords, or in case you are just starting out, create a list of keywords. After reviewing your insights, you will be able to analyse what keywords actually benefit you, and what keywords you are simply wasting money on. The keywords which bring you more business, should be focused on and the bids can be increased. Keep introducing changes in these biddings, so that you can trace out the optimal combination of bids. Keywords that have no impressions, no clicks, or no conversions are the ones which you need to get rid of. Improve their placement, their relevance and add elements to your website to facilitate the process of conversion. Negative keywords are the ones which save your ad budget by preventing your ads from popping up on unwanted search pages. They help you filter out unwanted traffic, and improve your CTR, conversions and quality score.
3. Bidding
The next step is to adjust your keyword bids, taking into consideration the desired placement, the competition on the bids and your ultimate goal. Bid optimization again depends on your marketing strategy and what your campaign aims to achieve. Manual bidding gives you complete control over your bids and allows for quick changes as per your will. Target CPA Bidding strategy sets bids at the targeted CPA in such a manner that you get the maximum conversions possible. Target ROAS, which can be implemented across a variety of campaigns, helps you get more conversion value.
4. Ad creation
The advertisement that shows up on the search engine is the first point of contact between you and your customer. Everyone knows, first impressions last, so you need to make sure it is compelling and engaging. Your ad must be attractive with an eye-grabbing headline. Make your ad clear and concise, and only include value generating words, highlight the unique selling proposition and include a bold call-to-action. Instead of a simple ‘click here’, come up with something that actually inspires the user to click.
5. Ad extensions
Ad extensions are the formats which show additional information about your product, which improves the customers knowledge and empowers them to make an informed decision. They improve visibility, increase the click through rate and improve the overall ROI. A few extension links that you can consider using are:
Sitelink extensions that direct the visitors to an additional landing page; Call extensions to allow potential clients to give you a call with one simple click; Location extension to show the physical location of your enterprise; App extensions incase you want the users to download a particular app from the playstore; review extensions that are customer testimonials, serving as social proof.
6. Creating Landing Pages
Your advertisement and landing page are complementary in nature; one cannot perform well without the other. You can expect best results from the ad copy only when it is aligned to a landing page which is relevant. It is important to ensure that what is being offered on the landing page is what is proposed on your ad. Do not direct them simply to your homepage, unless that is what your campaign is for. Also, when you are running multiple campaigns for different reasons, they cannot have the same landing page. Highlight the benefits, features and the USP in your landing page that you mentioned in your ad to prove authenticity and maintain a level of consistency.
7. Analysis and Improvements
Regularly monitor your PPC data and results. If you take the time to look, the beauty of this marketing approach is that you have a clear picture of every penny you spend, and the means to make changes based on this data with a simple click. It also helps you know what your competitors are upto, and how you can stand out.
By taking these optimization tips into account, you can effectively improve the performance of your PPC campaigns and enjoy better results. If you still face difficulties, you can always consult companies offering PPC services in Delhi. Infact, Sociolabs, the best PPC company in Delhi, has a dedicated team of experts who would love to help you out, by creating the perfect plan for your campaign, tailored to fit your needs.