Pay-Per-Click advertising has become a juggernaut in the world of digital marketing. If you’re not including PPC in your overall online ad spending strategy, you’re missing out on potentially game-changing revenue generation.
When well-executed and thoughtfully conceived, the right PPC campaign can move mountains for companies of all sizes. Getting it right, however, turns out to be more complicated than most small-to-medium-sized businesses expect.
The good news is that there are some quick-and-easy tweaks you can make to your PPC campaign—tweaks that can have seriously powerful bottom-line benefits.
At Sympler, we’re all-in on PPC. We’ve seen how quickly and effectively it can move the needle for our clients, and we’ve learned a lot about how to do it right. Learn from our success by incorporating these 8 PPC optimization tips, and see for yourself how significantly your ad spend ROI improves!
#1: Use Ad Copy Keywords Strategically
Choosing the right keywords to use in your PPC ad copy can make or break your results. You’re going to want to use keywords that have particularly good performance while keeping ad copy sensible and engaging.
Not sure which keywords are ideal? Google Analytics is a great resource—you can use it to derive relevant keywords directly from your website. Then, you can use these keywords in your ad copy for the best results.
#2: Take Advantage of Manual Bidding
Even the most finely tuned PPC ads can fall flat without the right bidding strategy. If your goal is to generate the most amount of clicks, you can just let Google automate the cost-per-click (CPC) bidding for you.
Switching to manual bidding allows you to get much more granular about how much you spend and on what keywords. With manual bidding, you can focus on one campaign at a time and dynamically adjust your bids according to keyword performance.
#3: Remarket and Retarget
It might surprise you to learn that only a tiny percentage (around 2-3%) of website visitors convert during their first visit. After they leave, stay engaged with them with remarketing campaigns—Google offers many ways to achieve this, with display ads that follow website visitors while maintaining their privacy.
#4: Branch Out Beyond Google
Even though Google represents the lion’s share of PPC campaigns being executed today, there is still value in looking to other providers.
#5: Use a Negative Keyword List
No matter what you’re selling, there are a few select keywords or keyphrases that you should be adding to your negative keyword list.
For example, if you are an online bookstore that specializes in selling used books, it would make sense to use the keyphrase ‘used books’. But, if you wanted to rule out the audience of people who might be looking for a place to sell their own used books, it would make sense to add the word ‘sell’ to your negative keyword list.
#6: Add Ad Variants. Then Add More.
No matter how well your current PPC ads are performing, they can always do better. As your PPC campaign is plodding along, take note of how different ads are converting. Then, create variations and track those over time. You might be surprised to learn just how much difference a small change can make.
#7: Utilize Ad Extensions Wherever Possible
Most major PPC platforms allow you to add secondary and tertiary ad extensions that provide additional information about your company and its products or services.
Not all ad extensions will display in every context, but completing them and making them informative will go a long way in enhancing the efficacy of your overall PPC campaign.
There are two types of ad extensions you can use: manual and automatic. If you have the time, opt for the manual ad extensions. If you do opt for automatic, be sure to spot-check the information for accuracy.
#8: Consult with the Professionals for Further Optimization
At Sympler, we are all about arming our clients with the tools and resources they need to drive sales and increase PPC ROI on their own.
At some point, however, it can make the most sense to let the professionals do the heavy lifting and get the most out of your PPC efforts. For more information on how we can supercharge your PPC results using advanced techniques and our proven, AI-driven methodology, contact us today.
Your success with PPC awaits!