Alright so you know what’s PPC and willing to start a campaign but do you know how? Worry not, there are some unmistakably useful techniques to help you make the most of your paid search campaigns.
Let’s take a quick recap of what’s PPC before getting started: PPC is all about setting some targeted keywords and then making ads based on them so that when user searches for those specific keywords, your ad shoots up. And that CPC campaigns require you to set up a cost you are willing to pay for each click.
This was only the overview, but how do you make your campaign a success even if you are not a CPC expert? There are so many ways to benefit from the concept.
Why It Matters?
Why do you need to give paid search marketing your time and effort? From generating leads and driving sales to creating brand awareness, why wouldn’t a business want to run a paid search campaign!
Now that you know why you need to give it a shot, here are 10 incredible techniques that can help you take your efforts further meanwhile keeping your search engine marketing budget within limits.
Note that these techniques apply both on Google Adwords and CPC campaign.
Let’s get to the techniques:
Know More About Your Audience.
Your audience is the centre of whole story and without having complete knowledge and understanding of your target audience, no technique or tool can bring results. But that seems more like an advice than a technique…right? Here’s the trick:
i) Get detailed information on your target audience.
ii) Once you are sure who your target audience is, draft parameters to find their likes, preferences, and search patterns.
iii) On the basis of derived personas, create effective ads that will connect to your target audience.
iv) Connective ads means more customers
v) What’s next? You search audience to retarget again and the cycle continues!
Check Your Keywords.
This one’s the most important:
Keywords play a significant role in your complete story and finding the quality one is what required. When you start research, you might end up with a flood of keywords surpassed by a desire to test them all. What you should do is to select a few (hopefully a few long tail keywords), most relevant, and specific keywords and phrases that your target is using the most.
[Why go long-tail: Long-tail keywords tend to show a high degree of intent, so they can be excellent candidates for your paid search campaigns. For example, it’s a good bet that someone who searches on “organic dog food free shipping” is later in the buying cycle than someone who searches on “dog food” alone]
Don’t worry if you are not a robot…there are tools you can use to locate these keywords or phrases, for example, Google’s Keyword Planner (stay logged in to your AdWords account to use it)Here’s a simple way to use it:
- Type the keyword or phrase
- You will be displayed a list of possible variations being used by people in searches along with an approximate number of searches
- View the advertising campaigns against each term
Note: In order to view the estimate of position and cost, you would be required to add a max CPC to the ones you are interested in.
- Another good idea is to use your bestselling keywords within your display URLs. Yeah…that’s a real trick that helps results appear with maximum relevancy.
- Increase bids slightly on best-performing keywords to get more visibility. You will need to monitor to ensure the ROI is still acceptable.
=> Quality Keywords
Quality keywords are based on your business, campaign, and goals. Focus well and decide quality keywords carefully as this limited shot might spare you a lot of time and money.
Here’s a little more on keywords (knowing that they play really significant part in your entire campaign):
- Look for keywords that have never converted to a lead or sale, yet have costs associated with them.
- Customize reporting columns to include data on assisted clicks or click-assisted conversions. If the keyword never contributed to an assist, it’s time to pause it.
=> Phrase Match vs Exact Match
A quick tip is to use the combination of exact match and phrase match carefully. For a quick recap, phrase match helps your ad show up when a user searches even for a relative term to your target keywords whereas exact match triggers your ad to show up when a user searches exactly for your keyword.
An ad campaign with just one type of this strategy might not be that fruitful as much as a mix can be. So pay little time to use both in order to make your ad more visible to users for both the exact and related keywords.
=> Let’s take an example:
Suppose you set your exact keyword as ‘night stand’ and you have set this keyword in your phrase match as well, then your ad will show up even when someone searches for ‘one night stand’, which you wouldn’t want. (this we will read more in the Negative Keyword section as well)
Whatever you do…it should count!
The same rule applies to your PPC campaign too! You need to track the efforts and that you can do by setting tracking pixels on each page. Before beginning your PPC ads, a conversion code can be added to your website so that you are more equipped for analyzing your campaigns.
Once you’ve added the code, Inside your AdWords account, you can know which ads are performing, how, and where you need to work. Note that conversion tracking is set up on the basis of type of conversion. The setup process for different conversion types is different as well.
The better you know which ads to target, the closer you are to conversions. Conversion pixels play an important role in making the entire analysis more specific with insights related to ads, making the leads and sales a lot more easier!
Implementing Negatives From Search Query.
Going negative sometimes do leads to positive results…at least in case of your paid search marketing campaign it really works! When you are playing with keywords, it’s good to think negative first. What it means is to kick out the irrelevant and unwanted keywords from your search query so that you don’t show up in something not related to your target market.
For this, you can simply run a Search Query Report on your best keywords to see their click volume and then for cost. Find the irrelevant ones in the report and mark them as ‘negatives.’ No more search queries that are no good for bringing clicks or conversions to your campaign.
Let’s continue the example we mentioned in the first point – exact and phrase match.
Now what if your ad for night stands appears in the list of one night stand? Spoiler! Obviously you wouldn’t like your ad to pop up for keywords that are bringing no good to you, i.e. no traffic, no leads, just unwanted attention! So what do you do? Kick them out! It’s better to mark such irrelevant keywords as negatives from your campaign to focus only on quality, relevant traffic.
Some products and services are seasonal in nature and so are their audiences. For example, during Mother’s Day, Thanksgiving Day, Christmas, New Year, and many other such occasions businesses; retailers have high demand and traffic for the related goods and services. You need to accept that the demand and interest would be more or less demanding during specific months of the year, season, festivals, holidays, weather, and for other reasons. So if your business deals in a seasonal product or service, it’s better that you increase your budget in the months that lead to these high-in-demand times so that you can best use the excess traffic and revenue!
For this to be true, when your seasonal keywords aren’t part of your business, you can move your focus to other important things till the demand and bid price falls.
Think About Ad Copy.
Wouldn’t you hate it when you know you’re the best racer, but you forgot to fill the fuel tank! Oops moment! Don’t fall victim for a similar situation and ensure you make an engaging and super catchy (not spammy) ad copy for your ad. Ad copy is among the most essential elements that differentiates you from competitors. It’s the text part of your clickable ad, and should consist of the main keywords and call to action.
For a better copy, you can use Google’s Dynamic Keyword Insertion Tool, a traditional trick to stay genuine in front of both users and Google has been to automatically add keywords that someone has searched for into the ad copy. But the strategy is no more as effective as it used to be.
To make it better and more useful, you can try use quirkier, distinctive, verbosity to attract your target audience. And in any case, do not forget to add an engaging call-to-action in your ad (only when you have something compelling to sell or a new offer, just for example. Call-to -actions are the main triggers that guide your potential customers what’s next once they have gone through your message. So whatever ad copy you make, make it worth a click!
Back It Up.
Well, this one’s different from making a copy. Do not differentiate your promotions on the basis being offline or online. One may see your print ad and might remember the product but not the company’s name. So when the person types in your slogan on the Internet or the product, does a recognizable CPC ad pop up for your company redirecting them to your website?
If not, make it happen!
Ensure that your ads show up when a user searches for you (rather than just your company on the first page of organic results).
Audit your top landing page – make it relevant to the ad.
In spite of working in marketing, a few may not know that the landing page plays the most important part in the complete purchase cycle. Find the most trafficked page on your site (considering the conversion and bounce rate). Check whether the keywords and ad copy point to the top page. If needed, add negatives, remove irrelevant keywords, and do whatever you can to create a narrower topic of Ad Group.
Checking the quality score of keywords targeted is also mandatory. You can use Google’s Quality Score to do so. Quality Score refers to the relevance of your Google AdWords ads on the basis of keywords as well as other factors like landing page and search terms entered by visitors. Higher the QS the better chances of your ads getting ranked at a lower CPC.
Apart from this, you need to set a landing page that goes with your ads. Your each PPC ad should point to a relevant landing page so that the user finds correct information after clicking it. To ensure this, you can add info regarding the product or service or whatever mentioned in the ad.
No Consistency! No Conversions! Only Disappointed Users!
So make sure your keywords match the text of the landing pages you’re linking to.
When users find more info on what they were seeking and because of which they clicked on your ad, they are happy and more likely to convert into your customers.
Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. For example, sometimes a click is worth more to you if it comes from a smartphone, at a certain time of day, or from a specific location.
Going more specific with locations, it’s a great idea to run bid adjustment campaign for devices (smartphones and tablets) in the nearest distance. For example, adjusting your bid to a certain device, at a specific time of the day, from a particular location can have really impressive effects.
Bid adjustments let you show your ads at a frequency you decide on the basis of when, where, and how the user searches. So you can set your bid to show your ad more frequently for devices in 10km radius of your business.
Use CPC management tools (Google AdWords).
Of course, Google’s Keyword Tool is a great help but there’s more you can do. First in the list is AdWords Editor – a free tool offering control over multiple or large-scale campaigns.
What’s interesting? Well, you can upload bulk campaigns and keywords to the tool, make multiple edits to the entire campaign, get detailed stats across all campaigns, and much more.
What else you can do:
Even though there is so much you can do in PPC, ensure to meet these conditions for good results:
- Exclude user locations that are not relevant to your business. To do this, go to the dimensions tab. Then select user locations from the view menu. Here, sort by clicks to see clicks coming in from locations and examine their performance. If a location is getting many clicks and no conversions, you can exclude this location from serving.
- Look at the results for mobile devices with full browsers vs computers and tablets. Increase or decrease the bid adjustment depending on the performance.
Marketing is easy only when you have every ingredient required for the perfect recipe! Make every move count, pay attention to your keywords, audience, and every factor involved in the campaign to make sure you don’t miss out anything important.
So now you have gone through the 10 tips for productive CPC advertising. Try these tips and apply them to your paid search marketing tools to boost your present and future online advertising campaigns without having to shed any extra dough!