Written by John Ocampos – Published by ZAAAX Design
The digital world has expanded the horizon of marketing experts and business owners. It has built opportunities and new skills to learn. Modern era pushed people into a new experience and behaviour, and so businesses follow along.
Businesses and marketing professionals learn to advertise their products or brand in many various ways. They have tried to reach out to their target audience in different strategies. One of the most paid marketing techniques known is Pay-per-click (PPC).
Surely, everyone has heard of PPC, particularly to those who worked in this line of business or those who discovered it out of curiosity. PPC is a marketing strategy used to drive traffic to one’s website. The website owner pays the publisher a certain amount each time someone clicks the ad.
PPC campaign is a highly effective method that can drive a lot of traffic to a website. It brings an increase in ROI, and it makes companies highly recognizable. Furthermore, PPC campaigns only display ads to a specific target audience, which means there is a higher chance for ads to get noticed.
Doesn’t PPC sound incredible? But why are some campaigns not successful? Why are there businesses no matter how much effort they have put in to advertise via this technique still fail?
As wonderful as PPC may sound, and as highly tempting it is to give this marketing strategy a try, PPC requires effort and thorough research for it to work.
If you are one of those businesses whose PPC campaign seems to be stuck and not going anywhere, stick around to find out how you can improve your campaign. Get to know the five ways you can work your PPC strategies from zero to a highly effective campaign.
5 Ways to Improve your PPC Campaigns
Know your Competitor
You wonder, “Why is my PPC campaign not working, while my competitors are earning more?” If you want to know how your competitors are gaining more customers or have more traffic than you, then you must know their secret.
Finding out what they are doing to have a successful campaign will give you an idea of what you can do. You can determine what keywords they are using, what products they offer, and what are the things they aren’t doing.
Doing thorough competitors’ research could either be done manually or with the use of certain tools. Tools like Semrush, SpyFu, Social Mention, and Ahrefs are a few examples you can use to research your competition.
Mind the Negative Keywords
PPC campaign requires keywords for them to get the target audiences they required. But, including irrelevant keywords or Negative Keywords could affect your campaign.
How is this possible? Using negative keywords will only bring you an increase in click rate without any conversion. Your increase in click will only drive you to pay publishers without even gaining anything in return.
Look at your keywords and review if which keywords drive you traffic or which ones are only costing you.
Remember your Quality Score
One of the most important aspects to remember when managing a PPC campaign is its Quality Score. Why is the Quality Score important?
- The higher the score, the lower the cost.
- Increase PPC profit and position in advertising.
- It helps in improving a campaign.
There are three qualities advertisers must consider when talking about Quality Score.
- Click-Through Rate
- Landing Page
- Ad Relevance
Focusing on these three qualities will ensure the increase in a brand’s Quality Score.
Here are simple ways you can improve your Click-Through Rate, Landing Page, and Ad Relevance.
- Use relevant keywords
- Write a relevant and compelling text for your Ad
- Increase bidding
- Test your Ads
- Use Ad Extension
- Use Call-to-action (CTA)
- Create a specific Ad group
- Use relevant keywords
- Use keywords in your Ad text
- Add negative keywords on your Ad Group
- Keywords and Ad content must be relevant
- Consider the loading speed
- Easy to navigate
- Provide your business contact info
- Compatible with other devices
- Attractive content
- Include a powerful CTA
Considering these to improve your Quality Score will help you get more customers for your business.
Remarket Your Brand
Some visitors stumble upon your page and stay a little longer. However, they didn’t make any purchase at all. These visitors are potential customers. Therefore, remarketing your brand to them increases the chance to turn it into a profit.
Aside from higher chances of gaining a profit, remarketing your campaign to previous visitors will help you focus on what ads you only need to create. Since you have an idea of what attracts them, it’s easy for you and your team to create the ad.
Use Relevant Keywords
Using relevant keywords will increase your Quality Score and conversion rate. In addition, it will also lessen your expenses as you only use effective keywords, rather than ones that are irrelevant and are nor increasing your profit.
When you use certain keywords, even though you think it’s relevant, you have to check the performance of each. See how your keywords are doing, and if your keywords are relevant to how people search.
Finding out if you are using a relevant keyword or not will save you a lot of money and could increase your conversion rate, as you will be able to reach your potential customers.
Other strategies you can include to improve your next PPC campaign are the following:
- Optimize your landing page
- Use Ad Extension
- Consider Mobile Users
- Remember to create quality content
- Target specific location
You don’t have to worry a lot when you have noticed that your campaign isn’t working. After all, every campaign requires a testing period, and there will always be room to improve. You can learn to improve your strategies by following the steps mentioned above. Get your hands into these and watch your next campaign work and bring more profit to your business.
John Ocampos is an Opera Singer by profession and a member of the Philippine Tenors. Ever since, Digital Marketing has always been his forte. He is the Founder of SEO-Guru, and the Managing Director of Tech Hacker. John is also the Strategic SEO and Influencer Marketing Manager of Softvire Australia – the leading software eCommerce company in Australia and Softvire New Zealand.