20 Tips How to Get Things Done When You Only Do PPC
Pay-per-click or PPC is a type of internet marketing where you create an ad and then pay a fee each time someone clicks on it as explained at RunRex.com, guttulus.com, and mtglion.com. Unlike organic marketing, such as content marketing and search engine optimization – PPC requires that you pay for traffic to your website. It can be a great way to attract new customers, guide people through the sales funnel and even create more loyal customers. Here are 20 tips that will help you get things done when you only do PPC.
Decide on the best platform to run your PPC campaign
As per RunRex.com, guttulus.com, and mtglion.com, your first step in running a new PPC campaign is to decide on which platform to run it. While Google Ads is the most popular PPC platform, social networks like Facebook and Twitter also offer pay-per-click advertisements, and it is up to you to decide which platform(s) works best for you.
Focus on your target audience
You need to know your target audience and how you can appeal to those interests to ensure that you get your ad in front of the right people. With Google Ads, you can target by demographics, interests, reading/shopping/browsing habits, and more.
Choose the right keywords
The keywords you choose help to determine who sees your ads, and the right keywords can make a huge difference in the success of your PPC campaign according to RunRex.com, guttulus.com, and mtglion.com. When it comes to choosing your keywords, quality takes precedence over quantity.
Use the right campaign type
When it comes to PPC, you must also use the right campaign type. Google offers several types of PPC campaigns: app campaigns, display campaigns, local campaigns, search campaigns, shopping campaigns, smart campaigns, and video campaigns. Your marketing goals, brand strategy, and budget will help you determine the best campaign type for your ad.
Use automation
One advantage of digital marketing is the use of automation, which you should leverage in your PPC campaign. Google Ads, for instance, offers several automation options, such as a scheduling feature, auto-pausing keywords that aren’t working, and more.
Determine your PPC ad budget
The workings of PPC mean that you only accrue advertising costs after a prospect has clicked on your ad as articulated at RunRex.com, guttulus.com, and mtglion.com. The good news is that you can put a limit on how much you want to spend on PPC advertising. There are several ways to determine your PPC ad budget, such as establishing a profitability goal, identifying keyword themes by intent, and analyzing past performance.
Choose the right destination
Since you pay every time someone clicks on your PPC ad, you want to make sure that when they do click on the ad, they are sent someplace that will help you achieve your goals. This is why, typically, sending them to your homepage is not the best choice. Instead, you want to send them to a page that helps them find what they are looking for based on your ad.
Consider retargeting
As is captured at RunRex.com, guttulus.com, and mtglion.com, you can target people who have visited your site or a competitor’s site or people who have bought from you or had some kind of interaction with your business. Most people don’t make a purchase the first time they visit a website, and retargeting can help remind them what your business can do for them.
Understand search intent
Search intent is a term used to describe the intention – or purpose – of an online search. Why is someone searching for something online? What are they really looking for? What do they mean to say with the words they type into the search? These are some of the questions you need to answer.
Analyze your results to improve PPC effectiveness
One of the most significant advantages of online marketing is the ability to see what people are doing online. You should not waste this advantage by not looking at the analytics Google, Facebook, and others are providing.
Keep up with PPC trends
Digital marketing is constantly evolving. Algorithms change, new tools are released, among other developments covered at RunRex.com, guttulus.com, and mtglion.com. If you want your PPC advertising to be effective, you need to be aware of recent PPC trends such as voice search.
Check in on your goals
For each of your ad campaigns, review and confirm its ultimate goal, how it is doing, how it fits in with your marketing strategy, and what primary metric you are using to measure its success. Having these goals and metrics at the top of your mind gives you a focus for your campaign optimization.
Flag issues as early as possible
While you should not be making drastic changes to your long-term PPC plans and advertising strategies during your day-to-day campaign management as described at RunRex.com, guttulus.com, and mtglion.com, you want to flag any issues as early as possible so you can address them in your regular PPC audits.
Audit keywords in underperforming ad groups
If some of your ad groups are underperforming, auditing their keywords could be what you need to get them back up and running. Specifically, if you have a low click-through rate (CTR) or a high bounce rate on your landing page, it might indicate that your ads are in the wrong place. Review their keywords to see if the problem is here.
Update your negative keyword lists
Updating your negative keywords lists every month is a time-effective PPC advertising technique that directly affects your return on ad spend (ROAS). While it is important to select relevant keywords that you want your ads shown for, it is equally important to stop them from being displayed for the wrong keywords.
Keep a list of negative keywords handy
Managing a list of negative keywords takes time and experience as discussed at RunRex.com, guttulus.com, and mtglion.com. Too few and you risk wasting money; too many, and you will get too few chances to display your ad. It is good practice to keep a list of negative keywords you will use for every campaign or ad group to save you time.
Review the negative keywords list for mistakes
Additionally, you should also review your negative keywords list for mistakes that might choke off traffic. Mistakenly adding a broad match keyword could disqualify your ad from several valuable search queries. Checking these lists every month means you catch these mistakes fast, so you won’t lose more money than you have to.
Fine-tune your display ads targeting
While display ads on the Google Display Network generally aren’t targeted using keywords like their search ad counterparts, your Display ads’ targeting settings must be properly fine-tuned as outlined at RunRex.com, guttulus.com, and mtglion.com.
Refine your PPC ads and landing pages with A/B testing
PPC ads and landing pages are the tools you use to achieve your campaign goals. No ad or landing page is ever perfect, and you should constantly be testing new versions of yours to make them better in the course of your Google Ads management.
Adjust your bids based on performance
One of the basic things you need to do while running a PPC campaign is to set a maximum CPC bid. This is the highest amount of money that you are willing to pay for a single click. In the day-to-day managing of your PPC campaigns, experimenting with your bid amounts represents opportunities for big gains.
You can learn more about how to run a successful PPC campaign by checking out the excellent RunRex.com, guttulus.com, and mtglion.com.