7 Golden Rules of PPC Optimization: Take Control of Your SEA
Last update: 4 August 2023 at 11:45 am
2.33/5Are you struggling with PPC optimization for your business? Is your latest search engine advertising campaign not showing results?
PPC or pay-per-click advertising is crucial to a business’s online presence. PPC optimization strategies remain one of most businesses’ most important forms of advertising.
One of the best things about this kind of advertising is that you’ll see results immediately once implemented correctly.
But where do you start with your PPC campaign? Let’s look at how you can optimize your PPC advertising campaign for optimal results.
What is PPC Optimization?
Pay-per-click optimization improves and analyzes your campaigns at a campaign and ad group level. This can be achieved by:
- updating your website landing pages
- changing your ad copy
- modifying keyword bids
Those in the digital marketing world know that to get the best PPC strategy, you must combine the optimization process with experimentation, analysis, and continuously optimizing to form an effective and long-lasting strategy.
Although PPC optimization may sound intimidating and technical, it’s relatively simple.
It’s the practice of improving different elements of your online ads to gain more real estate or visibility online and get more clicks.
Pay-per-click ad platforms include Google Ads, Facebook Ads, Bing Ads, Microsoft Advertising, and more.
You can run an ad campaign from these various platforms directed at your target audience to improve your conversion rates and get clicks and sales. It’s ideal for those with a low search volume to boost their sales funnel through optimized PPC.
What Are The Different PPC Strategies?
To maximize your PPC budget and ad spend, you must deeply analyze your ad campaign, ad groups, ad text, key phrases, and landing page optimization.
So, what can you do to improve your PPC optimization strategies? Below we will be sharing seven valuable tips to enhance your PPC strategies.
If you feel uncomfortable setting up your own PPC campaign or taking charge of your search engine advertising, we suggest you work with an online advertising agency to help you.
Take this advice from the performance marketing agency, Pixated:
If you’ve got a team managing just your account day in day out, they’re only aware of exactly what’s happening in your account in your industry. We work across maybe 20/30 different accounts at the moment, and so we can see trends and things that are working in other accounts, other industries, and we can apply that to new client accounts for example. So we get a lot more data from all these different accounts, and we can then use that to then apply to other accounts and fast track the growth.
Arham Khan – Co-founder of Pixated
In the meantime, if you want to keep things in-house, here is what you can try.
Switch To Manual Bidding
You could have the best PPC ad in the world, but it won’t show the result you want without a proper bidding strategy. If you get the highest number of clicks on your ads and stay within your budget, you can use the automatic bidding option from Google.
However, this means relying on Google to do the job for you, which comes with a few disadvantages you should be aware of. The first of the drawbacks is that there’s no easy way for you to change your ad campaigns if they aren’t performing well.
Manual bidding gives you more control and more options for leveraging your ads. It’s a more advanced and customized bidding approach.
Allowing you to increase ad visibility, lower your cost per acquisition (CPA), and enable you to convert specific keywords to ad clicks and conversions.
Use Remarketing Strategies
Recent research has shown that only about 2% of visitors convert on their first visit to a site.
This means that there’s a potential of 98% of visitors that already showed a genuine interest in your business and with the right motivation and offers could potentially be converted to a client.
The remarketing process involves following a client that clicked on your ads but did not convert. Then place new ads in front of them so that your business remains top-of-mind, and once the client is ready to complete the transaction, they know exactly where to go.
Google allows you to segment your remarketing lists to show ads relevant to their current needs. Having a list of visitors that already indicated an interest in your page could go a long way to optimize your conversion rate.
List the Negative Keywords
Knowing which keywords to target is critical for SEO and PPC, but very few people know how important negative keywords are.
A negative keyword list can go a long way to helping eliminate keyword confusion and help you target more effectively. These keywords seem to relate to your business, product, or services, but they don’t.
An example of these keywords would be if you sell indoor plants; one of your negative keywords might be ‘outdoor trees’ or ‘landscaping.’
Setting your list of negative keywords would ensure that people searching for these do not accidentally end up on your website.
Explore Different Ad Platforms
Google Ads is undeniably the leader in the field, but that doesn’t mean it should be the only platform to use.
There are a few new players in the PPC marketing realm. These newer platforms often have much less competition, which means you could see much better results for a lower budget.
A few great new contenders include Microsoft Ads and Amazon Ads. Using low competition on these platforms and the size and reach of Google ads can benefit your ad marketing.
Optimize Your Website
Make sure that your website is also optimized. You need to have an effective landing page to convert your visitors.
Once the ad has gotten the potential client to your site, you must ensure that your landing page is optimized to get them through the next step and convert them into sales.
Ensure your website is fast; your page should load within 2.5 seconds. Also important is visual stability; nothing frustrates visitors more than looking for their place after losing it due to an image loading.
Additionally, ensure your website is interactive and responsive when visitors click on elements.
A few other ways to optimize your landing page is to include photos of the products so that the visitor can see what they are potentially buying.
Also, ensure that all product information includes a precise price. Finally, a solid call to action can make all the difference.
Test Your Ad Copies
Your ad can make or break your entire strategy and waste your precious budget. As such, you must test and analyze your ad copy. You can do this with A/B testing, which you can set up directly with Google Ads.
For A/B testing, you’ll have two ads with a different copy to determine which ad gets more clicks. Google will then present these ads to two different sets of viewers.
At the end of the testing period, you’ll have good data on which ad was better optimized. This way, you’ll know which ad to use in the future, and it can provide valuable insights into what works for future ad creation.
Use Demographic Target to Reach Your Audience
One of the things that makes this form of digital marketing campaign so successful is that you can target your audience more accurately based on demographics. This means you can exclude locations you know won’t target your clients.
Also, knowing your audience’s demographics by analyzing your demographic results from past ads can be a valuable tool in lead generation.
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Find an agency!Is PPC Better Than SEO?
Knowing the difference between SEO (search engine optimization) and PPC (pay-per-click or SEA, search engine advertising) is essential.
SEO improvement leads to a better ranking in search results. At the same time, PPC is paid-for ads (such as Google ads) designed to bring interest to your website and get sales conversions. While both are suitable investments of your time and money, they bring different results.
If you can wait for SEO to build up over 12 months, that’s always a good investment. But the majority of clients, want sales now. Delayed results mean SEO isn’t the right channel, plus they’re not guaranteed. You might not get rankings, Google might change the algorithm…With paid media you can turn a campaign on within a couple of weeks and get those conversions immediately.
Arham Khan – Co-founder of Pixated
With PPC, to run successful and relevant ads, there are a few things that you need to optimize for better ad results. These elements include the ad (images, text, colors, design, etc.), landing pages, and keyword targeting.
It’s good to remember that PPC optimization is an ongoing process, not a project that can be completed.
Instead, it’s a continuous process of improving different elements to keep seeing results. The reason for this is that the field of PPC is constantly evolving and changing.
New search engines, multiple devices, increased competition, and complex bidding rules contribute to the ever-changing nature of pay-per-click (PPC) ads.
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Using Google Ads for PPC Optimization
Google Ads is a popular platform that helps you manage, optimize and analyze ad campaigns. As one of the largest and most widely used online advertising platforms, PPC marketers can use the tools to grow their businesses and reach new clients.
You can access many useful PPC optimization tools from the Google Ads dashboard.
For example, from Google Ads, you can access Google Analytics to see:
- How your ads are performing
- Track clicks on your websites
- Time on-page
- Where you are losing visitors
- What your conversion rate is
Conclusion
An optimized PPC campaign can go a long way in ensuring you get traffic to your website and that the visitors convert to clients. Ensuring you have an actionable copy with relevant text in your ads and testing one campaign next to another can be key performance indicators.
Your digital marketing can reach new heights with other strategies, such as conversion tracking and click monitoring.
