The day has long gone when promotions were restricted to certain platforms. But, since the invasion of internet, age of globalization and digital platform have substantially increased the necessity for organizations to promote their business.
As internet has provided chances for organizations to exploit the opportunity, companies have become able to reach a wider range of consumers effectively. This also increased the pressure of competitions as numberless organizations have already started to venture into the ocean of online marketing.
In this scenario, PPC (pay-per-click) model is probably among the top effective strategies that will allow you to reach target consumers within less effort and time.
Several strategies will help you to improve PPC performance among which major ones are illustrated in the current article. This will provide you assistance whether your existent strategy is appropriate or need further modification. As a result, you will be bestowed by increased productivity as well as increased revenue.
So, let’s get started!
Tips to improve PPC performance for your business
Before we proceed to elaborate on the ways that will facilitate you to improve your marketing strategy let’s have a quick recap of PPC model and their application process.
One of the most popular modes of online advertisement, PPC can be defined as,
“a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.”
It is a mode of buying visits to your site instead of trying to earn those visits through organic search results.
It all starts with bidding where an advertiser “bids” for ad placement in sponsored links of any search engine against a keyword search concerning what then business has to offer.
Define your goals
It all starts with setting a goal, where PPC is of no exception. Without definite and realistic goals your PPC efforts are nothing but mere futility- no matter how hard you try.
For this very reason, you need to conceptualize goals for your PPC campaign as a foundation of the process. Based on the grounds of reality, a predictive goal helps you to remain on the right track.
After defining a predetermined goal, you not only will be able to track the journey of your campaign but it’ll also help you to assess the outcomes. In this way, you will be able to detect any deviation of actual goal concerning desired one.
Check out your competitor’s campaign
In order to assess your position in the market, you need to keep an eye on what other competitors are doing.
“competitor analysis is the process of identifying your competitors and assessing their strategies, strengths and weaknesses.”
It is an indispensable part of your PPC campaign that harvests you with endless information regarding your competitors and their activities. You can use this information to strengthen your drawbacks as well as facilitates to increase conversion rates.
A prominent competitor analysis consists of
- Who are your competitors
- Products and services offered by them
- Their business strategies
- Their strengths and drawbacks
- Level of threat posed by them upon your business.
Utilization of tools to analyze competitor activities would be more effective than manual tracking. There are few competitor analysis tools suck as SEMrush, SpyFu, KeywordSpy are proficient enough for your business requirements.
Find low CPC keywords
Keywords are building blocks of your PPC campaign and keeping a closer look at them will help you to check your overall performance.
In this process, you will be able to assess which keywords are performing well and paying you more in return.
Besides, you will be able to find out keywords that are both cost-effective as well as productive while dealing with diverse keywords.
But one thing you need to consider is to change keywords regularly even if they are performing well. You may keep changing your bidding strategies for the keywords that will allow you to conceptualize the real cost for different keywords.
Find trending keywords
Again, keywords are very crucial in case of marketing your business as search engine algorithms consider the relevance of your post against a search query.
Keywords are very specific and ever-varying rendering to remain within the reach of contemporary market trends.
You need to conduct profound keyword research to find out those running on top and utilize them to increase your ad’s referral by any search engine.
Make ad specific landing pages
Making your website’s homepage as the destination for your ad is very annoying and it can effectively lower the viewer intent for your product and services. Always try to make sure that your visitors are served with such destination pages that fulfill their query and meets their requirements. This is referred a “intend match” and search engines especially Google considers it very seriously.
For example, if someone is trying to avail shoes, then providing a page with techniques to bind shoelaces of different patterns wold not satisfy the visitor. As the visitor is interested in making a shoe purchase, rather than shoelace binding lessons they will withdraw their interest from your product and services.
Determine your budget and bidding strategy
Budget, for bigger organizations, if not, but a limiting factor for smaller ones in case of any PPC campaign. Your budget for PPC campaign hugely determines the amount to spare on each ad clicks for your ad placement.
For example, if your budget is 1000 units for advertisement and there are eight different campaigns run by you, then you can expense 125 units for each campaign.
In addition, there is another parameter to consider while allotting a budget for each type of click-through. As not all topics and audiences are equivalent to different search terms cost different amounts against each click.
Majority of PPC campaigns have an “auction” system that allows you to avail of several bidding strategies to impart the most cost-effective business strategies. In case of Google ads, these bidding strategies include
- Cost per click bidding
- cost per thousand viewable impressions (vCPM) bidding
- Cost per acquisition (CPA) bidding
- Cost per view bidding
Use location targeting
If your business is specifically targeted for a particular geographic location, then you need to affirm that your ads are showing in target areas instead of visitors other than the same.
When you are about to target a demographic segment of a confined geographic area, your great concern will be the buying behavior of those people inhabiting there.
Otherwise, you will be facing difficulties in forms of-
- You’re paying for “clicks” from the people whom you can’t provide services.
- Different people of diverse geographic locations have different tastes where improper representation might lead to a mismatch of services.
- Traffic to your site will decrease and revenue will be depressed.
Commonly known as behavioral retargeting refers to the process of online targeted advertising. In this process, advertisements are targeted to expected consumers based on their past internet activities. Whenever a user clicks on the ad, they are directed to their previously incomplete orders.
Retargeting helps business organizations to attract repeat visitors and increase conversion rates substantially.
Initially, it might seem difficult for you to understand and implement the process properly. It is obvious if the question arises, how do retargeting works? Here’s how it works;
“you place a small and unobtrusive piece of code on your website (often referred to as pixel). the code doesn’t affect your website performance and remains as unnoticeable. Every time a new visitor visits your site the codes drop an anonymous browser cookie.”
These cookies are the reason behind recurrent referral of your web page to those who have visited your site.
Conduct A/B testing of PPC elements
A/B testing indicates the process that sustains at all levels of your PPC campaigns whether it is keywords, landing page or ad copy. It is an integral part of a PPC campaign that transforms your ad to be more relevant. To operate your PPC ads, you need to opt any of the following elements to test
- Ad extensions.
Furthermore, to test the landing pages, you need to consider
- Features and benefits.
As the PPC space is gradually evolving and thus ever-changing, you need to conduct A/B testing procedures to test and assess bids, groups and keywords. This will allow you to sort best performing keywords to get proper results as considering several elements at the same time may lead to convoluted and indefinite results.
In this process, you need to consider only one element at a time to obtain specific results as consideration of different elements at the same time will draw non-specific and dissimilar results.
However, several other tactics will help you to improve the PPC performance of your business, all of them designated to effectively track. Monitor and assess your PPC results.
Marketing is an essential part of a successful business operation where organizations are reluctant to market their business well to stay alive in the ever-toughest conditions of digital marketing.
No matter how good your product quality is and how they are able to meet consumer demands, all of your efforts will remain ineffective as if there is no such promotion for your business. The above discussion is an attempt to brighten your ideas on the journey of digital marketing.
In digital marketing, PPC is the desired and most applied paid model of all where you need to pay only if a visitor visits your advertisement link. By improving PPC performance for your business, you will experience exponential growth, unrivaled journey and increased revenue.
In the end, all that matters is the type of your business and its requirements- which are the key determinants for your business success.