Your PPC campaigns have surefire chances of getting valuable leads to your doorstep. PPC ads have been around for years, and they are still one of the most effective ways to close more deals. It is possible that your current PPC campaign is not up to the mark and not much growth is spotted even after dedicating so much budget to your campaign. You may fail to reach the ROI for your business unless you decide to change things around.
PPC campaigns are robust in nature and each day of the campaign is a new day. If your current PPC endeavors are not returning the expected results, you can try some of the tips mentioned below to tweak your campaign and start afresh:
Landing page relevance
Your PPC landing page must be relevant to the ad that brings incoming traffic. People get annoyed by ads on Google and other search engines when they land on a completely irrelevant page. It gives the impression of untrustworthiness and unprofessionalism. You must deliver on your promise from your PPC ad to the traffic that clicks on your ad. You have to ensure that the keywords on your landing page also match the PPC ad placed on the search engine. If your users are clicking on a PPC ad that says ‘10 ways to fix your site speed’, you can’t send them to a page with content on ’10 SEO best practices’ because it kills the purpose of your PPC campaign.
You should write content that addresses your target user’s persona directly. PPC ads are not created for the general public. When thinking of content and developing images for the ads, make sure you have a couple of personas in mind. This will ensure that the language used in the ads and the images are relevant to the target user. It is quite impossible to develop a PPC campaign that delivers value to every eye that sets on the ad. There is always a relevant user persona. If you still can’t decide on this methodology, take a step back and ask yourself ‘’which user would love to land on this page?” to decide the kind of language required to bring that kind of user to the landing page. For example, if you are creating a PPC campaign for an SEO tool, you can focus on the following things:
- People who have already used an SEO tool and are looking for a better alternative
- People who are beginners and need a tool they can trust
- People who need to be educated in the field of SEO and best practices
Same is the case with images. For this kind of campaign, you can’t add complicated infographics for the audience. You have to of all your buyer personas and choose images relevant to them. This is a basic marketing principle that needs to be at the forefront of all your PPC endeavors.
Write attractive headlines
It is true; headlines can be a huge pulling factor for the right kind of audience. They are the first banner a user sees in an ad. The first rule of headlines is to involve a keyword in it, which gels in with the rest of the words. It is common to have trouble inserting keywords into headlines, but you can make the task easier by searching for the most common keywords users search for and then creating headlines around them. Once you have the keywords, ask yourself why a user should visit your page? You can consider several points;
- Focus on the key ad messages
- Be relevant to your keywords
- Show respect to the user’s queries and show eagerness to solve their issue with your product or services
Measure and analyze
The analysis of data being generated through your PPC campaigns must keep happening alongside the length of the campaign. It is often overlooked when we are trying to present the best campaign possible, but once you are analyzing the statistics of a campaign, you can predict solid outcomes. Measuring conversions on your website is as important as getting traffic to it. PPC is not a process which can be initiated and forgotten. Constant checks on analytics and traffic numbers are a must. Some of the most important things to note are;
- Conversion rate
- Click through rates
- Visitor demographics
- Devices used to sign in
- Referrals from social media
- Cost per click
- Bounce rate
It may sound overwhelming to the owner of a small or medium-sized business, but with the help of the right tools, this process can be maintained.
This tip is very effective for both small business owners and large organizations. PPC campaigns can work wonders depending on the location of the business and its users. You have higher chances of getting traffic and leads to your website through geo-targeting. Users closer to the vicinity of your business are more likely to prefer your business over another business that may be far away or one they may have never heard about. It is called geo-targeting or local PPC, where your ads appear only in a certain location to a specific set of users.
It is more effective as a strategy because we are living in a mobile-dominated world, and users have location services to search for a business nearby. Once the user is attracted to the site via your ad, you can turn her into a paying customer. It is an unexplored territory for many business owners. You have a golden chance of availing the attention of people who are geographically close to your business right now and want to pay you for your products or services.
In an Adwords campaign, negative keywords can help you accelerate the growth of a PPC ad. They are often overlooked and ignored, but they have the potential to turn your campaign around. Your ad will be saved from hundreds and thousands of searches that have nothing to do with your business. For example, if you are an SEO agency offering SEO services, a relevant keyword would be ‘SEO audit’ and a highly negative and irrelevant keyword for your business will be ‘development jobs’. It can save clicks and maintain a parameter where only target users click on the ad. This means that if a person types SEO development jobs, your business will not appear on the list. It is a highly underrated way to increase your ROI and attain relevant leads.
PPC is a powerful tool in the digital marketing arena. It takes a lot of time and knowledge to craft a highly attractive PPC campaign. That’s how you can get it right. If you don’t have the right knowledge, you may not see tangible results. We would suggest that you don’t start the campaign until you do these five activities.
Which of the above-mentioned tips has worked for you? Tell us in the comments section below.