Many advertisers have found pay-per-click (PPC) to be one of the more profitable marketing options for producing a higher ROI for their business. When applied correctly, a PPC campaign can reap some impressive marketing rewards. On the other hand, a mismanaged pay per click account lives far below its earning potential.
Through our years of managing pay per click for a variety of businesses, we’ve been able to hone in on techniques that work and ones that don’t. Here are 5 of the many PPC strategies that can contribute to your online marketing success:
Filter out irrelevant clicks through negative keywords
Occasionally, when people are searching for keywords your business is targeting, they may not really be looking for your business products or services. They may be looking for general information, a definition, etc. By adding negative keywords to your PPC campaign, you can filter out searches that are not actionable or likely to convert. Some common negative keywords include free, jobs, info, and classes.
Perform A/B Testing Against Conversions, Ad Copy, Spend, Positioning, Clicks
“What strategies work?” seems to be a common question among first time PPC users. Sometimes the only sure fire way is to just try out multiple options to see what works best. A/B testing is one of the best ways to find the actionable keywords that convert into sales and eliminate non-performing keywords. You can test different landing pages, bids, and ad copy. With that in mind, though, you should also remember to not test too many items at once, or it will become difficult to distinguish what changes were successful.
Inspect landing page and optimize associated CPC campaign
Your landing page is the key to a successful CPC campaign as it will determine whether a user converts or bounces from the site. If you’re spending $500 per month on CPC and only 1-2% is converting to sales or leads, you’re throwing away money on 98% of clicks.By investing in your landing page presentation you can increase your conversions by 10-20% making your budget over 1000 times more effective, plus this will improve your quality score as well.
Use a variety of ad extensions
Looking to get consumers to call or get directions to your location? Ad extensions are an excellent way for consumers to engage with you directly. In addition, ads that use extensions appropriately will also see increases in their quality score. Added bonus!!
Bid manually when appropriate
While the temptation to use automatic bidding can be tempting due to the time that is saved, manual bidding ensures that your budget isn’t being wasted on overly expensive clicks caused by bidding by ad position or other factors. Once you have determined your optimum manual bids, automated bidding can be set up to increase or decrease your bid based on the user’s device, search query, or even time of day.