PPC is essentially a way of buying clicks to your website through keyword marketing, rather than doing it organically through SEO (see our SEO blog for more information on this). This can have an amazing return on investment… if done right. However many companies are wasting thousands on PPC, but hopefully this article will give you a few pointers to make sure you are using your PPC budget effectively!
1. Quality over quantity!
Although this is possibly the most over-used term, it’s a true one!
It’s essential when running a PPC campaign to watch your keywords like a hawk.
If they are not preforming well, get rid of them!
Even if the keyword is relevant, if it’s too broad and underperforming then pause it and save money.
Keeping a close eye on your more broad keywords is also essential as there is a high proportion of searchers who will click on your link and not find what they are actually looking for, and it will cost you! By regularly checking your account you can see which keywords are converting, and which ones aren’t.
By only using keywords that are effective, rather than just choosing the ones that are relevant, you will not only maximize your budget but also get valuable results!
2. Use A/B Testing to get the best results
A/B testing consists of creating multiple versions of your ad and changing different aspects (wording, etc.) to see what works best for you! It is a great way to compare different sections of your PPC ad to see what is performing well in four different key aspects:
The body text
The keywords the ad displays for
By creating different combinations of these aspects, you can explore what works best for your specific ad. The only way to figure out which ones work best for your products is to test different ones and track the results. A/B testing therefore ensures that you are getting the most conversions for your ad possible with your budget.
3. Analyse your quality score
Google ads quality score is another aspect to keep in mind when starting a PPC campaign. If you keep your quality score in check, Google algorithms will reward you in the long-run! The 4 main factors you need to analyse are:
How relevant your ad is to the keyword
The relevance of your ad to your landing page
The click-through rate of your ad
How well your account has performed previously
For example, if you use the keyword ‘fruit’ and your ad is for a window cleaning business, this will have a massively negative effect on your quality score, as it is completely irrelevant!
If you keep your ad within the correct guidelines stated above, you can appear higher on the search, even if other businesses have put a higher bid than you. So keep your ads to the point and give searchers the information they are looking for, or you will waste your money and jeopardise future ad campaigns!
4. Focus on ONE network
Instead of spreading your budget thin over both search and display, make better use of your money by focusing on one network and getting better results. Dipping into both networks means more management, and to get good results across networks you need considerably more time and money!
This also helps you evaluate where your strengths and weaknesses are. As metrics across both networks are combined, it becomes difficult to know where and when to cut your losses on failing keywords.
If you are focusing on search and struggling with conversion rate, you can move to display and see which network is better suited to your company.
Tip: Search is generally a better one to start with!
Search drives direct conversations, which makes it easier to measure, thus justifying your PPC efforts! Win win!