There are several components to creating a profitably funded quest campaign. Here are eight ways your PPC campaigns can be tailored to increase your sales.A well-done PPC campaign can be critical for the overall sales and revenues of an advertiser.What better way to find potential customers than by browsing on Google or Bing and asking you exactly what they want?
Since you pay for every click you get from your ads, however, a poorly managed PPC campaign will cost more (sometimes much more) than the revenue it brings.Target audience and positioning are special to your company, but there are some common strategies that work reliably, regardless of industry, in PPC campaigns.A safe and efficient PPC campaign has no magic bullet but there are many levers you can change to improve your performance.
1.Make Your Landing Page Relevant
This is one of pay quest things that has been ignored often.
It’s quick to get lost on the paid search sites, tweak deals, test ad copy, and pour all your resources into the app.But after the user clicks on an ad in that forum you ‘re so focused on, something important happens: they go to your website!PPC marketing is primarily aimed at making a profit.
A good qualified PPC ad drives leads to a landing page but this is just the first half of the win.It is then up to the landing page to turn the prospect into a paying client.By making the message of your ads match with your landing page message, you should optimise your landing pages for PPC conversions.
Maintaining continuity between your keywords, ad copy, and landing pages should increase both your click-through and conversion rates as your CPC falls.
Since you know that your customers are interested in your deal and message in your ad, you can increase sales by posting the same message on your landing page as well as CTA.
2.Optimize Negative Keywords
Using negative keywords is one of the most effective resources available to guarantee the credibility of your Google Ads and Microsoft Advertising campaigns.Both platforms let you decide which keywords don’t suit your product or service well.By asking Google what your product isn’t, you ‘re stopping your ads from showing up on keyword searches that don’t match the clients you like.
Telling Google what your product and service isn’t quite as important as telling them what you are.
Negative keywords can be introduced to the campaign level but by applying special keywords to particular ad classes, you can also hone in.
3.Use the Right Keyword Match-Types
PPC advertisement is a Digital marketing tool for the attribution, and via keywords, Google Ads relies on user intent.Any time anyone types into Google in a search query, advertisements are displayed based on how important the auction system finds the search term and shows an ad accordingly.
Four types of keyword matches are available, meaning four different ways you can “say” Google and Bing to handle the keywords that you bit on.
Broad: This is the widest net you can cast, and will fit any word search in any order (including synonyms) that includes the keyword you want.
Broad Match Modified: This type of match is the second widest net you can cast. Unlike Broad Match, which allows your ad to appear in the phrase you are bidding on for any keyword, Broad Match Changed informs Google that “it must include all these words in the search query, in some order or placement.”
Phrase Match: Only when searchers use the exact sentence you describe will this modifier reveal your ad. The question must contain all keywords that you mention, in the exact order in which you enter them.
Exact match: This keyword modifier is similar to phrase match; usually your ads would only appear for the exact search term you enter, but Google relaxed this slightly by displaying your ad for things like misspellings, plural versions of a word, or inferring analogous keywords to what you defined.
4.Alter Keyword Match Type Over Time
Typically, when launching a brand new campaign on Google or Microsoft Advertising, I start with several ad groups that have clear themes with similar keywords.I always start using Large Adjusted match types because they give a good degree of control to qualify when my ads appear, but there are still plenty of opportunities to display the ads so I can collect data.Over time, the emphasis appears to become more a mixture of the terms Changed Wide, Expression, and Exact Match as the data shows what actually converts.Winning search queries can be “upgraded” to either Exact or Phrase while my Updated Large remains the wider network that helps me find new items to bid on.
5.Fill Out All Available Ad Content
ETAs provide PPC managers with an excellent way to tell a storey about a product or service by providing additional space for the related content.If you want your advertising to work better, make sure that all the information fields available are filled in.
Last URL: Make this a popular landing page.
Headline 1: Provide in this area items such as the keyword theme typed in by the user, the brand name or the primary value proposition.
2 : Add a positive value proposition here, or use this field to set the Definition meaning.
3: This one is not shown as often, but it’s still worth having a good CTA or value proposition.
Path 1: The Path fields are not the “actual” URL, but they are user-friendly inserts to show searcher relevance. This is a good place to mention top-level categories, brand names, or keywords that contribute to the ad community ( i.e. what the user was searching for).
Path 2: Try to provide more reliable, contextual information in this field in order to give the searcher more background.
Description Lines 1 & 2: This is the longer copy section which links the searcher ‘s needs with your product or service solution. Concentrate on making this as important as possible for what the customer has been looking for, instead of simply dropping information about your brand or service in general terms. Note, the search engineer tells you what they need and this is the place you need to fix!
6.Use Every Relevant Ad Extension
Many PPC accounts concentrate mostly on the main ad’s Headlines, Routes, and Explanation.
Ad extensions will help tell the storey of your brand better, while giving your customers useful information.
There are several ad extensions to choose from but these are the most commonly used:
Sitelinks Extensions: These are additional links you you find useful to your customers leading to special landing pages on your website.
Callout Extensions: Use these to create trust with readers by using entries such as “Quick Professional Service” or “Mind Guarantee Peace.”
Structured Snippets: Provide these to provide additional detail on the features accessible. These are focused on unique categories, so make sure you choose a similar category when you build up your ad extensions.
Call Extensions: This will allow you to directly insert your business phone number in the listing.
Location Extensions: You can connect your Google My Business account to your Google Ads account if you’re a brick-and – mortar company. Enabling this extension will bring your address and phone number into your ads to make it easier for potential customers to understand your location.
7.Adjust Bids for Geotargeting
You will benefit from focussing your marketing dollars on particular geographic areas, regardless of your market or sector.Evaluate where the commitment comes from in order to give priority to media investment in these fields.Local industries such as housing, hotels, and lawyers also assess their ideal customers by how close they reside to their physical offices but this is not limited to geotargeting results.
Even if your goods and services don’t rely on the physical position of your customers, you can still customise your PPC campaigns based on seasonality, weather and user needs with geotargeted offers.
Many beginners at Google Ads fail to recognise the needs of their various types of customers and other criteria based on their audience’s physical position.By preventing ads from appearing in certain areas while increasing the probability of a conversion and increasing bid adjustment in other geolocations, you can save a lot of money.
8.Look for Opportunities to Drive Budget to Mobile
Many of your potential consumers are using mobile devices and gradually, users are switching to them.Mobile-focused campaigns will theoretically give you the best opportunity to reach your mobile consumers on their chosen platform in the correct format.Campaigns splitting is a simple way to push more skilled clicks.
How do you decide whether there is a mobile-only aspect to a campaign?
Look at per-device conversions.You may apply a positive bid modifier to cell phone users in this instance to increase their exposure there.However, if mobile drives a large portion of sales and you want to more actively allocate the budget to it, you can also clone a current initiative for the original campaign and simply negative mobile biding.Similarly in the latest mobile-only initiative negative bid screen.You can also take advantage of mobile-only promotions by relying on extensions with clicks to calls.
content source: @searchenginejournal