PPC or pay-per-click advertising is one of the best ways to generate high-quality traffic for your business. If you do it correctly, your paid Ads can generate a lot of clicks from the visitors who are looking for the products and services you are offering. These types of visitors are likely to convert; thus, generate more revenue for your PPC campaign.
However, if don’t manage your PPC campaign the right way, you will only end up spending dollars for website traffic that doesn’t convert. Thus, it is necessary to have the right PPC strategy to drive the right traffic for more conversions and revenue with your campaign. So, let’s start!
Boost Your CTR With Headline Hacks
There is an old adage, ‘First impression is the last impression.’ Suppose you see a book with a boring cover; you will likely skip on the next book. Thus, headlines are an important part of your PPC Ad, as it is the first thing the users see on your Ad.
Wondering how to ensure that your Ad makes a good first impression? Below are a few tactics-
Try To Speak The Audience’s Language
The words you choose should tell the readers who you are, or what your Ads are all about. Your words impact the actions the users take. For example, consider the following headlines-
‘Hurry Up! Check out flat 40% off!’
‘We have saved your cart items for you.’
While both the headlines serve as the cart reminders, the first one creates a sense of urgency and will likely encourage the users to take action. Use the language your audience might use while thinking about the action you want them to take.
Use 90 Characters In The Headlines Effectively
Google allows a 90-character limit for your headlines. You need to make the most of these characters, otherwise you will be just wasting the space. Use strong, easy-to-understand language with a clear call-to-action to make the best use of characters.
Focus On High-Performing Keywords
In order how to optimize PPC campaign for better conversions, it is crucial to check the keywords’ performance. By reviewing the keywords’ performance, you will know which keywords are actually paying you back. These are the top-performing keywords that bring more business for you.
But, just because the keywords are performing the best don’t mean that you should let them run the same way. Keep introducing smart bidding strategies for these keywords. This way, you will determine the most optimal bid for a specific high-quality keyword.
Filter Low-Performing Keywords, Too
In addition to the top-performing keywords, there are keywords that don’t perform that good for the PPC campaign. When it comes to getting the right traffic for more conversions, these keywords do nothing. So, pause the keywords that are not generating any clicks, impressions, conversions, etc.
For the keywords that are not generating impressions, you can wait and check their weekly performance. If there is no improvement, you can delete them. If the keywords have impressions but few clicks, it entails that your keywords are irrelevant. For this, make sure that the keywords are targeted carefully.
Furthermore, if the keywords are getting you clicks but no conversions, it means either your website doesn’t have the essential elements, or your PPC campaign isn’t managed right. Review the following factors-
- Check the search queries report in Google Ads to find the cause.
- Analyze the design, CTA, and landing page.
- Check your website for reasons for non-conversions.
Also, create negative keywords list to prevent your Ads from getting triggered for irrelevant search queries.
Optimize The Keyword Bidding Strategy
Once you have selected high-value keywords, paused the low-performing ones and created a negative keywords list, the next step is to adjust your keyword bidding strategy. Below are the bidding options to improve your PPC campaign performance-
This gives you maximum control over the bidding strategy. You can make changes whenever required, ensuring that the bid adjustments are not delayed. You can react to any changes in your bidding strategy also.
Target CPA Bidding
This strategy helps you set bids at the target CPA to boost the conversion rate. It optimizes the bids and provides you with bidding abilities for single or multiple campaigns.
Target ROAS Bidding
This bidding strategy helps you base your bids targeted Return on Ad Spend. Based on the reported conversion values, Google Ads predict your future conversions and sets a CPC bid to maximize your conversion rate. It helps keep the conversion equal to the target ROAS.
Create Compelling Ads
Create a compelling Ad copy that attracts more potential customers. Write catchy headlines that describe your products and services in the most enticing way. Be concise and to-the-point with your Ads. Write something that adds value to your Ads rather than just filling the space.
Don’t forget to highlight a strong CTA for measuring your campaign’s effectiveness. Use phrases or words which convince the users to click and take an action instead of using generic phrases, like ‘Click here.’
Bonus Tip- Many advertisers either direct the visitors to their homepage or create generic landing page for all PPC Ads. But, each Ad should be complementary to the landing page. So, make sure to align your creative Ad copy to the landing page.
Consider A/B Testing For PPC Elements
Be it Ad copy, landing pages, or keywords, A/B testing is necessary at every level of your PPC campaign. In order to test the PPC Ads, decide the elements of the Ads to test, i.e., headline, description, Ad extensions, links, keywords, etc.
Also, test your landing pages for design, speed, CTA, images, and more. As the PPC is continuously changing, you should conduct A/B testing regularly to test your Ad copies, bids and keywords. However, test one element at a time to know the accurate end-results.
PPC Ad campaign requires regular monitoring to give you the best outcomes. But, the best things about this marketing approach is, you can see where your expenses are going and how can you manage the PPC budget more effectively. You can get insights of the top-performing and non-performing metrics and optimize them for better results. However, it should be a consistent task if you are serious about driving the right traffic for more conversions and revenue with the campaign.
Hopefully, the tips mentioned above will help you optimize your PPC campaign for better performance and more profit.