Pay-per-click marketing is one of the most effective ways to drive targeted traffic to your website and generate more sales. The problem, however, is that all PPC campaigns aren’t created equal. While some businesses get a good return on investment while using First Page Google Display Ads, others experience little to no success.
There are several PPC mistakes you can make when running an online advertising campaign. To save your money and improve your ROI, here are six ways of improving your PPC campaigns.
1. Review the Keywords
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Take a look at Search Terms report and find the exact keywords that triggered your ads. This report lists all the phrases that brought visitors (or cost you money) to your site. Reviewing these terms will help you discover new keywords that can be added to your negative keyword list or used in other campaigns.
2. Negative Keywords
Negative keywords are those words that you don’t want to trigger your ads when used in a search query. You can use negative keywords in ad groups of any campaign type. For example, if you run an online store for home goods, but don’t sell tables, then “table” should be added as a negative keyword for all of your campaigns.
There are also many tools available online that can help you discover new negative keywords for your campaigns. Most people use negative keywords as a way of excluding terms that aren’t relevant to their businesses from their campaigns. However, this isn’t the only way of using negative keywords. You can use them to differentiate between two keywords that might seem similar but actually have different meanings in your context.
3. Ad Extensions
Google Ad Extensions allows advertisers to show additional information about businesses in their ads by displaying additional links, business addresses, contact details or call buttons. Not only do they provide useful information to potential customers, they also increase the click-through rate (CTR) of ads and lower the average cost per click (CPC).
4. Create different landing pages for each group of keywords.
If you have a PPC ad that targets many different keywords, consider creating separate landing pages for each group of keywords that has some kind of similarities, such as product price range or a certain product type. Creating separate landing pages will help users get to the information they want more easily.
5. Research
You are going to want to do some research when it comes to PPC advertising. This research should include finding out what is working for others and using that information to help craft an effective campaign for yourself. One way to do this is by looking at what others are doing and trying it for yourself. You can look at competitors or examples that are similar to what you offer and see how their campaigns worked for them; then, take what works and use it for yourself.
6. Optimize Your Landing Pages
Your entire PPC campaign hinges on the quality of your landing page. Even if you attract the right traffic with an ad that resonates with them, a poorly designed landing page will send them looking for your competitors’ offerings. So, it’s important to ensure that your landing page can convert visitors into leads or buyers.
