One of the most reliable and effective ways to interest new leads and increase sales is PPC or pay-per-click advertising. PPC campaigns can get traffic to your digital assets and unlike organic inbound marketing tactics, these can produce immediate results. But to do it effectively, you need to use the right tips for PPC.
While PPC can generate leads, it’s important to ensure that you get the right traffic. This is how you increase your conversion rates. With these proven tips for PPC, you can not only increase sales but also improve your return on investment.
What makes a good PPC campaign?
A successful PPC campaign will have an organised structure, a well-defined objective, comprehensive and relevant keyword research and regular management. A good PPC campaign will also work well with your other long-term marketing strategies.
For a PPC campaign to be successful, it also needs a landing page or webpage that’s seamlessly aligned with the ads. Whether it’s a short or long landing page, it needs to be written and designed to make sure that the CTAs will be effective in generating additional clicks.
Things you can do to improve your PPC campaign performance
1. Define your goal
At the core of every PPC campaign is a clearly defined goal. That’s why, among all the tips for PPC, the first thing to focus on is your goal. What do you precisely expect from your PPC campaign?
Is it to generate traffic for your website? Is it to increase sales? Is it to prove your domain expertise and get people to download an ebook? Or is it to get subscribers for your email list? Your goal should not only be clear but also realistic and doable within the timeframe.
2. Research your keywords
The success of your PPC campaign will depend on the relevance of your keywords. You need to make sure that you have the right keywords and then regularly review each one’s performance to remove those that aren’t performing well.
Invest in better-performing keywords and use negative keywords to avoid searches that you don’t want. For this to be effective, you need to start broad, then zero in on your top performers and look out for aligned but irrelevant keywords.
3. Understand the audience
An important tip for PPC is to know your audience. Using demographic data, segment them based on their hobbies and interests. The data should include your audience’s age, gender, location, average income, education level and interests.
Audience analysis always has to be in the context of the buyer’s journey. Are they looking for a solution or are they considering products? Do they use specific keywords to compare you to a competitor? These will increase the effectiveness of your PPC campaign.
4. Test your ads
Regular A/B testing will allow you to find the campaign that works best. Create different ads based on different insights, keywords and intent. Test these elements to see which ones attract your leads.
You should also create different versions of your landing page with different kinds of copy and design. Whichever helps convert more should be prioritised.
5. Optimise for mobile
Mobile optimisation is a proven tip for PPC success. Since most searches are originating from mobile phones, your ad must have a mobile-first strategy. Ensure that your landing pages are optimised for mobile phones. The landing page shouldn’t be cluttered and all its elements should be clearly visible.
Since mobile users don’t prefer long-tail keywords, use short-tail keywords in your PPC campaign. Focus on keywords and phrases that don’t require too much typing.
6. Write compelling copy
With the character limit in PPC campaigns, your copy needs to be engaging and concise. Get straight to the most important benefit of your product and succinctly explain why you’re better than your competitors.
Align the copy on your ads with the text on your landing page. Write headlines that immediately spell out the user benefit with a convincing call to action. Make your offers exclusive and time-bound and you are more likely to see higher conversion rates.
7. Organise campaigns into ad groups
You can organise campaigns into ad groups if they have similar targets. You can set a price, or bid to be used when keywords from a specific ad group appear. Google also allows you to set prices for specific keywords within your group.
A maximum of seven to 10 ad groups is what you need per campaign. Try to have around 20 keywords and two to three ads in every ad group.
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8. Make good use of remarketing
All successful PPC campaigns employ remarketing to engage with site visitors using relevant ads on other platforms and sites. It’s effective because you know that the visitor had intent but left for some reason.
By reminding them on other websites and platforms, particularly social media, you can get them to take the desired action like giving their email address or buying during a discount sale.
The bottom line
These tips for PPC will help you get better-quality traffic to your website, provided you have the right keywords and your website is in sync with your ad campaign. To make it effective, you need to approach it like any other digital marketing campaign and consistently monitor its performance and make the necessary changes.
To limit the mistakes you might like with PPC, bring in the professionals – Graeme at Detail is a hands-on PPC Consultant to make your campaigns as successful and as profitable as they can be. Get in touch to learn more about how I can help to grow your business.