PPC marketing is a great way to drive more qualified leads to your website.
PPC known as pay per click. In this blog we tell you the most important things to optimize your PPC campaign.
PPC CAMPAIGN OPTIMIZATION TIPS
Generally people think that PPC is complex process. But the results are highly visible and are always under the budget. You need to be accurate while planning an Adword campaign. When you are done with your campaign planning, the process doesn’t end with it. There are more things which you need to keep your eyes on.
You know that all your PPC campaign not just run on Google. There are other search partners and Google products where your result may show up.
You want to gain some additional insights on your campaign you can simply disable the search partner option and check for the real results. This way you can easily refine your observation of the PPC campaign and find the source of the real problem.
STANDARD VS ACCELERATED DELIVERY
What if you don’t have enough budgets to raise? This is the most common case in small businesses. There are times when a campaign your business is running allocated with a budget that is the highest you can afford.
In that case, there is a solution by which you can optimize your PPC campaign. In order to spread your ad throughout the day, you can select “Standard” in the “Delivery Method”.
This gives Google an instruction where it will evenly distribute your budget for the day. And if you want fast results as your targeted audience search in the first half of the day, you can select “Accelerated” and raise bid on some of the keywords to be visible on the first page.
=>OPTIMIZATION AT AD LEVEL
WAIT FOR IT AND REACH STATISTICAL SIGNIFICANCE
Now, suppose you have two ad campaigns. One campaign has 15 clicks and a conversion rate of 20%, while the second campaign has 25 clicks and 24% conversion rate. Don’t you dare to jump to conclusion yet?
You need to be statistically significant to make up a decision like that. Wait until at least 100 clicks to come up with a decision. For this calculation, you can also make use of A/B Significance Test. This tool is awesome and will provide you which campaign idea is better in terms of results.
OBSERVE THE DIFFERENCE BETWEEN THE KEYWORDS
Your ad campaign basically consists of multiple keywords. You see the performance of these keywords in states where it combines all of them and shows you the average. This can be a good function but the problem with the average stats is they don’t give insights about how an individual keyword performs. There are loads of cases where a high performing keyword hides the low performing keyword because the average of the two keywords seems normal.
With these kinds of stats, your campaign cannot be counterproductive. Apply keyword segment and watch the individual stats you make sure that you get the right insight.
=> OPTIMIZATION AT KEYWORD LEVEL
CLICK THROUGH RATES
At keyword level, you must take care of low CTR keywords. These low CTR keywords will affect the quality score of the keywords and will result in poor performance.
QS (Quality Score) is one of the major factors which will decide at what position your ad will be served, the position of your ad and how much will it cost to you. It is believed that if the quality score of your ad is less than 7, you might end up paying fines to Google. So, make sure that you have high CTR keywords in your ad.
ADD NEGATIVE KEYWORDS
This is the most important aspect of PPC campaign. You need to think of phrases for which you don’t want to appear in the search results. For instance, think that you sell expensive goodies; you don’t want to appear on search results for phrases like “Cheap”, “Free”, and other similar words.
So, add these phrases as negative keywords in your campaign. You can also identify these negative keywords by going to search terms in Google Adwords and check for the irrelevant keywords for your campaigns.