PPR (Pay-per-click) advertising is one of the most effective forms of digital marketing. It works by helping your organization quickly gain valuable real estate in the search engine results page (SERP) for keywords that your target audience is searching for.
Notably, you can run PPC ads for keywords with high purchase intent and win customers very quickly. You can even leverage PPC advertising to take away traffic from your competitors.
The best part is that with PPC, it takes very little time to see tangible results. As soon as you can win some space for a keyword, you will see a spike in site traffic.
But, if you want to gain traffic that your competition might already have and make users want to learn more about your ads, you need to optimize the advertisements. In this article we will discuss what goes into improving PPC ads and 5 strategies to optimize them.
Pay-per-click optimization is a method of analyzing and improving your ads at the campaign, ad group, and ad levels. Similar to updating landing pages, identifying new keywords, and changing content copy.
Optimizing your ad can sound difficult or intimidating, but it is easier than you might think. It is simply the practice of improving different or multiple elements of your ads to win space in search results and earn more clicks.
Your ads are essentially useless if they aren’t optimized for search, which is why improving them is vital to any campaign. Here are a few areas to focus on when improving PPC ads:
Content - text, photos, design, colors, etc.
Ad landing page
If you focus on these areas of your ads for optimization you will have a good chance of ranking in search results and gaining those valuable clicks you are after.
Pay-per-click optimization is the process of analyzing and improving your ad campaigns.
Optimizing your PPC ads isn’t as hard as people might think. There are a lot of easy things you can do that will skyrocket the results you get from your ad budget.
We have outlined the top five ad optimization strategies you can follow to set your campaign up for success before it even launches.
Before you launch a PPC ad campaign, you need to identify the keywords you want to target and the ones that will be most beneficial to your target audience. This is done by researching the most important keywords to your organization and advertising strategies.
The most beneficial keywords are the ones that will bring the most clicks to your campaigns while relating to your business and matching search intent of the user. The best way to start is with a simple, but effective brainstorm.
Select generic, general keywords that are related to your products, services, or keywords. These most likely won’t be the best keywords to target or the ones you choose because the competition and ability to rank for them will be high.
For example, “men’s pants” is a general term that gets very high search volume compared to “mens casual dress pants”, a much more specific search term.
This example shows you why keyword research is so important, if you don’t identify the keywords that work best for your business and campaign you will have a hard time gaining space in search results.
Try to combine general teams with more specific adjectives that closely relate to what you offer customers. This helps to create a list of words that you are more likely to rank for.
Before launching a PPC ad campaign, you need to be sure of the keywords you are going to target. The keywords must resonate with the target audience and be relevant to your brand’s offerings.
Identifying keywords that you don’t want to rank for is as important as picking the keywords that you want to target. This is done to ensure that you don’t confuse your audience or draw in people who aren’t relevant to your business.
By using negative keywords, you can prevent your ad from showing up for search terms that Google may think are relevant but don’t match your ads. For instance, if you sell home windows, you can make sure that people looking for car windows don’t end up seeing your ad, by using negative keywords. Doing so will go a long way in reducing your ad spending and bringing in relevant traffic.
PPC-based advertising is successful largely because it allows you to target the demographic that is most likely to be interested in your ad.
Over the years, Google has expanded the targeting options, so you can rest assured that you are reaching the right people who will interact with your ad. Here are some targeting options that will allow you to optimize your ad spend.
Selecting the right users to target with your keywords is essential to the success of your ad campaigns. Once you get some initial results, you need to fine-tune various aspects of your ad to be more appealing to your target audience.
The importance of a landing page can’t be overstated when it comes to optimizing your ad campaign. All your efforts and the money you spent on the PPC campaign will be of no use if your audience gets to your landing page and clicks away instantly.
One of the best ways to improve PPC ads is to create landing pages that are conversion worthy. Your landing page as a whole should tell the user everything they need to know about your business and convince them that you have what they’re looking for.
A landing page needs to be related to search terms or keywords that you are targeting with your ads. Nothing is worse than getting to a landing page that has nothing to do with the ad that you clicked on. A user is at least a little interested in what you are offering if they clicked on the ad, if the landing page doesn’t have anything to do with what they want or need you will immediately lose that customer.
Additionally, associating cost with a product is a factor when a user is deciding if they want to make a purchase or not. Be sure to include price prominently on the landing page so users can decide if the product fits their budget.
All landing pages need to inform the customer, it is the last chance to convince the user to become a customer. You should include detailed descriptions, features, instructions, and everything the user needs to know about the product before they make a purchase.
The last aspect to make sure you have on your landing page is a call-to-action (CTA), The call to action is one of the most important parts of an ad. The ultimate goal of any PPC campaign is to get users to take your desired action. Whatever that action is, make sure it's clear in your headline.
Every headline should include an action word, the wording you use for your CTA depends on what the content is offering, but it is vital to tell the user the steps they need to take.
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Testing your ad and optimizing it based on the results is crucial for sustained success. By improving your ads over time, you end up with more clicks, increased traffic, and higher conversion rates. The best way to make sure every part of your ads are optimized is to test them.
To test ads there are a few methods, first an A/B test. This is typically done after a campaign is launched and allows you to assess two ads with different copy, creative, or headlines, to determine which one gets more clicks. The biggest issue with live A/B testing is that it can take weeks and eat up a lot of your ad budget before finding out which version will convert the most users.
The other option is remote user testing, this method takes just about an hour with the right platform and can give you similar valuable feedback on which ad will perform better once it is launched. Additionally, you don’t have to worry about users seeing a bad ad or the test taking up a lot of your budget. The ads are presented to a user panel, in a pre-live environment and cost a fraction the price of a Google A/B test.
At the end of the testing period you’ll have a good idea of which ad will get more clicks, engage more users, and drive more traffic to your website. Testing ads is a lot easier today than it was just a few years ago, it is one of the fastest, easiest, and best ways to make sure you have the best PPC ads you possibly can.
PPC ads can bring in a ton of relevant traffic to your website. You can target users based on all kinds of parameters and ensure that the people who click on your ad are most likely to take the action that you want.
To optimize your ad for higher conversions and taking traffic from your competitors, you can take highly effective yet simple steps. This includes performing effective keyword research, including negative keywords, designing a high-converting landing page, and targeting the right people.
However, the most crucial aspect of running ad campaigns is testing for efficiency. Testing your ads is a lot easier nowadays, and you have a number of options that make testing your PPC ads a fast, easy, cost-effective, and results-driven process.