A foundation to getting better results from your pay-per-click (PPC) campaigns is optimizing your campaigns. This is best enhanced by always observing your data and making timely adjustments to the key factors that add value to your ads. Here are five tips for optimizing your PPC campaigns.
1. Maximize on device bidding
Take better charge of your PPC bid management by adjusting your ad spend depending on device performance. For example, if your mobile ads have higher conversion rates, you should increase your bids for the top-performing keywords for these users. Meanwhile, you could use more informational keywords for your desktop ads while reducing bids for these users.
2. Keep up with your audience search terms
Prior keyword research for your PPC campaigns needs to be complemented by analyzing the latest search terms used by your audience and including them in your ads. Trends quickly shift, and keeping up with the latest market demands is the ultimate way to gain value from your ads.
3. Know when to run your ads
Take time to master your high converting periods to determine when to run your ads. This will enable you to make smarter bids as you can be more passive when traffic is low and competitive when there is high traffic.
4. Use location targeting
It is important to know your target audience demographics before running a PPC campaign. This will make it easier to reach out to them by using location targeting, whereby your ads only appear in specific geographical areas where your products or services are available.
5. Utilize ad extensions
Utilize ad extensions to get better visibility in the SERPs by providing extra information about your products or services. This is a smart way to get more traffic to your eCommerce store or website as it makes your ads have better appeal. There are several ad extensions you can use depending on your needs, and they include:
● Sitelink extensions
● App extension
● Review extension
● Call extension
● Structured snippets extension
● Location extensions
● Callout extensions
● Offer extensions
6. Always run A/B tests
There are many variables that determine how efficient an ad will be, and the only way to ensure outstanding performance is by running A/B tests. Continuously tweak your ads by slightly changing details such as the headline, ad copy, callouts, extensions, and landing pages. Do not forget that there is no single superior ad and even the best performing ad needs improvement to keep attracting more clicks.
7. Get rid of negative keywords
Similar to SEO content marketing, your PPC campaigns should be centered on attracting searches based on specific keywords. Always view the search terms that people use to get to your ads and eliminate all irrelevant keywords. For the long-term success of your campaigns, build a list of negative keywords that do not add value to your business and keep attracting the wrong traffic.
Your PPC advertisements will only be as effective as you make them. Step up your digital marketing efforts by using these tips to optimize your campaigns and get better value from your ad spend.