6 Tips for Revamping Your PPC Campaign
Paid search or PPC can produce high ROI for any company
throughout all industries, if done correctly. Marketers still need to keep a
close eye on budget to keep their maximum bids down and cost per acquisition in
line. So how can you infuse new life into your existing PPC campaigns? Read on
friends! Below are 6 tips to give your PPC campaign a facelift.
Go Back to the Basics
– Measurement is the key to determining campaign goals, KPI’s and ultimately
the success for your campaign. The first thing we do for our clients is set up
basic conversion tracking. This way you position your campaigns for
long-term success, where you can learn average conversion rates and revenues,
allowing you to estimate the performance of future keyword bids.
Continuous Testing
– NEVER. STOP. TESTING. Small content or
keyword tweaks, increases to click-through rates (CTR), quality scores and
conversion rates can have a huge impact to the overall performance of your
campaigns. Most PPC platforms will offer in-built data reporting, but be sure
you can segment paid search traffic in your website's analytics to show the
exact keywords which are sending you traffic.
Optimizing
for Your Audience – Keep your message clear and compelling. PPC ad copy is so brief; avoid confusion and
fancy adjectives as much as possible. Focus on calls-to-action, features, and
benefits. Tweak your titles and make them pop by highlighting a unique selling
point. Ensure your body text is concise, relevant to the terms you are bidding
on, and highlights your special offer. Avoid clichéd advertising phrases and
focus on clear descriptions. Links matter - a keyword-optimized URL helps to
demonstrate relevancy and increase CTR’s.
Highlight
Your Top 5 - The five or ten best performing keywords or
ads in your campaign are your MVP’s. Keep
the top performers as the main copy used in creative, and compliment them with
your broader paid search ad groups. Back to the basic measurements, find out
where your converting traffic comes and be sure you get everything you can out
of those keywords and ad variations.
Targeting – This is different then optimizing your
campaigns. Optimization is about driving click-through rates whatever your
audience; targeting is about knowing who your customers are, and writing with
them in mind. Age and gender are tried and true examples of demographic
targeting. With ad copywriting, there's a world of difference between “value,” “cheap,”
“discounted,” and “free.” Know which description suits the prestige level of
your product, and stick to it for on-message ad copy.
Landing
Page Optimization – Also known as LPO is a huge part of
conversion optimization. The initial step is driving traffic and CTR’s to your
ads, however you are wasting your money if none of that traffic completes a
call to action. A well designed landing page guides the visitor to a conversion
point (i.e. an online sale or sign up form) and eliminates confusions and
distractions.