PPC or “pay per click” is an advertising strategy that has been around since the early beginnings of the internet. Also known as CPC or “cost per click,” it is meant to drive traffic to websites. It is one of the oldest advertising strategies online which continues to help businesses grow. But a PPC campaign needs perfecting if you want to succeed. Below are five useful tips for launching an effective PPC campaign.
1. Start with a strong account.
Successful advertising campaigns can be credited to their solid foundations. The choice of keywords and their relevance to each other make a strong PPC account. Begin by constructing different campaigns focused on every product, service, or whatever it is that you are trying to advertise. Each ad group should have only 30 keywords or less. Limit your campaign to around three ads for every ad group that uses keywords within the ad text. Most importantly, you should have the searcher’s interests in mind so that all keywords, ads, and landing pages end up being highly relevant to one another.
2. Use high-performing PPC keywords.
You can assess the performance of a keyword by looking at its click-through and conversion rates. The higher the numbers are, the better they are for your ads. Concentrate your efforts on using these high-performing keywords early on in the campaign.
3. Expand your negative keyword list.
Keep track of your PPC campaign for negative keywords. These are words or phrases, that when used by a searcher, prevent your PPC ad from showing up. Create a negative keyword list to make sure that your ads reach your target market. Be careful with this list – put too many keywords and you might experience fewer impressions and click-throughs. A well-implemented negative keyword list can save you money as well as improve your results.
4. Stop using low-performing keywords.
Later on in the campaign, you will have to stop using low-performing keywords. These could be keywords that have a low search volume, keywords that have a high search volume but still aren’t getting enough traffic, or keywords that are getting plenty of impressions but few click-throughs and conversions.
Remember to give keywords a few days to gather data so you can better assess if they are indeed performing poorly. Also, check to see why these keywords have a poor performance and see if you can do anything to improve them. Pausing should be the final resort for keywords which can still be optimized.
5. Always work to optimize your PPC ads.
Keeping up a PPC campaign means hard work. It involves continually improving and optimizing ads. You have to test your ads regularly and tweak them so they perform better. It also helps to use sitelink extensions because they improve click rates and traffic. Early in the campaign, use two different ads for desktops and two different ads for mobile platforms to check which ones perform better. Include discounts, special offers, and other benefits you are willing to provide in your ad. But make sure that your ad copy is clear, concise, and that it includes a call to action.