PPC advertising is arguably the most effective form of online marketing.
As the name suggests, it works on a pay-per-click basis – in other words, when ads are clicked on by a user, the advertiser pays a fee to Google.
Pretty simple, right? Not only can PPC advertising bring targeted and qualified traffic to your website, its method is consistent and scaleable. Achieving success using PPC advertising is simply a matter of optimizing your PPC campaigns efficiently and avoiding common PPC mistakes.
So, in this article, I am going to teach you all the tips and tricks involved in optimizing your PPC campaigns.
1. Define your goal
Everyone needs a goal, so does PPC advertising.
Without a definite and measurable goal, you cannot optimize your PPC Campaigns.
Your campaign goals are the foundation of your optimization process.
That is why you need to ensure that you have a roadmap to follow before starting with PPC advertising.
It is important to remember that you should have measurable PPC campaign goals because only then will you be able to know if you have attained your goals or not.
Do you want to drive more traffic to your site or do you want to maximize leads, sales, downloads and subscriptions?
The optimization process of your PPC campaigns depends on the goals you are trying to achieve
After defining your goals, you will be able to compare your campaigns and see if you have reached the desired level or not.
2. Focus on high-performing keywords
To optimize your PPC campaigns, you need to check the performance of your keywords. Since they are the building blocks of all PPC campaigns, it is very important to keep a check on them.
After reviewing your keyword’s performance report, you can actually see which keywords are the best performers and are actually paying you back.
Your top-performing keywords are the ones that bring more business for you, hence you should focus on these keywords.
One thing to remember here is that just because some keywords are performing the best does not mean that you should let them run on as they are.
Keep introducing changes at the bidding strategy of these keywords. By doing so, you can trace out the optimal bid for each of the keywords.
The quality score is the performance indicator of your keywords so keep checking the quality score across all keywords to check which keywords are consistently top performers.
3. Filter out low-performing keywords
While on one hand there are keywords that are exceptionally good and top performers, on the other there will always be keywords that do not perform that well and hurt the performance of the entire campaign.
These keywords do nothing when it comes to getting traffic or conversions and additionally waste your advertising spend.
After analyzing the performance of your keywords, pause the keywords that are not performing well, i.e., not generating impressions, clicks or conversions.
There are different types of non-performing keywords.
First, there are keywords that have no impressions.
These keywords play a primary role in Go to the full article.
Source:: Business 2 Community