Many people already know that if you want to spread the word about your business faster, you should look no further than pay-per-click (PPC) marketing. It’s an effective way to gain the attention of lots of people, and you only pay when those people care enough to click on your ad.
But if you already have a campaign, what else can you do? Well, you can find ways to make it better, of course. If you’re unsure which techniques you should use to improve your PPC campaign, this list of tips should be able to help you out.
Tracking Your Campaign
If you’re not already closely tracking your PPC campaigns, this is the place to start. It’s nearly impossible to determine what’s doing well and what could use some improvement if you don’t know the key metrics of your ads’ current performances. You need to know which ones have the best click-through rates, where these people come from, and, most importantly, how many sales you’ve achieved through these ads.
Once you better understand this data, you can make more informed decisions, especially when it comes to budgeting. If you’re losing money on this deal, it might be time for a massive overhaul. Once you’ve determined that a fix is necessary, you’ll be able to use the following strategies in this guide to improve your PPC campaign’s effectiveness.
Refining Your Customer Targeting
When initially setting up a campaign, it’s easy to go a little overboard regarding who you want to target. There are a bunch of potential markets that you could find success in, but unfortunately, they’re not all going to pan out for you. In fact, some of the ones that seem like surefire successes might turn out to be some of your worst-performing ads.
Now that you have a better idea of how well your PPC ads are doing, you can refine your targeting a bit. The groups leading to most of your sales are ones that you’ll definitely want to keep. Conversely, ones that have either been struggling lately or turning up no results whatsoever might be the groups that you’ll want to cut loose. Even though continuing to target them might eventually find you some success, it’s better to cut your losses and use that money somewhere that will benefit the company more.
Of course, you could try testing out some previously untouched markets during this time as well. If your ads are all performing well, it might be best to expand your reach a little. After the initial run, if the results come back and aren’t what you were hoping for, you can refine them back down to what you know works.
Optimizing Your Keywords
The tricky part with targeting, though, is finding the right keywords. You might think a few of them focus on a certain group. But after performing some keyword research, you might find that you’ve been marketing to the wrong group of people. Granted, since you’re using PPC, you only have to pay when individuals click the ad. However, if the targeted audience finds the ad interesting only to decide your product isn’t for them, that will lead to wasted money.
This is why you must check your keywords with trusted research tools frequently. People’s wants and needs constantly change, and a keyword that worked a month ago might be completely useless today.
Also, be sure to fill out the list of keywords to avoid. For example, if you sell high-end shoes, you don’t want people looking for bargain brands to click on your ad. That will be wasting money on someone who definitely didn’t plan on buying anything from you.
Improving Your Landing Pages
If you’ve noticed that you’ve been receiving lots of clicks and very few sales, it might be time to improve your landing pages. These sections of your website are vitally important to achieving a sale. Many consumers will decide within the first few seconds whether they like your site or not. If there’s anything that seems off to them, the chance of them leaving increases significantly.
To combat this problem, you need to ensure your landing pages are nearly flawless. Ensure that they’re easy to read and navigate. Make the purpose of your store obvious and give them a taste of some of the best products you have available. Be sure to run some tests if needed and adjust accordingly. The art of the landing page is a delicate balance, so do what you must to get it just right.