A good return from PPC or Pay Per Click advertising can only be guaranteed if proper marketing techniques can be employed meticulously in it. Since you are paying for every single click, you simply cannot afford to get a poor return at the end. There are certain factors that can play detrimental or decisive roles in determining the success or failure of a PPC Campaign that are illustrated below:
1. Try Different Match Type
Exact match, phrase match and broad match are the three different types of keyword matches when it comes to choosing keywords in a PPC campaign. Selecting just a single type of keyword in a campaign can cost you dearly in the long run. Be sure to target relevant and different set of keywords if you want to get the best outcome at the end.
Broad match is ideally used if you want to only bring more traffic to your website, but it can also easily waste your money by targeting irrelevant keywords. To make your campaign more targeted, you should add Phrase and Exact match keywords to your campaign.
2. Split Testing Your Ad Copy
High click-through-rates is usually preferred by Google. If the click through rate of your ads is lower than other advertisers, your campaign will not be able to obtain a high Google Quality Score. This will in turn increase your cost per click. Higher click-through-rates is always good, but it should not be your main concern. Conversion rate of your campaign is the main KPI your should focus on. In order to improve conversion rate and to ensure better return from the campaign, you need to split different ads continuously. This will eventually help you to pick up those ads that are outperforming others.
3. Wisely use of Negative Keywords
Negative keywords are search keywords for which you wish to exclude your ads to be shown. They are essentially useful if your campaign targets lots of broad-matched keywords. Without proper negative keyword research, your ad impressions will be blown up and click-through-rates will go flat.
e.g you are running a digital camera store that only sells brand new camera and one of your campaigns includes the keyword ‘sony digital camera’. To ensure that your ads are not shown if search query contains the word ‘used’. you shoud add the negative keyword ‘-used’ to your campaign.
4. Landing Pages Optimisation
Landing page is a page where a customer is redirected whenever an ad is clicked. If the landing page looks unimpressive and if it does not contain useful information, a PPC campaign will fail to yield desired outcome. If you are spearheading a PPC campaign to promote a product or a service, that particular service page should be chosen as the landing page as opposed to home page of a website. Sometimes, you might even want to build a new landing page with engaging content and strong call-to-action button for each campaign to be more targeted.
5. Monitor Closely
The performance of a PPC campaign is by and large dependent on how it is being monitored. Statistics pertained to conversion rates have to be analysed and monitored closely if you want to get best return from an on-going PPC campaign. It is like a game with specific rules.
If you got any tips or feedback you want to share, please feel free to leave the comments below.
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