PPC Campaign Management is one of the best strategies to market a business. It can help you generate a lot of targeted leads. It can drive traffic and help you convert a lot more traffic into customers for your business. Unfortunately, it can be equally as tedious to constantly create and tweak PPC campaigns. Here at Summon.co, we are aware of the difficulties and we are here to assist.
1. Think From A Customer’s Perspective
This is a big one and it may even seem obvious. However, it’s so important that it must be pointed out over and over. Whenever someone searches on Google, they expect to get relevant results. They want to get results that are targeted to their search. Thus, the same holds for someone browsing and who comes across advertisements. You want your ads to remain as relevant and optimized as possible to their search intent. This means analyzing keywords and figuring out what keywords to bid on. You want to factor in what keywords they will be using to search for your prospective product or service.
2. Offer a Deal
You need to offer something of value with your PPC campaigns. You are going to generate a lot more interest and clicks when you are offering something in return. You need to do more than increase awareness with these campaigns. You want to give them a reason to click on your advertisement. It could be something as simple as offering a unique coupon code for clicking on it. For instance, having an advertisement that states, “Get 50% Off By Clicking On This Ad” is going to generate a lot more click-throughs than a basic advertisement that is promoting a new line of clothing. If someone is searching for clothing, they are likely a prospective buyer. They are already interested in what you are offering. Thus, you want to give them a reason to click on your advertisement.
3. Optimize Your Landing Page
You do not want to send people directly to your homepage from your PPC campaigns. Every PPC campaign you run should have a targeted landing page that is optimized for the advertisement itself. The overall quality of the landing page that you are using is going to dictate the overall success or failure of the campaign. If you want your advertisement to rank well, you need the landing page to be high-quality and relevant. You want it to also deliver them what they expect after clicking on your ad. For instance, if your ad is about “blue shoes that are 50% off” you want to lead them to a page that shows them “blue shoes that are 50% off.” If you lead them to “red shoes that are 50% off” they will simply leave your site. You need the landing page to be relevant and optimized for your ad.
4. Localize The Campaign
You need to be certain that you are localizing your campaign if you have a brick-and-mortar business. This is why you need to be careful of automating PPC. For instance, if you are a flower shop located in Delaware, you don’t want to advertise to people in California. This is only going to force you to spend more on the ad budget than you would like. You aren’t going to sell to people in California because they are going to want to find a local shop. In the AdWord campaign setup, you can localize the campaign based on not only keywords but also based on IP addresses to ensure you aren’t wasting money advertising to people outside of your region.
5. Use The Right Negative Keywords
Negative keywords can be very effective when used properly. A Negative keyword is something that will cause your ad to not appear for whatever reason. This is essential if you want to optimize your campaigns and reduce inefficiencies. This can help you weed out unserious customers. For instance, if you are selling flower bouquets and you want to weed out the cheap customers, you could add “cheap and budget” as negative keywords to your campaign. This will ensure that you don’t get a lot of people clicking on your ads that are looking for the best deal possible. You also want to ensure that you are adding other things to your campaign as negative keywords like “jobs” and other words that would bring an audience that isn’t looking to buy.
6. Focus On Mobile
Don’t make the mistake of forgetting about mobile users. Nowadays, a lot of buying decisions are being made on smartphones and tablets. Because of this, you want to ensure that you are optimizing your ad campaigns for your mobile audience. It’s easier to convert a mobile user into a customer than a non-mobile user. Try to utilize some mobile-specific ads especially if you are a business that frequently gets mobile users making decisions at the moment like a restaurant.