Pay-per-click (PPC) advertising can help you gain search results real estate for important keywords.
As soon as you win a keyword ad, your site traffic will soar. You must optimise your PPC advertising to outrank competition and get searchers click them.
This page discusses PPC optimization and five ways to enhance ad conversions. Read on for five PPC optimization tips.
PPC optimization analyses and improves PPC campaigns at the campaign and ad group level, such as by upgrading landing pages, adjusting ad copy, or modifying keyword bids.
PPC ad optimization is easier than it sounds. PPC optimization improves your advertising’ real estate and clicks.
Ad campaigns have several elements to optimise.
Your ad is meaningless if it is not optimised for search, therefore optimization is key to every PPC campaign. PPC optimization focuses on these three aspects. Learn how they optimise below.
- Ad text, photographs, design, colours, etc.
- Advertising landing pages
5 step PPC ad checklist
Our checklist can help you optimise your PPC adverts.
- Research keywords
You should research keywords before commencing a PPC campaign.
“Most helpful” refers to terms that will get your adverts the most clicks. Brainstorm first.
First, choose generic keywords for your products and services. Due to heavy competition, some keywords may not be the ideal to target.
“Women’s cowboy boots” is a more comprehensive term than “totes women’s waterproof snow boots.”
This is why keyword research is so vital—critical it is to uncover general keywords and long-tail keywords.
Try mixing broad phrases with product-related descriptors.
This will help you find keywords.
Next, plug keywords into Google Keyword Planner to see search volume and competition. High-volume, low-competition keywords are excellent. This stage helps you choose campaign-relevant keywords.
2. List Negative Keywords
PPC optimization involves both targeting the proper keywords and deciding what not to target.
If you offer home interior paint, unfavourable keywords can include “vehicle paint” or “outside paint.” This prevents searchers from landing on your site.
3. Target the right demographics
You can target your adverts depending on demographics, which makes PPC so successful.
Google Ads’ targeting options have become more granular in recent years.
Here are some approaches to reach your ideal audience.
- Age: Useful if you sell age-specific products.
- Gender: This option works for companies who sell gender-specific products.
- Education level: Google Ads lets you target high school graduates, college students, and master’s degree candidates.
- Geographic location is a common technique to target your audience. You can offer advertising depending on nation, state, city, or custom limits.
If your company’s products are inexpensive, you could target a lower income bracket. If you sell high-end products, you can target a greater income.
Google lets you target singles, married couples, and those in relationships.
Choosing who to target with keywords is crucial and can affect campaign performance, so check your targeting as part of PPC campaign optimization.
4. Run ads
Ad copy may make or break a click, thus testing and analysing it is important to PPC optimization.
You should A/B test your ad copy. This test compares two adverts with different copy to see which gets more clicks. A/B advertisements can test ad wording, colours, landing pages, and calls-to-action.
Google will randomly deliver your two PPC ads during an A/B test. At the end of the testing time, you will know which ads garnered more clicks and which you should use.
5. Make a landing page that converts
A landing page is where consumers land after clicking your ad, and it determines whether they buy.
That is why it is a key PPC strategy. Users can leave your landing page if they are preoccupied or waiting for money, but it should convince them to buy your product.
Unrelated landing pages are a huge turnoff. When someone hits an ad, they are interested in that product, thus your landing page should be about it.
When a user is on the fence, cost is a huge concern. Price should be prominent on your landing page so users can assess if the product matches their budget.
Your landing page is the last chance to impress a buyer before they buy.
This gives users all the information they need to decide whether to buy. Without this information, they will not know if you carry the colour or size they want.
A landing page’s call-to-action is crucial.
If you are providing a service, you might say “call now for a free estimate,” and if you are selling a product, “purchase immediately.”
ViSight Marketing as a Service may help you complete our PPC optimization checklist.
We know how vital it is for your PPC advertising to be right, thus we offer PPC optimization to build the perfect ad for your target demographic.
Contact us online or call 1800-22-2020 if you are ready to optimise your PPC advertisements for actual results.