How to Maximize ad performance with PPC Optimization
PPC Optimization - An Overview:
PPC optimization or pay per click optimization is the actions taken to analyze and improve your Google ad performance. These actions include updating the landing pages, modification of keyword bids or altering ad copy, which can help to get improved return on ad spend and conversion rates. For instance, analyzing competitor’s ad history or tracking and adjusting PPC or google ad campaigns.
PPC campaign optimization is important to get required results and neglecting PPC optimisation will get you nothing but just realizing at the end that it’s a bad ad while you have wasted so much money on that single ad. To ensure this does not happen to you, it’s important to learn pay per click optimization with PPC tips and we are here to help you learn that.
Pay Per Click Optimization Entails:
Optimizing PPC will help you to enhance the quality and performance of your ad. So, we will be discussing what to consider while optimizing your PPC strategies. These include different factors which are:
Keyword Optimization:
Keyword optimization includes searching keywords that are relevant and high value while aligning with the search query of your target audience. Based on performance, updating your keyword list helps you to get keywords that are more effective, increase ad relevance and reduce time wasted on un-necessary keywords.
Optimizing your Ad Copy:
Attractive and intriguing ad copy play an important role in generating conversions and getting clicks. Testing different types of ad copy can help you understand which call to actions or messages perform well which will later help you to improve the ad performance.
Ad Extensions:
Ad extensions helps users to get additional information about your ad that keeps users engaged such as website links, location information or call buttons etc. To enhance both the visibility, engagingness and attractiveness of your ads, optimize your ad extensions.
Bid Monitoring:
Monitoring bids can be helpful to control cost and securing ad placements. So, adjusting bids is important to keep the process on track. You can adjust your bids based on your conversion rates, targeting parameters, and keyword performance. These help to optimize your budget and get the required ROI.
Landing Page Optimization:
PPC landing page optimization means ensuring that your landing pages are aligned with your ad’s message while having a compelling call to action and smooth user experience. Optimizing different elements such as headlines, form, designs, content, and average loading time can assist in maximizing conversion rate and make the user experience smooth. Hence, PPC landing page optimization can help you get conversions and sales.
Tracking Conversions:
In PPC optimization, analyzing your campaign data and tracking your conversion rate is considered as an important part. You can gain insight into the valuable keywords, campaigns and ads by using analytics platforms and conversion tracking tools.
How to Optimize PPC Campaigns?
You are aware of PPC optimization, now we would understand how to do pay per click optimization or ppc optimisation. As everyone wants to get results of their campaigns so it’s important to understand what are the pay per click tips that can help you get maximum results.
Right Bidding Strategy:
To answer the question of how to improve PPC performance, the right bidding strategy is important. Without the correct bidding strategy your PPC ad won’t get proper results as it ought to get and keyword bidding depends on your campaign requirements.
For instance, if you are expecting to get maximum click as per your ad spend budget then we can use the automatic CPC bidding system but using this would not allow you to adjust your campaign if it is not giving proper results.
To get access to your campaign, you can do bidding manually as it enables you to customize the campaign if it’s not performing properly. So, manual bidding can help you increase ad visibility, minimizes your CPA, and enables you to prioritize keywords that can get best conversions.
Manual bidding is useful but it takes a lot of time as you have to focus on one campaign at a time. You can minimize your bids for the keywords that are not generating sales or leads on the other hand, increase your bids for the keywords that are generating more leads and sales. Hence, you should manual bidding if you want to have more control on your bids.
You can benefit from automated rules to stop poorly performing keywords, increase or decrease bids on certain times of day, and get maximum conversions. So, if you choose the manual bidding then we suggest you run your manual bidding ad for a few weeks which will help you to lower your CPC and generate more sales and conversions.
Remarketing of PPC Campaigns:
It is experienced by most marketers that almost no one converts (we can say that no one purchases) when they visit a website for the first time. So, does it mean PPC is not worth it? No! PPC strategies is still worth it as it would boost your chances of getting conversions from the users that do not purchase at that moment. Your ad would be shown to the people who want to buy at that moment or may be wanting to buy it in some time. Hence, it is never unworthy.
But to get conversions you have to re-engage with your potential customers who clicked your ad or visited your website. If they see your ad again then it would remind them to take an action on your website. All these depend on your business needs. If your sales cycle is longer, then you can make a list of users that visited your website in the past 60 to 90 days.
Amazon PPC Campaign Optimization:
Amazon ads are a form of amazon PPC optimization for your ecommerce brand. The audience on Google, Microsoft and Facebook is huge still it depends whether they want to purchase that specific product or service or not. While in amazon, the audience is generally closer to purchasing something which enhances your chances of conversion.
Amazon ads include both the automatic and manual targeting. Automatic targeting is close match, loose match and relies on its algorithm which figures out the relevant keyword to target. As time passes, it collects information from purchase, clicks and impressions to enhance your conversion rate. Manual targeting is based on your keywords that you bid on. When a customer searches for something using that specific keyword then he will see your ad.
Optimizing the website:
Optimizing your website is also important to get results. If you didn’t optimize your website properly then you likely wouldn’t get results. This includes all the Core Web Vitals issues that can irritate the user. Your site should load in 2.5 seconds and there shouldn’t be any issues of first contentful paint (FCP), cumulative layout shift (CLS), interaction to next paint (INP) etc.
Let’s not forget about the landing pages. If your customer visits your website then there should be a clear headline, content, benefits and features of the product, call to action, description and testimonials.
Research Keywords:
Researching relevant keywords is important to enhance your current keyword list by placing negative keywords instead of them and removing the keywords that are not performing well. You should always keep track of your keywords and if you analyze keywords having the following issues, remove them immediately and update them with another one.
- Keywords with low CTR (Click through rate)
- Keywords with high costs but low or no conversion
- Keywords that are more competitive and expensive as compared to its conversion rate
Track your Conversion:
You should always keep track of your conversions to understand what is working for you and what is not. So based on the numbers, make data driven decisions that can drive you conversions and leads.
To stay informed with your current strategies, we suggest you use Google Analytics and Google Tag Manager which will help you in tracking conversions. You can gather your tags in Google tag manager and establish the goals in Google Analytics. Afterwards, import these goals in Google Ads and if your goal is the same for different channels such as social media then it will help you make the process smooth. You can also collect the conversion tags from Google Ads to Google tag manager.
Performance Max Campaigns:
Performance max is a new kind of Google ads campaign which helps you to enhance the strategy using machine learning or automation. It helps you to drive conversions, leads and sales and can drive traffic to stores. Using Performance max, you can reach an audience on different platforms such as search, display, maps, shopping, youtube, gmail and discover feed etc. To maximize ROI, its algorithm uses signals to find new audiences.
Performance Max campaigns are useful for the companies that have multiple objectives such as generating conversion, and clicks etc. Because of the machine learning algorithm, all the campaigns became optimized automatically while reducing the manual work. Want to get maximum results from Performance max campaigns? Here are some practices that you should consider following:
- Add exact keywords to branded ads, if it fails then you can use the terms to maximize performance of other ads.
- Prioritize new customers that you acquire rather than focusing on remarketing targets.
- Be specific while uploading your customers data, split product and services which will enable Google to target relevant audiences.
Implement A/B Testing:
Always test your campaign or ad with two different scenarios such as for shopping ad/campaign test one factor and afterwards run the same campaign with different factors. This will help you analyze which factor is getting you more conversions and leads.
There are different things on which you can implement the A/B testing. These include landing pages call to actions (which is checking different terms to visualize which term drives the most conversions), PPC ad extension, Headlines, and PPC ad copy. It depends on the specificity of your testing factor, the more specific it is; the more conversions it will get.