PPC is nothing more than a search engine mechanism used to generate clicks within your site. In other words, instead of appearing organically during a search on the search engine, you will pay for your website to be at the top. Within Google, the tool that makes these types of sponsored ads available is called Google Ad words. But do you know how it works and how important is it within your company?
When you use PPC as a strategy, every time a visitor or potential customer clicks on an ad and is redirected to your site; you pay a fee to the search engine. So when a PPC campaign is well planned, the cost you pay will be well worth it. That’s because a visitor to your site is worth much more than you paid for the person’s click. It is important to note that the PPC business model has several other features that can help you grow. In short, PPC is beneficial for everyone.
An Ad Words campaign can help your business meet its sales and marketing goals. Statistics show that search ads can increase brand awareness by 80%. However, to achieve good results, you have to improve ad performance in Ad Words.
Without clearly defined achievable and measurable objectives, you cannot improve campaign performance in Ad Words. Before starting with PPC advertising, you have to create a roadmap that allows you to plan each of your steps, measure your results, and determine whether your goals have been achieved.
There is no point in starting a campaign with the thought, “I want to sell more.” It is also necessary to know how soon this “increase in sales” must be achieved. For people to be interested in your campaign, you need to be very objective and expose your product’s best.
Identify what your product or service offers and its most excellent qualities. The more data you collect, the better you achieve your goal. Segmenting your PPC campaign is essential to attract your target audience as effectively as possible. Through this segmentation, it is possible to know your lead’s interests and take him to a specific landing page to find the product he is looking for exactly.
Perhaps, to reach your goals, you don’t need to appear first for all searches or run a campaign for a long time. You must know your competition and define the strategy accordingly. Collect information like:
Organize your campaign by topics, each product or service. Take advantage of geographic location, language, and ad type features to show an advertisement to an exciting audience. Don’t set up the same ads for people at the top, middle, and bottom of the funnel. Be strategic and create different ads for different stages of your customers’ buying journey.
With personalized communication, people will be attracted in a more qualified way. Directing your customers only to your homepage is not a good deal. Sending them to specific product pages where they clicked on the ads can bring a much better conversion rate.
Keywords are the essential element of any PPC campaign. Therefore, to improve ads’ performance in Ad Words, you need to evaluate the quality score of each of them. This quality score tells you the level of performance for each term. By reviewing the report, you can determine which ones are performing well and which are not.
Focus on those that are generating income and business opportunities. Betting on long-tail keywords is recommended for attracting a more specific lead through their PPC campaign.
Google itself advises against doing different campaigns focusing on the same keyword. Organize your keywords into smaller groups. Working with fewer keywords and more specific ones gives more movements than a vast and generic advertisement list.
The chosen keywords must have some strategic aspects. With relevant terms in your ad, it gains more relevance.
Negative keywords allow you to exclude irrelevant search terms from your PPC campaign, preventing your ads from firing for unimportant queries. Simply put, ads are presented only to users with the highest conversion potential, thus filtering out unwanted traffic and saving you money from many clicks that don’t generate any profit.
The selection of keywords is essential to the success of a PPC campaign. For the choice of words to be made correctly, you must segment your campaign. The campaign segmentation will help your marketing team highlight the most relevant terms for a given available type.
It is necessary to analyze the potential of some keywords within the Ad words tool to find out how many people search for these terms monthly and what is the amount paid for clicking on the keyword. Low-performing keywords do not generate clicks, impressions, or conversions. Remove them from the ad group.
Did you know that your ads can vary in results depending on the region in which they are served? After all, each location has its cultural and behavioral peculiarities, which can impact the campaigns. Google Ads has a feature to adjust bids according to geo-location. You can analyze the numbers based on your strategies and optimize which regions deserve a bid increase or decrease.
You studied, collected information, set goals, and set up your campaigns – GREAT. Just be sure to follow and closely monitor the results of your PPC campaign. It is worth remembering that working well on your landing page is even more critical than working well on your ads. It is on your landing page that the user will perform the conversion actions you expect.
Do not use the same creativity for a long time. Try different texts and other formats that can be explored as a novelty to get more attention from the target audience.