If you are looking to manage digital advertising or if you are looking to hire someone to manage your digital marketing for you, then you should be spending a period of time looking at some new PPC strategies to test out for your business.
The key to a successful PPC campaigns is developing a (or a number of) strategy that utilises the many powerful tools provided by Google Adwords.
While boosting your clicks and conversions may initially seem like a scary task, there is really no need to worry!
There are many definite ways to drive traffic to your website and increase sales.
Google is constantly improving, adding new tools and refining old ones to help boost your campaigns.
To help you best navigate the field, here are four of the best PPC strategies worth testing.
1. Take Advantage of Negative Keywords
As your Adwords account grows, it will become slowly less efficient if not monitored on a regular basis.
If you are using a variety of match types, you could be casting a wide net with the words that can catch a user’s search query.
This can cause issues when not monitored closely as you need to track which words are working for you, which isn’t worth the spend and which words are getting the best return on investment.
To find out where your PPC accounts need to be trimmed, consult the Search Terms Report.
Inside of the “Keywords” area of Google Adwords, you will find a section labeled “Search Terms Report”.
This area of Adwords shows all of the search queries that triggered your ads during the time period you have set it to.
It also displays KPIs such as conversions, impressions, clicks, and more for each query.
Not monitoring this on a regular basis the Search Terms Report can allow your PPC campaigns to grow out of control.
2. Use Conquesting Search Ads
The reality with search is that it is extremely competitive, and it is only getting more competitive.
Because of this crowding, it is important to adjust your strategy accordingly. Furthermore, it is important to identify your competitors with higher search volume as a starting point.
Following that, you then need to determine what is best to take traffic from them. It’s important to note that PPC search can get expensive, and you won’t be able to judge the results without testing it first.
However, once you have defined your target competitors, audiences and built a well structured campaign, you will be able to determine a baseline performance.
3. Apply an Ad Schedule in PPC
If you are running out of ways to look at your campaign but can’t quite find a way to push their performance that little bit further, you may need to take a look at your ad scheduling.
Within your settings, you can set specific days and times which your ads will run. This, if you have been monitoring your campaigns or if you have set opening hours, you may see the benefit in only showing your adverts at set times.
To view your ad schedule, navigate to the “Ad Schedule” tab in your Google Adwords dashboard.
Here, you’ll see a table that shows your campaign performance by day.
It is good practise to check your campaigns, are you getting a lot of clicks, but no sales, for users coming to your site on weekend mornings before 11am?
Try removing these times from your campaigns to become more efficient.
Testing and tweaking is crucial to improving the performance of your PPC campaigns.
4. Add Re-marketing To Adwords
Remarketing is a fantastic tool for your marketing and not only can you use remarketing in search, but also by adding a display retargeting component to your account.
By adding display ads that show to your site visitors across the internet, Google is allowing you to stay on the visitors mind and (hopefully) bring the visitors back to your site, this time to take action.
There are two main things to consider based on the type of business you’re in.
eCommerce companies can likely target any user, but can also be more specific, going down to just their product page visitors or cart abandoners.
These users can be driven to take the next step and actually purchase your product.
B2B marketers use retargeting to turn site visitors into leads and send users to selected pages with a lead magnet…Otherwise known as a landing page.
Although some of the strategies can sometimes appear complex and overwhelming, rest assured that you now have a greater understanding of pay per click marketing to make sure your campaigns are running as efficiently as possible.
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