Effective Methods for PPC Ad Campaigns
1) Take Advantage of the Extended Promotion
Your PPC ad will stand out more and attract more clicks with a promotion extension that allows potential customers to find the best possible deal from your company. This method is highly efficient because it quickly draws the focus of a visitor, especially bargain hunters.
The ad’s promotion extension will appear in a convenient location beneath the ad.
How should Promotion Extension be used most effectively?
One effective method of extending a promotion’s reach is to highlight seasonal holidays and shopping events such as New Year’s, Christmas, Black Friday, etc. Now is a great moment to reap its full benefits. Make sure they are viewable on mobile devices by enabling the mobile preference.
The method of keeping them up-to-date is likewise very simple, so you need not worry. Simply change the name of the event and you will not need to enter any new text.
Ad extensions, according to Google, can raise CTR by as much as 15%.
Don’t forget about them this year; they’re crucial.
Second, while determining your pay-per-click bids, keep voice search in mind.
And because to widespread adoption of smart home technology, voice search is rapidly expanding in popularity as well. However, many marketers fail to give it the attention it deserves. This is typically due to either a low volume of voice searches or an inability to effectively interpret user intent.
You need to make sure that your voice search is optimized properly because voice search queries are typically longer than regular search queries.
To what extent may a Voice Search PPC Strategy be successful?
Finding out if voice searches are being received by your campaigns is the first step.
Obtain the AdWords report detailing user search activity.
Remove any unnecessary ones from your search terms.
Get the most out of your voice search by using a keyword tool to zero in on the most relevant terms.
You should use negative keywords, but you should only use negative keywords that have been found to be useful in previous studies.
By 2020, voice searches will account for more than half of all queries, according to a prediction by analytics firm Comscore. So give it some thought, and get ready to conquer this obstacle.
The Third Tip: Pay Extra Attention to Ads Designed for Mobile Devices
Increased focus is being paid to PPC ads that are optimized for mobile devices. Sixty percent or more of advertisers are allocating a sizable portion of their budgets to mobile ads, and with good reason: these ads are producing significant returns.
Make sure your website is mobile-friendly before spending money on these adverts. Your website should load quickly on mobile devices before you invest in mobile PPC ads.
Paid Search Marketing Best Practices for Mobile Devices
Improve your website’s mobile friendliness before launching any new features.
Extend your advertising by including them.
Make advantage of alluring terms to prompt quick action from the user.
Improve the effectiveness of your adverts by including discounts and freebies.
Use AdWords’ day splitting function to show your advertising just when they will be seen by the most people.
Add emoticons to your adverts so people can get the point across quickly.
Use Target Outranking Share to Separate Yourself from the Competition
Our use of pay-per-click advertising has allowed us to strategically outrank all of our rivals on Google’s search results pages. With this method, your Google Advertising’ bid will automatically adjust to outrank the competition’s ads, but it will only work for campaigns on the same search network you’ve selected.
But if I start detailing the advantages of this approach, I’m worried that it won’t seem any more intriguing. To better illustrate my point, let me provide an actual scenario.
Exactly how effective is this tactic?
To begin, select the campaign, and then click the “Selected” button in the “Detail” section to see a comprehensive analysis of the competition’s might. It will show you an in-depth report so you can find out who is outperforming you in search engine results. You can also see how many times your advertising outperformed the listed advertiser’s ads by looking at this report.
Next, you’ll be able to quickly see all of the verticals in which your competitors’ outrank share was higher than your own.
Now that you know your desired outranking share and have your list of domains, you can begin working to outrank your competition. There is no better moment than now to start using this method.
To choose “Target Outrank Share” as your “Bid Strategy,” use the drop-down menu. Set the ‘Target to outrank’ tab, ‘Maximum bid limit’ tab, and ‘Bid Automation’ with the domain name you wish to outrank.
Keep in mind that with automated bids, Google Ads is in charge of adjusting your bids, whereas in manual bids, you are responsible for doing so.
Adjust your location bids to attract the most relevant customers.
Keep in mind that it’s not just about getting site visitors, but about getting site visitors who are interested in what you have to offer.
Imagine you have a website that attracts 10,000 visitors per week, but only 50 of them end up making a purchase. Then your consumer segmentation is flawed and requires fixing.
The problem faced by all of these companies can be remedied by adopting a location bid strategy. If you follow this method, you can be confident that your financial resources are being allocated where they will have the greatest impact.
The actual issue here is finding a way to make that happen.
Be At Peace! It’s not a complicated problem.
You may easily change the campaign’s location by opening your Google Ads account and clicking on the settings page of the desired campaign. There you’ll find a tab labeled “location”; selecting it will reveal the full list of addresses that the campaign intends to reach.
The ‘Bid adj’ tab and the ‘Clicks tab’ both appear on the same tab. You can find out the truth about how many clicks you’re actually getting from a given site by clicking on the clicks tab. To be more specific, it will show you exactly where you should raise your bid limit and where you should lower it.
You can now adjust your bids by going to the ‘Bid adj’ tab. You can establish them by assigning a percentage to each of your intended destinations.
Set an Aiming Conversion Price
Conversion optimization is a great tactic for maintaining a consistent cost per conversion across all of your advertisements. It lets you keep your conversion costs to a minimum. You have the option of applying this setting to a single campaign or all of your campaigns at once.
However, you need to ensure that the conversion monitoring feature has been set up, or else you will not be able to optimize it properly.
What’s the deal with that?
Conversion tracking on your campaigns alerts Google Ads to the best possible CPC you can afford to bid with. Google uses these bids as a mean CPA to choose which of your campaigns to focus on.
For example, if you tell Google Ads that you want to spend no more than $5 on each conversion, it will adjust your CPC bid accordingly. For example, if you have 15 conversions in the past month, you can use that data to determine your monthly targeted CPA.
Your current campaign may be severely impacted if the last conversions that AdWords monitored were during a time when you weren’t getting enough conversions, so it’s important to give thought to your CPC target to make sure it’s not on the lower side.
Use Negative Keywords Strategically
The usage of negative keywords in Google Ads campaigns is something that everyone, from seasoned pros to newcomers, will have heard of at some point. Certainly, they are crucial to increasing the profitability of your advertisements. Many advertisers, however, continue to overlook this method, which ultimately leads to their Google Ads Strategy failing.
And so, what exactly are “negative keywords”?
For the sake of argument, let’s pretend you’re the PPC manager for a bakery that specializes in chocolate cakes. Some examples of possible negative keywords include “chocolate cake recipe,” “chocolate cake baking instructions,” “how to create chocolate cake,” etc.
When you use these “negative keywords” in your ad campaign, people who try to access your website by searching for them won’t be able to do so. You likely wouldn’t be pleased if your website was flooded with people who had no interest in what you were offering, but by taking this step, you can easily regulate the quality of your site’s traffic.
The Number Eight: Recording and Managing Call Extensions
With a call extension, clients may simply dial your number after seeing one of your ads. If you want to increase the number of clicks on your adverts, consider adding phone extensions so that potential customers may learn more about your company before clicking.
It is a highly effective pay-per-click strategy for local businesses. Seventy percent of all mobile searches end with a call made via the device. Ipsos uncovered this data after conducting a survey at Google’s request.
In what ways may you make use of this function?
In your Google Ads account, navigate to the Ad extension tab, and from there, click the call extensions tab, which is located under the new extension tab.
You’ll only need to enter basic information like your nationality and contact number now. For monitoring purposes, you should additionally enable call metrics.
The Use of Dynamic Keywords in Ads
Dynamic keyword insertion is a brilliant tactic that instantly modifies the content of your ad to include the customer’s most closely matching keyword from their search query. There are, however, numerous details to think about if you want this tactic to succeed.
The primary concern is to stay away from inappropriate code. Anything from using the wrong case to forgetting a bracket or using the wrong bracket will spell disaster for you.
Another big issue to keep an eye out for is misspelled words, since they will result in the incorrect advertisement being displayed if you type in the incorrect phrase.
It’s also not a smart idea to employ brand keywords, since doing so will make your ad’s headline appear nothing like the landing page for your firm.
The use of dynamic keyword insertion can boost your website’s CTR and conversion rate.
Remarketing Lists for Search Engine Marketing
If you want to tailor your ad to the tastes of returning customers, this tactic is extremely effective. Re-marketing lists for search advertisements help you reconnect with site visitors who abandon their shopping carts without making a purchase.
There are two ways you can implement this tactic into your pay-per-click advertisements:
To do this, you need adjust your bids for the terms included in your remarketing lists at the present.
You can expand your audience by bidding on terms you wouldn’t normally use to attract new customers.
If you’re still unsure how this tactic works, have a look at the case study demonstrating how a European e-commerce site named Tirendo increased their conversion rate by 161%.
Improve your financial situation by following Tip No. 11.
Every business has a limited marketing budget that they can allocate to your initiatives. Because of this, proper application is absolutely crucial. The trick is to identify which campaigns are producing the best results and allocate more resources there, while decreasing spending on underperforming initiatives.
Fortunately, Windsor’s Google Ads Optimizer makes it easy to do so across numerous campaigns at once.
If you take care of the following, your budget will be easily maximized:
Take note of the daily cost of your advertising initiatives.
To verify how many times your ad did not show up due to budgetary constraints, look at the search lost budget column.
Create campaigns out of your top-performing ad groups immediately.
Examine the bid position adjustments and their effects on your campaigns with the help of the bid simulator tool.
Instead of allocating funds for each particular campaign, use a unified budget for all of them.
Twelve, Make Your Targets a Priority When Running Ads
Undoubtedly, the target market is crucial to the success of your advertising effort. Your search marketing efforts will yield far better results if you focus on targeting the appropriate demographic. Raise your bids in the areas where your target audience is excelling.
The question is, how?
Targeting the ad group’s observation requires going to the search campaign’s audience page and making the appropriate adjustments. At last, you’ll see data split by observation audience, which you’ll need to modify in accordance with the CPA targets you’ve established for each campaign.
Tip No. 13: Strengthen Your Calls to Action
Since most people who see your PPC ad won’t make a purchase right away, the button or link that prompts them to do so is crucial. You’ll have to put in some work to persuade people that your website offers the greatest product or service they’re looking for.
By looking at the customer’s journey as a whole, you can see where you’re falling short in providing enough information to convince customers to take immediate action. Rather of sending customers to everything that is currently accessible, it is preferable to identify which product/service is highly valued by them and then promote that one.
What you need to know about boosting your PPC’s call-to-action
To increase the effectiveness of your pay-per-click ads, try using more active verbs.
Avoid using the same characters again and over because of the character limit.
Pay close attention to adding effective keywords to your PPC ad.
Ad copy should be written after careful consideration of the target demographic.
Carry out A/B tests
