Search engine marketing advertising is arguably the most efficient digital marketing form. It works on a pay-per-click basis – this means when ads are clicked on by the user, the advertiser pays a fee to the search engine e.g. Google

Pretty straightforward, right? Not only can PPC advertising direct qualified and targeted traffic to your business page, its method is consistent and scaleable. Achieving amazing success through PPC advertising is simply a matter of optimising your business’s PPC campaigns and avoiding typical PPC mistakes.

Here are three tips you can use to give your PPC campaign a serious boost.

1. Know Your Goal

Every digital marketing campaign requires a goal, so does PPC advertising. Without a defined, measurable goal, you have no chance of optimising your campaigns. Your campaign goals are fundamental to the PPC optimisation process. Therefore, you have to ensure you have a well-planned roadmap to follow before creating a PPC campaign.

It is important to remember that you should have defined and measurable PPC campaign goals because only then you will know if you have reached your goals or not. Do you want to direct more traffic to your site or do you want to maximise downloads, leads, sales and subscriptions? The optimisation process of your PPC campaigns depend on what you are looking to achieve. Once you have defined your goals, you can then compare campaigns and see if you have achieved them.

2. High-Performing Keywords are Pivotal to Success

 To optimise your PPC campaigns, you have to performance-check your keywords. Since they are the foundation of all PPC campaigns, it is vital to keep a check on them. After reviewing your keyword performance report, you can actually see which keywords perform best and which ones are actually paying dividends.

Your top-performing keywords are the ones that bring you more business – these are the keywords you should focus on. One thing to remember is that just because certain keywords are performing well it does not mean that you should let them run on in the same vein. Keep introducing changes at the bidding strategy for these particular keywords. With this, you can trace out the optimal bid for each of these given keywords.

The quality score is your keywords’ performance indicator, so keep checking your keyword quality score across all keywords to see which ones consistently perform the best.

3. Filter Out Poor-Performing Keywords

Although there are keywords that are top performers, there will always be keywords that perform poorly and this will harm the entire campaign’s performance. These keywords are useless when it comes to receiving traffic or conversions and only serve to waste your advertising budget. After analysing your keywords’ performance, pause the keywords that are not performing well i.e. not generating clicks, conversions or impressions.

There are various types of non-performing keywords…

First, there are keywords that receive no impressions. If a keyword isn’t able to generate impressions, this means users aren’t currently searching the keyword. The first choice for fixing these problematic keywords is to wait and analyse their performance to see if you start generating impressions; if their performance shows no improvement, it’s time for them to go.

Secondly, there are keywords that have impressions but are not generating clicks. An impression occurs when the user’s search query contains at least one of your chosen keywords, causing your PPC ads to pop up. However, clicks occur when the users finds your ad relevant to their needs and clicks on it to be directed to your website’s landing page.

If the keywords have plenty of impressions but no or few clicks, this means your keywords are lacking proper relevance. The solution to this problem is to ensure that your keywords are carefully targeted so that when a user searches for you, you are showing them an ad that is clearly relevant to their search.

Finally, there are keywords that have clicks but are failing to convert. If you are receiving a substantial click amount but no conversions, this means that either your PPC campaigns are poorly managed or your business site is lacking the proper elements to generate higher conversion rates.

The initial step to see why your clicks are failing to convert is to analyse your PPC campaigns. To identify the main problems which are preventing conversions, you can review a number of campaign elements:

  • You can check the AdWords Search Query Report to find the root cause.
  • You can check your website to find more reasons for failed conversions.
  • You can analyse and check the landing page, Call-to-Action and site design.

There could be other factors as to why your keywords are not performing. Perhaps the bid of the keyword isn’t high enough, or that the keyword’s search volume is too low. It could be that the match type isn’t appropriate or the keyword lacks relevance.

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