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.
How Your Site’s Speed Affects Conversion Rates
Conversion rates are directly related to how much revenue your site generates. Page speed has a massive impact on your customers’ behaviour.
Awesome Ways to Enhance Your Google Places Page Ranking
We get asked by a lot by business owners about how to improve their Google My Business rankings. If your business is one that relies heavily on physical purchases, you will want to have a solid ranking within Google Places.
Top 5 Digital Marketing Trend Predictions for 2020
Digital marketing consists of moving parts: SEO, PPC, social media, marketing automation and more.
Tools to Make You A Digital Marketing Superstar
Choice is one of the best aspects of digital marketing. Apps, content, data, keywords and social media channels, all at your disposal, all the time, and you have to comprehend it all.
Maximise Your Sales Over The Holiday Period With Google Shopping
One of the newest features is automated feeds. Generating feeds can be, in some cases, a highly technical and tedious task for many retailers and ecommerce marketers.
4 Facebook Advertising Blunders to Avoid At All Costs
Social media advertising is money well spent, but only if you’re seeing amazing results. Unfortunately, many eCommerce enterprises lose money with Facebook advertising because they don’t know how to use it properly.
5 Typical Instagram Mistakes to Avoid
Instagram has become one of the business world’s go-to platforms. The social media platform currently has around 30 million active business profiles with small businesses making up the majority of Instagram business pages.
Google Ads Speculative And Experimental Medical Treatment Disproval Policy Violation
Australian businesses that offers new or recently approved medical treatments may have found Google ads have started getting disapproved…
What Is Google Shopping And Do I Need It?
Understanding The Contemporary Digital Marketing Funnel – Why You Need To Adopt It
What Is ‘Search/User Intent’ and How Google Interprets These for SEO
A Guide To Chatbot Sales Funnels
How To Write Blogs For SEO
Outreach For Link-Building – What Is It?
Client Interview – Hotondo Homes
We decided that it would be good for you to hear from one of our clients about all of the major questions you ask when you engage with a digital marketing agency. We interview Rosalie Mustica from Hotondo Homes and got her thoughts on things
Using The AdWords Editor
Google AdWords was made so that organisations can handle multiple advertisement accounts and make necessary changes even if they are devoid of an internet connection. The changes are synchronised with the campaign once the device is connected to the internet.
How To Build Effective Instagram Ad Campaign
As one of the fastest growing social networks, Instagram is home to over 2 million active monthly advertisers. With over 1 billion monthly active users, Instagram is a veritable-treasure trove for advertisers – especially since its ad revenue is set to reach $10.87 billion in 2019.
Conversion Tips & Tricks: Optimising “Thank you” pages
Thank You pages can often be one of the most overlooked parts of a sales funnel for all businesses, which is concerning because this page is sometimes the LAST interaction you have with a customer after they’ve made a purchase of left an enquiry with you.
Top 5 Digital Marketing Buzzwords you NEED to know in 2019
Buzzwords are the hot thing to use in digital marketing and often, buzzwords are used so much that even the people using them don’t really understand what they mean.
Let’s Chat About Chatbots
A chatbot is an artificial intelligence software that simulates conversations (referred to as a “chat”) with a user online in natural language through specific messaging applications.
The 4 Best Ecommerce Platforms To Use In 2019
Ecommerce solutions are normally not a “one size fits all” situation and all businesses will have different needs that suit certain their situation…
CRO and UX – A Match Made In Heaven?
As individual practices, both UX (User Experience) and CRO (Conversion Rate Optimisation) are very similar in a lot of ways…
Google’s Medic Update Fallout And How To Combat It
It’s been a couple of months since the latest major update for Google’s Algorithm that has now been titled as the “Medic” update and the results have been…
Why Your Content Strategy Isn’t Working And How To Fix It!
With digital marketing becoming a more apparent approach for a wider range of businesses, you can understand that everyone from a bedroom blogger to a massive corporation are trying to get their message out there and are constantly competing with one another.
Get New Customers in a Snap of Your Fingers with Snapchat
Snapchat is so unique and different from other social media platforms, which gives it so much potential…
The Efficacy Of Contemporary Blogging
Blogs can sometimes receive a bad wrap but in reality they are the perfect way to look at a business from a more personal standpoint…
What Is Latent Semantic Indexing And How Can It Help My Website?
The Best Ways to Promote Businesses on Social Media
The Internet has made it possible to find products and services provided in France to be found on the iPhone of a thirteen-year-old girl…
The Importance of Using #Hashtags
Now, more than ever, people are connecting around the globe through social media…
Marketing Strategy: New Year Tips
Well-executed marketing strategies are the key to any successful business. The ability to gain a new customer…
4 Ways Instagram Can Build a Business
Almost every person you see has some form of smart device in their hand. The ability to connect with people and businesses has evolved like never before.
Nine Blog Ideas for The Digital Marketing Blogger
A how to post is a great way to gain new readers. Anyone who is new to digital marketing is going to click on these posts…
Why The Success of Your Business Depends on Google Analytics
If you plan on doing any type of Digital Marketing for your business, it is imperative that you learn how to use Google Analytics…
In 2018, Content Marketing is King
While it may take longer to become a fully established business, consumers will gravitate toward the different and creative…
No Escape from the World Wide Web
Using social media has become a daily activity for millions of people around the world: 1.96 billion to be exact. The U.S. population alone…
10 reasons to Develop a Digital Marketing Strategy for Your Business
Digital marketing is a tool that should be taken advantage of by business owners in any industry, and listed below are 10 reasons why…
7 Ways Twitter is Vital for Digital Marketing
It’s difficult to grow your own following when you refuse to put effort into following others. This is a social media platform, so use it…