Pay-per-click (PPC) advertising can effectively help to drive traffic to your website much faster than SEO. However, PPC is quite complicated, and minor mistakes can have a significant impact on your campaign. It is important to get it right if you want to realize a return on investment. It is a fine line between keeping your ad spending low while keeping up your quality score. You don’t want to lose more resources than your business will probably suffer from the economic impact of COVID-19.
During this COVID-19 pandemic, a lot of small businesses has pulled out the plug from all their PPC campaigns, which means bidding on keywords has gone down. However, I believe the bidding will go up once we go back to the normal. Still, if you decide to run any paid ads or to get the best out of your PPC campaigns and enjoy a return on investment, here are 5 tips that can improve your PPC campaign;
1. Improve Click-Through-Rate (CTR)
To save on costs with PPC, you have to improve your CTR. One of the ways of doing this is through writing better ad copy. This will improve your CTR, and in turn, increase your quality score. Having a higher quality score should be the sole focus of your PPC campaign.
You can also improve your CTR by leveraging ad extensions on Google Ads. You should do your research and find extensions that are relevant to your business and attractive to your target audience.
2. Leverage Geolocation Settings
Google Ads have geolocation settings that allow your ads to appear only in specific regions or a specified distance of your business. This will enable you to only target regions your business is available in and improve CTR. If you are doing PPC campaigns for your offline store, then you should optimize your geolocation settings to your hours of operation.
Geolocation settings also have a dayparting feature that will help in maximizing your brand visibility at specific times of the day. You will have control of where and when your ads show to your target audience.
3. Optimize Your Bids for Mobile
Most people in Ireland access the internet via mobile devices as compared to desktops. It, therefore, makes sense to ensure that you are doing device targeting in your PPC campaign. Optimizing your account for device targeting will help you to reach the mobile community more effectively.
Besides device targeting, you should also optimize your bids for mobile devices. You can do this either at the campaign or ad group level. This ensures that you are in control of how much you spend on mobile clicks.
4. Employ Remarketing
You cannot afford to overlook the importance of remarketing to your business. This will increase your chances of nurturing and converting abandoned leads. It also helps to keep your brand in front of your previous web visitors. Remarketing campaigns have been known to have a high return on investment, especially if customized to each stage of the sales funnel your prospects are at. Some remarketing strategies you can use include standard remarketing, email remarketing, dynamic remarketing, and remarketing lists for search ads (RLSAs).
5. Carry Out More Split Tests
Settling on a single group of ads can be a major undoing. Having multiple ad groups expands your possibilities. It allows you to refine your ads to the right target audience and maximize your qualified leads and conversions. Once you have multiple ad groups, you can do A/B split testing to see which group is useful and how to tweak each for maximum ROI.
PPC can have massive benefits for small businesses. But it isn’t an easy task and there’s a lot at stake. While these tips can help you get started, it is advisable to get an expert to handle your PPC campaigns whether you want to invest in Display Ads, Search Ads, Video Ads, or App Ads.
We would love to offer some help if you are stuck somewhere, this whole PPC area is very vast, and there are plenty of ways you could end up losing money if it’s not run correctly and optimised regularly.
