Google Ads is often a difficult platform to make profitable for most businesses. The competition in Google Search becomes greater day by day which is why it’s crucial to have a strong PPC strategy to help you get the results you want.
What is PPC?
PPC which stands for pay-per-click is a paid online advertising model wherein brands need to pay a fee each time their ad is clicked. Becoming a proficient PPC advertiser is not easy, you’ll need to have a clear understanding of how it works, including the basics like keyword match types and how to use the advanced features such as employing negative keywords. However, with these 10 PPC best (but often overlooked) practices you’ll be able to improve your campaigns in no time.
1. Define Your Goals and Your Audience
Do you have a clear goal in mind? What results do you want to achieve? Without a doubt, you’ll need to define your goals before you take any actions. This will help you ensure that all your PPC campaigns are designed and in line with your brand objectives. When you’re clear on your goals, you’ll have a better idea of who your target audience is and the steps you need to take to reach them. Identifying your target audience is one of the most crucial steps you need to take to be able to effectively set up your PPC campaigns.
2. Research Competitor Strategies
To be able to design PPC campaigns that stand out, you need to research what your competitors are doing and use that as a basis for your strategy. There are a huge number of PPC competitive tools out there that can provide you with mountains of data. SEMrush is one of the best tools that provide strategic insights on ad copy, keywords, and overall competitor performance. There’s also AdBeat which shows you where your competitors’ traffic comes from, what customers do within the sites and where customers go after they leave your website.
3. Conduct Keyword Research
PPC ads mainly operate through keywords. The keywords you’ll use in your advertisement will trigger your overall PPC campaign. This is why you need to figure out the right keywords for your campaign. You can use numerous tools to help you figure out the exact keywords your target audiences are searching for. Ubersuggest is one of the most popular tools that can help you generate keyword ideas to improve your PPC, SEO, or content marketing strategy.
Keep in mind that keywords don’t need to be only one word. Sometimes phrases that contain three or more words also known as long-tail keywords draw in better traffic for PPC campaigns since they are more specific. Long-tail keywords will help you attract more quality leads who are more likely to purchase your brand.
4. Use Negative Keywords
Negative keywords are often overlooked by a lot of brands. Negative keywords are keywords that you can use to prevent your ad from being triggered by a certain word or phrase. For example, if you want to use the keywords “best watches” but your brand only sells watches for men, you can add “kids or women’s watches” as negative keywords. This will prevent users who are looking for a kids or women’s watch from seeing your ad and will help you drive quality traffic to your ads.
5. Incorporate Call To Actions (CTA)
If you want to drive more clicks, you need to directly tell people what you want them to do once they click on your ad. Do you want them to make a purchase? Share a link? Book an appointment? Whatever it is, you need to include an actionable verb and time constraints to motivate customers to take action. Your CTAs should also be located on your website’s landing page where they can easily be seen by users.
6. Improve Website Speed
You can have the best keywords and call to actions on your PPC ads, but if your website takes long to load – all your efforts will be fruitless. No one likes slow-loading websites, therefore you need to evaluate your website’s page speed and take care of the elements that slow down your page speed whether that be large images, slow redirects, 404 pages, broken links, etc.
7. Analyze, Track, and Tweak PPC Campaigns
We believe that you can always get better results from a campaign no matter how well your campaigns are. A lot of businesses don’t see results from their PPC campaigns because they easily give up on their ads. Make sure to test, analyze and track your campaigns to see what’s working and what’s not. Running an effective PPC campaign will take time and will require some revisions. However, once you get a hold of it you’ll be able to make the most out of your PPC campaigns and get the results you’ve always wanted.
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