Optimising up a PPC Campaign to Grow Your Business.
Manchester based, Google Certified Partner Rob Wilkinson, outlines some areas to concentrate on for PPC campaign optimisation.
Online marketing has given smaller businesses a chance to compete in previously unreachable markets. SMEs can now promote their products or services with more limited budgets, scaling as they see results.
Online advertising – especially PPC – provides a clearer return on investment analysis. We can know if our PPC or display ads are working based on conversion data. We can also know how many people see our ads with impressions and even know how many of those people clicked (click-through rate or CTR).
PPC campaign optimisation is not “set up and leave” it marketing, and hiring a PPC management company is often expensive so business owners may think PPC is not ideal for their business – especially if they have tried a couple of techniques and failed.
PPC campaign optimisation: Keyword Selection
A keyword is a word or a phrase used by people searching online for information. Google have algorithms that constantly learn from searches to improve their results and deliver the most relevant results or Ads.
It is important to note that Google considered my intent to retrieve relevant results.
Considering keyword intent and selecting the right keywords (and negative keywords) is vital to successful PPC campaign optimisation. Select keywords that are relevant to your business.
Keywords selection is also influenced by search volume and competition. Select keywords that have high search volume and low competition by using tools such as the Google Keyword Planner. It will help you see what keywords people are using for related searches, the volume of searches per month, suggested bids and competition.
Long-tail keywords get a higher probability of conversions and lower cost/lower risk. These types of keywords are more descriptive than short-tail keywords and help with PPC campaign optimisation.
For example, if your keyword is “Recruitment Company”, then a longer tail keyword could be “Office Recruitment Company in Hitchin“. Include location and more specific words – this might lead to lower impressions, but clicks will be much more relevant, so increase your bids!
Ad Copy: PPC campaign optimisation
Ads drive clicks and conversion. Avoid being too generic, take what searchers are looking for and tie it to your unique value proposition. For example, if you’re creating an ad for “Recruitment Agency” you may want to create an ad that highlights your 90-day replacement guarantee or your introductory pricing.
Watch your competition, not just your direct competitors, have a look at a what people are doing in other countries and try to offer something better. Remember to use numbers as much as possible. Ads that include them have higher click-through rates.
Keyword extensions are essential. They increase your ad’s size and allow you to add more specific benefits to your offering – enhancing the relevance. There are different types of extensions, such as site extensions (links to specific parts of your site), callout extensions, or call extensions (usually used for mobile devices).
Your ads should have a number of variations. Test different descriptions, headlines and calls to action to discover which one yields the best results. Keep testing! Google AdWords often recommends changes to improve your campaign.
Campaign structure is another factor that will help you optimise your PPC campaign. How you organise them is up to you, often location is a good idea, or by service or product. Group similar keywords together with variants and create specific focused Ads.
Landing Pages for PPC campaign optimisation.
The URL your Ad, that is triggered by the keyword, must point to a relevant landing page. If a customer searched for “Recruitment Consultant” and the landing page displays a list of jobs, then this is not going to be relevant for people wanting to use a company to find employees. Again, it is all about understanding customer intent and evidencing that you can deliver the service they are looking for.
PPC campaign optimisation: Quality Score
Quality score is a system used by AdWords to determine the relevance and quality of your campaigns. Low-quality scores increase the cost per click (CPC) and reduce the number of times your advert is displayed. Ad copy and landing page relevance can dramatically affect your quality score, so make sure you also spend time on your landing pages.
Negative keyword lists can be used to optimise your AdWords PPC Campaign. These keywords are filters for your campaigns – your ads won’t show for such keywords. This can save you a lot of money in irrelevant clicks that cause bad-quality traffic. For example, if you are targeting businesses for your recruitment company, you might want to use “jobs” as a negative keyword, as these searches are likely to be from job seekers. (Although you may want a separate campaign targeting these visitors!).
Another useful optimisation practice is to create new ads with the new copy. Make sure to create new ads and not edit old ones; otherwise, your performance history will be deleted from your campaigns. In addition, it is always a good idea to take a look at your keyword match types and look at the keyword planner to add more keywords to your campaigns.
There are a lot more elements involved with running a successful PPC campaign than mentioned in this article.
PPC campaigns are always a work in progress. Make sure you stay on top of any changes and keep testing new ideas! Avoid wasting money, test often and create organised, optimised campaigns. Finally, remember, to continually monitor your results.