Must-Do PPC Optimization Strategies
Whether you’re managing your pay-per-click (PPC) campaign yourself or having an agency do it for you, properly optimizing the campaign is crucial to making sure you’re getting the most out of your marketing dollars. Without PPC optimization, it is easy to over spend and waste money on ads that aren’t performing. PPC optimization can help ensure you’re getting the best return on investment (ROI) and that your ads are delivering clicks, calls or web events and most importantly, increasing conversions. Below are some PPC optimization strategies that can boost the performance of your PPC campaign.
If your campaign is performing poorly, one of the first things you should look at are your ads. Your headline and description may not be grabbing the attention of your audience. Although space in your ad is limited, you want your ad copy to convey what makes your business unique. You can include special offers or provide a short explanation of the benefits of your product or service. If you aren’t using ad extensions, you may want to consider adding these into your ad design. Ad extensions, such as sitelink extensions and call extensions, put pertinent information right in front of the user, which can increase the likelihood that they click on either the extension or the ad itself. Your ad should always include a call-to-action (CTA) that is reinforced in the landing page.
Optimizing for keywords has many benefits, such as driving qualified traffic to your website and helping you understand the behavior of your target audience. The more keywords you select, the more customers you have the potential to reach. However, determining which keywords to bid on in order to drive relevant traffic can be tricky. Segmenting your keywords helps you organize and sort them into groups so you can see how many you have that are closely related to one another. From there, it will be easier to filter out the performing keywords from non-performing keywords and help generate ideas for new, relevant keywords or phrases. Keyword optimization ultimately helps you improve the relevancy of your keywords and ads, while improving your click-through rate and quality score.
Landing Page Optimization
When users click on your PPC ads, they are directed to a particular landing page. Optimizing your PPC landing pages is crucial to the success of your campaign. Irrelevant and boring landing pages can disengage your prospective customers and result in poor campaign performance due to lack of conversions. When optimizing landing pages, take into consideration the design, copy and ease of use. The page should be designed with both desktop and mobile users in mind and should include a CTA similar to your ad copy. Most importantly, make sure landing pages are relevant to the ads to increase conversions and lower bounce rates.
Get Expert PPC Management from Strategic Marketing
A properly-optimized PPC campaign can deliver results and boost traffic to your website faster than some other marketing tactics. If you’re not getting the best results with your current PPC campaign, Strategic Marketing can help. Our PPC platform, SmartClick, manages your PPC campaign across all major publishers, including Google, Bing and Yahoo!. SmartClick automatically optimizes and shifts your budget to keywords that are performing the best to ensure the highest ROI, and it provides robust reporting on all conversions, allowing you to effectively analyze the performance of your campaign. Contact us today to learn more about how SmartClick can grow your business.