PPC or pay per click is an important part of SEO services in online marketing. If used properly, PPC can prove to be an extremely useful tool in bringing targeted traffic to your website. But the problem is that PPC is often not run effectively and efficiently.
Here are certain tips that will help you optimize your PPC campaign better.
Decide your goal
It is necessary that you decide what you want from your campaign before you start optimizing such as whether it you want to generate sales, downloads, conversions etc. You should be clear about what you want your customer to do when they click; whether you want them to buy something, download something or take a quiz. This is called “conversion” or “action”. Once you know what you want, it will be easier for you to utilize the various techniques to optimize your campaign.
Proper use of keywords
You need to determine how the keywords are performing. You can use Google Analytics to find out the keywords that has less popularity on the website. The thumb rule is to delete any keyword that has less than 1% CTR after receiving 200 impressions. You should not forget that it is better to have a smaller number of keywords which are of good quality and invites high traffic than a huge number of useless ones.
Being number 1 in PPC doesn’t necessarily mean that you are the best. You should aim to be in the position of 3 or 4. Try to find out your “sweet spot” where you need to pay less per click, earn more and at the same time attract a good amount of traffic.
Do not ignore the negative keywords. You should review the search terms report and add the keywords which are not related to your campaign.
Use the same rule as keywords when optimizing ad text use. Delete the ad text if it has not crossed 1% CTR after 200 impressions. You will need to create a variation of the ad text, not an entirely new one if none of yours cross 1% CTR. You may try playing with the title case or URL variations. You can also do some changes in your description like swapping line 1 for line 2 or switching up your call to action. It is advised that you have 2 or 3 variations of ad text in your ad group.
Display and search traffic should be distinguished if you want proper optimization. Display can be optimized by reviewing the ad text and deleting any unnecessary sources of traffic. You need to aim for a high CTR and continue to add variations. Remove anything that do not attract 1% CTR or is not useful.
This is an area in SEO services that is fully under control. You should start testing the landing page variations. You can start by A/B test, also known as split testing, which is an effective test that compares two versions of a sample that has one particular difference in an otherwise similar environment. It is extremely effective as far as determining the performance of PPC campaigns management is concerned.
Expansion of campaign
After you are done with a full review of your campaign and you are aware of what keywords, niches, creatives etc are working for the campaign, it is time to expand on it.