September 28

6 Habits of Highly Effective PPC Advertisers

Want more traffic faster? PPC ads may be a great way to skyrocket visibility of your brand and business, but only if you do it right. Here are a few tips for being highly effective with paid advertising. 

 

 

What are some habits of highly effective PPC advertisers that you should know about in order to grow your business online?

Engaging in pay-per-click advertising can be a large advantage for your brand if you have a proper understanding of what to do.

On the other hand, pursuing pay-per-click advertising with the wrong strategies can cause your brand to waste its ad budget on campaigns that do not produce significant results.

If leads and sales are your priorities when it comes to participating in PPC advertising, then you can gain a lot of value from studying the habits that efficient PPC advertisers have in common.

 

 

The Power of Paid Advertising

Taking advantage of the power of paid search advertising can be one of the most profitable digital marketing decisions a business owner can make.

For most businesses, Google AdWords is the paid search platform that they turn to.

If you are a small business owner, you must learn to make each dollar that you and your brand put toward AdWords and other PPC platforms count.

With so many aspiring PPC advertisers unintentionally wasting substantial portions of their budgets, it is crucial to avoid failing in the same areas as them in your own PPC endeavors.

Whether you are going after irrelevant keywords, not improving your ads click-through rates or even neglecting to accommodate mobile search traffic, there are several areas in which businesses make mistakes while running PPC ads.

If you are worried about your company’s PPC marketing campaigns under-performing, then you will certainly enjoy discovering how successful PPC advertisers have managed to prevent poor results in their own campaigns.

Replicating their habits in your own advertising can help your brand avoid paying for worthless clicks. It can also help you capitalize on the wealth of PPC opportunities that are available to savvy brands.

So how do effective PPC advertisers maximize their AdWords returns?

 

#1. Mobile Users Matter

PPC best practices dictate that you brand’s campaigns should make mobile-friendliness a high priority.

Mobile-preferred ads, in fact, receive favorable treatment in many situations.

The ability to gain mobile impressions as well as desktop impressions is quite powerful when it comes to maximizing your pay-per-click advertising returns.

Serving mobile viewers’ needs can go a long way toward making your brand’s PPC campaigns more effective.

Effective PPC advertisers often spend a lot of time considering what kind of targeted content they can serve up to mobile viewers before launching their PPC campaigns.

This is a step that all too many business owners skip, but you should not allow your brand to be one of them.

Mobile users who view your company’s PPC ads are significantly more likely to end up contacting your business with either a request or a question than desktop users who also see your PPC ads.

Despite these benefits, the majority of small businesses participating in pay-per-click advertising are not yet taking advantage of mobile-preferred ads.

This means that using mobile-preferred ads is a fantastic way for your brand to run a far more effective PPC advertising campaign than your competitors.

 

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#2. Create Relevant Ad Campaigns

If you are not familiar with Google’s Quality Score, or QS, then you should be aware that this is how your PPC ad’s relevancy is judged.

One main factor that influences your QS is how many people click through to your company’s website after seeing your PPC ad for a particular keyword.

With a high Quality Score, Google will determine that your advertised page is highly relevant.

This can have positive impact on your PPC campaign’s overall performance. The most effective PPC marketers are skilled at running highly relevant campaigns and receiving top-notch Quality Scores as a result.

Why is a high Quality Score important? It can actually save you money on your PPC expenses. Advertisers with better Quality Scores typically pay less per click than advertisers with worse Quality Scores.

If you would like to lower your company’s PPC acquisition cost, then an excellent way to do this is by focusing on relevance.

You can do so by crafting unique, click-worthy PPC ads and also by refining your campaign’s keyword targeting.

 

6 Habits of Highly Effective PPC Advertisers 2

 

#3. Get Specific With Your Keywords

If your brand is not taking advantage of highly specific, long-tail keywords in its pay-per-click marketing campaigns, then this is cause for serious concern.

These are excellent PPC keywords to target due to their lower cost-per-click and also their lack of competition when compared to broader keywords.

Many small businesses, unfortunately, rely too heavily on broad keywords. This is problematic to a PCC campaign’s success because of the high competition and increased acquisition cost.

Furthermore, many struggling PPC advertisers forget to use negative keywords in their campaigns.

What are these? Negative keywords allow you to efficiently prevent your PPC ads from showing up when certain terms are searched.

This can reduce your overall PPC expenses by not exposing your ads to irrelevant audiences whose clicks will not provide your brand with a profit.

Effective PPC advertisers know the value of researching the most specific, low-cost, low-competition keywords before launching their campaigns.

Additionally, this allows them to tap into a more targeted market and increase their pay-per-click conversions.

Not enough small businesses, though, are using these tactics.

Consequently, they are wasting some of their PPC advertising dollars on low-quality, high-cost clicks that do not end up converting.

 

 

#4. Focus on Your Ad’s Landing Page

Once you’ve gotten your company’s PPC ad in front of a user, where are you sending that traffic?

If your company is currently sending its PPC traffic to a poorly optimized page, then you might as well be lighting your online advertising dollars on fire.

A surprisingly large portion f business’s simply direct their PPC traffic to their company homepage. Even more send all of their PPC ad traffic to the same landing page.

This will inevitably lead to frustratingly low PPC conversion rates.

If you are bringing in these visitors via varying search terms, then it is best to direct them to separate landing pages based on the specific PPC ad that they have clicked on. This can help your brand increase is PPC conversions.

Anther common mistake small businesses make when operating a pay-per-click advertising campaign is failing to install any sort of conversion tracking.

With poorly optimized PPC landing pages and no accurate data on your PPC campaign’s results, you will be hard-pressed to justify that campaign’s expenses.

Make sure that your brand has multiple iterations of its landing page, which will serve the needs of specific segments of your ad traffic.

Additionally, you must accurately measure the performance of each landing page iteration.

Otherwise, it will be impossible to make the necessary improvements in order to boost your PPC conversions.

 

#5. Don’t Forget About Targeting

When running your brand’s PPC promotions, are you prepared to effectively target the appropriate audience on a platform like Google AdWords?

In addition to keywords and bidding, another crucial element of PPC advertising that the most effective marketers understand is audience targeting.

If your business is locally operated, for example, then it makes little sense to run ads to an international search audience that you are not capable of shipping to.

Geo-targeting is one of the most effective forms of PPC targeting, but it is far from the only kind.

Depending on the PPC platform your brand has chosen, you can narrow your ads’ audience down by a variety of non-geographical factors as well, such as age, interests, gender and more.

If your company’s PPC ads are being run on social media platforms then one interesting targeting option is to advertise to users who follow your brand’s competitors or who follow your brand’s existing audience members.

If you have already taken care of your conversion tracking system and our various landing page iterations, then narrowing down your PPC campaign’s target audience is the next logical step.

 

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#6. Get Rid of Under-Performing Keywords

When it comes to the most effective PPC marketing experts around, one thing that most of them swear by is constantly updating their PPC campaigns in order to remove any keywords that are performing as well as expected.

By focusing the majority of your pay-per-click advertising budget on the handful of search terms that are converting well, you will be able to get more leads out of your campaigns.

When looking through your conversion tracking data, hunt for any under-performing keywords that you may be currently targeting.

Removing them from your brand’s PPC campaign will free up advertising dollars to put toward the search terms that have proven themselves to be your top PPC performers.

You will be able to maximize your pay-per-click advertising ROI by constantly refining your campaign’s list of search terms.

It is not worth keeping poorly converting keywords in your campaign when you could benefit by simply reallocating that part of your PPC budget to the best-performing search terms.

Sometimes, it may be better to subtly tweak a particular keyword or phrase instead of removing it.

If it begins converting at a better rate afterwards, then you can consider keeping it in the PPC campaign’s keyword list.

If your phrase modifications are not showing any improvements, then it is likely time to let go of that PPC search term.

Being flexible while managing your brand’s PPC campaigns is one of the most effective ways to maximize your paid online advertising budget.

 

So What’s Next?

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