Pay Per Click (PPC) optimisations are very crucial to improving your enterprise’s paid search campaign performance and attaining pre-set goals. Unlike traditional digital marketing methods like email marketing, PPC requires a comprehensive strategy running from conceptualisation to evaluation.
The following are the 5 most effective strategies that can help to optimise the PPC performance.
Evaluate the PPC keyword list
Having the right keywords is the most important thing in any PPC effort. Here, you need to ask yourself whether the keywords are driving conversions. If the keywords are driving conversions, it is important to ensure they are in the optimal ad position and are funded appropriately. If they are not driving conversions, establish whether they can be paused or adjusted. For marketers who are interested in driving traffic, it is advisable to focus spend towards the keywords earning more impressions or clicks. If the target is driving a lot of traffic, consider pausing off the highly competitive phrases that are simply dragging the performance and exhausting the budget. If your campaign mostly uses exact match keywords, start considering board match keywords that have modifiers to increase the reach.
Maintain the focus on quality score
To succeed in any PPC marketing campaign, you should maintain the focus on the quality score. Picking the keywords that are highly relevant to the website, landing page, or content is very crucial. Quality score involves looking at the quality of the PPC keywords, landing page, ad copy, and account historical performance. If the quality score is done well, it can help to reduce associated cost and raise the overall performance. Ensure to include the right keywords in the ad copy as well as the landing page content.
Clear the negative keywords
Using the search query data helps marketers to target the right keywords and achieve the preset goals. This is very important especially with broad match keywords that often trigger unrelated queries that pull down Click-Through-Rates (CTR). These unrelated searches should be considered negative keywords and cleared to ensure funds are not wasted on non-converting traffic. A comprehensive search query data provide useful insights into the successful words that are not in your PPC account.
Adjust the PPC ad schedule
After refining the keyword list and improving the quality score, you need to find out whether the ad is running at the correct time. Though some marketers might argue that your ad should run continuously, the PPC data might show a different report. If you look at the results based on the time of the day, it is easy to decide on the ideal time to run ads. This is the time when your target audience is active and, therefore, likely to convert.
Optimize mobile bids
Notably, search behaviour of your target audience varies by devices. Recently, a radical shift to mobile devices has been reported in most search engines. Google reports that over 50% of all the searches in its system come via mobile devices. Therefore it is recommended to place more budget to bid for mobile ads to optimise your PPC campaign.
If you are still confuse over how to optimise a PPC campaign, you can consider attending Digital Marketing course from a reputable company to learn more.