PPC is an extremely effective way to drive qualified and high-intent traffic to your website or landing pages and boosting your sales and revenue. However, as it’s such as great method, it’s also highly competitive and, if you don’t know how to optimise properly, it can be expensive to drive clicks.
Here are just a few of our tips and tricks to help you squeeze more out of your PPC campaigns and budget without breaking the bank.
There could be a huge number of reasons why people leave your website or landing page without converting. In many cases, it’s because they’re still in the research stage so they’re shopping around and finding out more about what’s available to them. Whatever the reason, if someone leaves, it’s highly likely that they’re not going to come back. However, if they were interested once, could you bring them back when they are ready to convert?
Retargeting is an effective way to improve the performance of your PPC campaigns for a fairly low cost. It allows you to follow your website visitors on their journey around the internet, keep your brand in the forefront of their minds and remind them that your product or service is the perfect solution to their problem. +
Remember that those who have already been on your website have already built the beginning of a relationship with you so they’re more likely to come back and convert.
Remove Under Performing Ads
Did you know, in a typical PPC account, 61% of ad spend is spent on search terms that do not convert? In order to fix this, you should regularly monitor your campaigns and ensure you know which keywords and ads are converting. For those that are not performing, review the keywords and ads before you cull them completely but it could be that your customers are simply not searching for those terms.
Reducing the budget spent on unproductive ads provides you with even more budget to spend on the campaigns which are working.
More people than ever now shun the desktop computer in favour of searching on a mobile device. So, that makes it even more important to optimise your campaigns for mobile.
One of the most important features for mobile is adding click to call on your ads. This allows searchers to click on your number and be immediately connected to you via phone. Connecting instantly is great for someone who’s searching for something in the moment and wants a quick and easy solution. For example, if you own a restaurant and someone searches in order to book a table, adding a call extension lets them do it quickly and, it puts you way ahead of the competition who make searchers scroll through their website first!
To ensure maximum conversions, take a look at your landing pages and optimise them for smartphones and tablets. Make sure your landing pages are responsive and load quickly – remember that the majority of internet users have a very short attention span and poorly loading pages are likely to mean you miss out on those all-important conversions.
Watch Your Competition
Watching your competitors and keeping an eye on their PPC ads will help to give you inspiration for your own campaigns and improve them accordingly. Researching the ads and the content your target audience is exposed to is a great way to look at your own ads with fresh eyes and adjust them to make them stand out from the crowd. Can you offer something better than all of your competitors?
Call to action
You’d be surprised at how much of a difference a good call to action on your ad can make to your click-through rates. If you’ve got a well-thought-out ad, you need to give searchers a reason to click through – and it’s got to be better than any of your competitors!
Optimise Landing Pages
Always make sure that your ad copy and offer match your landing page. Ads will only work well if they’re aligned with a relevant landing page. Make sure your landing pages tell customers the information they need to know quickly and with minimum distractions.
Adjust bids based on location, devices, day and time
You can adjust your bids to show ads in specific locations, devices, days and times to lower CPC and maximise clicks. Before you start adjusting bids, you need to monitor analytics to find out more about which days bring in the best sales, the best time of day, best device, the best location and your worst sales days. This means that, if more people are searching on a Monday, you can display your ads on a Monday with more budget behind them.
If you’re looking for more advice on how to get the most out of your PPC campaigns, contact our team for expert advice and guidance.