The New Year might be long gone but, with spring on the horizon, it feels like a second chance for new beginnings and time to spring clean not only our homes but our digital marketing campaigns too. If you find that your PPC campaigns are not delivering the best return on investment, it might be time for a spring clean to get everything moving smoothly again. Here are our 8 top tips for tidying up your PPC campaigns:
1. Tidy Ad Structure
Take a closer look at your ad groups and campaigns and their performance and pause any that are underperforming and not bringing a return on investment. Make sure you organise your keywords into themes and make sure that each ad group is still relevant with similarly themed keywords grouped together so that a relevant ad that matches the searcher’s keywords appears. If your keywords, ads and landing pages don’t quite match up, your visitors are much less likely to convert because they’re not going to find that they were searching for.
2. Clean Up Keywords
To keep your PPC campaigns running as smoothly as possible, regularly look at your keywords and remove any that have received low or no impressions over time or are just not performing well. Low performing keywords can have an impact on the quality score of your ad groups and campaigns in the long run and cost you more per click.
After getting rid of underperforming keywords, it’s a good idea to try and identify new keywords through researching the terms your customers search for in relation to your products and services and research your competitors too. Are there more long-tail keywords you can use?
3. Remove or Pause Seasonal Keywords
If you let seasonal keywords run outside of their specific time frame, you’re likely to drain your budgets pretty fast on terms that are not relevant. When looking through your keyword lists, pause any keywords that do not match the current season. If you’ve had the same terms for the same season year after year, it might be time to look for some new, more relevant keywords to target to make sure you’re still relevant and not missing out on valuable traffic!
4. Negative keywords
Negative keywords ensure that you’re not wasting budget by having your ad shown for irrelevant searches. Weeding this traffic out will significantly improve your return on investment by preventing clicks from unqualified or irrelevant leads.
Add these keywords in at ad group, campaign and account level in order to have greater control over the audience that sees your ad and make sure you’re only paying for the more qualified, relevant traffic and clicks.
5. Search Query Report
Wondering where you’re going to find the additional or updated keywords that your customers are searching for? Running a search query report will show you which search terms trigger your ads and campaigns – there might be some terms you hadn’t thought of so that you can add them into your campaigns and hone your campaigns and ad groups down to a more specific audience. Within your search query report, you will also find irrelevant search terms that triggered your ads so you can add these to your negative keyword lists.
Running a search query report should be a regular habit so that you can keep updating and refining your campaigns to stay on top of your customer’s needs and search queries.
6. Improve Quality Scores
As we mentioned above, low-quality scores for your ads can affect your return on investment so it’s important to regularly review your campaigns and see if you can improve your overall quality scores. Quality scores can fluctuate over time so it can be very easy to let campaigns idly run and assume high scoring ads are always going to be that way. This may be because your ad copy needs updating, you need to make your landing page more relevant or because the search terms are no longer effective.
If the click-through rate for any of your ads drops, your ad position can also drop, along with your quality score. This will place your ads in lower positions which means that you pay a higher cost per click and your campaigns are not as effective overall.
Three factors affect your quality score so, before pausing ineffective campaigns, check on the following:
- Click through rate
- Ad relevance – how relevant are your keywords and search queries to your ads
- Landing page
7. Ad Extensions
If you’re not already using ad extensions, consider adding them to your campaigns in order to attract more attention to your ads. Ad extensions allow you to add information such as your business phone number, address and additional site links. Not only do these give your customers more information before they click through, driving action and conversions, they also expand the size of your ad in the search results, meaning that you take up more space on the page.
Finally, if you want a better return on investment, consider remarketing. This allows you to retarget anyone who visits your site with additional ads on the internet to remind them of your brand and draw them back to your website in order to convert. It’s much easier and cost-effective to convert these existing visitors who already have some knowledge of your brand than it is to find completely new customers. For more information on the effectiveness of retargeting, read our blog on squeezing more out of your PPC campaigns.
If you want to find out more about updating or cleaning up your PPC campaigns or you need help to optimise your PPC, just get in touch!