Pay-per-click (PPC) marketing is online advertising where advertisers pay a publisher (usually a search engine, social media platform, or website) each time a user clicks their ad. PPC is also known as cost-per-click (CPC) marketing.
The goal of PPC is to drive traffic to a website and generate leads that can be converted into sales. However, if the clicks on the ads do not result in conversions, it can be a waste of money and time for the advertiser.
To make Pay-Per-click marketing more effective, there are several things to consider. Here are 7 best pay-per-click tips and tricks no one told you before for better PPC marketing:
1) Regularly review and optimize your Pay-Per-click campaign –
Effective online marketing requires constant monitoring and optimization to ensure that your ads reach the right audience and achieve the desired results. This is especially important because online marketing operates on a 24/7 basis, meaning that your ads are always visible and potentially reaching potential customers.
One way to optimize your Pay-Per-click marketing efforts is to use analytics tools to track the performance of your ads. By analyzing click-through rates, conversion rates, and the cost per acquisition, you can identify which ads are performing well and which ones need to be adjusted.
While it can be time-consuming to constantly monitor and optimize your online marketing efforts, using analytics tools can help streamline the process and make it more efficient. By regularly checking the performance of your ads and adjusting them as needed, you can ensure that your marketing efforts are as effective as possible.
2) Optimize your keyword bids –
Once you have identified your top-performing keywords, created a list of negative keywords, and removed non-performing keywords, it’s time to adjust your keyword bids to remain competitive.
Bid optimization is essential to your marketing strategy and will vary depending on your specific campaign goals. To improve the performance of your PPC campaign, consider the following bidding options:
1) Manual bidding –
With manual bidding, you can make precise and swift changes to ensure that your bid adjustments are implemented immediately. This is especially useful in the dynamic world of online marketing, where changes can occur frequently.
Additionally, manual bidding allows you to be highly specific with your bids, allowing you to fine-tune your strategy to achieve your desired results. Manual bidding is the best option for optimizing your bids and effectively managing your advertising campaign.
2) Target cost-per-acquisition (CPA) Bidding –
The Target CPA Bidding strategy allows you to set bids at a specific cost per acquisition (CPA) to maximize conversions. This strategy optimizes bids automatically and offers customized bidding options for each auction. It can be applied to a single campaign, multiple campaigns, ad groups, or keywords. Based on historical data from your campaigns,
Target CPA Bidding determines the optimal cost per click (CPC) bid for your ad when triggered. However, some conversions may cost more than the target CPA, while others may cost less. In this case, AdWords will attempt to keep the overall cost per conversion at the target CPA you have set.
3) Target ROAS bidding –
Targeted ROAS bidding allows you to set your bids based on your desired return on ad spend. This can help you maximize your conversion value. You can utilize this bidding strategy for a single campaign or across multiple campaigns, ad groups, or keywords.
AdWords uses your reported conversion values and tracking data to predict future conversions and values and sets a maximum cost-per-click bid to achieve your Target ROAS. Target ROAS Bidding aims to keep your conversion value equal to your targeted return on ad spend.
3) Search attribution reporting –
One important aspect of Google Ads that is often overlooked is the search attribution report found under the measurements menu. This report allows you to understand users’ touchpoints before converting to your website. A particularly useful feature is the “top paths” report, which shows the sequence of keywords a user interacts with through impressions and clicks.
By analyzing this data, you can see how each keyword contributes to the overall performance of your campaign. If you notice that a certain keyword has a low conversion rate, it may be tempting to delete it immediately.
However, it is important to consider the potential value that keyword may have in the customer journey. Removing it too quickly could negatively impact your overall conversion volume, depending on your business model and industry.
4) Consolidate similar conversion events –
By consolidating conversion events that could be grouped under a single event, you can provide more data to platforms like Google or Facebook, which can optimize your ad delivery using machine learning.
This can lead to improved results from your advertising efforts. Using Google Tag Manager, you can add the different conversion triggers under one tag to aggregate the data.
Review your conversion points, group them, and determine if they are currently tracked under separate events. If they are, consider making changes to combine them under a single event and track your performance over time to see the benefits.
5) Organize your table with segments –
One way to utilize the data from the “Top vs other” segment in your tables is to see if you can generate traffic and conversions with a lower cost per click by targeting users who reach the bottom half of Google’s search engine results page (SERP). This is especially useful in niche markets like the legal industry, where the cost per click tends to be higher.
To effectively reach these users, create a compelling ad highlighting the features and benefits of your product or service. Optimizing your ad strategy in this way can save money while still driving relevant traffic to your website.
6) Unlock the potential of long-tail keywords –
To optimize your Pay-Per-click campaigns for success, consider focusing on long-tail keywords. These keywords are often less expensive and have less competition compared to more broad terms.
However, it’s common for people to need to research and implement the data within their accounts. By utilizing long-tail keywords, you can take advantage of their potential value and lower competition. Remember to utilize this effective strategy in your campaigns.
7) Disabling automatic ad suggestions in Google Ads –
As you may know, Google’s suggestions for your account are often geared towards benefiting Google rather than what may be most beneficial for you. To take control of your account and save money, go to Settings > Account Settings > Ad suggestions and disable this feature.
By having full control over your ads, you can make more informed decisions that can save you money.
Recap
In conclusion, if used correctly, PPC can be a powerful tool for driving traffic to your landing page. You can get ahead of the competition by utilizing these 7 tips and tricks and see great results.
It’s important to be willing to try new tactics and think creatively to use Pay-Per-click effectively. Don’t be afraid to experiment and see what works best for your business. Remember, the key to success is constantly learning and improving your strategy.
