A better PPC campaign is only a few steps away – take a look here and find out how to improve yours for a successful effort.
1. Figure Out Your Goals
The first thing you need to do is figure out your goals. Having clearly defined goals is pertinent to a successful PPC campaign. Is your goal to generate awareness? Is it to generate warm leads? Is it to make sales? These are things you have to think about when you are creating and optimizing a campaign.
Every goal you come up with needs to be measurable and clearly defined. They also need to be anchored within a specific time frame. A good acronym to keep in mind when you are formulating goals for your PPC campaign would be "SMART." Your goals should be Specific, Measurable, Attainable, and Realistic, and have a specified Time frame. Along with this, you need to focus on your Key Performance Metrics (KPIs). These are very important metrics that will tell you how well the campaign is doing. For PPC campaigns, your Cost Per Acquisition (CPA) is the most important metric to keep an eye on.
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2. Leveraging Geo-Targeting
You want to ensure that you are using Geo-targeting if you are selling something that's location specific. This is the best way to target a specific audience within a certain proximity. For instance, if you are creating PPC ads for a local restaurant, you don't want to be targeting people outside of a certain radius. With Geo-targeting enabled, you can craft customize campaigns that will effectively deliver your message to prospects based on where they are originating from. This can help you boost the performance of your campaign by targeting those most likely to convert based on location.
Having local PPC is a good way to improve the performance of your campaign. For instance, you can create advertisement copy that accounts for location-specific keywords. This is a good way to optimize your campaigns to a specific audience that is more likely to engage and convert.
You want your ad to appeal to users as much as possible. With better and more optimized ads for your targeted audience, you can expect better conversions. You'll get better Click-Through Rates (CTR) and end up with a lot more qualified prospects with it.
3. Leverage Automation
Google Ads is delivering a lot of automation tools that you can effectively use to grow your business. The platform offers machine learning algorithms that are always getting better. This is helping businesses optimize their ads, improve their bids, and target efforts automatically.
For instance, Google's newer Performance Max campaign type leverages machine learning to effectively improve performance across everything Google including but not limited to YouTube, Search, Gmail, and Display.
By leveraging Performance Max Campaigns, you can drastically enhance your efforts. The improvements will be driven by your brand's end goals and the automation will help you improve your ad copy and everything involved with the campaign to boost your returns.
4. Don't Neglect Advertising Creatives
Having optimized ad creatives is key to ensuring that you achieve success with your PPC campaigns. You need to learn how to write effective copy that targets your audience. Doing this is challenging enough.
A good way to learn is by understanding what your copy is meant to do. Your ad copy is meant to:
- Target a specific problem.
- Create some sort of emotion.
- Highlight the benefits of your product.
- Create a sense of urgency to act.
- Have a strong Call-To-Action (CTA).
When you are crafting your campaign's copy, you need to also look at the ad creative to ensure that it's doing everything above. Try to refresh it to see what works best with your target market and to continue to drive more and more engagement with it.
5. Redefine Your Audience
One of the best ways to maximize the performance of one of your campaigns is by optimizing the audience it's targeting. After all, your target audience is one of the most important things to factor into the process when you are marketing something. You need to continually target the right audience when crafting a message or marketing.
You can sub-segment your target audience. This will allow you to drill down to specific things part of your audience is looking for. This can optimize your PPC campaign and make them convert at a higher rate.
Typically, you will want to segment an audience by behavior, demographics, location, and more. PPC providers like Google and Microsoft both give you plenty of options that you can use to segment your audience. You can see how certain segments are interacting and engaging with your ads to try to optimize them for better results.
