Let’s dive into the hack that will help you learn how to optimize your Google Ads for PPC campaigns to keep your business rolling!
1. Research and PPC Spy Tools
Yes, keyword research may be a time-consuming procedure. But completing your homework may be beneficial, and with the technologies accessible today, it’s not as difficult as you would imagine.
If your account is feeling stale, it’s time to conduct research to discover where you can grow.
Google Ads Keyword Planner is a wonderful location to explore new phrases to attempt if you’re searching for a free tool to help you along. Keyword Planner allows you to enter keywords, either ones you’re currently pursuing or ones you believe could be useful to you. It will provide statistics on those keywords and suggestions for comparable keywords.
You may also enter your website and suggest keywords dependent on it.
Keep in mind that the keyword data in this software is predicated on aggregates and cannot tell you if new keywords are likely to be receptive or not. However, it will tell you the typical search frequency and provide a low to the high-end range for expected cost per click, which might be a good starting point.
If you want to conduct a more in-depth investigation, you may use a few PPC spy tools. Consider, for instance, SpyFu.
SpyFu can display the keywords that your rivals are pursuing that you may not be considered yet, as well as what your competition does with their advertisements for their most profitable keywords.
2. Single Keyword Ad Groups (SKAGs)
SKAGs allow you to configure your PPC campaigns such that you have complete control over every part of your operation.
You essentially set up one keyword per ad group in your plan and then create a set of advertisements with that term in the title at least once.
When you employ SKAGs and have a 1:1 keyword-to-ad ratio, you can create a series of advertisements with that identical keyword highlighted in the headlines at least once, giving you considerably more relevancy to the phrase when visitors search for it or similar terms.
3. Display Ads
Yeah, we’re encouraging you it is indeed a brilliant idea to spend in Display Ads, a sleek channel that’s more likely to yield awareness and exposure than conversions.
We’re not suggesting that you use display advertising for remarketing website users. We’re discussing in-market list targeting, bespoke audience targeting, similar-to targeting, and even affinity targeting.
That’s because understanding your sales pipeline overall, rather than just the bottom, is how you’ll develop a more substantial business.
People at the bottom of the pipeline are very close to concluding the transaction. Those are, of course, your most valuable candidates. Google search advertisements are good at capturing this type of intention.
At the top of the curve, you have consumers who are just discovering your service or company and have little intention. This degree of intent is typically captured by the Google display network.
Put another way, more individuals at the top of the curve are required to get more individuals to the bottom of the funnel. This is when display advertising, the lowest intent pay-per-click (PPC) channel, comes in useful.
It supplements search, which is often a bottom-funnel channel and helps sustain your bottom-funnel consumer.
More individuals with high intent equal a significant gain for you!
4. Intent and Call to Action (CTA)
Colder intentions are often matched with frigid CTAs by display visitors.
The goal of determining different PPC degrees in the spectrum of the PPC thermometer is to decide which sorts of CTAs will perform effectively with your varied customers.
The warmer your visitor is in the action cycle (those who arrived via search), the warmer their conversion intention, and hence the warmer your CTA danger level.
If someone walks in with a colder purpose from a display ad, don’t welcome them with an invasive high-threat demand, such as asking for their private contact details for a complimentary consultation.
Visitors that arrive at the ice cubes stage are most likely at the top of the curve, so tailor your CTA danger level and pitch to that point of the conversion cycle, and you’ll almost certainly enhance your click-through rate (CTR) and conversions for that market.
So, if you’re going to run a display, test it with a less intimidating CTA and an offer like a complimentary downloading item. Request as little private information as possible to obtain the item, such as a name and email address.
You may not be driving traffic to your most valued proposition, but you are providing something for them to identify your brand and product by, making you a more probable choice when they do become a lower-funnel client.
5. Metrics and Key Performance Indicators (KPIs)
Many of us become fixated with micro measurements and lose sight of the overall context.
Sure, those metrics are significant, but if they aren’t contributing to your overall macro statistic (a purchase), which is your major business aim, then those micro metrics aren’t informing you anything about the actual progress of your PPC campaigns.
Rather than getting bogged down in the technicalities, start asking yourself if your PPC campaign is bringing in more income and earning you more income. Alternatively, consider if you’re generating more money concerning how much you’re spending on advertising.
And, if you’re in the lead gen side of Google Ads and your revenue isn’t obviously evident, how certain are you that your conversions will lead to more sales down the road?