Let’s take a moment to look at a scenario. Perhaps you’ve created a paid marketing campaign for yourself or a client. It is going well, but you can’t help but feel like somehow it could do better than it is at the moment.
That’s when it becomes time to start optimizing your process to find that so-called sweet spot of increased traffic, sales, and results. But where do you begin, and does any of it even make that big of a difference?
Yes, it does. And to help you get started, we’ve created this brief guide with our best tips and tricks. Here are a few tips on optimizing a Pay-Per-Click (PPC) campaign.
Check Your Keywords Regularly
We all know that choosing the right keywords is essential to having a quality paid advertising campaign. That said, checking your PPC keywords regularly to see how well they perform is important.
Make a note of the seasonal ones or any that aren’t as favorable as they were in the past. Adjust your campaigns to include new or varied forms of the current ones. This is a great way to optimize when you had prior significant results but have seen a drop in traffic over time. Likewise, you can also use this tactic to add to or scale up your campaign by making minor adjustments to long-tail search terms or phrasing.
Create Highly Specific Landing Pages
If you have a good campaign running and you really want to take it to the next level, consider creating highly specific landing pages tailored to the keywords you’re using and the audience you’re attempting to attract.
For example, if you’ve created a campaign about a specific topic or product, make sure your ads link to a particular landing page about it. This is a great way to boost conversions and provide more direct information when visitors look for something based on their Google search.
Hint: This tactic is beneficial for eCommerce brands looking to link to a product category or individual item. After all, if someone is doing a web search, they’re likely already interested in what you have to offer or have already made up their mind to make a purchase!
Use Urgency to Your Advantage
Even if your current campaign is going well at the moment, don’t be afraid to use urgency to drive sales in another way. In fact, the fear of missing out (FOMO) angle is really a good one to utilize if your offer or niche is seasonal or very limited.
Try to use words in your ad copy that show that the offer is restricted, timely, or special in some way. Remember, you only have a few characters to catch their attention. The more power you can put behind a reason why visitors need to click on your ad and act immediately, the greater chance they’re going to do so. (And, ultimately, either give you the traffic you’re looking for or create a conversion.)
Think Like Your Audience
When it all comes down to it, digital marketing is about connecting with your target customer when, where, and how they’re looking for what you have to offer. This is equally true with PPC ads, which generally show up when someone is already looking for a specific query on Google.
That means it is incredibly important to think like those you’re looking to attract. Take time to create buyer personas that accurately reflect the attitudes, habits, and search style of those you’re hoping to connect with via paid ads. Once you’ve narrowed this down, you can start to adjust your campaigns to these needs.
Leverage A/B Testing
Even if you think you’ve created the best paid advertising campaign possible, there are still probably a few minor changes you’ll need to make to really ensure you’re getting the best return on ad spend (ROAS) possible. And that’s where having a plan to leverage A/B testing is essential.
With the ideas we’ve mentioned in this guide, you can definitely make minor adjustments to see what’s working better over time. When you’ve got the data to back it up, then you can try another test to even further refine your process. The end result? A PPC campaign that resonates with your audience and helps fuel better conversions. Not sure what you should be tracking once your PPC campaign takes off? Here is a great list of PPC benchmarks to help you fine-tune your efforts.