How to Improve your Underperforming PPC Campaigns

April 26, 2021 -

Pay-per-click advertising has become one of the most effective tools available in online marketing. When compared to social media, search engine optimization, content marketing and so on, it stands alone in its potential to see an almost immediate boost in traffic and conversions. Keep in mind, however, that it’s a multifaceted discipline that’s easy to get wrong. If you want to see a more successful PPC campaign, you have to be ready to innovate your approach.

Strategically crafted PPC campaigns provide traffic, leads, and customers almost instantly once the ads start running. An immediate return can be attractive over waiting several months for organic SEO campaigns to gain traction.

But PPC campaigns are a bit more complex and require careful planning.

Here are some changes you can start making right now to see effective results.

PPC ads work by having you bid on matching specific keywords to your ad. How effective your bid is depending on, among other factors, how much you spend, so you want to make sure that you’re bidding on the right keywords.

For Google AdWords, for instance, the Keyword Planner is a great tool that gives you keyword suggestions, letting you research and pick amongst the most effective. While this is a good place to start, bear in mind that many of your competitors might get the same keywords from Google.

It’s a solid tactic across all marketing niches and it works for PPC, too. While your keywords should focus in part on the details and descriptions of what you offer, let the actual ad copy take a value-based approach.

For instance, rather than writing copy that describes your services as a “social media marketing company,” describe the values and benefits of the service, such as “increase your traffic,” “grow your conversions,” and “improve your impressions.”

Don’t think about what the customer literally gets, but rather what value your products and services offer them. How are you going to solve their problem and make their life better?

It’s always best to end an ad with a call to action. The main body of the copy should offer the value and make it about the customer. In other words, show why people should use your service. What are they going to get?

Your CTA should clearly give the potential convert an actionable next step that the rest of the copy has been gearing them up for. A good call to action also adds a sense of urgency to the ad, like there’s something there for them to capitalize on there right now.

Many PPC platforms have their own standards for what can help you win a bid. It’s not just about how much you’re willing to spend, but the quality of your ads, as well. In AdWords, for instance, this is measured by a “Quality Score”.

This takes into account not just your click-through rate, but the relevance of the ads to the chosen keywords and the relevance of the site to the ads. Improve your Quality Score, first and foremost, by making sure that you’re eliminating any keywords for ad groups where they’re not relevant.

Relevance is a big part of what makes an ad group likely to have a better-Quality Score. For that reason, you should make each of your ad groups fit a specific purpose.

For instance, if your business provides both social media marketing and search engine optimization services, you could brand them both together in ads for general digital marketing.

However, you’re likely to get more clicks and conversions if you create a separate ad group for the social media marketing keywords and for the search engine optimization keywords.

Ad groups work best when they have a narrow target. The broader the range of keywords, the more diverse the copy, and thus the harder it is for an ad group to work effectively.

Particularly with search engine PPC like Google AdWords, the physical location of the business can play a huge factor in appealing to nearby web users. If you set location parameters for an ad, people who are nearby are more likely to see it first even if they haven’t searched using the specific location as a keyword.

Our PPC services will make it possible

The success of PPC program has made it competitive and expensive. Global Vision Technology can do that for you. Our professionals with years of experience have the competence of handling PPC programs for clients irrespective to their fields of business. Keywords which have higher usage with your potential customers are evaluated. Various keywords, text and design for the ad are first tested on a group of potential customers and based on that the final feel and look of the PPC ad is designed. Personalized pay per click campaigns suiting the business requirements and budget of the client are designed.

PPC services from our side, improves your ranking in the search engines, so that your ads appear first, when your potential customers are searching for the products and services you offer.

The clients have to pay only for the ads that have been clicked and viewed by their potential customers. Moreover, having years of hands-on experience enables our professionals to provide you with best bidding rates for the keywords. A weekly report is sent to the client, analyzing the success of the PPC program.

Conclusion

Having a high-quality and attractive website is important, if you are aggressively involved in on-line marketing. But it is not the end. On the contrary it is the first step for effective on-line marketing. Most important of all is to have your potential customers visit your sites. Only when there is a constant flow of traffic to your site, there are chances of conversions. Conversions lead to sales and sales lead to profits. Pay per click advertisements on internet are attracting quality traffic to business sites. Contact us for improving your pay-per-click campaigns and seeing a better ROI.