December 14, 2018
It is more important to get paid advertising campaigns right than search engine optimization (SEO). As a business owner, you can waste thousands of dollars into advertising without getting the desired results. While finding the right audience and optimizing your bid proposition, it is important to keep your quality score high and ad spend low. It is a fact that some businesses earn high ROI, while others struggle to break even. Here is what you need to do in order to launch highly profitable paid search campaigns for your business:
While paid search campaigns such as PPC and display ads generate a wealth of click data and keywords, it is critical to keep track of your campaigns by setting up your own conversion tracker. Having a conversation tracker in place will enable you to determine which ad resonates with your audience and generates the most conversation. You can use this capability to track shopping cart checkouts, subscriptions, shares, form fill outs, etc. Conversation tracker can also be used to prepare reports on the effectiveness of different ad groups.
Geotargeting ads can provide many benefits; it minimizes the competition and leverages local search intent while making it easy for you to target people located near your brick-and-mortar location. Chances of driving more traffic and conversation become high when you micro target individuals in a certain radius. You can use location extension to register your company for specific ‘near me’ searches and show up at the top in the local search pack.
You can use negative keywords to reduce unnecessary and irrelevant traffic, it will lead to an improved quality score and more control over your ad spend. Negative keywords are semantically similar to your targeted keywords. For instance, if you provide plumbing services, the word “plumbing” or “plumbing services near me” may be appropriate, but not the word “wrench”, you provide plumbing services, not plumbing equipment.
When irrelevant traffic or people who are not interested in your products land on your page and bounce, it is a sign that your ad is not relevant. When Adwords finds your ad as irrelevant, the quality score of your ad decreases which ultimately leads to high cost-per-click. Therefore, use negative keywords to fix this issue.
It is not wise to undermine the significance of remarketing. You can use remarketing to keep your business top of mind for future shopping experiences and increase conversions. There are many remarketing techniques such as dynamic remarketing, email remarketing, and standard remarketing. If targeted to the right customers, no matter the strategy, remarketing campaigns can generate a high ROI.
One of the drawbacks of search ads is that they are fairly limited to a single message. However, you can use ad extensions to optimize for different intent and add more real estate to your ads with various call-to-actions (CTAs). Review extensions, sitelink extensions, and structured snippet are the most common extensions available. For instance, adding a sitelink extension to your ads can help you increase both conversion rate and click-through rate.
In addition, it is recommended to produce multiple ad groups and continuously refine them to reach the right audience and drive conversion. A/B split testing is an effective technique to determine which ad set is performing better in terms of CTR, CPC, impression, etc.
When it comes to PPC advertising, you probably have a lot more at stake than SEO. As a business owner, you should consult a professional and result-driven digital marketing agency that can put your PPC efforts back on track.
Reach First is one of the most trusted digital marketing agencies in Canada. We provide digital advertising services to a broad range of industries. Whether it’s PPC or social media advertisements, we have what it takes to generate the maximum online exposure for your business. Call us now to schedule a free consultation!