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PPC Advertising Best Practices for a Better ROI

PPC Advertising Best Practices for a Better ROI

PPC (pay-per-click) advertising is an online marketing model that can help your business receive more organic traffic. Some common mistakes can hold your campaigns back from reaching their true potential, but you can make PPC work for you. To get the most out of your PPC advertisements and earn the ROI you’ve always dreamed of, use these 8 best practices.

1. Track Important Metrics (With a PPC Monitoring Tool)

A PPC monitoring tool can help you evaluate and improve the performance of your ads and marketing campaigns by setting goals related to search engine optimization. To track business growth through pay-per-click monitoring, you should use a tool that monitors metrics like:

  • Click-Through Rate: The rate at which your ads are clicked based on a percentage.
  • Cost Per Click: How much you’ll be charged per customer clicks.
  • Cost Per Conversion: Cost Per Click / Paid Customers = Cost Per Conversion.
  • Total Cost: The overall cost of your marketing campaigns.
  • Quality Score: Combined CTR, keyword relevance, landing page relevance, ad text relevance, and historical account performance to produce a number that improves your ads score in the algorithm. Click-through rate has the most weight out of the 5.

By tracking your metrics, you can use the other PPC advertising practices discussed in this article more effectively. It’s easier to improve your ROI when you can see your pain points.

2. Mix Long-Tail and Generalized Keywords

Feel free to use keywords that are common in your niche, but don’t rely on them for your traffic. A three-to-four word phrase that’s specific to your product will entice more paying customers. For example, “black high heel boots” will receive more clicks than “high heels” or “boots.” Their lack of popularity decreases competition, your SEO ranking, and the cost you’ll pay per click.

3. Run a Negative Keyword Campaign

Negative keywords are words and phrases that don’t trigger your ad. This function is often underutilized because it seems unwise to block out a whole customer base from potentially clicking and seeing your products. However, if you do remove keywords from the list, you can separate on-lookers from serious buyers more effectively, which saves you money per click.

4. Target Customers Based on Location

Whether you have a local business or not, you’ll have more luck attracting customers who feel they’re being spoken to directly. If you sell stationery out of California, but you have an online shop, have separate ads that speak to Californians, and another for other states. If you have a custom landing page based on a user's IP address, you can target those markets easier.

5. Bring Your Customers to Landing Pages, Not A Homepage

If a customer clicks and finds they’re in the wrong place, or they’ll have to spend time finding your product, they’ll leave your site. Create a landing page designated to your product and have your ad link directly to where your ad says they’ll land to keep your visitors and earn that sale.

6. Draw in Customers With a CTA

Use a CTA (call-to-action) in all of your PPC ads because it entices people to click and browse your selection. A CTA that separates you from the competition will win you a click more often than not. If you’re offering value with free shipping or a discount, your customers will want to learn more. Encourage your searchers to act by letting them know what they can expect.

7. Conduct an A/B Test for Your PPC Advertising Campaigns Before Launch

An A/B test is a user experience research method that consists of a randomized experiment of two variants. By issuing this test, you can compare two versions of an ad to see which one is more effective. You can save time and money by gathering data on what your customers prefer.

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