Seven tips to improve your paid search campaign
Once you’ve got the basics of PPC down, how can you improve on those efforts further? Here are seven tips to take your campaign to the next level.
We recently gave eight tips to help beginner search marketers get their first campaigns off the ground, with our article ‘PPC 101: Eight tips to get started‘. This is the sequel to that course, PPC 102, with seven more tips to help you improve on what you’re already doing.
You don’t have to be a PPC expert to create a successful campaign with strong ROI. All you need is the time to understand how PPC works and to improve your efforts in a series of small but effective steps.
Set up conversion tracking
It’s really important to be able to measure your PPC efforts and this can be achieved by setting up the tracking pixels on your pages. Right before you start with PPC ads, you can add a conversion code to your site to be more prepared for the analysis of your campaigns.
This will allow you to understand which ads work better for your audience, bringing you closer to conversions. It can be extremely useful for PPC beginners to learn what counts as an effective PPC ad and whether their first attempts can bring them closer to ROI.
Conversion pixels make analysis of your campaigns more specific by offering the right insights on the ads that make leads and sales easier.
Focus on quality keywords
Keyword research is among the first steps to take when planning a PPC campaign. The end result of this can be a long list of keywords to explore, but do you really need to test them all? It’s tempting to try all of them until you find the most successful ones for your business, but it’s usually more effective to focus on the most important ones for your goals.
Quality keywords are not the same for every business or even every campaign, and this depends on what you want to achieve. These may not even be the most popular, but they will probably have more chances of converting than the rest.
Focus on what you define as quality keywords, even this is quite a limited pool. This will save you both time and budget.
Learn more about your audience
As we mentioned in PPC 101, it’s important to find your audience before you set up a PPC campaign. This tip is helping you take the understanding to the next level. Once you do find the ideal audience for your ads, it’s good to spend the right time to learn as many things as possible about them.
It might be useful to develop personas that help you understand your audience’s habits to be able to create more effective ads that lead to higher conversion rates.
Once you understand your audience, it’s time to analyse how they function in all the stages of your funnel. Where does your target audience sit as part of your sales cycle? How does that affect your ads and your set goals?
For example, it’s different targeting new prospect leads comparing to past customers you want to retarget and this can be reflected in your planning for your next PPC ads.
Set a landing page that matches your ads
Every PPC ad should lead to a relevant landing page to ensure that the audience is exposed to the right details after clicking on an ad. This may include more information about the product, answering questions, offering options for the next steps and most of all, speaking the same language as the ad.
It’s not just about creating effective PPC copy for your ad – it’s equally important to maintain consistency between the ad and the landing page your audience visits. This increases the chances for more conversions, as users can feel that the message resonates throughout all the pages.