A lot of work went into your PPC campaign—hours were spent strategizing your call to action and building your ad copy, but as you’re looking at your campaign’s results, you’re a little underwhelmed by the traffic.
This doesn’t have to mark the end of your campaign; it just needs some adjustments. Don’t head back to the drawing board before taking a look at these six tips to maximize PPC performance first:
Include Negative Keywords
You put a ton of effort into the best keywords and search terms for your ad campaign, but none of this will matter if your ad is popping up where you don’t want it. Negative keywords are keywords that you can specifically steer your campaign away from in order to avoid these situations.
For example, if your campaign is focusing on selling tuxedos, and your keywords are “tuxedo” and “formal wear,” you may want to list “evening gown” and “formal dresses” as negative keywords since your store doesn’t sell gowns or dresses. It will also minimize any waste, allowing you to see a better return on ad spend.
Use the Iceberg Effect
Much like an iceberg, a multitude of miscellaneous search terms could be hiding underwater—and all we can see is one keyword that we think is working properly. This makes it difficult to lower your CPC average and improve your clickthrough rates.
By using Single Keyword Ad Groups (SKAGS), you can whittle the ratio down to one search term per keyword, which allows for more control over the ad group at a granular level. This idea is applicable from keyword to ads as well, which can help increase your clickthrough rate, improving your average position, decreasing your CPC and increasing your impression share and quality score.
This is an opportunity to get more in touch with your bottom-line metrics. Upgraded PPC tactics should increase your conversion volumes, in turn, increasing your revenue. Now, it’s time to discover what audiences, keywords or placements are making the campaign successful.
Implementing Google’s ValueTrack parameters allows you to automatically track URL data during conversions, which lets you figure out where to focus your efforts (you can also accomplish this through manual UTM parameters). Seeing this data will help take out the guesswork and let you see what’s working for you—which can only help you in the future.
Match Offers to CTA Temperature
Your PPC visitors’ origins could determine the different variables of intent. For example, those coming from search tend to be warmer than those coming through display, so even a small adjustment in ad text or CTA on your landing page could make a huge difference.
Your landing page for warmer customers may not work for a colder visitor or one that’s right in the middle; while it’d be alright to present a warmer visitor with a landing page leading them to get a quote, a colder visitor may respond better to a landing page with a coupon.
Create Hyper-Specific Landing Pages
On a similar note, creating landing pages to specifically target certain conversions can affect your overall PPC metrics. This is the place where you bring PPC and CRO together—a combination that can supercharge your conversion rate.
If you increase how well your landing pages convert, you’re more likely to get better results from your campaign, thus maximizing your efforts and your ad spend.
Utilize Micro PPC Conversions
The more data you can gather from your PPC campaign, the more control you have. We’ve already explored one way to get more granular with your PPC campaign, and another way is through micro PPC conversions.
These allow you to find out where exactly things are going wrong (or right) for your campaign, which can help you adjust accordingly. Some micro conversions to consider are:
- Button click
- Form field completion
- Scroll depth
- Time on site
Utilizing all of these tips will not only improve your PPC performance; they’ll benefit your campaign on many levels. You’ll be able to reach your target audience through a more specific search query, see improvement in the number of clicks on your PPC ad and reduce your bounce rate, cost per conversion and cost per click.
As you can see, taking the time to implement these ideas can yield truly great results, but the optimization doesn’t need to stop there. Take a look at our 10 tips on how to generate higher SQLs through your PPC campaign to learn more.