Success
does not always come very easily in the business field, the competition getting
stronger and stronger as a result of an increasing number of complex marketing
techniques being constantly perfected. Most online marketing campaigns today
are built around the PPC advertising or local seo techniques despite their sometimes expensive
and time-consuming nature, so here are a few hints on improving the performance
of such a campaign.
1. Choose to sell the right products or services
– A businessman’s success is partly determined by their reinvestment skills and
their ability to differentiate between the products and services that sell and
those that do not.
2.
Target the advertisements – The idea behind ad targeting is to identify those
categories of customers interested in certain products and services rather than
to increase the click-through rates as is the case with optimization.
3.
Set goals and understand the business – The knowledge about potential customers
should be complemented by knowledge about competitors, business partners and
their operation mode. However, this knowledge is useless unless goals are set
according to the type of PPC campaign run.
4.
Always scale up – A small PPC campaign is the best way to start off because it gives
the advertiser the opportunity to test various brands, keywords and metrics so
that they can identify the best performing ones and focus their bidding on
them.
5. Maximize
the CPA target – The CPA target is the amount of money an advertiser can afford
to spend on a conversion. This target should always be set in relation to the
overall budget in order for the profit to be maximized.
6. Structure
the AdWords account properly – Structure is equivalent to easy monitoring and
management. A PPC campaign should never target more than one product and
neither should an ad group, the maximum number of ads an ad group should
contain being four.
7. Check
the Google Quality Score regularly – This score is an indicator of the overall
ranking of the AdWords account as well as an indicator of the potential
position of the advertisements on the search page.
8. Timing
is important – Only the intervals associated with the highest conversion rates
count in PPC so there is no point in wasting time and effort on supporting ads
that do not lead to an increase in the sales numbers.
9. Track
the conversions – Conversion tracking gives the advertiser a long-term
perspective over their business by revealing the average conversion rates and
sales as well as the potential of keyword bids.
10. Optimize
the campaign settings – These settings, which include locations, devices or ad
scheduling among others, must be made in accordance with the goals set toward
the beginning of the campaign in order for the budget to be kept afloat.
11. Switch
from CPC bidding to CPA bidding if possible – CPC bidding may be the default
solution offered by Google, but it is only recommended for businesses which hit
less than fifteen conversions a month. Should this threshold be exceeded, then
CPA bidding is the better option.
12. Track
negative keywords – Social media monitoring services serve for identifying the
irrelevant keywords associated with brands and top keywords, thus enabling the
advertiser to block them.
13. Automate
the monitoring – Manual monitoring is highly demanding both financially and
physically, which is why automatic alert systems and rules are recommended with
a PPC advertising campaign.
14. Use
keyword generators, but not excessively – Keyword generators such as Google
AdWords Keyword Tools or Market Samurai are a good start off point in PPC
advertising. However, the campaign can only benefit from a limited use of these
tools as they cannot anticipate all the moves of human searchers.
15. Optimize
the landing pages and ad copies – Tools like MANOVA and A/B tests or Website
Optimizer can provide significant insight into the changes that need to be made
in terms of ad copies and their supporting landing pages for the performance of
a PPC campaign to improve.
