A properly optimised PPC campaign not only increases your conversions, but it can also help in lowering the amount you’re paying for your conversions.
Simply setting up a good campaign is not enough. Even when your ads are performing well and you’re getting your desired results, you need to continue looking for ways on how to improve the performance of your ads.
Below are 5 ways to optimise PPC your campaigns for better performance and budget allocation:
Perform keyword research
The first step in building your campaign is checking which keywords to use to entice potential customers to click on your ads.
Perform keyword research to find out the most useful keywords. Once you have a list, you may use a variety of keyword research tools to get an insight into how often people use such terms to find products/services that are similar to what you are offering.
Use demographic targeting
To maximise your budget, you need to make sure that your ads will be served only to your most qualified audiences. Use demographic targeting to make sure you are reaching out to the right audience. Otherwise, you may not get your expected results.
Google Ads allows you to adjust your targeting based on demographics. You can choose what age, education level, gender, geographic location, income level, and relationship statues to target.
Test your ad copy
Your ad copy is crucial in leading the users to click on your ads. Hence, you need to use ad copies that resonate well with your target audience.
Setting up an A/B test is one of the best ways to test your ad copies to find out which one works well in getting users to click on your ads. Once your ads are live, continue checking which ads have the highest click-through-rate and make the necessary adjustments to your ad copies. When possible, try new ad copies that may resonate well with users.
Create a landing page
Creating a conversion-worthy landing page is often overlooked by several advertisers simply because it is not part of the ad set up. However, a great landing page is what entices users to complete the process and convert into customers.
Your landing page must be mobile-friendly to offer excellent users experience for all your potential customers. The goal of each page must be clear and it is crucial that each element of the page will lead users to complete the process to checkout in a convenient manner.
Monitor your campaigns and make necessary adjustments
As mentioned above, creating a well-performing campaign is not a one-time task. You need to continue to monitor the performance of your ads to make sure they deliver the best results.
Spend a few minutes of your day to check how your ads are performing. It also pays to check if your ads are showing for keywords that are not related or relevant to what you offer. Use these to build a list of negative keywords to make sure your ads are not served in search terms that are not relevant to your business. Turn off underperforming ads to avoid losing your resources on ads that won’t help you reach your goal. You may also adjust your bids on ads that are performing well to get more conversions.