If you are currently using AdWords as part of your digital marketing strategy, then there’s a good chance that you’ve already experienced the benefits that effective PPC campaigns can provide for your brand. On the flip side, you’ve probably also experienced the frustration that can come along with trying to launch a winning PPC ad campaign amidst all the competition on Google. Below, we’ve put together a list of our top tips for boosting your AdWords strategy and taking your PPC campaigns to the next level:
PPC Campaign Optimization Tip #1 - Work to optimize your AdWords keyword quality score.
Google is always looking for the best way to ensure that their users are getting the most relevant and useful results. However, this doesn’t just apply to organic search results. Google uses a Quality Score (QS) ranking to assign certain keywords a value. They use the QS and your cost per click (CPC) bid to determine what your ad rank is.
There are 3 factors that will impact your quality score, which include the ad relevance, landing page experience, and expected click-through rate (CTR). There are a few ways that you can work on improving these factors and thus boosting your quality score:
- Look at your ad content to ensure that its relevant to the keywords you have chosen. To improve relevancy, make sure that the ad copy aligns with the search intent of these keywords.
- Create separate ad groups for each of your keywords. This helps ensure that you are focusing your ads on more specific searchers instead of trying to target a much larger, broader group.
- Get to the point quickly in your ad content. If you want to improve click-through rates, you need to clearly tell readers what they will gain from clicking on your ads.
- Use dynamic content on your landing pages to ensure that the copy aligns with the keywords that the user has searched for. Not only does this improve the landing page experience, but it can also help boost conversions.
Taking these simple steps can help you improve your QS, which means more qualified traffic back to your site. The more qualified traffic you bring back to your site through AdWords, the higher your chances of driving more conversions over time.
PPC Campaign Optimization Tip #2 - Use remarketing to re-engage bounced visitors.
High bounce rates are something that every business has to deal with as part of their PPC campaigns. Consumers will use search engines like Google during different stages of the buyer’s journey, and they might encounter your ad before they are ready to make a purchase. However, you still have the opportunity to re-engage these visitors after they have left your landing page.
Remarketing allows you to reach back out to users who have clicked on your ad but failed to take the action you wanted them to. Though they have shown interest in your brand by clicking on your ad, the landing page the ad drove them to may not have offered what they needed during that specific time. This time around, you need to offer them something that will be more valuable to them during the specific stage of the buyer’s journey that they are in.
For example, let’s say that someone in the awareness stage of the buyer’s journey searches for more information about their challenges and lands on your PPC ad. The ad then takes them to a landing page that offers a free sample of your product or trial of your service. At this stage, they are not yet ready for a trial or sample. Instead of attempting to re-sell your free trial offer, you can use remarketing to reach back out and provide them with something more appropriate, like an e-book or whitepaper that helps them better understand their challenges.
To get the attention of these bounced visitors, you’ll want to make sure that the ad content and the offer you are providing is relevant to their needs. To improve relevancy and usefulness, you can use dynamic targeting to serve specific ad content to your different audience segments. You may also want to test different lead magnets to see what types of offers appeal most to each of your customer personas in each stage of the buyer’s journey.
PPC Campaign Optimization Tip #3 - Take advantage of advanced segmentation for in-market audiences.
Just like Facebook, Google collects a significant amount of data on their users. And just like Facebook ads, Google PPC ads also allow you to take advantage of this data when targeting your audience online. Google’s In-Market Audiences help you target users based on their consumer and search engine behavior. This can help you improve relevancy when developing strategic ad campaigns.
Google collects data on users like the sites they browse, ads they click on, and conversions. Then, they take this information to categorize users based on their search intent. Google sorts its market data into different categories, including apparel, automotive, travel, and real estate. After choosing a general category, you can narrow your targeting down even further to focus on specific interests or brand names that search engine users might be looking for.
In-market audience segmentation is limited to the Google Display Network. However, this feature helps you narrow down your audience into very specific groups. You can then work strategically to serve more targeted ad content that is best fit for these audiences. Overall, this will help you get more out of your PPC ad campaigns by boosting conversion rates.
PPC Campaign Optimization Tip #4 - Test out new ad extensions on top-forming AdWords campaigns.
Yet another way to boost your PPC campaigns is by testing out different ad extensions on the campaigns that are performing the best. Google’s ad extensions allow you to expand your ad content by including additional information that may be helpful to the user. These extensions can actually help improve click-through rates as they give users enough information to better understand if your brand is right for them.
Here are just a few of the different types of ad extensions that you might experiment with for your PPC ad campaigns:
- Callout – The callout extension allows you to provide more information about your offer like “free delivery.”
- Sitelink – Sitelink extensions offer the ability to provide links to your relevant site pages.
- Location – The location extension gives you space to include your business address and phone number right in the copy of your ad.
- Structured Snippets – With structured snippets, you can highlight specific features of your products like sizes or colors.
- Message and Call Extensions – Google also allows you to use ad extensions for mobile browsers which allow users to SMS message or call your business straight from the ad.
With all of these ad extensions available to you, it is worthwhile to test them to see which ones have an impact on your PPC ad campaign results. Like any type of ad testing, you’ll want to start with one ad campaign before applying these extensions to all of your ads.
The tactics above are just a few of the ways that you can boost the results for your PPC campaigns. It’s important to remember that AdWords is always changing as Google finds new ways to make the search engine user’s experience more relevant and valuable. The key to maintaining PPC ad campaign success over time is to stay up-to-date with the latest trends and tactics and adjust your campaigns to reflect changes and updates to AdWords.
Don’t have a PPC expert on your team? SevenAtoms partners with businesses just like yours to help them see better results from their PPC ad campaigns. To learn more about how we can help take your AdWords strategy to the next level, contact us today.