As the expenses of PPC ads rise, internet marketers are under even more pressure to generate positive outcomes. The following elements influence the performance of PPC campaigns:
- Your ad position – The impression rate – The click through rate (CTR) – The conversion rate
The key to successful PPC advertising is finding the proper balance of impression rate, ad position, and clicks. Before delving into ideas to improve the performance of your campaign, let’s quickly recap how Google presents your advertising in its sponsored results:
- The frequency of your ad display is determined by your daily budget.
The number of impressions is used to show frequency. If your daily budget is insufficient, your ad may not appear all of the time (indicating that you do not have enough impressions each day).
- Ad position is determined by the Rank Number.
The higher the rank number, the higher the position of your ad on the page. The rank number is determined using the following formula:
CPC (Cost Per Click) x CTR (Click Through Rate) x Rank Number (Ad quality)
Now we’re ready to investigate which behaviors are most likely to assist us increase the performance of our PPC campaigns:
1/ Enhance Ad Delivery
If your ad does not appear every time a search for your keyword is performed, it could be a hint that your daily budget is insufficient. As you are aware, the frequency with which your ads appear is determined by your daily budget. If you want your ad to be shown more frequently, consider increasing your daily budget to obtain the most exposure for your ad.
Normally, your daily budget has a 50% margin. For example, if your desired daily budget is $10.00 per day, you can set your actual daily budget on Google to $15.00 per day. Because your actual spending is based on your click thru rate, increasing your daily budget will allow your ad to get more exposure while still staying within your desired daily budget range.
However, keep an eye on your daily advertising costs and, if they start to rise too quickly, reduce the budget to a safe level.
2/ Increase Ad Delivery by Keyword
Each campaign may include one or more advertising groups. An AdGroup is a collection of keywords and advertisements that will appear when those keywords are searched for on Google. You may have encountered a circumstance in which only a few keywords from the entire AdGroup triggered your ad. The explanation is once again hidden beneath the daily budget, which governs the quantity of impressions for your campaign. These impressions are divided among individual AdGroups and then among individual keywords. As a result, some keywords in a specific Adgroup may receive more impressions than others, implying that some keywords activate your ad more frequently than others.
If you want to optimize ad delivery for your focused keywords, consider dividing them and launching a second campaign for low-impression keywords. This should increase the frequency with which they will see your advertisement.
3/ Improve your Adgroups
As previously stated, each campaign has one or more adroups that collectively share the impressions of the campaign. Often, impressions are not distributed evenly between adgroups. As a result, some adgroups may receive more impressions and have their ad(s) displayed more frequently than others. It’s a similar scenario to the one we just explained with keywords.
To boost the performance of your low-performing adgroups, consider creating a new campaign for them to increase the frequency with which they show your ad on Google.
4/ Examine your Clicks
Make certain that the clicks are for precise, focused phrases. If you’re getting a lot of clicks on non-targeted keywords, consider lowering your Max CPC and/or ad position to boost your ROI. Similarly, you can increase bids for high-performing focused keywords.
5/ Optimize your advertisements
Bid on relevant keywords, develop attractive ads, and link them to relevant information on your website. The keywords you select will help you segment the market and target your intended audience. If you do not make intelligent decisions, you will end up targeting the wrong market and waste your advertising cash. Your ad must catch the attention of your prospects. It must explain your unique selling point – that is, what distinguishes your product/service from others and why a visitor should visit your website. Make your offer specific and include a call to action. Finally, direct users to the material on your website where they may learn more about the promoted offer. The landing page should also clearly identify the next natural step to take, such as purchasing your product, downloading the white paper, signing up for a free trial, and so on.
PPC management takes a lot of work and testing, but if you keep to the basics, you may make money rather than lose it. Remember, the only metric that matters on the Internet is your profit.