As the cost of PPC campaigns increases, internet marketers are more pressured than ever to produce positive results. The output of PPC campaigns depends on the following variables:
– The impression rate
– Your ad position
– Click thru rate (CTR)
– Conversion rate
The starting point for successful PPC advertising is to find the correct balance between impression rate, ad position, and clicks. Let’s quickly sum up the concept of how Google shows your ads in its sponsored results before exploring tips to help your campaign perform better:
* Daily budget controls your ad display frequency
The number of impressions expresses the frequency. Your ad may not display all the time if your daily budget is not high enough (meaning you do not have enough impressions per day).
* The position of the ad relies on the rank number
The higher the rank number, the higher the location on the page of your ad. Based on the following formula, the rank number is calculated:
Rank Number = CPC (Cost Per Click) x CTR (Rate Per Click) x (Ad quality)
We are now prepared to explore what practices are more likely to help us improve the performance of PPC campaigns:
1- Improve ad delivery
If every time searches are carried out under your keyword, your ad does not appear, it may be a sign that your daily budget is not high enough. As you now know, the daily budget controls how frequent the ad display is. Please consider raising your daily budget to receive maximum exposure for your ad if you want your ad to be shown more frequently.
Normally, for your daily budget, you have a 50 percent margin. For example, if your desired daily budget is $10.00 per day, you can set your real daily budget to $15.00 per day on Google, because your real spending is based on your click-through rate, setting the higher daily budget will allow your ad to get more exposure, but your real spending may still be within your desired daily budget range.
Be sure to monitor your daily advertising costs, however, and decrease the budget at the safe level if they are rising too high.
2- Improve Ad Delivery per Keyword
One or more ad groups can have each campaign. An AdGroup is a group of keywords and ads that will be shown on Google when those keywords are searched for. When only a few keywords from the entire AdGroup trigger your ad, you may have experienced a situation. Once again, the explanation lies behind the daily budget that controls a number of your campaign impressions. Such views are spread between different AdGroups and further between individual keywords. So it may happen that some keywords have more impressions than the others in a specific Adgroup, which means that some keywords trigger your ad more often than others.
You can consider splitting your keywords and creating a new campaign for keywords with low impressions if you want to improve the ad delivery for your targeted keywords. This should boost the frequency with which your ad will be triggered.
3- Optimize the Adgroups
Each campaign has one or more ad groups, as mentioned above, that all share the impressions of the campaign. The impressions are often not split evenly among ad groups. So it can happen that some ad groups have more impressions and more frequently show their ad(s) than others. It is a very similar scenario to what we just described above with keywords.
You can consider creating a new campaign for them to improve the results of your low-performing ad groups in order to increase the frequency of witches showing your ad on Google.
4- Analyze Clicks
For specific, targeted keywords, make sure the clicks are made. To improve your ROI, consider reducing Max CPC and/or your ad position if you’re getting lots of clicks on non-targeted keywords. Likewise, for targeted keywords that perform well, you can raise bids.
5- Optimize your Advertising
Make sure you bid on targeted keywords, create compelling advertisements and link them on your website to relevant content. The keywords you select will divide the market and target the target audience you want. You’ll end up targeting the wrong market and wasting your advertising budget if you won’t choose wisely. The ad you generate needs to attract your prospects’ attention. In other words, what makes your product/service different from others and why a visitor should visit your website needs to communicate your unique selling characteristics. Include a call to action and be specific about your offer. Finally, guide visitors on your website to the content where they can access more information about the advertised offer. The landing page should also state clearly what the next natural step to take is to purchase your product, download the white paper, sign up for a free trial, etc.
PPC management requires a lot of work and testing, but if you stick to the basics, instead of losing them, you can make money. Remember, on the Internet, the only measure that matters is the profit you make.
Originally published at https://www.cashflowtip.com.