PPC optimization strategies to increase conversions
To date, PPC is one of the most popular and preferred advertising ways to reach out to new leads, and grow sales. So, most businesses tend to include PPC as one of their advertising strategies.
When running a PPC ad, the focal point is enhancing conversion rates. In this blog post, we are discussing PPC strategies that will help increase conversions.
The first step to implementing a PPC strategy revolves around researching the right set of keywords and phrases that ought to bring traffic to your website. The amount of research and thought dedicated to coming up with the right set of keywords and phrases is critical in deciding the targeted traffic, leading to conversions.
This means how you strategize your campaign’s creation would go a long way in determining the conversions. Even after implementing a PPC ad campaign after giving a lot of thought to the keywords and conversion phases, you might tend to fail.
If you need help with Pay-Per-Click Services, reach out to our team at Seattle New Media.
Your PPC campaigns might not be bringing in the expected results because the focus shifted from conversion metrics to something else. In this post, we will be discussing ways to increase conversions using PPC campaigns without having to focus majorly on improving the website copy.
However, when strategizing your PPC campaigns, do not forget that improving or working on your website copy would help to enhance PPC campaigns to increase conversions.
Pay-Per-Click (PPC) optimization includes analysis and enhancement of PPC campaigns at the campaign and ad-group level, by modifying keyword bids, updating landing pages, or changing ad copy.
Here are a few key areas that you need to consider when optimizing your PPC ads:
- Keywords targeting
- The ads, including the text, images, colors, designs, and more
- Ad landing pages
Below are the main factors that you need to consider when optimizing your PPC strategies to increase conversions:
Research the most relevant keywords for your business when you start strategizing a PPC campaign. These keywords should be the keywords that would bring the most clicks to your ads.
How do you come up with the most beneficial keywords? Why not start with brainstorming sessions? Start with the most generic and general keywords that are related to your products and services. When these keywords are used individually, they might not be as useful as their competition is relatively high.
When looking for general keywords, it is important to also focus on long-tail keywords. When you are brainstorming, focus on combining the general terms with adjectives based on their relevance to your product offerings. Now, you will have the list of keywords that need to be targeted.
To have a clear understanding of the search volume and competition, you can plug these keywords into a tool, such as searchvolume.io. You will find that the best keywords come with a high search volume and low competition.
Now, you will have a better chance of choosing only the keywords that are really valuable to your PPC campaign.
Search Impression Share
If you have not given thought to it, try search impression share to enhance your conversion rate. With this metric, you can gain insights into the percentage of impressions your campaign receives in comparison to the number of impressions that were expected.
When you spot that your highest-converting campaigns have a declining impression share, you need to do something quickly.
A high-converting campaign that comes with a low impression share percentage is a gold mine. Here, you can add more budget to enhance the impression share, which will ensure that your ads will appear more often.
You can invest more budget into the campaign to prevent it from losing visibility and conversions, resulting from an otherwise declining search impression share.
You will slowly experience an increase in your search impression share, thereby enhancing your conversion rates.
When strategizing a PPC campaign, it is important to have a clear understanding of the target audience to whom these ads will be served based on demographics. Google Ads offers even more granular targeting options, offering more targeting options.
Here are some of the interesting ways you can implement to target your audiences that actually matter:
- Relationship status
- Geographic location
Listing out negative keywords
As we discussed in #1, the importance of targeting the right set of keywords, it is important to decide what you would not target when optimizing your PPC campaigns. When you have the set of negative keywords, you are automatically excluding those keywords that might not work for your product offerings, though they might look like a fit for your campaign.
One of the best practices is A/B testing your ad campaigns. A number of factors might be decisive for a customer when it comes to making a purchase decision, it is recommended that you test different factors to understand which of the scenarios would result in the most conversions.
You have the option to A/B test your ads right from Google Ads, under their Experiments tab.
If you are a paid search specialist or advertiser, try using the above-listed optimization techniques.
Seattle New Media offers PPC services in Seattle. For more information, contact our team of PPC experts today.