When it comes to optimizing your PPC advertising, there are many different tricks and tips that you can use. However, these strategies can often be difficult to keep track of, especially since they are scattered throughout the internet and buried in blog posts and social media threads.
Luckily, we’ve got you covered. Here are 9 easy ways to optimize your PPC ads.
1. Optimize Your Ads
Ad optimization is critical to a successful PPC campaign. Your ad creative, messaging, and keywords should all be tested, but it’s important to keep in mind that minor tweaks can have a big impact on your results.
For example, if you notice that your click-through rate is declining over time, it may be because your ads are no longer relevant to your audience’s search intent. If this is the case, you will need to change your keywords or rework your ad creatives.
You can also optimize your ad campaigns by using Google’s advanced targeting features. For example, you can upload a list of your existing customers and only target them with your ads to save money on unqualified traffic. You can also target in-market audiences to show your ads to people who are actively searching for products or services like yours.
2. Optimize Your Landing Pages
When a customer clicks on your ad, they are expecting to be taken to a page that offers them more information about the product or service they saw in your advertisement. If this doesn’t happen, it’s likely they will quickly leave the site and never return.
Limiting form fields, safety assurances, images/videos and persuasive copy are essential elements of an efficient landing page. However, too many of these elements may distract the visitor from their goal and cause them to abandon the page.
Businesses can use Google Analytics to identify the elements on their pages that are working as distractions. For example, if you notice that your visitors are clicking on links within the copy of your landing page or they’re spending too much time fiddling with form fields, remove these distracting elements from your landing page.
3. Optimize Your Ad Copy
The right ad copy can make or break a click, so it’s important to invest time in creating compelling ads that capture searchers’ attention. You can do this by creating ad groups with related keywords, landing pages and text ads that all have a consistent message and focus.
Using data like customer reviews, structured snippets and call buttons to promote your business is another way you can optimize your ads. And by incorporating insights from calls with customers, like those provided by Invoca’s AI-powered call tracking and conversation intelligence platform, you can remarket to people who have already called your business.
This type of targeted remarketing is an important part of any PPC management company, as phone leads outperform any other lead source. Request a demo to learn more about how Invoca can help you boost your PPC campaign and drive more phone leads in 2020.
4. Optimize Your Ad Images
If you’re using Google Shopping Ads, the images that represent your products in your ads are crucial. In fact, according to a recent social experiment, shoppers are twice as likely to click on an ad that features lifestyle imagery of people wearing the product than one that just shows the product itself.
Your Facebook ad images are also important, and you should choose them carefully to ensure they resonate with your audience. In a recent Facebook ad study, Empiric Marketing found that when e-commerce advertisers used dynamic lifestyle photos in their ads, they saw higher engagement and conversion rates.
Be sure to optimize your ad images by ensuring they’re properly cropped and that your ad copy aligns with the image. Additionally, be sure to connect your Facebook ads to relevant post-click landing pages so that visitors don’t get lost in the ad experience.
5. Optimize Your Ad Text
Compelling text ads are one of the most important aspects of a successful PPC campaign. They are the first thing that potential customers see when they search for products, services, or businesses like yours. They should contain the relevant keyword at least once, communicate your unique value proposition, and encourage searchers to click on your ad.
Optimizing your ad text can also help improve your Quality Score. A high QS is critical for achieving good positioning and low cost per clicks on Google’s SERP. You can achieve a better QS by:
Using different match types (broad vs. phrase and exact) can help prevent keyword cannibalization. Also, pausing keywords with low CTR can improve your ad rank and overall QS. Use ad extensions to enhance your ads with extra information about your business, such as a call-to-action button, location, and phone number.
6. Optimize Your Ad Links
It can be easy to overlook the impact that your ads’ links have on your results. Tracking the click-through rate (CTR) of your ad links is essential for ensuring that your ads are working as intended.
To maximize your CTRs, optimize your ad links using the ad extensions features of AdWords. These include call, location, and sitelink extensions. The call extension adds your business phone number to your ad, while the location extension allows you to display the address and Google Maps information of your business to potential customers.
PPC and SEM are often used interchangeably, but it’s important to remember that SEM is a broader term than just pay-per-click advertising. SEM refers to all strategies that aim to improve a brand’s visibility on search engines and social media platforms. To learn more about how to optimize your SEM strategy, check out this blog post from Lyfe Marketing.
7. Optimize Your Ad Schema
With pay-per-click advertising, you only pay for the number of visits your ad generates. This creates a direct link between your input (ad spend) and your performance (visits).
To maximize the return on your ad investment, optimize your schema markup. This will help you reach a wider audience, hold their attention, and encourage them to move down your sales funnel.
In addition, implementing schema markup can also help you get featured in search result features like sitelinks and product reviews. Just be sure not to resort to keyword-stuffing, which can hurt your chances of earning these coveted spots.
8. Optimize Your Ad Images
When it comes to optimizing your ads, the images you choose are critical. A recent experiment found that shoppers were more likely to click on a product ad that featured a dynamic lifestyle image as opposed to a plain, static image of the clothing item itself.
When possible, use original photos of your products or services. However, when that isn’t feasible – such as for a cybersecurity company that doesn’t sell tangible goods – try using high-quality stock images from a site like Unsplash.
Also, be sure to regularly change up your ad imagery so that users don’t become desensitized to seeing the same image over and over again. This is a best practice, and will also help you keep your ads from being disapproved by Google for violating their guidelines.
9. Optimize Your Ad Text
Optimizing your ad copy is one of the best ways to improve your ad performance. Unlike other optimizations, like changing bid strategies or budget allocation, ads can be affected in a big way by just one small change.
Changing the text in your primary text and description fields can have a huge impact on your ads’ overall effectiveness, particularly in terms of CTR. This makes it a great option for improving your Quality Score, which is a major contributor to your Cost Per Click (CPC).
It’s also an effective way to stay ahead of audience trends and identify new opportunities. You can use the optimize text feature at the campaign or ad group level to optimize for conversions, link clicks, or daily unique reach. However, the feature is not compatible with dynamic creative at this time.
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