As the costs of PPC campaigns are increasing, internet marketers are quite even under the pressure to deliver positive results. The performance of PPC campaigns depends on the following factors:
- The impression rate
- Your ad position
- Click thru rate (CTR)
- Conversion rate
Finding the proper balance between impression rate, ad position, and clicks is that the start line to successful PPC advertising. Before exploring tips to assist your campaign to perform better, let’s quickly sum-up the concept of how Google displays your ads in its sponsored results:
Daily budget controls frequency of your ad display
The frequency is expressed by a number of impressions. If your daily budget isn’t high enough, your ad might not show all the time (meaning you don’t have enough impressions per day).
Ad position depends on the Rank Number
The higher the rank number, the upper is your ad’s position on the page. The rank number is calculated supported the subsequent formula:
Rank Number = CPC (Cost Per click) x CTR (click-through rate) x (Ad quality)
Now we’re able to explore what practices are more likely to assist us to improve PPC campaigns performance:
Improve Ad Delivery
If your ad doesn’t show up whenever when searches are performed under your keyword, it’s going to be a symbol that your daily budget isn’t high enough. As you now know, how frequent of your ad display is controlled by the daily budget. If you’d like your ad to be shown more frequently, please concede to increase your daily budget so as to receive maximum exposure for your ad.
Normally, you’ve got a 50% margin for your daily budget. For instance, if your required daily budget is $10.00 per day, you’ll set your actual daily budget on Google to $15.00 per day, because your actual spending is predicated on your click-thru rate, by setting the daily budget higher will allow your ad to urge more exposure, but your actual spending should be in your required daily budget range.
However, make certain to watch your daily advertising costs and if they’re rising too high, decrease the budget on the safe level.
Improve Ad Delivery per Keyword
Each campaign can have one or more adroups. An AdGroup may be a group of keywords and ads that will display when those keywords are looked for on Google. You’ll have experienced a situation when only a few keywords out of the entire AdGroup trigger your ad. The reason lies again behind the daily budget that controls a variety of impressions for your campaign. These impressions are distributed between individual AdGroups and further between individual keywords. So it’s going to happen that some keywords during a particular Adgroup have more impressions than the others, meaning some keywords trigger your ad more frequently than others.
If you would like to enhance the ad delivery for your targeted keywords, you’ll consider splitting your keywords and creating a replacement campaign for keywords with low impressions. This could improve the frequency with which they’re going to trigger your ad.
Optimize your Adgroups
As mentioned above, each campaign has one or more adroups that each one shares campaign’s impressions. Often, the impressions aren’t divided evenly between adgroups. So it’s going to happen that some adgroups have more impressions and show their ad(s) more frequently than others. It’s a really similar scenario like keywords we just described above.
To improve the results of your low-performing adgroups, you’ll concede to create a replacement campaign for them so as to extend the frequency with which they show your ad on Google.
Analyse your Clicks
Make sure the clicks are made for specific, targeted keywords. If you’re getting many clicks on non-targeted keywords, consider reducing Max CPC and/or your ad position so as to enhance your ROI. Similarly, you’ll raise bids for targeted keywords that are performing well.
Optimize your Ads
Make sure you bid on targeted keywords, create compelling ads, and link them to relevant content on your website. The keywords you chose will segment the market and target your required audience. If you won’t choose wisely, you’ll finish targeting the incorrect market and wasting your advertising budget. The ad you create must attract the attention of your prospects. It must communicate your unique selling feature – in other words, what makes your product/service different from others and why a visitor should visit your website.
Be specific about your offer and include a call to action. Lastly, guide visitors to the content on your website where they will access more information about the offer advertised. The landing page should also clearly state what’s subsequent natural step to form – buy your product, download the white book, check-in for a free trial, etc.
PPC management requires much work and testing but if you stick with the fundamentals you’ll make money rather than losing them. Remember, the sole measure that matters on the web is that the profit you create.