When running a PPC campaign, it is important to continually optimise your ads to sustain or improve their performance. Part of the appeal of PPC ads is the ability to make small changes to your campaign, and adjusting some of these factors can help your campaign reach the right people and increase your conversions.
Constantly Review Your Keywords
Keywords regularly fluctuate in popularity and new keywords will always be emerging, so it is important to constantly review the keywords you are targeting in your ads. Furthermore, if there are keywords in your campaign which are not converting, it might be worth considering adjusting your bid or removing them from the campaign all together.
Use Negative Keywords
When using broad match keywords, your ads could be triggered by some unusual search queries. This could mean your ads are bringing in irrelevant traffic. Adding negative keywords to your campaign tells AdWords not to display your ad for searches containing that keyword. This can ensure that your ads are only displayed for relevant searches, and that less of your budget is spent on traffic which is not converting.
Adjust According to Day and Time
Running a PPC campaign gives you a tremendous amount of data to work with, and this data can suggest possible adjustments you can make to improve the performance of your campaign. AdWords shows you the times when your ad is receiving the highest number of impressions, and which days of the week are most effective. If you are making most of your conversions on weekdays and very little on weekends, you could consider not running your ads on weekends, or reducing your bids at weekends. Similarly, you can exclude times of day when your ads are not performing well in order to minimise costs.
Optimise for Location
It is likely that your ads are only going to be relevant to users within a specific area, and if users outside of that area see your ad, they might click it but they are unlikely to convert. Optimising for location means only allowing your ad to be triggered by searches in a specific geographical area. This means your ad is more likely to be seen by those to whom it is relevant. If your ads are targeting a wide area and certain locations within that are performing better than others, you could exclude only locations where your ad isn’t performing very well, or adjust your bids for searches in these areas.
Check your Landing Pages
Your ad will get a user to your website, but it is your landing page which will either make them convert or choose a competitor. Most internet users spend only a matter of seconds on a website before deciding whether to take action, and it is the role of a landing page to convince a visitor that they should choose you over a competitor and you have what they are looking for. Google uses the quality of your landing page to determine quality score, so it is important to make it relevant to your ad, and easy for the user to find what they are looking for.
PPC campaigns provide you with an abundance of data which you can use to make informed decisions on the next steps of your campaigns. By making minor adjustments to these elements of your PPC campaign, you can ensure your campaign sustains or improves its performance. We can help with all aspects of PPC advertising, from creating ads, to optimising landing pages and monitoring its performance. Get in touch with our PPC experts today for help running a successful campaign.
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