Optimizing your PPC strategy is important to maintain or improve the performance of your search engine advertising campaigns. Knowing which steps to take or where to start can be confusing, so here are some tips on how to optimize your PPC campaigns.
Keyword
Keyword selection is paramount in PPC campaigns reffred by experts og best PPC management agency. To select keywords, focus on the keywords that appear in the highest search volume. It’s best to limit it to 15-20 keywords per ad group. Wrongly chosen keywords can be costly, so it’s a good idea to seek the help of a web marketing expert. For more information, see our blog post on keywords.
Search terms versus negative keywords
It is important to regularly review the list of search terms and keywords used by Internet users. You can find what you are.
To optimize your ROI, you need to be aware of the search terms you don’t want to target.
These are called negative keywords, and you can exclude search terms from your campaign to target only the right customers and increase clicks. This list of negative keywords can be shared across all Google Ads campaigns.
It’s a good idea to list all negative keywords you want, such as similar but not offered products or services, words associated with job postings, competitor names, scandals, or unwanted sensitive topics. Connect your business.
Advertising test
It’s a good idea to test your marketing initiatives to remain effective.
Web advertising offers a testing opportunity unmatched by any other medium. You can create 3-4 banner ads (different visuals and phrases) for the same keyword group and then see how their click performance compares. This will give you a better return on your investment. You repeat this process as many times as necessary and Google Ads uses an ad rotation system that displays the best performing ads across your campaigns.
Geo targeting
It may seem logical, but don’t forget to specify where you want your ads to appear. If you are only serving the Montreal area, there is no point in targeting the entire planet. If you analyze your geographic reports and come to the conclusion that some Internet users come from locations you don’t want to target, you can exclude those locations (city, region, country, etc.) the same way you do for words. negative key. This way you don’t waste your advertising budget.
Transform
A conversion is considered a customer action that your business deems valuable. This may include purchasing, registering, downloading, visiting a web page, or generating leads. To optimize your conversion action tracking, consider the following questions:
- Does conversion tracking work?
- Are conversion actions aligned with your company’s most important key performance indicators (KPIs)?
- Is your conversion tag on the right page of your website, or is Google Analytics on the right page and action?
Are you tracking too many conversions?
Web marketers recommend following no more than 2 conversion actions in Google Ads. For example, for an e-commerce website, this could be Sales (primary KPIs) and Add to Cart features (secondary KPIs).
In contrast, Google Analytics lets you track secondary conversion actions, such as signing up for a newsletter, downloading a catalog, or chatting activity.
The problem with tracking too many conversions is that each has a different value. So the big picture can give you a distorted view of the true ROI on your advertising spend.
Budget
PPC budgets require regular monitoring and adjustment. This means you should allocate your budget to the performance of your ad campaigns or keywords. Your business or brand name often has high conversion rates, but that doesn’t mean you should spend more on these keywords. The more conversion targets, the better.
Bonus tip: Bing Ads now provides a tool to estimate conversions based on your budget to make it easier and faster to optimize your budget.
Final tip
PPC campaign improvement and optimization is an ongoing process based on Internet user behavior and search trends over time. The more carefully you target your keywords and ads, the better your campaigns will perform and your budget will be optimized.
If you don’t have the time, patience or knowledge to manage your Google Ads campaigns, Amauta Marketing guarantees you the best return on investment based on your budget.