Pay Per Click (PPC) ads – when an advertiser pays a publisher (like Google or Bing) every time their ad is clicked – have become one of the most popular forms of advertising, producing highly effective results from driving qualified traffic to websites.
- The top three paid ad spots receive 46% of the clicks on the page
- PPC ads can boost awareness by 80%
- 75% say it’s easier to find what they’re looking for with paid ads [HubSpot, 2019]
But, as powerful as they can be, PPC campaigns require a lot of planning, monitoring, testing and evolving.
Whether you’re new to the PPC game or already have a campaign that isn’t performing to its full potential, we can take it up a notch and make it work harder for you. Take a look through our tips below and let us help you to reach your PPC goals in 2020 – and beyond!
1. Keyword research
Naturally, keywords are a crucial component of PPC and keyword research is one of the fundamental steps when setting up a campaign. After all, your aim is to show up in search results when users type in particular keywords relating to your product or service.
You will already have a good idea of what your users will likely search but deeper keyword research can be done using the Google Keyword Planner tool, which also tells you how many searches per month are being carried out for a particular term, as well as other closely aligned terms, to help form a solid list.
Knowing which keywords are high performing depends on what KPI goals are most important to you. Once you’re armed with these keywords, you’re able to create targeted ads that meet the intent of your potential customers’ queries.
Your ad content needs to be highly relevant to the customer’s query, otherwise they’ll head straight to your competition. Dynamic Keyword Insertion (DKI) is often an effective way of doing this. This ad type automatically inserts the keywords from the specific user’s search terms directly into your ad content. This instantly makes your ad look highly relevant to their query, meaning they’re more likely to click on it. Responsive Search Ads are also a good option for machine testing multiple headlines and ad copy to find the content that delivers the best results for your campaign.
Continuously monitoring your search terms report will help you to understand which terms are driving the most relevant visits and which aren’t. The under-performers can then be added to your negative keywords list which will help to avoid wasted clicks / spend and improve your results. Your ads aren’t then triggered by any sort of irrelevant search term, improving your Quality Score, reducing cost per click and raising your conversion rate. It’s a win-win-win! Similarly, more emphasis can be awarded to those terms that deliver the best results.
4.Search impression share
Search impression share is described by Google as “the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get”.
So, if you’ve got a campaign with a list of search terms in there, you can include this as a column when you look at results (for example, for the last seven days), and it will tell you the ‘percentage share’ – the share of the clicks that you’re getting compared to other ads competing for that same term.
5.Test, test, test!
PPC can be expensive if you don’t use results and data to learn from and improve. We recommend starting off slowly, then once enough data has been gathered make informed tweaks, ramp up spend with confidence and roll out new campaigns geared around those that have already proven their worth.
Tracking is the lifeblood of paid ads – there’s a whole world of charts and graphs that can help you to deep dive straight into the heart of your PPC campaign; you’re able to measure performance to a highly granular level enabling a true understanding of the ROI from your PPC budget. We advise regular check-ins and monthly reporting (covering all key criteria) to enable a clear understanding of performance and ensure campaigns continuously improve.
There are so many options when it comes to remarketing that we could very easily write a thesis about it! Some examples include showing your ads to people who have already visited your website previously, remarketing to people who look like people who have been on your website and users who have certain specific intent actions while being online. Remarketing campaigns can add a real boost to your search campaigns but often demand a higher level of attention and a more in-depth knowledge of PPC.
Honing your PPC campaigns in 2020
We’ve been immersed in the paid search space from day one! Over the past 15 years, we’ve witnessed some major advancements in the targeting and measurement of paid ads. Combine a targeted PPC campaign with a strong Web Design and the right SEO strategy, and you’ll have the highest chance of showing up in search results and gaining conversions from your potential customers.
Comment below or contact us using any of the links at the bottom of this page to arrange a coffee and a chat, and see what digital ideas we have to help your business reach its full potential. On Facebook or Twitter? Don’t forget to follow us too! We look forward to speaking with you soon.