On many platforms, the cost of campaigns is increasing, the massive entry of marketers on the Internet is inflating competition with what the cost of advertising increases. I want to explain how to improve the performance of PPC campaigns which depends on the following factors:
– Impression rate
– Your ad position
– Click rate (CTR)
– Conversion rate
Finding the right balance between print speed, ad position, and Return on investment is essential for our campaign to succeed. Before entering tips for your campaign to perform better, let’s quickly summarize the concept of how a PPC company shows ads in its sponsored results:
* The daily budget controls the frequency of your ad impressions
The frequency is expressed by the number of impressions. If your daily budget is not high enough, your ad doesn’t show all the time (which means you don’t have enough impressions per day).
* Ad position depends on ranking number
The higher the rank number, the higher the position of the ad on the page. The classification number is calculated based on the following formula:
Number Rank = CPC (cost per click) x CTR (Click Rate) x (ad quality)
Now we are ready to explore what is most likely to help us improve the performance of PPC campaigns in practice:
Improve ad delivery
If your ad does not appear every time searches are conducted under your keyword, it may be a sign that your daily budget is not high enough. As you know, the frequent way of exposing your ad is controlled by the daily budget. If you want your ad to be displayed more frequently, please consider increasing your daily budget in order to receive maximum exposure for your ad.
For example, if your desired daily budget is $ 10.00 per day, you can set your actual daily budget at $ 15.00 per day, because your actual expense is based on your click rate, setting the highest daily budget will allow your Ad is exposed more.
However, be sure to monitor daily advertising costs and if they are rising too high, reduce your budget to a more secure level.
Improve ad delivery by keyword
Each campaign can have one or more groups. An ad group is a group of keywords and ads that will be displayed when keywords are searched in the search engine. You may have experienced a situation where only a few keywords in the entire ad group activate your ad. The explanation is again behind the daily budget that controls a number of impressions for your campaign. These impressions are distributed among individual ad groups and also between each keyword. Thus, it may happen that some keywords in a particular ad group have more impressions than others; that is, some keywords trigger the ad more frequently than others.
If you want to improve the delivery of ads for specific keywords, you can consider splitting keywords and creating a new campaign for keywords with the lowest impressions. This should improve the frequency with which they will activate your ad.
Optimize your ad groups
As mentioned earlier, each campaign has one or more ad groups. Often, impressions are not divided equally between ad groups. Thus, it may happen that some ad groups have more impressions and show your ad (s) more frequently than others. This is a scenario very similar to the keywords just described above.
To improve the results of your low-performing ad groups, you can consider when creating a new campaign for them to increase the frequency with which your ads show on PPC platforms.
Analyze your Clicks
Study the conversions of clicks received through your keywords to eliminate keywords that are not working and boost keywords that are leaving conversions.
Optimize your ads
Make sure you bid on specific keywords, create attractive advertisements, and link them to relevant content on your website. You should also ensure that the keywords you chose correctly segment your market and target audience. If you are not going to choose wisely, you will end up heading to the market erroneously and lose your advertising budget. The ad you create has to attract the attention of your potential customers. You 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.
You must be specific about your offer and include a call to action. Finally, guide visitors through the content of their website, where they can access more information about the advertised offer. The landing page should also clearly indicate the next step, for example, buying your product, downloading the ebook, signing up for a free trial, etc.
PPC management requires work and tests, but if we stick to discipline, you can make money instead of losing it. Remember, the only measure that matters in a business is the profit you make.