Start-up or established, if you have an online business, you’ve heard of the term PPC campaign. Known as Pay Per Click campaign, PPC is a vital part of a SEO strategy. Every entrepreneur wants to work on his/her PPC campaign in a way that it results in increased revenue. And when you enhance the PPC campaign, you also end up generating extra web traffic and expand your customer base. However, when you don’t execute it well, PPC will not act in your favour, and you will find it ineffective.
It’s very true. And all those minimal changes to the ad copy, as well as bidding policies, don’t go a long way in converting leads to consumers. Do you want to use the PPC campaign in such a way that it increases the leads conversion potential? If yes, then you will have to follow a set of strategies to attain that. Furthermore, if you want to reach out to a SEO agency for help, you can always depend on names like NJ SEO Company and the like for expert professional assistance.
Smart PPC strategies and best practices to enhance the conversion rate
You have to shape your PPC advertising initiatives well. To be able to optimize the ads right from the get-go stage and to implement smart PPC campaigns, you need to apply the following strategies.
1. Make use of single keywords Ad groups
Do you want to leverage your PPC campaign to the best of its capacity? If yes, then Google suggests making use of anything between 15 and 20 keywords on every ad group. It isn’t the best solution that you can apply for every campaign. It is not true majority of the times. So, what to do when even Google’s guidelines fail?
Here’s how to go about it. It’s rather apt to use a single keyword in every ad group. It is known as one single keyword ad group. It’s called the SKAG. It’s a smart call to try to use this best practice, even for the big accounts, having about 80% keywords that would fetch you extra web traffic. It’s good to use this policy especially for those set of keywords that have been attaining a low-quality score.
Here the clients get to use about 50 keywords for a single ad group. It indicates that most of these keywords, some of which were kind of relevant to the client’s products/service, they would pay so that the ads get displayed. And these lead to a low-quality match between the advertisements as well as landing pages along with unnecessary ad expenditures.
Furthermore, when you use the SKAGs, you have the chance to enhance the complete quality score. And this, in turn, will also improve the quality of PPC campaigns. To be able to attain the best quality score, it’s essential for you to ensure that the user experience is constant. For example, your keyword, ad, and the landing page – all are required to match and flow together seamlessly. Hence, making use of a single keyword every ad group is essential. It enables you to make sure that your landing page and the PPC ad is well aligned with ad keyword in use. Furthermore, when you say yes to various keywords that exceed the count of 15, you can’t represent every keyword thoroughly in the landing page and ad.
2. Making use of negative keywords
The application of negative keywords in PPC campaigns is considered adequate. Though sometimes it is highly overlooked! Simply put, it comprises keywords that you use in your campaign, which you will not target. So, when you add in a negative keyword, it alerts Google that it should refrain from showing the PPC campaign in specific searches that comprise such words. It is one of the essential steps to ensure that no money gets wasted by showcasing your ad for insignificant search queries.
For instance, you have your B2B marketing firm. So, when you are advertising for high-end online marketing solutions, you certainly want to make sure that the web traffic you derive from PPC campaigns is comprised of the quality leads. And by making use of negative keywords, such as “cheap” and “free,” you can steer clear of those individuals who are not willing to pay for your marketing services. However, if you are only interested in working in a selected region, it’s a smart call to resort to negative keywords based on the location. For instance, to avert keywords such as “B2B marketing solutions in Italy”, you can add in “Italy” as your negative keyword.
3. Considering the landing page content as well as user experience
There’s yet another thing that you can do to increase the efficiency of your PPC campaigns. It is to maximize the relevancy and quality of your entire landing page content and the overall user experience. The impact of these two aspects is immense. It might as well decide if leads will or will not convert between the landing pages and PPC ads. A poor-quality landing page can hurt the conversion rates.
Are you optimizing land page content? If yes, then you need to adhere to similar on-page SEO best practices applicable to websites. However, ensure that the keywords are used in the Meta description of the title. Furthermore, you must also make use of the keywords in the primary content, mostly in the subheadings and the headlines.
When you make use of a single keyword ad group, it’s essential to have a relevant, custom landing page for all the ad groups. You need to ensure that your message matches well between your ad, landing page and keywords. It helps to enhance the conversion rates. It also helps to improve the score quality as well.
You also need to make sure that your landing page is designed impressively. But it is essential to concentrate on the usability and loading speed. It is critical to put each of these aspects together for the success of your campaign. Nobody wants to spend a significant chunk of their time designing only the PPC ads and watch the prospective clients bounce off right the moment they make it to an unimpressive landing page. It could also be that your landing page took more time to load.
However, here you can opt-in for the Google PageSpeed Insights tool to find out if the land page has been optimized to offer an excellent user experience. You need to make sure that your landing page needs to represent your company and the offer in an impressive manner. To ensure that, your checklist is as follows:
- Your landing page should be visually impressive.
- The landing page needs to have the same set of keywords that are used in the ad.
- The CTA (Call to action) must be highlighted very well.
- The landing page offer should be the same as there in the ad.
- The form fields must be restricted to only what is important.
- The company logo and contact data must be highlighted appropriately for the lead to know that they have arrived at a trustworthy page.
- The landing page design has to be simple to use and responsive for people to browse it well both from mobiles and desktops.
- The landing page should under all circumstances be loaded within just three seconds.
- The titles and meta descriptions as well as the primary content must contain the same targeted keywords as those used in the ad
4. You need to target the keywords at the bottom of the funnel
Several marketers face this problem in their PPC campaigns. They get the audience attention and generate traffic with the ads. However, those landing page and website visits don’t transpire in getting the conversions as expected. Do you resonate with this? If yes, then the chances are that your PPC ads might be targeting a set of customers, who are not in the decision making stage of their consumer journey, by using an excess of top-of-the-funnel keywords in the ad copy.
However, you need to consider this! A lead that’s at the early stage of researching a solution or a product utilizes such generic keywords in a search engine research. And this happens as they are still not sufficiently informed and sure of what it is that they are searching for. Very much similar to a negative keyword strategy, there are the bottom-of-the-funnel keywords that can assist you to steer clear of the unwanted and wrong leads. Such keywords are more service and price dependent. And it is only aimed at getting the customers that have a high scope of converting as an outcome of the PPC ads.
Designing an apt PPC strategy takes time! Through a process of trial and error, you realize what’s working in your favor and what is not. An ace SEO agency can always help you to arrive at the best PPC ad campaign strategy. And you can also take reference from the four strategies discussed above to design the best PPC strategy for your company.