PPC advertising is one way for a business to get a quick turn around in online leads, that much is sure. But as technology evolves and becomes more complex, the Adwords platform offers up more ways to increase online visibility and get more mileage from your budget. However, people are constantly being bombarded with advertisements, particularly in the online environment, so a good grasp of best practice tips and techniques is essential for yours to stand out and get noticed.
Like all marketing online, the more you put in, the more you will get out. PPC campaigns require management and optimization, with some experimentation and testing thrown in to see how new ideas fare with your online audience. We had a look at what the experts had to say, and what tips they could offer to anyone who wanted to get more from their online marketing budget.
Combining Paid And Organic Techniques
If you are running a PPC campaign, applying on page search engine optimization to your landing pages can improve your results significantly. Your objective should be to achieve a high quality score, as this will increase your ads’ visibility and make your budget stretch further. Applying best practice on page SEO will help you get that quality score. Remember to use the same keywords in your PPC advert text and on your landing pages.
Getting The Fundamentals In Place
Start off by defining the keywords that relate to each of your business’ core offerings. Develop specific and long tail keywords, so that you can design very targeted adverts and landing pages for each product or service.
One online marketing firm recommends that you then make use of a testing platform to see how well your ideas fare:
Once you have the baseline keywords profitable and working consistently, start to test similar keywords, topics, categories, etc. Try to limit your testing to be funded by the profitable traffic coming from the baseline keywords.
Don’t Forget You Are There To Sell – So Compete On Price
HubSpot reminds us that if ecommerce is why you’re on the web, price competition is essential:
Being price competitive should be a top priority when you’re trying to get transactional clicks from PPC ads. Shoppers have become increasingly smart and savvy online, especially when, in an instant, they can sort results by the lowest price and compare five different stores selling your same products.
Remember your ad should display your unique selling propositions and if you want to attract the attention of online shoppers, price should be mentioned in your content.
There Are Advantages To Learning About Scripts
By incorporating programming and coding you can place your focus on other areas of your Adwords campaign. Scripts can interface with other data sources like documents, spreadsheets, email and account alerts. Moz.com provides the following advice:
Scripts are not only useful, but they save time even for things as simple as adding charts to a spreadsheet, generating statistics and reports. The data can then be sliced and diced in whatever fashion you deem most appropriate for execution of your marketing strategy.
If you are concerned that your coding skills might not be up to standard to handle it, there are checks and balances you can put in place before you implement your script changes fully. One idea is simply to review your changes before you implement them. There is a preview function you can make use of before the script changes are finalized. The other way to double check your programming abilities is to run a small test campaign to ensure the script is running properly, and delivering the functionality you want.
Synchronize Your Retargeting And Your Buying Cycle
Retargeting might be a basic Adwords principle but you can apply different strategies to make it work better for you. Of course, a little repetition can go a long way in developing brand awareness but you don’t want to annoy your customers by overdoing it either.
Additionally, think not only about buying seasons, but the overall buying cycle when planning retargeting. For example, B2B software tends to have a longer buying cycle – you can run more retargeting ads throughout a year-long period than a shoe salesman could, since the buying cycle for shoes is much shorter.
Display Advertising Tips To Enhance Your Online Advertising Campaigns
Display campaigns have different management requirements and they can also be optimized to improve your performance. You can see your campaigns’ performance on keyword level when you work with display ads. In display ads, all keywords are broad matches though. If you are planning on copying your search campaigns straight over be sure to eliminate any duplicate keywords, as they only need to be included once.
Monitoring Your Advert Performance
There are different ad types available through display, which should be carefully monitored. A practical tip is to separate them into different groups so they become more manageable. Generally speaking, text ads have a slightly better conversion rate than display, but display ads can be extremely influential for online branding and creating an active online presence. The ideal situation is a balance between the two types of ads: to provide you with a short term turn around as well as your long term branding needs.
Display Ads On Different Devices
Your display campaigns should be adjusted according to device performance. You may need to increase your bids- or even take them out- according to the performance metrics. You won’t know this unless you are monitoring all the time.
Your display ads could also be appearing on hundreds of websites so it is important to review the performance and any sites that are not benefiting your efforts.
Your performance times also deliver important metrics. You can access this information in the Adwords dimensions section. It shows you how the ads are performing at certain times of the day and specific days of the week. In light of your findings, you might want to make adjustments to your bidding.