Marketing is a valuable investment for businesses. Pay-per-click, like other forms of marketing, is an invaluable tool in business marketing today. When done right, it can help get new leads and drive sales. In this post, we look at how you can optimize your PPC ads to boost sales.
Table of Contents
How PPC Works
PPC is a marketing channel that involves different platforms, with Google Ads and Bing Ads being the most popular ones. Depending on the platform you use, PPC ads can take any of the below forms:
- Search ads
- Display ads
- Shopping ads
- Video ads
- Gmail ads
Most marketers focus on Google ads when starting out on PPC marketing because it presents a large audience of customers and ease of setting up and running campaigns. But no matter what platform you choose, PPC ads follow a similar process:
- Create your advertising account with your preferred platform
- Create ads and select the right target audience and keywords
- Set the maximum advertising spend for each click
- Bid your target keywords with other marketers targeting the exact keywords in an auction
- Your ads are shown depending on the auction results
- Pay when your ad is clicked
Of course, ads on various platforms can take different formats and bidding strategies, but general principles remain the same.
Tips to Optimize Your PPC Ads for Better Sales
Like SEO optimization, PPC optimization involves improving various aspects of your ads to earn more real estate and clicks. This means optimizing the different elements that go into creating your PPC campaign. Things to consider when optimizing your PPC ads include the following:
- Components of the ad themselves, including the design, text, photos, colors, etc.
- Keyword targeting
- Ad landing pages
That said, let’s look at how to optimize these PPC elements to boost sales:
Create a Stellar Account Structure
Having a robust account structure is key to achieving excellent PPC results. To create a strong PPC account, ask yourself the following questions:
- What are your company’s goals?
- How many ads are in each ad group?
- What are the common themes among your products or services?
- Are your keywords relevant to the ads?
For better results, have different campaigns focusing on each product, location, and other business objectives. The best approach is to break down your campaigns according to your site structure.
But having different campaigns for each product may not be the best idea for a small business with a small PPC budget. If that applies to you, consider setting a higher budget for your “to sellers” campaign and a lower budget for your alternative campaign.
For example, you could create campaigns for different categories of your products or services and create ad groups for the various products in each campaign.
Focus on High-Performance Keywords
Like SEO, keyword research is the heart of your PPC campaigns. So before you launch your campaigns, research the best-performing keywords for your business. Beneficial keywords refer to keywords that can bring the most clicks to your ads and boost sales.
In other words, you need to target keywords according to your business’s most important key performance indicators (KPIs), for example, driving more leads, increasing click-through rate, and boosting sales.
When researching your keywords, first identify the most generic keywords related to your business. While these keywords get a higher search volume, they also have higher competition, meaning they are not the best to target.
For example, if you’re into the window tinting business, “window tints” is a general term that gets a higher search volume than a more specific term like “ceramic window tinting” or “Nano-ceramic tints.”
When performing keyword research, identify these general terms and aim for long-tail keywords. The best approach is to select keywords with a relatively higher search volume but low competition. The end goal should be identifying keywords most beneficial to your products or services.
Create a List of Negative Keywords
Identifying the most beneficial keywords for your product or service is good but not enough. You need to identify negative keywords to maximize your PPC budget. Identifying and monitoring your negative keywords will help improve results and minimize the costs of running PPC ads.
A penny saved is a penny earned. This is especially true in PPC marketing, where the number of clicks your ads gets determines your ad spend.
Identifying negative keywords is a great way to eliminate keywords that may seem a good match but don’t fit your product or service offering. For example, residential window tinting is a negative keyword if you offer automotive window tinting but not architectural. Setting up negative keywords will ensure that searches related to residential tinting are not directed to your site.
But even after setting up your negative keywords, monitor them regularly to ensure you are not blocking beneficial terms to your business.
Review Your Keyword Performance and Pause Poorly Performing Keywords
Part of optimizing your PPC campaigns is updating your keyword lists regularly. Remember, you pay a certain amount for clicks from specific keywords. As such, you need to remove non-performing keywords from your target list to maximize your PPC budget.
However, you should allow your campaigns enough time before you make this decision. Pausing a keyword that has been running only for a few days is wrong because you don’t have enough data to support your decision. Even if the keyword isn’t performing well, try to determine why that’s the case before pausing them. Here are reasons that could lead to this:
- Low search volume: If you’re targeting a keyword with low search volume, you may not get the desired results. Besides, a keyword may be getting lots of impressions but little-to-no clicks. In such a case, consider pausing those keywords to declutter your account and avoid hurting your click-through rate and Quality Score.
- No enough bidding for the Keywords: Not having high enough bids for each keyword you target can make you realize less than impressive results. Ensure your bids are competitive enough before you pause a keyword.
- Too high or restrictive match type: Sometimes, a keyword may have a high search volume but a low click-through rate and conversions. In such a case, pause the keyword and add a more restrictive match type for that keyword. If the keyword is not getting enough traffic but is on the exact phrase, consider adding it to a broad match.
Target the Right Demographic
Another crucial aspect of PPC optimization is ensuring campaigns attract relevant audiences or customers. However, you need to define and understand your target audience to achieve this kind of targeted marketing.
There are many things to consider when choosing a demographic for your campaign, including:
- Relation status
- Job type
- Income level
Ideally, think about the demographic that will benefit from your product or service and create an ad campaign targeting them.
Optimize Your Website Speed and Accessibility
The performance, security, and accessibility of your website will also impact the performance of your PPC ads.
Site visitors are likely to leave a site if it loads slowly. More specifically, ensure your site doesn’t take more than two seconds to load; otherwise, users will abandon it. Tools like Google PageSpeed Insights can help check your site speed.
Besides speed, you need to ensure that your website is accessible. Having an accessible site means users can easily browse and read through your copy or product/service descriptions. Things that impact a website’s accessibility include fonts, content formats like images and videos you use, and the size of paragraphs (avoid a block of texts).
Lastly, you need to focus on your website security. Google prioritizes website security and could penalize unsecured sites. For better security, use HTTPS code in your site URLs.
Optimize Your Landing Page
You can have a killer ad, but you won’t make sales if your landing page isn’t designed for conversion. Users will likely land on your landing page when they click your ad. As such, make it as compelling as possible to convince them to purchase or take other appropriate actions.
Things to include in your landing page to make it more compelling include:
- Product Picture – To make your ad more effective, ensure the picture of the product the user clicks is the same as what they see once they land on the landing page.
- Product information – Your landing page provides the last opportunity to convince customers that your product/service is the best. Use this space to give customers detailed information about your products, including the make, sizes, dimensions, colors, etc.
- Price – Pricing is a deciding factor for many customers. Having it on your landing page will help customers make an informed decision.
- A powerful call to action – Lastly, let your customers know exactly the next step to take. This can be something like “sign up,” “buy now,” or “add to cart.”
Localize Your Landing Page
In addition to creating a conversion-worthy landing page, consider localizing your landing page to target particular customers within a specific location. If you target an audience in different locations, create a separate landing page for each audience to make it more personalized and relevant. This will help present the best message to your audience at the right time and place for better conversions.
Focus on the Best-Performing Channels
The channels you choose to run your PPC ads will determine the results you get. As stated, search engines like Google and Bing are the most popular PPC platforms, although social media platforms like Facebook allow marketers to run ads.
If you don’t get enough conversions from Google ads, explore other channels to reach your target audience.
The best approach is to monitor your campaigns regularly to determine the number of clicks and conversion rate. It is also crucial to check your PPC spending to ensure it is cost-effective.
If your click rate is low, then you should optimize your advert. If you are using social media, focus more on imagery. If you use search engines, improve your copy to get more clicks.
In some instances, you may get clicks but not conversions and sales. In that case, you may be targeting the wrong audience, or the landing page isn’t conversion-worthy.
Take Advantage of Ad Extensions
Another way you can optimize your PPC ads is by using ad extensions. These are free PPC add-ons that you can use to provide more information about your business in SERPs to improve customer engagement and influence decisions.
Ad extensions can help improve your PPC performance by making your ads more visible. More specifically, ad extensions allow marketers to have more characters in the headlines and descriptions of their ads. They provide marketers with extra real estate to highlight more information about their products or services.
Additionally, ad extensions give marketers room to experiment with different ad copy formats and create more compelling call-to-action as it allows room for more characters. But the benefit of ad extensions isn’t only providing more real estate—they can help improve the performance of key performance metrics like visibility, click-through rate, and sales.
Types of ad extensions you can use for your campaign include:
- Sitelink extensions
- Structured snippet extensions
- Call extensions
- Location extensions
- App extensions
- Promotion extensions
- Price extensions
Relevancy is vital when adding these ad extensions. Add extensions to relevant goals and calls to action to get positive PPC results.
Develop a Retargeting Strategy
Track your site visitors and send them relevant ads on Gmail, YouTube, and social media platforms. This strategy is great for targeting people who have previously shown interest in your products/services but didn’t purchase. When done right, it can be a great tool to influence them to buy.
Set Up Conversion Tracking
The best way to know whether your campaigns are working or not is to look at conversions. Setting up conversion tracking will get accurate numbers regarding how your campaign is working. You can use this information to make more informed decisions on the directions of your campaigns.
Tools like Google Analytics 4 (GA4) and Google Tag Manager (GTM) can help in conversion tracking.
Those are the crucial steps you can take to optimize your ads. Whether running your first PPC campaign or you’ve run campaigns before, these strategies can help boost visibility, click-through rate, and conversions for increased sales.
If you want to optimize your PPC ads but aren’t sure where to start, Alchemy Leads can help. We understand that PPC ads are vital for your business and have the skills and knowledge to optimize your campaigns to boost sales and make them cost-effective. Contact us today with your business details and we’ll help you out.