7 Little changes that will make a big difference with your PPC
Introduction
PPC (or pay-per-click) advertising is one of the most effective ways to drive traffic to your website. It also has the potential to be one of the most expensive. But it doesn’t have to be! Here are some tips for making small changes that can have huge impacts:
Know how much you’re willing to pay for every click
- Know how much you’re willing to pay for every click. In this case, it’s not just about seeing a number and going with it. It’s about laying out your expectations and making sure that they align with the reality of your business, so that you can set goals that are achievable and measurable.
- The cost per click (CPC) is a good starting point for determining how much you should be spending on each ad click. But keep in mind that there are other factors to consider as well:
- What is the value of a new customer? If you charge $50 per hour for services, then an hour spent working with someone who becomes a long-term client could be more valuable than 10 hours spent working with 10 clients who only stay loyal for three months before finding another service provider (or leaving altogether).
- How do my competitors price their PPC ads? This will help determine whether or not competing on price is worth doing — if one competitor is offering significantly lower rates than everyone else, then it may make sense to follow suit until they stop cutting prices or increase theirs again in order to stay competitive.
Understand what your customers are searching for
Understanding what your customers are searching for is an essential part of PPC. You need to know what words and phrases they’re using, which ones have high commercial intent, and which ones have high search volume but low commercial intent.
There are a few ways to do this:
- Use Google Trends to figure out the difference between search intent (how people are looking for something) versus search volume (how many people are looking). For example, if you were selling hamburgers at a restaurant, you might see that “where can I find a good burger near me?” is more likely to be searched by someone who just wants a quick meal than someone who wants to go out with friends or has other plans that night. So it would make sense for your ad copy or landing page text to focus on convenience rather than the fact that you have the best burgers in town!
Match search intent with your landing page content
- Match your ad to the user’s search intent.
- If you want to sell something, make sure your landing page is relevant.
- If you want to drive traffic to a blog post, make sure your ad and landing page match
Use multiple keywords in your ad copy
While you’re designing your ad copy, use multiple keywords in your ads. Sure, this may seem like a no-brainer, but you’d be surprised how many advertisers fail to do it.
Ads with more than one keyword tend to perform better than those that don’t include any variations of the keyword at all. Why? Because each keyword variation has its own set of search intent signals; by using several variations of your chosen term (e.g., “best restaurant” and “greatest restaurant”), you can tailor your message based on which searches trigger which words in their context. This will help ensure that users find exactly what they’re looking for when browsing through different results pages—and ultimately lead them back to your site!
Using multiple versions of each word also helps keep things fresh: if someone sees something new when scrolling through the SERPs (search engine results pages), they might click on it instead of landing back on an old version–which increases overall visibility! With more exposure comes greater chances at conversion success.”
Keep an eye on your competition
Keeping an eye on your competition isn’t just important in the world of PPC marketing. It’s a smart strategy for all businesses to follow.
You need to understand what your competitors are doing, and how they are trying to improve their rankings. This will keep you up to date with what works, as well as what doesn’t work in terms of PPC management and strategy.
In order to do this effectively though, it is important that you have a good idea about the SEO (search engine optimization) strategies used by these competitors. A great way of finding out these details is through keyword research tools – there are many out there, but we highly recommend SEMrush (https://www.semrush.com/).
Test, test and test some more. Try ads with different links, headlines, images and calls to action.
- Use your analytics software to see what works and what doesn’t.
- Test different headlines, descriptions and images.
- Test different landing pages.
- Test different call-to-action buttons like ‘Call Now’ or ‘Shop Now’ or ‘Learn More’ etc.… depending on the context of your ad it will depend how many clicks you get from which CTA button as well as how much extra cost you will have for each click/sale generated by that specific CTA button (higher costs usually mean higher quality leads).
- Experiment with keywords – Try adding them at the end of your ads rather than at the beginning, or try excluding them altogether for a month just to see if there is an increase in sales without having any keywords in place (this will help you understand whether keyword usage has any effect on conversions)
Analyze results with your analytics software and figure out what’s working and what’s not.
Once your ads are up, it’s time to analyze the results. The best way to do this is with online analytics software like Google Analytics or Adobe Analytics. These tools will help you figure out how many people saw your ad, when they saw it and what they did after seeing your ad. They’ll also help you figure out where your highest-performing traffic is coming from, and which keywords are driving that traffic for you.
This data can be used to inform decisions about future campaigns by providing insight into how well each campaign performed, how much traffic came from which sources and what tweaks could be made to improve performance in the future.
Small changes can have huge impacts on PPC ads
Small changes can have a big impact on PPC ads.
- Test different keywords, landing pages and ad copy.
- Use analytics to determine what works and what doesn’t.
Conclusion
If you’re looking to improve your PPC campaign, try making some of these small changes. It doesn’t take a lot of extra time or money, but it can make all the difference in the world when it comes down to getting customers who want what you have to offer.