Resurrecting an old PPC campaign may seem like a lot of work, but is it really? You might already have an existing campaign in place that is drowning faster than the Titanic. Is it time for you and your marketing team to give up? Should you let a big chunk of your online advertising sink with it? Or should you work on the PPC campaign a little longer to see it through success? These are only a few of the contradicting thoughts that pass through a CEO or entrepreneur’s mind while reconsidering their PPC options.
Finding the right path of online marketing can be challenging for you and your teammates unless there is an expert to guide you. Two simple factors define an excellent PPC campaign –
- Confirmed goals: Establishing PPC goals is the first step towards aiming at success. It can maintain your business metrics by realigning the different attribution points. A business needs to revisit their PPC campaign at least twice daily to keep it relevant.
- Set your priorities: Once you have determined your short-term and long-term goals, it is vital to establish your list of priorities. A business can have limited number of priorities. For example – you might be thinking about working on your revenue growth for the time. In that case, you need to redefine your conversion metrics, find better performing keywords and expand your customer base. In case, you are thinking about driving more profit; then you need to work on search query reports to mine the negative keywords.
What are the 5 points about your PPC campaign you need to revisit in 2018?
A sponsored online ad campaign has several customizable qualities. To rekindle the fire of your PPC campaign this year, here are the five things you can do –
Work on your ad copy
Long-ad copies are obsolete, and so are the mobile-only adverts. You need to think bigger and think better. Find out all you can about the new-age extensions that allow sponsored advertisements to contain information. Several add-ons keep these ads visible. Always remember that larger ad units can push competitors further down the page. Stick to the modern two-headline format and stay away from the old one-headline format.
What are your new keywords?
Apart from reviewing your overall ad strategy twice a year, you need to revisit your keyword strategies as well. You need to keep building your keyword list and start using high-performing keywords for your campaigns. Do not be sentimental about hashing off old keywords that do not perform as well in this era. Pay attention to voice searches, since they are revolutionizing the keyword strategies in over 20% of mobile queries.
Here are a few types of keywords you should be focusing on for your campaign –
- Brand keywords: these should include your brand name, and they can contribute liberally to your CTR.
- Commercial keywords: These are the high-intent keywords that target users at the bottom of the sales funnel.
- Long-tail keywords: Long-tailed Keywords are high in specificity, but they target a narrow group of users only. They have low volume due to high specificity. Check out PPC management Los Angeles for finding location-based high converting keywords.
- Competitive keywords: This set of keywords makes your brand and products visible to those, who are looking for your competitor’s services and products.
- Low-intent keywords: This is a set of broad keywords that help in expanding your account. However, since they are low-intent, they do not contribute much to CTR or conversion rates. They only boost brand recognition and recall value.
Who’s your most rewarding audience?
Any business has a target customer base. Sometimes, the customer base expands, especially before the holidays and celebrations. During such occasions, not reviewing your audience for your PPC campaign can be a big mistake. You may lose thousands of dollars’ worth profit from not paying enough attention to the shifting audience-base. Additionally, it takes a few visits for a visitor to convert. Each time they decide to revisit through your PPC ads and leave your e-commerce store without purchasing anything, you could be losing money. Therefore, you need to target your advertisements more carefully for reaching out to an audience, which converts easily. You will need a lot of customer data to understand the demographics. Once you have that, you can always work towards modifying your bid to make your ad more profitable.
Are you paying enough attention to your bidding strategy?
Bidding is the most important part of PPC campaigns. Without the correct know-how of bidding on keywords, you are likely to find it very difficult to see profit from your current campaigns. Even if you believe that you have the best bids in place right now, you might want to revisit your strategies.
Here are a few rules from the online marketing experts, who have been studying bidding patterns for a while –
- For non-converting terms, always decrease the bids after observation.
- When keywords have high CPAs, you should reduce the bids on them.
- For converting terms below X position, increase the bids (generally 3.5 or higher).
There is always the chance to research and improve. That is one of the most significant traits of PPC. You can customize the campaigns howsoever you want to suit your budget and marketing needs.
Have you checked out the new AdWords Interface?
We know, with Google’s new interfaces and tools emerging every day, it can be hard to keep track of the updates. However, the new Google AdWords interface is something every PPC campaign manager should check out at least once. Moreover, very soon, this is not going to be an option anymore. People will have to opt-in for the new interface, so you might as well begin when it is still not as competitive and crowded.
It is not as intuitive as the last one, and it is pretty clear that the experts designed it keeping the professional PPC campaigns in mind. It might take you some time to master the options. There are a plethora of new controls and options that can allow you to monitor and manage your PPC campaign in real-time. Promotion extensions are one of the new features that are currently available in the new interface only. Keep in mind, several bugs require fixing, but there is also a lot of new features you should figure out before it becomes compulsory.
