It will take time and lots of testing in order to be able to maximize the click-through rate that you get for your Google Adwords and other PPC campaigns. However, there are various ways that you may be able to do this. Among the best known strategies to do this is to first run different variations of a particular ad, then monitor the results. A significant difference to the click-through rate can be made by just changing a couple of sentences or words, then you would be able to do away with ads that are not performing that well.
Still, there are other ways to fine-tune your pay-per-click efforts. Peter Kent, author of the book 'Pay Per Click Search Engine Marketing for Dummies' identifies several techniques for improving your Quality Score on Google Adwords and creating effective, highly targeted campaigns. Here are some simple strategies to help you improve PPC ad performance and increase click through rates:
1. Use negative match keywords. Adding Negative Match keywords to your campaign can eliminate unnecessary clicks and attract a higher quality of visitors to your site. With Google Adwords, negative matching becomes easily coordinated; you need to indicate which words you don't want to include in the campaign, and Google will not display your ad on results pages that search with that word.
2. Modify your CPCs for major keywords. The Google Adwords program allows you to edit your keywords in several ways, and changing the CPC for a campaign may be an effective way to enhance performance. All you need to do is click the 'Tools' option in the Campaign Management tab and make changes directly to the campaign. This gives you complete control over the ad and makes it much easier to fine-tune your efforts.
3. Review and resubmit any rejected ads. Google Adwords will review every ad you submit and either accept or reject it. You can re-edit and resubmit the ads anytime since all rejected ads are stored in your Campaign Management section. Review your work regularly and don't be afraid to resubmit an ad after tweaking it with various keywords.
4. Run ads at different times of the day. Dayparting' is the technique of defining what time of day your ads should be run, and you can coordinate this for a better reach. For instance, running ads just a few hours before lunch or dinner if you are trying to promote restaurant coupons. You see, it is during these times when people are thinking of what they would be eating.
5. Study your target market. Writing effective and compelling ads may require doing some basic market research. Why would your target audience be interested in your product? What tone, language style and ads are they already responding to? Try to find out as much as you can about your customers by reading discussion forums that are related to your niche. That way, you may be able to write great ads with consistency.
Improving your Adwords or pay-per-click marketing efforts may involve a rigorous trial-and-error process, but there are several things you can do today to get started. Use these tips and techniques to improve your ad strategy and start generating high quality clicks and leads.
