Optimizing Google Adwords and other PPC campaigns naturally consume time and effort because of all the data gathering and testing you need to do. However, there are techniques that are known to improve any campaign's performance quickly. Running different ad variations is the most popular technique to optimize PPC campaigns. Some of your ad versions will gather more clicks than others do; it's just a matter of discarding low-performing ads.
There are other methods you can use to improve PPC campaigns. Peter Kent, the author of 'Pay Per Click Search Engine Marketing for Dummies' names several methods for improving Quality Score on Google Adwords and fine-tuning campaigns. Here are five methods you can immediately use to improve your ad's performance:
There are other methods you can use to improve PPC campaigns. Peter Kent, the author of 'Pay Per Click Search Engine Marketing for Dummies' names several methods for improving Quality Score on Google Adwords and fine-tuning campaigns. Here are five methods you can immediately use to improve your ad's performance:
- Utilize negative match keywords. Negative match keywords are used to sift through prospective visitors and run your ads only to those who are more likely to be interested in your website. Implementing negative keyword matching in Google Adwords is easy. Just indicate the words you do not want to include in your campaigns and Google will automatically omit your ads on search results with your negative words.
- Change your CPCs for major keywords. Modifying the CPCs of your major keywords may boost your campaign's overall performance. Just click on 'Tools' under the Campaign Management tab to modify your campaign. You have complete control of your ads here and this makes it easier to optimize your efforts.
- Review and resubmit any rejected ads. Google Adwords will review every ad you submit and either accept or reject it. All rejected ads are stored in your Campaign Management section, and you can edit and resubmit them at any time. Review your work regularly and don't be afraid to resubmit an ad after tweaking it with different keywords.
- 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 example, if you are promoting restaurant coupons, it may be a good idea to run the ads a few hours before lunch or dinner hours when people are thinking about where to go or what to eat.
- Understand your target market. You need to understand your audience first before you can reel them in with your ads. Find out why they would be interested in your product. You might also want to look at existing promotions they are already responding and buying. See how these promotions talk to your market and how your market talks in discussion forums and blogs.
We mostly use trial and error for optimizing our pay-per-click marketing efforts but there are strategies you can implement to speed up the process. Get started on these strategies to start your way on generating high quality leads.
