Though an integral part of any marketing strategy, PPC advertising can be very time-consuming which, as a business owner, happens to be your most valuable commodity. In this article, we’re going to share with you four important tips for improving your advertising efforts and help your marketing dollars stretch the furthest.
Related: Online Advertising eBook (free download)
Whether you’re utilizing PPC ads through search engines or social media, these lucrative platforms are constantly undergoing updates and changes that can greatly affect campaign success. Often times you’ll find new features added, policy changes, or even entire processes that have been altered—all of which are relevant to you as an advertiser. By staying on top of these updates, not only are you able to make sure your campaigns remain compliant, but you’re also able to take advantage of new features and methods for reaching your target audience more effectively.
This is especially true if you have competitors that have fallen into the deadly “set and forget” mentality, leaving their campaigns to run unchecked. That being said, as a business owner, it’s not always feasible to spend time checking for updates and determining which ones are worth your attention. Instead, to help keep you in the loop with what’s most important, look to the current plethora of technology and services designed to save you valuable time. Use tools like Google Alerts, Mention, and IFTTT that notify you when there are relevant changes made to keywords you’re watching or topics you’re targeting. While it may be difficult at first, once you get in the routine of staying up to date with platform changes, you’ll find that your ad campaigns are optimized and yielding the best results.
Just as the frequent platform updates demand some of your time, so too do the campaigns themselves. While it’s easy to fall into the “set and forget” mindset, doing so will often result in underperforming campaigns. This can be a tempting option, especially with the convenience of automated campaigns, but it’s important that you keep an eye on the way they’re performing so you can make needed changes and capitalize on opportunities.
This includes due diligence on factors such as bidding, adding negative keywords, adding new keywords, trying different match types, and testing ad copy. When it comes to PPC advertising, there is no one size fits all, so it’s a good idea to check up on each of your campaigns at least once a week to make sure they’re running smoothly. If this all sounds like too much, it never hurts to consider hiring a professional service to handle your PPC campaigns. Even though they do cost money, your return on investment will usually far outweigh the cost because the campaigns will be properly managed and optimized.
In the world of PPC marketing, keywords are everything and have the power to determine whether you draw in low-converting traffic (wasted money) or highly targeted traffic (best bang for your buck). To ensure you’re attracting the right kind of traffic to your website, you need to choose only the most relevant keywords that your target audience is using. Learn about your consumers inside and out to really zero in on what they’re looking for and how they’re searching for it. Even though it’s going to narrow your reach, you’ll have a better chance of converting each click into a paying customer.
At some point, it’s inevitable that you’ll target keywords your competitors are after as well, which is why it’s important to keep tabs and see what they’re doing so you can adjust your bids and stay ahead of the curve. If you find yourself in a costly bidding war, it’s usually a good idea to drop it and focus your marketing dollars on other, less competitive keywords. While it’s generally not recommended to target your competitors’ branded keywords, it’s a good idea to monitor whether or not your competitors are targeting your brand’s name and possibly stealing customers away. If this is the case, work on building campaigns around your company to tip the odds back in your favor.
One of the strongest benefits of using PPC platforms like Google and Facebook is the robust range of analytics that is provided to you. All of the data available helps give you a live pulse of your active campaigns so you can see just how effectively (or ineffectively) they’re performing. With so much detail at your fingertips, you can oftentimes learn valuable information about your consumers that would have otherwise remained hidden.
This will allow you make better decisions about current and future campaigns, ensuring they’re optimized and making the most of your marketing dollars. While you don’t have to track everything, spend some time going through the most important data points and get in the habit of generating detailed tracking reports so you can analyze trends and capitalize on opportunities that your competitors may not even be aware of.
Rather than let PPC marketing overwhelm you and soak up precious time that could be better spent elsewhere on the business, use the above 4 tips to improve your efforts and run campaigns that yield strong results. Even though it’s not going to happen overnight, if you make a habit of staying up to date with each platform, monitoring your campaigns, tracking keywords, and using all of the data available, you’ll soon be on your way to building a better PPC strategy that generates a steady stream of new customers.