7 Proven Ways to Boost Your PPC Performance
Whenever someone clicks on the advert, the company pays a reasonable fee to the search engine.
23:49 15 January 2021
The pay-per-click (PPC) marketing strategy to boost brand recognition involves the use of paying for visits without necessarily earning it through traditional search engine optimization (SEO) solutions. It is a surprisingly effective model for companies that want to get ahead as quickly as possible without having to worry about slowly but surely making the way to the top. For businesses that are confident about their resources, the use of a PPC company is undoubtedly a boon no matter the scenario.
That said, even those who make use of professionals could accidentally end up wasting time and resources on an inefficient PPC campaign. There are plenty of different ways to boost performance, and with a reliable PPC company, it is that much easier to stand out from the rest of the competitors. Here are 7 proven ways to boost PPC performance!
Effectively integrating data into a single platform
Those who make use of WordPress plugins are probably well aware of MonsterInsights. It is an invaluable plugin for those who utilize WordPress web design, as it allows the primary website to connect to Google Analytics — which provides a wealth of information regarding search data to help companies make better decisions.
While a PPC account successfully provides relevant information after a certain amount of time, merging it with Google Analytics to get the most accurate reports will result in a far more efficient PPC campaign. Even the free version of Google Analytics is extremely beneficial.
On effective use of keywords
While it might go without saying, it is a bad idea to try to lump different keywords together in a single campaign. Keep in mind that the structure matters, and making use of more specific terms rather than broad keywords can help boost PPC performance. It would be a good idea to structure an account similar to how one would structure their website — the products receive relevant categories with the relevant keywords. It might take a longer time to build, but it is well worth the effort, especially since generic keywords do not come cheap.
Reduce costs by eliminating negative keywords
While there are plenty of ways to use keywords to the user’s advantage, there are also times where a keyword ends up becoming so broad and vague that it starts to hemorrhage the budget. While it is great that the company’s ads appear on the search engine, it starts to become a problem if the online user has no intention of clicking on the company’s website due to the keyword being so vague that they were looking for an entirely different product. Taking the time to put more and more negative keywords into a list, will help maintain efficiency as a PPC agency strives to boost brand exposure.
Keep an eye out on poorly performing keywords
While negative keywords tend to be quite easy to spot, keywords that perform just a little better can be much harder to figure into any PPC campaign. A quality PPC agency will know to stay vigilant when it comes to poorly performing keywords, as it can cause the budget to balloon slowly but surely. Fortunately, there are a few factors that can allow a business owner to find such keywords through the search volume, bidding amount, and the broadness of the term.
Keep the primary website as optimized as possible
While it is all well and good to make use of a PPC campaign so that more and more people can click on the link to the website, it will all be for naught if the primary site is a mess. While it might not be as big of a problem for Amazon sellers that make use of the platform to sell their products, any business that focuses on their own website will have to optimize it as best they can.
Remove unnecessary widgets, make sure the site is easy to navigate, and keep the resolutions of images just high enough that it does not affect the loading times. With just a bit of effort, it can be more than possible to transform a website for the better.
Consider the prime locations for the company’s products
There are few things that can hamper a PPC campaign more than an attempt to reach a national audience when it could do so much better focused on specific cities. There will be some companies whose products are more popular in some places than others — with some companies utilizing geo-targeting to ensure that their products reach the intended audience. In the case of a PPC campaign, the use of local SEO will help ensure that the marketing strategy is as focused as possible. The use of content marketing with articles and blogs that are relevant to local events is a great place to start.
The power of mobile
Last but certainly not least, it pays to err on the side of caution and go for the platform that is sure to future-proof a business not just in 2021 but well beyond. The use of the mobile platform is crucial, as it allows a quality PPC company to focus on what they do best while online visitors appreciate the superior mobile app. It is a general rule of thumb that the mobile app is superior — or at least equal — to the browser version. While boosting PPC performance is often about making changes to the pay-per-click model itself, removing as many roadblocks as possible will always yield positive results.
Without a doubt, the use of a PPC campaign is an excellent idea for just about any business out there. That said, the best-practice methods above are there to ensure that the PPC campaign goes smoothly, as there are plenty of factors that could affect the end results. With a bit of effort and preparation, an eager business owner can work together with a PPC company to elevate brand exposure and provide a superior platform for online shoppers to enjoy.