1) Split Test
So what is split testing and why should you do it? Split testing involves running two or more ad variations simultaneously, and it’s a highly effective way to boost your return on investment (ROI). PPC (pay-per-click) advertisers should try to get into the habit of creating multiple ad variations, allowing all of them to run for at least a full week. After this time has passed, you can keep the top-performing ad while replacing the under-performing ad with a new one.
2) Include Keyword in Ad Title
One of the easiest ways to improve your click-through rates (CTR) and conversions is to include the keyword on which you are bidding in your ad copy. Google will automatically bold searched keywords that are found in ad copy, making them more visible to users. And when users can spot your ad more easily, it usually results in more sales/conversions. It’s just that simple. If you are going to bid on multiple keywords (hint: you should), create separate campaigns with custom ad copies so they contain the targeted keyword.
3) Avoid ‘Bidding Wars’
It’s not uncommon for PPC advertisers to get into bidding wars over the #1 position. PPC marketing allows advertisers to set market prices for keywords based on their bids. So if you want to obtain a #1 position for your target keyword, you just have to bid $0.01 cent higher than the current highest bidder. As a result, however, advertisers may attempt to knock each other out by constantly raising their bids. When this occurs, it can quickly eat through your earnings, so much so that it prevents you from turning a profit. The bottom line is that you should avoid getting into bidding wars with other PPC advertisers.
4) Use a Landing Page
Rather than sending users from your PPC ad directly to your website, you should create an intermediary landing page. Landing pages have one primary focus: to convert as many visitors into paying customers as possible. A traditional website may contain tons of content, navigation links, and other “traditional” web elements, whereas a landing page may consist of just a single page with a large and prominent call-to-action (CTA) button at the top. Visitors are more likely to take action on a landing page than a complete website, which is why it’s a good idea to use them within your PPC campaigns.
5) Monitor and Adjust
PPC marketing isn’t something that you can simply set and forget. Nine out of ten times, it requires constant monitoring and adjusting to remain profitable. After launching a new campaign, monitor metrics like CTR, conversions, and Quality Score, optimizing them when necessary. A little optimizing will go a long ways in turning otherwise failing PPC campaigns into profitable ones.
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