5 Best Practices To Boost PPC Performance

Guest post by: ecommerce-platforms.com

Let me guess, your PPC strategies aren’t working anymore.

Or maybe you’re thinking that these strategies could have been so much better.

With the increasing number of internet users, it’s actually not very surprising that online advertising has become an important part of many marketing strategies. Pay per click (PPC) is an effective way of attracting a target audience.

While a very good strategy on its own, focusing on just the indicators of PPC success isn’t enough to guarantee profits anymore.

In order to have an enhanced and continued performance, it’s always better to put some standards in place.

The thing is, if you don’t improve them consistently or if you apply the wrong practices, it can send your PPC strategy spiraling down in a very short time

It may also be due to other reasons.

  • Maybe your PPC goals aren’t aligning with your business objectives.
  • Maybe you are setting too much store by vanity metrics.
  • Maybe you’re not giving your strategy enough time to run its course.
  • Maybe you are not optimizing your landing page.
  • Or maybe you are just copying what your competitors are doing and not doing thorough research.

Most businesses learn the best PPC strategies after a lot of trial and error. But these lessons take time, and time is not something startups have.

However, the good news is that you really don’t need to spend that much time learning them.

All you need to do is implement some best practices in your PPC strategy, and you will see a significant boost in your performance.

Make sure that you have stats for your industry to compare your results with. For instance, if you have an ecommerce website you’ll be needing some solid data such as conversion rates and bounce rates. Have your industry standard data to compare your results with even before you start.

So let us take a look at some of the best practices.

1. Optimise Your Landing Page:

There are many ways to optimize the landing page. A lot of customers now prefer to conduct their business through their mobile phones, since they always have with them. So having a mobile-friendly landing page, along with the desktop version is crucial.

Let us take PayPal for example.

Even though their desktop site is visually appealing, their mobile landing page is pretty simple. However, that is the key to its effectiveness. Because the difference between desktop users and mobile users is that desktop users usually have time to spend, while mobile users are usually those who browse quickly through sites.

It is important to note that when it comes to mobile sites, less text is always better.

2. Consider Remarketing:

It is the PPC equivalent of attracting and maintaining regular customers in a supermarket through attractive discounts. Remarketing is a way of attracting customers who have already visited your website sometime in the past.

However, this time around, you are ready to do whatever it takes to convert them into leads. And because they are already familiar with your product, and have shown interest in it, it will be easier and have high conversion rates.

Courtesy of wordstream.com

3. Add Negative Keywords

Search queries that are not relevant can push you further down the position in Click Through Rates. It also affects the budget of your PPC campaigns.

Negative keywords protect your ads from being set off through irrelevant search queries.

Bren Hammel, the director of Eureka SEM, Australia, commented in a post about the importance of looking out for negative keywords. He also pointed out how it helped the conversion rates of one of his campaigns.

He notes:

It is actually possible to see the kind of negative keywords that come up during a regular Google Search.

Let us say you are in the business of selling key chains. But you don’t have the facility to add names on the keychain. So you can filter out the search results that correspond to “keychain with names” to reduce the ad spend on that section of the market.

4. Analyse The Performance of Your Competitors Using Various Tools:

Example: Google Trends

Tools help you do your research for your campaigns efficiently. The easiest tool that you can use in your PPC campaign is Google Trends. Ever since Google started showing what’s trending across the world at any point, marketers have been eying this feature favourably.

Let us take a look at how two popular products are faring against each other right now:

As you can see, Google Trends is very easy to use. There are options to add multiple products at a time and even the geographical location.

Similarly, many other tools like Spyfu, PPC Protect, and so on are available and can be used.

5. Use Emojis:

Using emojis is a way of catering to the customer’s sentiments and getting them to respond to a particular cause. They serve as the bridge between text and tone when the all-important facial expressions and body language themselves are not present.

Emojis portray the business in a more down to earth, friendlier manner.

Despite being quite unsophisticated, they are actually a very powerful tool and can drive many clicks to your landing page.

Studies show that using emojis in a Facebook post increases the number of likes by over 50 %.
They also show that Instagram posts that used emojis had a 17% higher interaction rate.

Certain emojis resulted in a 20% higher download rate when they were included in app descriptions in the Google Play store.

A data technology company called Umbel that deals with sports organisations used emojis in the subject line of their email campaign to make the most of the space.

However, you must take care to know the audience and use an appropriate emoji. You must also make sure it doesn’t come across as trying too hard.

Also, random, less-popular emojis make a bigger impact than the commonly used ones.

And that’s it!

We have seen 5 very simple ways to enhance the performance of your campaigns.

Follow these and your PPC campaigns will be kicking off in no time.

Because the most effective strategies are almost always the simplest ones.

Photo Credit: escornabot Flickr via Compfight cc