How can advertisers get better efficiency from their PPC programs? Campaigns, ad groups, ads, keywords and landing pages are the 5 components of a PPC program. Advertisers would look to ensure these components are perfectly created to draw more prospects to the advertisers’ products or services.
PPC programs become more efficient with PPC optimization. Optimization involves testing the 5 components of the PPC program continuously and applying mid-course corrections where necessary. Most of the time, advertisers use platforms to easily set up and run PPC campaigns. If they don’t optimize they run the risk of a low efficiency campaign which will eat away the advertising dollar.
The advertiser can optimize each of the 5 components through help from the platform and own internal optimization processes.
A PPC program has many elements falling under 5 components – campaigns, ad groups, ads, keywords and landing pages. The efficiency of the program increases with optimization of the components. If even one component is sub-optimal then the program becomes inefficient resulting in wastage of money spent on the campaign.
For instance, if a prospect clicks on the ad and the landing page loads slowly the prospect is likely to leave out of frustration, and the advertiser not only loses a conversion opportunity but also loses face with the prospect. Similarly, an ad is sub-optimal if it uses text instead of images for a specific campaign.
Optimization is a continuous process and not a one-time action.
The success of PPC optimization depends on the management of the components of a PPC program. Setting clear-cut campaign goals is fundamental to success. No clear goal means draining advertising money very fast. On setting clear goals, the other components need constant testing and monitoring to fall in line with the objectives of the program.
Keywords make or break a campaign. Poor key words should not find a place in the program. Ad text and images are vital and they should appeal to the target audience. Traffic from display and search work differently and each requires different optimization techniques. A/B testing on landing pages is a must. Reviewing the program components helps to determine what works, which is useful in deciding campaign expansion.
PPC optimization methodology is applying the test, analyze, adjust and repeat steps to each of the components of a PPC program. The methodology is not a one-shot action but a continuous process to ensure maximum utilization of the advertising dollar to reap rich rewards.
Step 1 – Test
In PPC creating a well thought out campaign is half the battle won. The other half of the battle is in the testing of the campaign per se on all its components. Testing is a dynamic process with no let up. Testing involves many elements. Checking search queries facilitated by the network is the first action. Reviewing keyword performance through conversion is the logical next course of action. Reviewing ad performance of at least three variations of an ad is an action that is inevitable.
Step 2 – Analyze
The second step in PPC optimization is analysis of the results of the tests done in the first step along with competitor analysis. The analysis includes performance metrics of search, keywords and ads. Search metrics will show how users searched. Keywords metrics will show CTR and conversion rates. Ad performance metrics will show CTR, conversion rate and revenue generation for every click. Competitor analysis metrics enables learning about their successes and failures. Each of these metrics is important for PPC optimization.
Step 3 – Adjust
The third step in PPC optimization is to take action to tweak the campaign based on the first two steps. The settings options in Google Ads and Big Ads allows campaign optimization in terms of selecting device, network, bidding, ad extension and ad rotation, choosing location and allocating budget. Ad optimization is possible in terms of images and texts. Keywords optimization involves matching, cost per click, cost per thousand impressions and average position. Landing pages optimization allows selection of design, copy, and ease of use and CTA.
Step 4 – Repeat
Optimization is not something you do once hoping it would work for time immemorial. It involves repeating the first three steps of testing, analyzing and adjusting a PPC program on an ongoing basis without let up. The online advertising process is a highly dynamic one with billions of searches ever day. Advertisers hope their campaigns will attract users to click on their ads. Testing, analyzing and adjusting the components of a PPC program continuously increase the chances of attaining desired results.
We at Digital Ads master the art and science of PPC optimization. We have competent, experienced and qualified experts in all areas of PPC optimization methodology.
We are experts in using Google Ads and Bing Ads to ensure your campaigns achieve the goals set for them. We also have some proprietary optimization processes which would help in optimizing your campaigns on mobile and laptop devices as well as by location. This competence helps in bidding competitively for location based bids.
We are also experts in maximizing impact with ad extensions. This is extremely useful because your ad can occupy more space and hence more information and more prominence. You can focus on your core strengths leaving the PPC optimization to our experts.