Google Adwords Campaign managers are Google Certified Professionals and love talking about PPC. With that in mind, they asked them to share a few of their favorite tips for getting the most out of your Google Adwords campaigns and here is what they came up with….
How to Boost Your PPC Performance? Here given 3 best tips for Google Adwords Campaigns:
1. Track everything from the beginning
One of the easiest ways to improve your campaigns is to measure as many factors as you possibly can using the built-in conversion tracking which will allow you to see how much spend, profit and revenue is being generated right down to the keyword and advertisement level in your Adwords account.
One of the major benefits of PPC advertising is that you can measure exactly where your budget is going right down to the last penny so take advantage of the high visibility that the Google Adwords offers through the conversion tracking feature.
This will mean you immediately know the winners and losers on both your keywords and your ads. We often find that some keywords can generate the vast majority of sales inside a campaign whereas others don’t generate any profit at all. By cutting out badly-performing campaign elements you can easily turn an unprofitable campaign into one which generates a hugely profitable ROI. Small changes over time can have a massive impact on the overall performance and profit of your campaign so it’s wise to track as much data as you can from the very offset.
Here at experts are constantly refining our clients PPC campaigns and many small adjustments have a huge effect over time, so if you’re not tracking everything from the very beginning then you are quite simply missing out on all kinds of useful data that will affect your ability to make accurate and well-informed decisions in the future.
2. Improve Your Quality Score
The Google quality score is another incredibly important factor that will make or break the success of your campaign. It’s effectively a value between 1 and 10 that Google assigns for each of your keywords in your campaign depending on how relevant and high quality they consider both your ads and landing page to be for that keyword.
Improving your quality score will result in you paying less for clicks and will also result in your ads being shown more frequently on Google Adwords which can give you an edge over your competitors.
If for example, you own a pet shop and both your Google ads and landing page are filled with content relating to dogs and cats, you have a much higher chance of having an excellent quality score than if your site talks about football or cars. However, even if your content is highly related to your subject matter, you are not necessarily guaranteed the best possible score.
There are several other ways to improve your quality score so let’s take a look at them in some more detail:
Everything begins with your ad copy which firstly needs to clearly describe the product or service that you are advertising. One of the easiest ways to create a big boost for your quality score is to use the actual keyword that you are targeting inside your ad copy itself and make custom ads for each keyword. This means that you create many variations of your ad copy and create custom headlines that contain the keyword that you are targeting to ensure that your ads are highly relevant.
The content of your landing page also needs to be highly related to both the ad copy and the product or service that you are advertising. This means that many of the keywords should be inside the content and that your users should be engaged and interested in what you have to stay which will mean that they stay on your site for a reasonable period of time. Large numbers of people leaving your site prematurely (which Google calls “bounce rate”) can have a very negative effect on your PPC campaigns so it’s important to ensure your content is related and of an excellent quality to keep your readers hooked.
Slow loading times can have a big impact on your quality scores so it’s important to ensure your site is as fast as possible. Speed tests such as this one here by Pingdom can allow you to identify any bottlenecks and ensure that nothing is slowing your site down. CDN’s such as Cloudflare (which is free) can be implemented to make big improvements in this area. A slow website will result in a poor user experience meaning they people will leave your site quickly and generally not stick around.
3. Target Long-Tail Keywords
A common issue that we see in many PPC accounts is that people often target keywords that are extremely “broad” which are usually extremely expensive, competitive and un-targeted.
For example, if you sell car insurance, then bidding on the broad keyword for “insurance” is likely to bring you a lot of untargeted and hard-to-convert traffic (probably including health insurance, home owner insurance etc.) which isn’t really relevant to you and your business.
In contrast to this, long-tail keywords bring you less traffic but are cheaper and a lot more targeted which means you have a much higher chance of success when trying to convert the customer.
An example would be the keyword “cheap car insurance London”, which is likely to bring you a much more highly-qualified customer that is easier to convert as they are specifically looking for what you are offering.
While they may not pull in massive amounts of traffic, targeting long-tail keywords is also usually cheaper than broad keywords which means that you have a better chance of making a profit and the visitor is also going to convert extremely well because you’re hitting your target audience precisely.