How To Optimize Your Pay-Per-Click Campaign

September 20, 2018 by in category Online Marketing tagged as , , with 0 and 0
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PPC marketing has been one of the most powerful marketing initiatives in the digital world, ever since the rise of the internet. Yet, with the overly saturated marketplace, PPC campaigns can be extremely expensive when not managed well.

Without doing the best practices, you might not make any money with your PPC campaigns, and so, in this guide, we will share five key tips to improve the ROI of your Pay-Per-Click (PPC) campaign.

Let us begin with the first one.

1. Target The Right Time

When we are talking about PPC targeting, usually it will mean target demographics or focus keywords. Yet, while those 2 factors are definitely important, we often forget that targeting the right time is also very important in maximizing your REO.

The idea is, we should only run our campaigns on times when your target audience are active. The more detailed and accurate you can specify these time frames, the more cost-efficient your PPC campaigns will be.

Doing this can be relatively easy in some businesses and/or niches, yet can be extremely difficult on others. For example, if you are a B2B business targeting IT professionals, it is quite obvious to target the working hours. Yet, if you are a consumer business with a very broad target audience, the proper time frame can be quite obscure.

Here are some key indicators you can use:

  • Site Traffic: the times when there are more traffic to your site
  • Social Media Engagements: the time frame when there are a lot of activities in your social media channels
  • Comments: if you have a blog, the time when your audiences are commenting can be a good benchmark
  • Data From Previous Campaigns: arguably the most reliable data you can have, but not everyone has the luxury

2. Mid-Tail Keywords

Since PPC campaigns can be very, very expensive if we are not careful. It is really important to target the right keywords.

Here is the dilemma: long-tail keywords are generally cheaper than short-tail, specific keywords. Yet, short-tail keywords are more effective with higher ROIs. Thankfully, nowadays people are more familiar with long-tail search queries, especially when using voice searches. Yet, short-tail, focused keywords are still the most effective ones.

So, what’s the middle ground? The answer is the mid-tail keywords with 2 to 4 words in length. This way, your keywords won’t be too overly expensive, but you will still get the desired search volume.

You can use mid-tail keywords in combination with your direct-match, short-tail keywords to make your campaign more cost-effective. This guide by Econsultancy listed several tools that can help you plan mid-tail keywords, and might be useful for you.

The key is to always monitor the search behaviors of your audience. If you see any opportunity in mid-tail and even better, long-term queries,make the most of it.

3. Retargeting

A retargeting campaign targets those who already visited your site, or have done certain action triggers. The main idea behind retargeting is simple: by showing your ads (repeatedly) to those who have shown interest to your brand, the conversion chance is much higher.

Just how targeting is done to maximize your cost-efficiency, retargeting can further maximize your budget by repeatedly (re)targeting those who have the highest chance of conversions. Retargeting by itself is a pretty broad subject, and we won’t give it much justice discussing it here. So, check out this guide by Neil Patel to help you further.

Yet, here are some of the key principles to help get you started:

  • You might want to use completely new landing pages for your retargeting campaigns. The audience have already visited your site, so something completely new can be effective.
  • Test your ads, sometimes CTA-focused ads are better for retargeting. On other cases, ad creatives with strong branding messages can work better.
  • Find out the right frequency. You don’t want to advertise too often to be annoying, but you also want to maximize results.
  • As usual, always monitor your progress, and make changes whenever necessary.

4. Targeting Specific Devices

Nowadays, more and more people are browsing on their mobile devices, and so we will need to consider which device to target, in combination with targeting the right time frame discussed above.

There are three main device groups: desktop, mobile and tablets. If you are a B2B business, targeting desktop and tablet devices during the work hours is generally a good idea. On the other hand, if you are a B2C business selling leisure products, you’re better off targeting the mobile devices.

Remember that our main concern here is about maximizing ROI. If you have an unlimited budget, obviously you can target absolutely everything, but that’s not the case for the most of us, and we won’t make money by doing this.

So, the better we can understand our audience, the better we can optimize this aspect. Do your market research homework, as well as studying your competitors’ approach.

5. Geo-Targeting

In the past, PPC campaigns and local SEO services are only were done for brick-and-mortar businesses where the audience are mostly locals. That’s no longer the case, as every business can arguably get benefits from geo-targeting.

Nowadays, more and more people are searching from their mobile-devices, which is tied to location. We are missing out on the huge market if we are not applying geo-targeting.

The simplest way to apply this to your PPC campaign is to set-up a specific Ad Group (for Google AdWords) to target certain locations. For example, if your primary keyword is “cell phone repair” and your location is New York, you can include “New York” in your AdGroup. This way, you can capture the audience that are using “near me” or “in New York” queries.

You can still optimize nationwide and even worldwide campaigns while also targeting specific locations. With the same example, people can search for “New York cell phone repair” and hit your nationwide campaign.

End Words

There are certainly many other marketing tactics and strategies to improve the ROI of your Pay-Per-Click campaigns. Yet, those we have shared above can be a great building block to expand your overall strategy. Proper targeting is definitely the main concern you should have, as not only you will spend less, but you will also get more conversions when done right.

As always, keep monitoring your PPC campaign progress, and adjust your tactics whenever necessary.s

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