Whether you have already experimented with pay per click advertising campaigns or whether you are just getting started, it is important to make sure you are getting the best bang for your buck. Here are the top five ways to get the most out of your PPC programs:
It is not enough to have a broad goal such as ‘sell more of product X’ for your paid Google advertising campaign. Your campaign’s structure needs to be planned as opposed to setting it up haphazardly. Determine the following:
As most digital marketers will know, your best bet is to have a few different campaigns focused on the geographic area and product you are targeting. This will give you options when it comes to tweaking your campaigns and ads for better results.
The metrics that you are tracking will depend on your business as well as the goals of your campaign. If you are tracking click-through rates and conversions, for example, you can go through the historical performance of your keywords to see which keywords can be considered ‘high performing’ so you can really zone in on those keywords.
After you have determined the high performing keywords that you want to focus on, bid on the same keyword within the different match types, namely Broad, Modified Broad, Phrase, and Exact. If you are going to spend more money on one of the match types, let it be the Exact match type as this ensures you know exactly what a Google user has typed into the search engine. With broad match types, the person could be looking for information relating to the keyword phrase and the interpretation could be much broader, which could potentially lead to a lower return on investment.
Without a solid and comprehensive negative keyword list, you could be throwing away a lot of money. While you may have a few negative keywords to include right off the bat, it is important to continuously evaluate your results so that you can keep adding to that list.