Many companies complain that PPC campaigns are “hit and miss.” They either work so well that companies happily keep spending money to run them, or they just don’t work at all, and advertisers swear never to use them again. There isn’t really any mystery as to why this discrepancy occurs: display ads are either planned and executed to optimize them – or they aren’t. The following tips will help you ensure that your PPC campaigns are set up for maximum profitability.
A common mistake that companies make is forgetting to link their Google Ads account to their Google Analytics account. Linking the two helps you to track conversions, which, in turn, enables you to optimize your ads. A vital feedback loop forms, which maintains and increases the profitability of your ads.
No two PPC campaigns should be alike. Some are meant to drive direct sales, others to generate leads, and others for brand awareness. Display ads should always be used with one specific goal in mind. If you set the goal, you can optimize your ads to suit their particular purpose and track their success more accurately.
Aside from setting a goal for each ad, you must also ensure that it is targeted at the right section of your audience and for the right reasons. You may need to test these options to find out which one is the most appropriate. The options include remarketing, demographics, affinity, in-market and custom intent. Targeting your ad in the right way will ensure that you reach the right people and improve your campaigns’ success.
Since so many people access online content via their mobile devices, it is vital that your ads are optimized to be viewed on cellphones and tablets. For this reason, you should be sure to create responsive ads – these are display ads that change their size and orientation based on the kind of device on which they are viewed. If you don’t use responsive ads and make them accessible only on laptops and desktops, you are excluding a large part of your audience, which will reduce your visits and conversions – and thus your profitability.