A Brief Guide to Boosting the Quality of Pay Per Click Campaigns
For businesses working hard to drive traffic to their websites, Pay Per Click (PPC) advertising can be a great way out. PPC advertising through programs like Facebook Ads and Google AdWords might sound simple but there are campaigns which fail to create any kind of ripple because of mistakes like absence of a compelling message or improper keyword targeting. It is best to avail the most effective digital marketing services to stay clear of certain grave mistakes that can dampen your PPC campaigns. So, let’s check out how you can enhance the quality of your campaigns.
Stay away from broad match keywords
A number of marketers go for broad match keywords, because they want their ads to appear not only for the selected keyword, but also for other similar phrases. This can no doubt increase the exposure, but it will also make you incur unnecessary expenses by attracting irrelevant traffic. So, if you do not want to lose your hard-earned money over inappropriate clicks, concentrate on exact match keywords or phrases. If you are unable to find the most relevant phrases, consult an agency that has experience in providing comprehensive digital marketing services.
Distinguish between content and search ad placements
You must understand the difference between PPC ads that are displayed as blocks in website pages (content network placement) and those that are a part of search query results (search network placement). The majority of novice PPC marketers go for content as well as search networks when they launch their first campaigns. Moreover, they tend to make use of the same ad content, keywords and payment amount per click.
However, the particular websites and queries triggering content network placements can largely differ from what brings in results for the search network. Irrelevant placements can result from placing the same ad on both networks, and this can cost you much. Customizing the keywords, keyword bids and ad copy for each network can involve good amount of time and effort, but the results are worth it.
Target ad campaigns in an efficient manner
You must be precise while targeting your campaigns in order to achieve the best results. An experienced provider of digital marketing services can help you make the most of different features in PPC accounts to control who views your ads.
For instance, if you wish to promote your business in several countries, it is advisable to establish an ad group specific to each country. Again, you can make good use of the micro-geographic targeting features if you are looking forward to target a local business keyword.
Create landing pages relevant to ads
If a visitor is led to an irrelevant landing page through a Pay Per Click advertising, it not only hampers the sales process, but can also lead to lower ad quality scores. This implies that while you pay more for every click, the exposure you receive is lesser than what advertisers with higher scores get. To enhance the relevancy of your landing pages, reduce the number of keywords.
For every PPC campaign, you must track your return on investment, which will help you understand whether the digital marketing services are paying off. You will also understand if keyword adjustment is required.