8 Steps To Save You Money On Your PPC Campaign, How To Not Waste Money
While PPC campaigns can be beneficial for your website, and increase revenue for your business, if improperly undertaken, it can quickly become a costly campaign for business. Here are some steps you should be sure to undertake before you embark on your own PPC campaign.
What do you want to achieve?
Before you begin, set yourself goals so you understand what it is you want to achieve from your PPC campaign. Do you want to increase awareness? Â Generate a higher conversion rate? Know what you want to achieve from your campaign, otherwise, it may quickly become a waste of your time and money.
No Autopilot
Don’t allow your campaign to run on autopilot. Instead, make sure to check and optimise regularly instead. While PPC campaigns won’t need hours of work each day, they still need to be continually ‘tweaked’. Check what keywords are and are not effective; leaving keywords unmanaged will only lead to your business losing money in the long term.
Do Not Let Google Bid For You
Don’t choose automatic bidding for keywords. Allowing this setting gives Google the opportunity to set all bids, which is often too high. Instead, choose the manual bidding setting, and you’ll have full control over how much you want to spend on each keyword.
Landing Page Is Very Important
Don’t forget about your landing page, where it is you plan on directing users. First, make sure to have a landing page that leaves a good impression of your overall website, and one that can allow users to easily navigate the rest of your site. Secondly, when beginning your campaign, conduct landing page tests; send people to different pages from your website. This way, you can determine which page gets a higher conversion rate.
Optimise Using Keyword Match Types
Don’t restrict your keywords to one match-type only. Use a combination of broad, phrase and exact match for all your keywords, so you can test and determine which combinations are working, and which ones are attracting the wrong users.
Negative Keywords
Furthermore, always remember to use negative keywords. By using negative keywords, you can eliminate searches that will only be detrimental for your campaign. This is particularly important for websites that are trying to sell products; obviously you won’t want to attract users typing in words like ‘free’, which won’t generate any revenue, and so instead you should implement a negative keywords.
Do Not Bid For Number 1 Position
Don’t bid for the number one position. Unlike search engine optimisation, first positions in PPC campaigns do not necessarily improve your conversion rate. There’s no point in spending a fortune on a ranking that won’t improve your business.
Good Ad Copy Is Vital
Don’t underestimate the importance of good ad copy. While superior ads are difficult to write, if done well, they can set you apart from your competition. Make sure your copy relates to your keywords, and that you emphasise the best qualities about your product.
This can help be achieved through two ways, by your unique selling proposition, and your call to action.  Your unique selling proposition is your defining feature that allows you to stand out from other websites, and ideally attract more users. A call to action, which encourages users to do something, is important for websites that are trying to sell products, as it heightens the chance of attracting potential customers.
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