How Do I Optimise My PPC Campaign? How To Optimise PPC? Optimising Pay Per Click
When creating a PPC campaign, it is important to take the same care as you would choosing keywords for an SEO campaign. The following tips are a general guideline to make the most of your campaign, and attract the right users.
Firstly, know what you want to get out of your PPC campaign. If you are unsure as to what you want from your campaign, then you are unable to determine whether or not it was a success. Try to think of some specifics before you go ahead; what is it you want users to do on your website? How much are their actions worth? What is your overall goal from your PPC campaign?
Before you start creating your ad, you need to know your target audience. Who am I trying to target with this campaign? Who do I think will buy my product? Why do they need this product?
By determining who needs your product and why, you can refine your ad to a more specific audience, which can increase potential engagement and conversion rates.
In the same way that you would with search engine optimisation, try to think of specific key words that users would type into Google, or any other search engine. Make sure to take note of ‘negative’ keywords, or words that don’t work, so you can avoid them and help reduce wasted clicks.
Remember that your PPC campaign is a form of advertising, and that the copy within the ad is paramount to getting users’ attention. Focus on keywords, and try to make your ad distinct from others within the same category; try Googling your keywords to see what other PPC advertisements are like within the market.
Pick a select landing page. Make it easy for users who click on your ad by picking a page specific to your PPC campaign. Try to avoid the home page, as it looks too broad and it forces people to search for what they’re looking for.
In the same way as you would with SEO, remember to track progress of your PPC campaign. Take note of page views, average time on site and visits, so you can determine what works and does not work for your company.
Using the above tips will help optimise your PPC campaign to its full potential, which will ideally increase conversion rate, while avoiding wasted clicks that can be ineffective and costly. Most importantly though, by using the correct steps to creating advertising for your website, you can optimise a PPC campaign over and over, continually delivering results.
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