In an ideal world, our PPC expenditures would be infinite, and we’d have a dedicated team to oversee and optimise our ad campaigns. Unfortunately, that is not the environment in which most businesses operate.
Even if a company has a substantial PPC spend, it may not be getting a high return on investment from those efforts. So, what should a PPC marketer do?
The first step is to understand where each cent of your PPC spend goes. The second step is to use that knowledge to make your future budget go a little bit farther. This is possible without larger expenditures or larger teams.
Do you know which of your keywords is bringing in the most money? While measuring impressions, clicks, and leads is vital, you should optimise your advertising for revenue creation.
While your ad may get hundreds of clicks and tens of leads, how many of those leads ultimately convert into sales?
Monitoring the effect of your advertising on incoming calls, form submissions, and live chat sessions is an excellent approach to optimise your ads. An even better strategy is to allocate your spending to keywords that create income rather than leads.
You might be thinking, ‘it’s too expensive; I can’t afford to advertise on social media. When considering PPC platforms, it might be worth thinking outside your usual comfort zone.
For example, if you’re a local business with a highly localised client base, it might be worth considering platforms like Instagram or Facebook. These platforms are cheaper to advertise on and can be much more effective at generating footfall for your business.
If you’re only bidding on a handful of keywords, it might not be worth you bidding on every keyword. As a rule of thumb, you should be bidding on the keywords that generate the most leads and, therefore, revenue.
You can work out the most profitable keywords by checking your average keyword bid and the average position. If your average keyword bid is higher than your average position, this is the keyword you should be bidding on.
However, remember that many PPC platforms can let you bid on the exact match of your keyword. While this might be tempting, it could actually be costing you money. You should be aware of the search term that’s generating the most impressions, clicks and, ultimately, revenue.
We’re huge fans of DSA, and we like to think that we’re being good DSA citizens by placing DSA in prominent positions on our clients’ sites.
Using DSA means that you can create adverts that appear in the search results of Google, depending on the search and the search volume. For example, if someone’s searching for ‘business cards’ on a weekday, you can tailor your advert to appear in the search results.
If you’re not using DSAs, you’re missing out on an excellent opportunity to maximise your PPC spend.
Placements are incredibly useful, but only if they’re relevant. If you’re targeting placements and not keywords, you’re wasting your budget and making your ads less likely to be seen.
Testing different adverts is a great way to drive up the profitability of your PPC campaigns. By measuring the impact of different adverts on your campaigns, you can use your ad budget more effectively.
To do this well, you should be tracking conversions and the performance of each advert. This will allow you to optimise your PPC campaign based on actual data, not blind guesswork.
If you’re putting up with poor PPC performance, or a budget that’s not stretching as far as it should, you’re not alone. However, if you follow these tips and tricks, you can use the same amount of PPC budget to generate more leads, sales and revenue.
Hello Different is an ecommerce digital marketing agency in Sydney offering website design, SEO, PPC ad management, and email marketing. We can make your website stand out, attract more customers, and increase your visibility, all of which will boost your revenue. Contact us today to get started!
Growing a business is difficult. Requiring so many different pieces to be consistently moving together is no easy feat. If you’re looking to accelerate your businesses growth, and just want to skip the constant ‘trial & error’ by doing it all yourself. We help to grow businesses with our proven frameworks and funnels.
If you’re wanting to kick-start your businesses online growth, contact us for a FREE 30 Minute Strategy Call!
We’d love to hear about your business and see how we can best help you take care of all your website design project needs, under one roof!