13 Ways to Stretch Your PPC Dollar
Pay-per-click advertising has the potential to reward you for your efforts, since it’s a highly targeted form of digital advertising. If your PPC results have been on the lackluster side recently, you may disagree. Luckily, there are some ways you can save money with PPC and get a higher return on your investment. Whether you’re managing your own PPC campaign or outsourcing the task to a reliable web design company in San Diego, we offer a baker’s dozen worth of tips below.
1. Define Your Target Audience
This isn’t something you do once and assume the results will remain the same. It’s more realistic that your target audience will change over time. If you haven’t done so in a while, take some time to dive into your data to really define your target audience.
2. Identify a Specific Purpose for Each Campaign
Save money with your PPC efforts by having a specific purpose in mind for each campaign. Not all PPC campaigns are meant to drive conversions. Some paid ads play a role in boosting brand awareness, while others are meant to bring more people into a physical business location.
3. Use Ad Extensions
The purpose of ad extensions is to give searchers an added incentive to take the desired action. For instance, if you want to steer business to a physical location, you can use a location extension that shows your business’s address and phone number. There are also extensions that show reviews and an assortment of other additional info.
4. Target Specific Locations
Geolocation options are often underutilized in PPC campaigns. But if you’re targeting customers in certain geographic areas, you’ll definitely save money if you target your ads by location. This way, your ads aren’t being displayed to searchers who can’t benefit from what you’re offering.
5. Use Negative Keywords
Speaking of eliminating irrelevance, don’t forget to select negative keywords for your ads. These are words or phrases you don’t want associated with your ads because they’re not relevant. For instance, if you sell sunglasses, you might set “wine glasses” as a negative keyword phrase.
6. Experiment with New Keywords
Actively seek out and try new keywords with your ads, especially with campaigns you intend to run for longer periods. You can even experiment with lower-priced keywords to see if you can still get the same results with less expensive keywords that still perform well.
7. Adjust Your Ads for Device Type
Look into your Google Analytics reports to determine how your audience is finding your ads. You can then adjust your campaigns and ads based on the type of devices searchers are using most often to find your ads. Desktop, tablet, and mobile are the three main types of devices.
8. Schedule Your Ads
You’re not going to make much money with your PPC efforts if your ads are being shown when your target customers are sleeping or not actively looking for what you have to offer. Improve your PPC ROI by scheduling your ads to only run when you get more views and clicks.
9. Consider “Call Only” Ads
These are ads that only appear on mobile devices so the person viewing the ad can actually call your business directly. This way, you’re not wasting money by having your ads shown to searchers not capable of immediately calling. These ads further save you money by only running when your business is open.
10. Work with PPC Professionals
There are a lot of little details that need to come together to make PPC campaigns run smoothly. If you’re busy running your business, it’s not always easy to give your paid ad efforts your full attention. You’ll ultimately save more money by working with PPC pros who can devote their time to your PPC needs while you tend to your other business-related tasks.
11. Fine-Tune Your Ad Copy
You’ll make more with your ads if your copy is concise, attention-grabbing, and in line with your goals for each campaign. Pay particular attention to your ad titles and the elements you include within your copy. If appropriate, consider including:
• Emotional triggers
• Relevant stats/figures (e.g., “Now 50 percent off!”)
• Images that enhance the text, which can be added with image extensions
12. Do A/B Testing
It’s not always easy to know what will resonate with your target audience. Eliminate some of this guesswork and save money at the same time with A/B testing. This is where you try out two versions of the same ad with slight adjustments (e.g., different headlines, CTAs, etc.) to see what performs best.
13. Monitor Results Carefully
Finally, be diligent about tracking results with your PPC campaigns. By doing so, you’ll be able to save money by making appropriate adjustments immediately. For instance, if a campaign is underperforming, you can pull it or make some adjustments to keywords and ad copy.
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