Winning in the Costly PPC Arena – What You Need to Know
If we’re honest, the Pay-Per-Click (PPC) environment is an expensive and intensely competitive one – although costs vary according to what you are selling, with pricier goods being dearer to advertise in terms of typical cost per click.
To be sure the investment is worth it, there are a few things you can do – here are our top tips:
Take care with keyword matching
We’ve written recently about Google’s changes to keyword matching – which means you need to be more vigilant than previously about search terms and the way your keywords are matched to them. You need to look at everything!
Use the right tracking
Keep tabs on how many phone calls your PPC campaigns generate and learn where your best leads are coming from so you focus investment where it’s likely to be most effective and not squander budget on campaigns that don’t work. This may seem an extra hassle, but the reality is you can’t afford not to do it.
Get proactive with negative keywords
Irrelevant clicks cost you money, so take advantage of negative keywords. Use the Keyword Planner to also find the terms you don’t want to be clicked on for, as well as Google’s own suggestions for long-tail queries to avoid. For example, cut out ‘jobs’ if you don’t want to attract those looking for employment.
Desktop or mobile?
Are customers researching your field from a mobile because they need something urgently like central heating repair – or do you provide something high-end that will be looked at in detail from a PC? Understand where your conversions come from by paying attention to Google Ads.
Bid based on audience relevance
If you know, for example that your customers tend to be especially interested in food or home improvements, you can use Google’s lists so that users exclusive to those groups see your ads when they browse.
Use remarketing to help lower costs-per-click
Remarketing Lists for Search Ads (RLSA) means that, with a list of your choosing, you can show ads only to your past visitors as they carry out follow-up searches for what they need on Google, after leaving your website.
Front Page is here to help
At Front Page Advantage, we understand PPC advertising and latest industry developments inside out. Talk to us about tactics for your campaigns so that you get the most for your ad spend. Give us a call today to chat through some options and we’ll take it from there.