Most advertisers skip the basics of PPC campaign management while flagging off their first campaign. Having knowledge of key pay per click ingredient can help you achieve the best results and returns. They help you reduce the overall expenditure and improve the campaign success result manifold.
5 Ways You Can Save PPC Campaign Budget
Well-thought Google ad campaigns can help you have huge savings on total ad expenditure along with a huge spike in quality organic traffic. Read on to find 5 lesser known PPC best practices that can be a great money saver.
1. Focusing on Negative Keywords:
‘Negative keywords’ is a frequently appeared term for advertisers. In Google’s word, negative keywords are the type of keywords that prevents your ad from being triggered. Negative keywords send signal to Google not to show ads to anyone who is searching for that phrase.
For instance if an advertiser sets a phrase ‘top’ as a negative keyword, the ad he is running won’t get populated. Therefore, rather paying a hefty sum for clicks by uninterested audience, you should wisely route your money on more targeted terms. I’ll suggest you to include negative keywords that you think would not convert into a sale for your business.
2. Scheduling Ads Could Bring Results:
Ads are meant to run for their intended audience. They are the people who live in different geo locations and in different time zones. They work in different working hours and love to receive ads when they like them most. This means, you need to be alert about the timings when your ads should be appearing in front of your audience.
Ad scheduling helps advertisers to show up their ads on certain days, or during business hours when customers are more likely to act upon the ads. Instead of seeing your ads running all day long, it would be better to set a bid adjustment to increase their bid for that specific time. You may also tweak ad settings to stop ads from running in weekends. It’s recommended to dive deep into your conversion history to find the most beneficial hours for your advertisements to be served.
3. Selecting Keywords Wisely:
A big reason behind a PPC campaign failure is not picking the right keywords. It’s disappointing that most advertisers can’t distinguish between broad match keywords, broad match modifier, phrase match and exact match keywords.
This is worth knowing that when advertisers set broad match keywords, their ads could show up even when a user misspells the keyword. If you’re seeing huge search volume within your industry, I will recommend you to stick to phrase match or broad match modifier.
4. Having an Eye on Quality Score:
Quality score is a Google mechanism to measure your keyword performance on a scale of 1-10. This is actually called Quality score. This is an overall estimation of how relevant the ads, keywords and landing page are to a user viewing a particular ad. Quality Scores typically lead to reducing costs and better ad positions. It’s an important metric to look for that advertisers quite often overlook.
5. Keep Testing Campaigns:
While you’re ready to launch your PPC campaign, perform A/B testing to check the campaigns worth. Create two different sets of ad copies and run them separately. Measure the performance of each campaign. The testing may lead to a considerable cut in cost per click and cost per acquisition.
Exclusive testing of different ad copies allows you track the shortcomings and areas of improvements. For instance of ad copy ‘A’ performs better than ad copy ‘B’, you can easily determine the points where the losing ad is lacking. One that performs better would be the right bet.
It’s recommended to test different sets of advertising copies within each ad group. It will help you to see which copy performs the best. If you manage to tame low-quality keywords, schedule your ads to be executed at optimal times and test your ad copy, you will surely taste success through your PPC endeavors.
Tarun Gupta, CEO of Brainpulse Technologies, is a prolific author and digital marketing specialist. His insightful writings span SEO, content marketing, social media strategy, and email campaigns, offering invaluable expertise to businesses worldwide. Tarun’s contributions continue to shape the digital marketing landscape, guiding success in multiple niches.