- Increasing the click-through rate (CTR)
- Lowering cost-per-click (CPC)
A high CTR and low CPC are the staples of every good campaign. Being able to achieve these two goals is what every digital marketer wants, yet it has eluded even the most experienced experts in the industry. The theory is that you can achieve this by having a good search engine ranking, which will result in the algorithms determining your keywords as relevant to customer needs. In turn, your ad rank will improve, leading to an increased conversion rate which will ultimately help you to save money.
PPC advertising is the ideal choice for every young website or blog, simply because it yields instantaneous results. It’s also incredibly fair. Your success is the mirror image of your budget allocated along with the research you’ve done for crafting the ad campaign and message. Having a significant amount of money without any meaningful research is the same as having data on your hands without resources to back it up.
Despite the unrest on the market, there are proven ways to increase the rate at which your customers view your PPC ads, as well as reduce your CPC at the same time. We’ve decided to break down these methods in this post, just so you can take your brand to the next level and allocate your resources to bigger and better plans.
Make sure that your ads are relevant and try manual bidding on for size
PPC advertising can be tricky because it requires your constant attention. What works today isn’t guaranteed to work tomorrow which is why a lack of bid adjustment can lead to dismal results for your CPC. As an up and coming marketer, one should always constantly work to find new ways to reduce CPC, a critical factor in cutting back on your expenses.
Admittedly, automatic bidding is really cool; it saves you a lot of time and can sometimes even help you strike gold with conversions, costs, and value of sales. It helps to free up more space for planning your next campaign as well. More resources will also be made available, allowing you to improve your campaign further.
However, manual bidding is sometimes much better than the automatic one. For one, it gives you more opportunities to increase ad visibility and lower CPA. Why? Because you have control over how much money is invested into each keyword. Unlike with automatic bidding, a manual scheme lets you take funds from underperforming keywords and allocate it to ones that show promise in terms of garnering clicks.
Follow a simple strategy and rework it as time passes
If you aren’t well-versed in handling manual bidding, here are some things that you should be on the lookout for. Although it’s fairly simple to carry out all these steps, employing them is certain to give your business an edge.
- Focus on one campaign at a time. Doing multiple ones when you’re bidding manually can be time-consuming and may lead to mistakes. You don’t want that.
- Lowering the bids can actually help you. You have a fixed amount of money that can flow in any way you want it to. This includes pumping budget into your higher-performing ads and taking additional resources from those underperforming ones.
- Increasing the bids for high performing keywords. Sure, these keywords may sometimes fall short, but capitalising on those moments they do perform is critical, and the key to every PPC campaign is to make the most out of every advantage you have.
- Monitor the average CPC. Many marketers disregard this stat because it doesn’t really affect anything directly. However, when experimenting with the allocation of funds, it’s crucial to see how your CPC changes. It’s an indicator of the performance of your ad scheme in total.
Remarketing is your best friend
The greatest and deadliest sin in life is giving up. The same goes for the marketing industry. There are many times when a campaign flops because the marketer chose not to go the extra mile and explore all the possibilities at hand. One recent research states that PPC ads are, in fact, 57% more profitable than social media. So what gives then? What could be the reason why some campaigns fail?
One particular culprit is the lack of remarketing – the act of running ads again, to the people that have already seen them. Now, the remarketing strategy can focus on two distinct types of people.
- The first are those who have already seen your ads while searching but have chosen to ignore them.
- The second consists of people who have visited your website, regardless of whether they bought something or not.
When it comes to the first group of people, it’s all about tapping on the feeling of familiarity experienced. Those who have already seen your ad before will usually have a much higher chance of clicking it because they are familiar with it. On the other hand, targeting the second group of individuals is usually a surefire way of garnering more conversions. This is because people in the second group already recognise your brand and what you have to offer, which is something that you can take advantage of.
Target bids based on location, season and devices
Bids should be made by any means necessary, but they shouldn’t be made irresponsibly. Before you choose to make any financial allocation to an ad, you need to consider what data you have on hand. Do you know at what time of the day your customers are most active? Are your conversions more abundant in the summer or during certain holidays?
These questions lead us to the notion of flexible budgeting: the preparedness for changing up your financial scheme according to different timings and devices. For example, pumping more cash into mobile-specific ads can be a hit if the majority of your conversions stem from that means of search.