4 Powerful PPC Campaign Tricks That Are Seldom Used
PPC campaigns have become an effective marketing technique for websites. The high visibility that a powerful PPC campaign promises along with the low investment involved, makes this a popular marketing tool for website owners. A proper PPC campaign can be quite effective in pulling in high traffic to a website.
However, an ill-managed PPC campaign can severely hamper your marketing budget. A poorly created campaign might drain you off your entire budget without bringing in converting traffic. This may disbalance your business budget, pushing you for a quick retirement. In a powerful PPC campaign, the marketer assigns a certain amount for his display ads. Once a customer clicks on the respective ad, the marketer needs to pay a pre-determined sum to search engine. This is applicable for each click that the display ad gets. Thus relevant customers clicking on your ad would almost double your PPC amount while customers who click but do not convert would only add to the expenses.
Here are few rarely followed by effective tricks that can help you create a powerful PPC campaign.
Using negative keywords
An oft neglected but powerful element for a powerful PPC campaign is use of negative keywords. Negative keywords often help you save your dollars by eliminating the appearance of your ads on irrelevant searches. For example, you can use “Rarely used PPC campaign Tricks” instead of just “PPC campaign tricks”. The keyword “rarely” here acts as a negative keyword. It prevents the appearance of your website ads on searches that has been made on just PPC.
Using negative keywords ensures that your PPC ads appear only to your focused group of target audience. This prevents unnecessary drainage of your marketing budget and helps you earn a proper ROI through higher conversion.
Distinguishing search and content ads
Many entrepreneurs and first time online marketers tend to confuse on the terms search ads and content ads. This almost always ends up with the marketer choosing similar keywords, phrases, ads, bids etc. for both the search ads and the content ads.
However, it is important to understand that search ads and content ads are very much dissimilar. While search ads are targeted to bring traffic from the search engine itself, content ad pulls in visitors from ads displayed within website pages. Thus using the same bid amount for both type of ads will only increase a powerful PPC campaign budget excessively. Try customizing your keywords and bids in accordance with your ads separately to optimize your PPC expenses.
Using compact keywords/phrases
Using a single word as your keyword for your website can be too generic. Unless you have an astoundingly high traffic or top page rank, getting your ads visible through single phrase keywords is nearly impossible.
The same factor stands true for using too broad a keyword or search term. Using broader keywords would include and display ads for each and every search made with any of the search term. For example, in the keyword “best travel destination for your Christmas vacation”, search made on any of the single keyword would display this ad. However, for an audience who is looking for Christmas gifts, this ad is not relevant. Thus even though your ad does appear on the search engine, it is of no significance to the audience.
Using compact keywords (mostly a three or four words phrase) works best in pulling in the optimum number of audience for your ads. For example, if an audience searches with the keyword “powerful PPC campaign tips”, it will only display ads and results related to powerful PPC campaign. This is exactly what the audience is looking for. Thus, using compact keywords you can achieve the highest number of visitors and converting traffic.
Frequent A/B testing
Testing your ad copy is one of the best ways to make them work. However, many marketers tend to struggle with the same ad without bringing any positive results.
A/B testing your PPC ads can prove lucrative for your business as well as for your ad campaign. This allows you to test two to three different kinds of ads instead of sticking to just a single one. Display these ads at regular intervals to your target audience. Monitor your ads and see which works the best in pulling in the maximum number of convertible traffic. Use the ad whichever outperforms the others keep it for your paid search campaign.
However, make sure that you change your ads at periodic intervals and test with new ones. This will help you to keep your ads updated and not become monotonous.
A powerful PPC campaign can be created by any website owner provided he/she has the necessary skills and knowledge for one. A poorly designed PPC campaign would entirely rob off a marketer with his entire budget and might eventually even lead to shutting down of his business.