How Can You Improve Your PPC Campaigns?

Learn how to get the most of your investment

No matter what your online business consists of, whether you provide physical products or services, having properly optimised PPC campaigns can be crucial for your business to succeed.

When your PPC campaigns are performing well, you’ll no doubt see some great revenue coming in every month. However, sometimes campaigns can perform more poorly than you were originally expecting. If you’re starting to feel like your PPC campaigns are wasting valuable business budget, resources and getting little to no results, we are here to help.

Below, we’ve highlighted some innovative ways you can improve your PPC campaigns and start to capitalise on that all-important ROI.

It Begins with Regular Performance Monitoring

If you aren’t regularly monitoring the performance of your PPC campaigns, this could be where you’re experiencing some downfall. When you keep a close eye on your campaigns, you can start to see patterns of where things are working, and where they’re not.

With this information, you can amend and adapt your PPC campaigns, therefore getting the most out of them. This will reduce wasted budget and resources.

Did you know that 37% of small businesses conduct performance monitoring as needed, whilst 27% conduct them around holidays and the remaining 36% conduct them consistently? Make sure your business is part of that consistent group in order to get the best results!

Are you Utilising the Best Times to Launch your PPC Campaigns?

Often, determining the correct time to run certain PPC ads can be overlooked by small and large businesses alike. No matter how intriguing you make your ads, if they fail to meet the eyes of your audiences, they will fail. Therefore, you need to figure out the optimal time to run your campaigns and individual ads.

When it comes to seasonal ads, you need to utilise your common sense. For example, holiday seasons such as Christmas account for larger percentages of business revenue, whereas summer months are typically slowdown months for many businesses. This is particularly important to keep in mind, especially if your business is centred around selling seasonal goods.

For example, let’s say you are a business who sells Halloween products such as decorations and costumes. If you were to run a PPC campaign in June, you are not going to get as much interest as you would if you started the campaign in early October.

Another example is outdoor landscaping. Your PPC campaigns will produce unfavourable results if you decide to make them live in December, a season where most people will neglect their gardens until spring rolls around.

Utilise the Right Kind of Ads

The world of advertising is consistently changing, offering businesses more and more intelligent ways to reach their target audience. However, with all these options, you may be accidentally choosing the wrong ad format for your business and its desired target audience.

Instead of going through multiple trial and error experiments, we’ve compiled a list of some of the main forms of Google Ads to give you the insight you need to make an informed decision on your next PPC campaign:

  • Google Search Ads – this is one of the most popular forms of PPC advertising. With Search Ads, you only pay when a viewer clicks on your ad, making it a cost-effective option for many small businesses. These types of adverts appear in Google search results and are best for reaching people with high intent. This means the user is searching with an intent to purchase your service or product.
  • Google Display Ads – known for displaying image-based advertisements, the Display Network contains a large selection of websites to display ads on. For example, when you land on a website and see an ad for a product or service on the bottom or side of the page. This form of advertising is ideal for businesses looking to increase brand awareness, as well as those businesses who want to start displaying ads on YouTube.
  • Google Shopping Ads – Google Shopping Ads allows you to advertise your physical products online. This could be anything from clothing and furniture to pet supplies and makeup. This form of advertising is ideal if you have an ecommerce store and you’re looking to push your online sales with more visual advertising.

By learning more about each type of Google Advertising option and the varying benefits they have, you can start to build tailored Google ads to reach the right audience.

Ensure your Ad Copy and Landing Page Copy are Aligned

Whilst this phrase is thrown around a lot, consistency really is key. In the world of advertising, Ad Scent refers to the consistency between an ad and the respective landing page it sends you to. It’s highly important to remain consistent with your content so as not to confuse or frustrate your potential customers.

Shoppers are much more aware nowadays, so as soon as they notice any friction between your ad and your landing page, they’re highly likely to end their customer journey before it’s even really began.

For example, imagine you are an online clothing retailer, and you make an ad for jeans. When you’re creating the landing page to direct the clicks to, you want it to have the same look and feel as the ad, and of course, be relevant. You don’t want an ad for jeans that sends customers to a landing page for jumpers!

By ensuring your ad copy and landing page copy are aligned, you’re creating a smooth and seamless user journey for your target audience, resulting in an even more streamlined transaction from user intent to actual purchase.

Consider Outsourcing your PPC Management

The world of PPC advertising can often be overwhelming. If you’re a large business struggling to manage the mass amounts of PPC campaigns you have, or you’re a start-up business who needs some extra weight taking off your shoulders, outsourcing is always a great option. Free Legal Advice UK

Diginius can provide expert PPC management services to a variety of businesses, big and small alike. With our years of experience in the field and from working with a range of clients, we’re able to create lucrative PPC campaigns for your business.

Are you Ready to Boost your PPC Campaigns?

We’re here to help you with all your PPC-related needs. To find out more about our PPC management services, contact our team of experts today.

Chester Yang is the Microsoft Program Manager at Diginius with a background in economics and quantitative research.  

At Diginius, Chester focuses on nurturing partnerships with PPC agencies and integrating marketing and sales solutions.