No matter how long you’ve been using PPC in your Google Ad campaigns, there are always things you can learn! Google is often making small changes to the platform, and you’ll probably read about innovative new PPC techniques that have been tried and tested by the next PPC guru. The only issue with all these new techniques is that the basics can get forgotten, or simple housekeeping tasks are overlooked.
Some businesses get so excited about PPC that they forget to create a proper strategy, and don’t have a solid foundation to work from. No matter where you are in your PPC journey, it’s always a good idea to remind yourself of the basics before experimenting with new and exciting strategies. We’ve outlined five helpful tips below, to help take you back to your PPC roots!
1. Defined Goals and Objectives
Within Google Ads, you need to ensure you have clearly defined goals, otherwise you won’t have good odds of hitting any targets! Make sure these goals are tracking properly too – it’s not uncommon for people to tweak their goals so often that they end up being slightly off. Once you have your goals plugged in, you can then optimise your campaigns to hit specific objectives.
It’s also essential that everyone in the business is aware of the overall targets and objectives of your PPC campaigns. Regardless of whether you’re aiming for a certain conversion rate, ROI, or a particular number of leads or transactions, ensure that each department agrees on your smaller and overarching goals.
2. Use Your Historical Data
Google helpfully records tons of data regarding your previous campaigns – make sure you use it! Because there are so many variables, you can conduct countless experiments and A/B tests in order to see what combinations work best. Your historical data can also answer a lot of questions about your audience and how to improve your conversion rates. These questions include:
- Which campaigns led to the highest level of conversion?
- Has your allocated budget made a difference to the success of a campaign?
- What are the demographics of the people converting the most?
- Which keywords perform best?
- When do conversions happen the most, such as day of the week or time of day?
- Which ad extensions have yielded the best results?
Once you’ve analysed your data, and answered the above questions, you can then consider future strategies, as well as your budget allocation. With keywords in particular, there is often a lot of wasted spend, so make sure you’re regularly checking the performance of these.
3. Test Your Ad Copy
Once you find ad copy that works, it’s tempting to just keep reusing it. But over time, the copy will become less and less successful, as your audience will get bored of seeing the same message. That’s why it’s important to mix up your copy, and keep it relevant. Seasonal campaigns can be particularly successful, as they tend to resonate more with your audience.
There are a few other straightforward techniques you can use in terms of ad copy, such as:
- Try to always include a call to action (CTA)
- Ensure your copy ties in with the keywords in the ad group
- Pin your headlines in the best positions
- Generally the preferred ratio is one Responsive Search Ad and two Expanded Text Ads
Once you’ve written your ad copy, and set it up in your campaigns, it’s then essential to test it! Expanded Text Ads in particular are good to A/B test, to see which one gets better click through rates and conversions. You should also consider the cost per click – a campaign can often look incredibly successful until you consider how much you’ve spent!
4. Consider Your Audience
When it comes to your audience in Google Ads, while you’ll obviously want to use Targeting with groups that are more likely to convert, it’s just as important to use the Observation feature. This ensures that your audience lists don’t get stagnant, and that you don’t miss out on new audience opportunities you’d not considered before.
With the Observation feature, you can gather information about things like impressions, clicks, and conversions for a range of audiences. That way you can learn more about your potential customers and adjust your Targeting and remarketing accordingly.
5. Structure Your Campaigns and Experiment
The key with any PPC strategy is data. And if you’re not structuring your campaigns properly, it’s impossible to segment a lot of the metrics. So for each ad group, you need to stick to the same theme of ads and keywords. Brand and non-brand keywords should be separated out too. Having groups of the same theme will also allow Google’s algorithms to optimise your campaigns more effectively.
It’s also important to use your data to experiment, split testing campaigns to improve your overall strategy. Of course too many tests at once could get confusing, so maybe start with a couple at a time. Each experiment should go on for a while if possible, so that you can get statistically relevant data – perhaps around a month.
Overall, every PPC campaign needs to be closely monitored and easily adaptable. You can’t just sit back and hope for the best – you need to keep experimenting and making improvements! And if you’d like to discuss further PPC strategies, don’t hesitate to get in touch with us!