Pay Per Click Secrets: Strengthen Your PPC Advertisements 2020
Paid Search Advertising has become a huge battlefield, and with high competition, it’s hard to stay at the top if you’re not continually optimizing your Pay Per Click or PPC Advertisement.
Have you started to see a slow decline in Click Through Rate (CTR) or a creeping increase in cost-per-acquisition (CPA)? Your campaign problems might be the result of several different factors, but in the post, you’ll learn the secrets to revitalizing your SEM campaign on the decline.
1. The Quick Fix:
Generate a keyword performance report, a placement performance report, and a search query report for the last 60 days. In each report, identify keywords or placements that are generating a high CPA (more than double of your target CPA), several clicks with zero conversions, or a painfully low CTR (10% for keywords or .01% for placements) and no conversions. Pausing the keywords or placements should have some effect on your CPC and ad position.
2. Negative Keywords:
Look at your search query report. Are there terms in the report that are generating irrelevant clicks? Consider adding these as negative keywords.
3. Segmentation Therapy:
It’s common to see campaigns grouped together for network, device and location targeting. Bidding, ad copy and keyword improvement strategies should be different on each network, so combining the data into a single Pay Per Click Ad Campaign will make it extremely difficult to optimize. Create separate Ad-campaigns for devices, networks (search and display) and locations for optimal results.
4. Ad Copy Repair:
Having more than 5 active ads in a single ad group makes it difficult to collect enough data for your winning ads. This hinders campaign performance with wasted ad impressions that will ultimately lower your CTR and Quality Score. Alternatively, with only one active ad, you’re missing out on the invaluable opportunity to text messaging. 2 to 4 active ads per ad group will add some lift to your campaigns. Just don’t forget to pause a losing ad once you have enough viable data to determine that it is the loser.
5. Keyword Damage Control:
The two most common keyword mistakes that drive up costs? Having too many keywords in a single ad group, and targeting only broad- or phrase-match keywords.
When targeting too many keywords with the same ad copy, you combine too many user intents into ads that could be highly irrelevant. Similarly, with broad match keywords, your ads could appear for very irrelevant search queries. To end the suffering, consider exact-match keywords (if they are able to drive enough volume). For ad groups that have more than 25 keywords, consider creating more smaller Ad groups that are targeted around singular concepts.
6. The Add-Value Bonus:
Adding campaign extensions like Site Link Extension, Call Extensions, Product Extensions, and Location Extensions to your campaigns have shown to increase CTR and conversions. The extensions give searchers more options. In addition, a given ad simply takes up more space on the search engine results page. This can drive up CTR.