9 Steps To Optimizing PPC Ads

9 Steps To Optimizing PPC Ads

In the online marketing process, PPC is a strategy that many business people use to advertise their products. This advertising model is considered more practical, creative and economical in the digital era as it is now.

However, how do you optimize PPC ads so that your campaign is successful? Here's a guide for you!

The right steps for successful PPC advertising

Pay per click or PPC is a form of online advertising where advertisers are charged a fee when a user clicks on their ad. Basically it's like paying people every time they visit your site through those ads, not as if through organically generated content. So it's no wonder that in the end PPC advertising is considered as one of the SEM or Search Engine Marketing techniques, the opposite of SEO or Search Engine Optimization.

The most successful PPC ad campaigns require careful planning. The following are 9 Steps to Optimizing PPC Ads so that marketing campaigns are successful and optimal.

1. Determine the main goal

You need to set specific goals for your PPC advertising campaign. These goals will keep you focused throughout the process. He will also help you when evaluating the effectiveness of the campaign at the end. Frequently used goals:

  • Increase sales
  • Generate new prospects
  • Build brand awareness

The first two goals are fairly easy to measure. You will know whether the ad is successful or not if the statistics show an increase as expected. 

As for the third point, this can be measured by how much your brand is talked about on social media. Concretely, this can be known by measuring "brand mentions", adding followers, visits to websites, and so on.

2. Set a budget

In order for your ad to be more in line with expectations, you must set an appropriate budget. Your budget will be higher the more targets you want to achieve, but of course the results will also be more optimal.

3. Create advertising content

PPC advertising is something that requires you to create interesting advertising content, so that the audience is interested in clicking on the ad. Use the right words, the right keywords, unique value proposition, and include a Call to Action in it to get to your product website.

4. Create a suitable landing page

Landing page is a site page that will open when a user clicks on the PPC ad that you posted. Therefore, make a landing page that is representative and not confusing.

If you expect sales conversions, create a clear transaction page. If you are targeting collecting a database of newsletter subscribers, create a form that is not too long and tedious. If you want an increase in application installation, make sure the download or install button is clearly displayed and easily accessible.

5. Choose the right type of PPC

Next, you must determine the type of PPC campaign you want to run. The type of ad you should choose depends on the product you are selling and the audience you are targeting. 

For example, if you sell fashion products, obviously the PPC display ads model is the best choice. But if you sell services, search ads are enough.

If you want to be more certain, try to check on which platform is your audience most likely to gather? This information can help you design optimal campaigns and not create a boncos budget.

6. Do keyword research

In order for PPC ads to have maximum performance, don't forget to do keyword research first. Every PPC ad that you create must be assigned a specific set of relevant keywords. These keywords exist to match the language that customers might use and can increase the chances of your business being found easily.

Remember, keywords don't have to be just one or two words long. If long tail keywords look promising, don't hesitate to use them to reach a more specific audience.

Each keyword will have a Max CPC, match type, and quality score associated with it. Therefore, it is very important to conduct thorough keyword research, gain a concrete understanding of match types, and take the time to optimize your keyword strategy over time. 

Tips, make sure that the ad groups do not contain more than 15 keywords to stay focused on a particular topic.

7. Create Quality copywriting

After getting the appropriate keywords, make slick copywriting. Usually, copywriting techniques will depend heavily on the product and target audience you are targeting.

To make good copywriting, the most basic step is to put yourself in the customer's shoes. What is the goal or problem they are trying to solve? Write copy to provide a solution to the problem.

8. Pay attention to your creative assets

To maximize PPC campaigns, you must ensure that the visual aspects that will be displayed are in accordance with the target audience.

Make sure the quality is good, pleasing to the eye and eye-catching. Make sure there are human figures in the ad visuals. Because this can help your creative feel more relatable. 

For videos, it would be nice to also provide subtitles so that the audience can watch them in mute mode.

9. Perform evaluation and improvement

As with any marketing campaign, you should spend some time evaluating how well your PPC ads are performing. Luckily, digital advertising will provide you with complete analytics data making it easier to read and judge how successful the campaign is.

Advertising platforms such as Google Ads will provide real-time data dashboards. He can later provide a quality score based on the relevance of your keywords, the quality of the landing page, to the overall PPC performance.

Before you launch your next ad, take some time to review this crucial data.

How to process PPC ads

After creating a new campaign, you should manage it regularly to ensure it remains effective. You should continue to analyze its performance and make the following adjustments to refine and optimize your campaigns:

1. Add PPC keywords

The purpose of adding PPC keywords is to extend the reach of a PPC campaign. However, always remember to add keywords only that are relevant to your business.

2. Add negative keywords

When monitoring campaigns, find out what keywords aren't performing. After that, add these keywords as "negative" keywords, so they are included in the blacklist and are not used again in the future. This action will reduce unnecessary spending and increase the relevance of the campaign.

3. Split ad groups

One way to increase click-through rate (CTR) and Quality Score in PPC advertising is to create ad groups with their own landing pages that will better suit a user's niche. It's better if the ad doesn't take visitors to the homepage, the same page, or general pages.

4. Review costly PPC keywords

Regularly reviewing PPC keywords is important. Do a review of expensive and underperforming keywords, if needed, you can turn them off.

5. Refine landing pages

When running multiple campaigns, you should have multiple landing pages to direct visitors, not just one. The pages need to be maintained and updated to match individual search queries. Also, keeping campaigns fresh and interesting will increase conversion rates.

Bottom Line

PPC advertising is a great way to attract traffic, get prospects, and achieve sales conversions in a relatively instant period. 

Even though it may seem confusing at first, the most important thing is don't hesitate to apply the 9 Steps To Optimizing PPC Ads above . Don't be afraid to keep testing and trying all the features and types of ads available.