If you run a business in Washington, DC, one thing you should not take for granted is pay-per-click (PPC) advertising. More so, research shows that you can make an ROI average of $2 for every $1 you spend on PPC advertising. You can see that much profit and even more if you are willing to improve your PPC performance.
Are you a new business owner looking to start PPC advertising for your company and need proactive strategies? Or do you already run PPC advertising, but its performance is tanking? Continue reading this article as we explore the top five tips to help you get proactive and improve your PPC performance.
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Eliminate Low-Performing Keywords from Content Plans
“If your company’s PPC performance is tanking, there is a good chance that the culprits are low-performing keywords,” says Seth Price of BluShark Digital.
No matter how great your PPC campaign is, if you use low-performing keywords, they will undercut your efforts. As such, you must pay attention to your targeted keywords, mark the ones hurting your campaign’s performance, and eliminate them.
It is quite easy to locate low-performing keywords; just look for those with low impressions, low clicks, and low conversions. Meanwhile, you may find keywords that only make impressions and generate clicks but no conversions or impressions but no clicks.
Boost Campaigns with Manual Bidding & Measurable Metrics
This tip focuses on your bidding strategy; if you want to improve your PPC campaigns proactively, utilize manual bidding instead. Undoubtedly, automated bidding options like Google Ads make the work faster, but they do not always yield the results you want. If your campaign will be running for up to thirty days or more, you should use manual bidding instead.
With manual bidding, you have more control over your PPC campaign, but you have to conduct regular check-ins. You can set competitive bids for your keywords using your campaign data, and then monitor them daily or weekly. Note that conducting regular check-ins is extremely important as doing otherwise can hurt your ROI in the long run.
Value First, Profits Follow in the Long Run
While you want to make profits in your business, you have to ensure that is not what drives your PPC campaigns. As you invest in ads to attract visitors to your website, your focus should be on successful lead conversions. Therefore, when visitors do click your links, will their experience on your website be something they will remember for a long time?
Moreover, while conversions are vital to a successful PPC campaign, your PPC account should center on utilizing effective customer tracking measures. This helps track the user experience of every person who visits your website and provides value to whoever sees your content.
Use Negative Keywords to Target the Right Audience
Negative keywords ensure that only those looking for what you are offering click on your links. Understanding that every click on your ad attracts charges, there are times when the person who clicked the link is looking for something different. Therefore, although you will certainly not make a sale from this person, you will still pay for the click.
Therefore, you want to use negative keywords to prevent people searching for certain phrases from clicking your ad. Some negative keywords you can include alongside your company name can be jobs and vacancies.
Streamline Accounts with a Consistent Schedule
PPC expert or not, there is a constant need to organize your ad accounts as often as possible, as they get disorganized over time. As such, endeavor to create a regular schedule for auditing and updating your ads account structure. This does not only ensure a streamlined account structure; it can significantly improve your PPC results.
To update your account structure, log into your Google Ads account and inspect your ad campaign and ad group organization. Assessing your account structure can help you see where you need to break ad groups into separate campaigns, among other things.
Conclusion
Running a successful PPC campaign in Washington DC requires that you have a good understanding of how it works. Also, following proactive PPC-improving strategies can yield you the profits you are looking for, maybe even more.
