Running a profitable paid search campaign has various components and can be difficult to manage all the different moving parts, particularly when you have multiple clients. The vast array of options and selections can make it impossible to figure out the cause of a campaign failure or issue. Here are 4 ways to ensure your PPC campaign is running smoothly and optimized to maximize ad spend and revenue.
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1. Fill Out All Available Content Fields
Google Ads offers the ability to add multiple different headlines and descriptions to one ad. Using responsive search ads, Google will optimize the display of each headline and description based on relevance and user preference. This can significantly boost your conversion rate and lower your Cost Per Click (CPC). If you want to maximize your ad performance, make sure to fill out all the available headlines and descriptions for your ads.
2. Utilize All Relevant Ad Extensions
When curating PPC campaigns, it’s important not to forget to include Ad Extensions in your ads. They can considerably boost your conversion rate and serve as a great tool to attract undecided customers. They help to give the customer a better understanding of your website and offer additional value to them. Below are some of the most common extensions used on Google Ads:
- Sitelink Extensions: These are additional links which display below your main headlines and description which can provide additional value to your customers when viewing.
- Callout Extensions: Use callouts to highlight niche phrases such as “Free Global Shipping” or “Secure Payment Checkout” to build trust and credibility with your customers.
- Call Extensions: Often a phone call is the best way to convert a client. Giving someone the option to call you directly is a powerful tool to boost conversions.
- Structured Snipppets: Great tool to further describe features to your customers. These are category-specific so ensure that you are providing relevant content.
3. Use the Correct Keyword Match
In order to show your Google Ads campaigns to customers, Google relies on user intent through keyword searches to determine targeting and relevancy. Whenever someone types a search into Google, ads are displayed based on an internal auction system and on Google’s relevancy factors. It is important to understand the different methods which Google uses to determine these matches. Below are the 3 ways you can categorize your keywords.
- Broad Match: This is the widest keyword match and will show your ad on searches which include similar words or synonyms to your preferred keyword
- Phrase Match: Your ad will only show when your exact keyword is somewhere in the search phrase in the order which you specify, but the search can also contain other phrases.
- Exact Match: This is similar to the above modifier, however it will only show your ad when your keyword is the only phrase in the user search. In recent years, Google has relaxed this slightly and begun to include misspellings, plurals or other spellings of the word.
Each has its own method and serves a different purpose. Broad match will lead to more clicks and a lower CPC. However, it may lead to click from irrelevant searches which cost you additional money. Whereas exact match will have a higher CPC but more targeted searches and higher Click-Through Rate (CTR).