Pay-per-click (PPC) campaigns are an integral part of any business’ online marketing strategy. These campaigns are highly effective in driving a good number of sales in a short period of time. However, businesses can reap these beneficial results only when they clearly understand how to structure and manage a PPC campaign.
Click-through rate (CTR) is the ratio of the number of clicks your ad receives to the number of impressions – the number of times your ad shows up – your ad receives. A good CTR, as such, is not very helpful to a business if they do not convert into sales. A good CTR combined with good conversion rates leads to good quality score which is very beneficial to a business. A good quality score for an ad campaign means better positioning of PPC ads in search engines at a lower cost.
Hence, a well-structured PPC campaign should aim at a good quality score. Here are a few tips which will help you improve the CTRs of your ad campaign.
Compelling, Clear and Specific Ads
To get higher click-through rates it is imperative to create effective ads that attract the attention of your target audience. The effectiveness of ad copy is measured by the relevancy of your ad and the direct and clear message that it conveys to your audience. Make the ads compelling by using customer language and by highlighting the product/service/offers in an appealing way.
Flexible Campaign Structure
While developing a PPC campaign for your business, it is important to keep the campaign as flexible as possible. By doing so, you can understand which campaigns are successful for your business and which need to be improved. The more relevant your ads are in terms of your keywords, ad groups and content in the landing page, the more successful the campaign will be.
• Experiment with Various Ad Copies and Ad Groups
Click-through rates and rankings of PPC ads vary from campaign to campaign and from one keyword to another. While creating a PPC ad campaign you need to perform good keyword research to identify all the related keywords to your business and then organize these keywords into small, tightly knit groups. Also, it is necessary to create different ad copies having different kinds of messages and presentations of offers.
• Experiment with Landing Page Content
The landing page quality is an important factor in improving the quality score of your PPC ad. If your audience, after landing on your page, is not satisfied or feels disconnected with the content/presentation, they are less likely to make a purchase. This way, you may not only lose quality leads, but also waste your money on clicks that cannot be converted into leads.
• Experiment with E-Mail Campaigns
E-mail campaigns designed to promote a specific offer by your business can be highly instrumental in driving sales, as they establish a direct contact with your targeted audience. But, not every promotional e-mail is successful in catching the attention of the audience (unattractive and vague e-mails are usually considered junk by receivers). Hence, have different templates with clear, appealing ad copies and different keywords, so as to see which campaign drives more sales.
Positioning of Ad in Search Engines
Though paid ads are displayed prominently at the top of search engine result pages, they might be ranked low or penalized if the search engines find that there are low click-through or conversion rates. As stated before, having relevant and helpful content in PPC ads leads to a better quality score, which means the search engine will automatically display your ads more often and in better positions. This translates to more exposure and reliability of your ad.
Management of Ad Campaigns
This is the most vital part in making a PPC campaign successful. Better management of your ad campaigns by: knowing the trending keywords and updating the ad copies, consciously experimenting with various ad formats and keywords, targeting different groups within your audience (based on age, income, gender, etc.) at different times and analyzing the quality scores and conversion rates of the campaigns launched. These elements combined will help increase the click-through rates of your ads.
PPC campaigns require a healthy budget to be spent on them. But if they do not yield profits as desired, your business may run into a financial loss. Hence, while considering these campaigns, approach a reputed online marketing company.