You’re probably spending a lot of time and money on your PPC campaigns, but you may not be getting the most out of them.
It’s hard to know what to change or test when you don’t know what’s wrong. You may consider hiring a PPC agency to help you get more out of your campaigns and improve your conversion rate.
However, if you want to get the most out of this powerful marketing tool, you need to start with the basics. Let’s get started!
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How to Analyse your PPC Ads
The first step to optimising your PPC ads is to find out what’s wrong with them.
There are a few key metrics you should look at to get an idea of how your ads are performing:
- CTR (Click-Through-Rate): This measures how often people who see your ad click on it. A low CTR usually means that your ad is not relevant to the keywords you’re targeting, or that it’s not well written.
- Conversion Rate: This measures how often people click on your ad and then go on to purchase something from your website. A low conversion rate could be caused by several things, including poor website design, irrelevant keywords, or ineffective ads.
- Cost per Conversion: This measures how much you’re spending on your PPC campaign for each sale that you make. A high cost per conversion means that you’re either not getting enough sales, or that you’re paying too much for each click.
There are a few other important metrics to monitor, but these are the three that will give you the biggest insight into how your ads are performing.
Once you know how your ads are performing, you can start to make changes that will improve your results.
How to Make Adjustments to your PPC Ads
Now that you know what’s wrong with your ads, it’s time to make some changes. The first step is to identify the areas where your ads are underperforming.
Once you’ve done that, you can start testing different changes to see what works best.
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Here are a few ideas to get you started:
1. Use A/B testing
A/B testing is a method of testing two versions of something against each other to see which one performs better.
You can use A/B testing to test different ad copy, headlines, images, and even landing pages.
To do this, you create two versions of your ad or landing page and then show them to a small group of people.
Once you’ve collected enough data, you can determine which version is performing better and make that the permanent version.
2. Use Effective Targeting and retargeting
Targeting allows you to show your ad to a specific group of people. You can target people based on their location, age, gender, interests, and even the type of device they’re using.
Targeting can be a great way to improve your CTR and conversion rate because you’re only showing your ad to people who are more likely to be interested in it.
Retargeting is a form of advertising that allows you to show your ads to people who have already visited your website.
You can retarget people who didn’t convert, people who only visited a certain page on your site or even people who have been to your site multiple times.
Re-targeting can be a great way to increase your conversion rate because you’re only showing your ads to people who are already interested in what you’re selling.
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3. Target Long-Tail Keywords
Long-tail keywords are three or four keyword phrases that are specific to what you’re selling. They usually have low search volume, but they’re much more likely to convert than general keywords.
For example, if you sell women’s shoes, a long-tail keyword might be “black leather women’s pumps size 7.”
4. Use Negative Keywords
Negative keywords are words or phrases that you don’t want your ad to show up for. For example, if you sell men’s shoes, you might use negative keywords like “women” or “kids” so that your ad doesn’t show up when people are searching for those things.
5. Write Better Ad Copy
The copy in your ad is what will actually convince people to click on it, so it’s important to make sure it’s well-written and relevant to the keywords you’re targeting.
Your headline should be attention-grabbing, and your body text should explain what you’re offering and why it’s valuable.
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6. Create a Strong Landing Page
Your landing page is the page people will be taken to when they click on your ad. It’s important to make sure your landing page is relevant to the keywords you’re targeting, and that it has a strong call to action.
Your landing page should also be designed to convert, which means it should be easy to use and have a clear path to purchase.