PPC or pay per click advertising is one of the most common types of advertising today. One of the major reasons behind its popularity is its effectiveness. PPC displays ads only to the targeted audience when they are planning to buy that product or service.
As a result, PPC is widely used to increase the traffic on your website. In this article, we will share some of the best tips that will help you improve the performance of the underperforming PPC campaigns.
Improvement In The Quality Score
Quality is one of the most important things when it comes to Google Ads. In terms of Google, quality score is nothing but an estimated quality of ads, keywords and landing pages. When the keywords, landing pages and ads are relevant, it would give a good search experience. When you give a good search experience, you will be rewarded by Google for improved quality scores.
Here are some of the factors on which quality score depends:
- Ad relevance
- Click-through rate
- Landing page relevance
Also, if you wish to improve CTR, make sure to implement the following in your content:
- Use negative keywords
- Use ad extensions
- Enhance your bids
- Make use of site link extension
- Use right keywords and match types
Always Use Negative Keywords.
Negative keywords are very useful to avoid budget leakage from PPC. These keywords also help in preventing your ads from getting triggered by non-relevant search queries. When non-related searches trigger your ads, they are pushed to a lower position. Therefore the CTR falls. Thus, to make sure that non-relevant searches don’t trigger your ads, always use negative keywords.
Ensure Relevance Between Search Terms And Ads
You might have noticed that some ads perform well while some don’t. In this case, boost the performance of the campaigns that aren’t performing well. To do this, all you have to do is to that ad group and then check the keywords.
Find the details option there; now go to search terms and then click on all. You should make sure that your keywords and ads are relevant to each other. This will improve relevance as well as quality score.
Here are some tips to improve ad relevance:
- Your ads and keywords should be relevant
- Use negative keywords
- Make single keyword ad groups (SKAGs)
Enhance your landing page experience
The landing page acts as a very strong indicator of the PPC campaign’s performance. To enhance your landing page, create eye-catching headlines which will attract users. However, make sure that your headline is to the point.
It should be clear to the reader what the content is about from the headline itself. The headlines of your content should be clear, concise and short.
Here are some tips to improve landing page relevance:
- Use attractive videos and images
- Your landing page should be easy to use
- Your landing page should be device compatible and responsive
Optimise Your landing page for Fast loading
One of the most important points to consider for enhancing your landing page experience is speed. Or we can say the loading time of your webpage. Your page’s speed is one of the most important factors which helps you to improve engagements.
A page load time of 3 seconds is considered the best practice. People tend to leave the landing page if it doesn’t load within that time frame. Speed is a ranking factor and therefore should be paid attention to.
Optimize for Mobile Devices
Google pays attention to the mobile-first approach, which means, you will have to optimise your web pages for mobile devices. If a landing page is not optimised for mobile devices, you will miss out on a significant amount of traffic. Mobile-friendly web pages have high-quality scores and also make up for more than half of the search results. Also, when you design your website for mobile, you will have clear and simple navigation that will help users find what they are looking for.
You should never think of deleting your PPC campaigns just because they are underperforming. Don’t forget that there is always a scope for improvement. It would help if you worked continuously to improve your PPC campaigns. If you’re stuck with mediocre results with Google Ads reach out to our PPC Experts in Sydney and claim your free Google Ads Audit + Recommendation.
Our Clients have generated $17 per $1 spend on Google, these numbers vary based on industries. We build and manage high converting Google Ads Campaigns with our proprietory Google Ads Growth Framework.