6 money saving tips for your ppc marketing campaign
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6 Money saving tips for your ppc marketing campaign. 1. Improve Quality Score Best strategy to reduce pay-per-click is to bid aggressively at first and make sure you have a tightly themed list of keywords, which will constantly give you a high quality score and ad rank. After consistently getting a high quality score and top ad positions, google will recognize your ad as relevant to the search queries and then you can start lowering your bid because you maintained a high quality score. Quality score depends on the relevancy of three things; Your Ad Copy Landing Page Keywords If you can come up with a relevant and compelling ad copy, relevant keywords and SEO Optimized landing page, you’ll definitely get higher CTRs and hence higher quality score with lower CPC. Don’t deceive the visitors by directing them to irrelevant page as that can increase bounce rate and you won’t get higher quality score.TRANSCRIPT
Money Saving Tips for your PPC Marketing Campaign
1. Improve Quality ScoreBest strategy to reduce pay-per-click is to bid aggressively at first and make sure you have a tightly themed list of keywords, which will constantly give you a high quality score and ad rank. After consistently getting a high quality score and top ad positions, google will recognize your ad as relevant to the search queries and then you can start lowering your bid because you maintained a high quality score. Quality score depends on the relevancy of three things;1) Your Ad Copy2) Landing Page3) Keywords
If you can come up with a relevant and compelling ad copy, relevant keywords and SEO Optimized landing page, you’ll definitely get higher CTRs and hence higher quality score with lower CPC.Don’t deceive the visitors by directing them to irrelevant page as that can increase bounce rate and you won’t get higher quality score.
2. Separate Search and Display Networks at the Campaign level
There are several reasons why you should separate Search & Display Network, but the most important factor is of the audience. Users searching google to find something is different from the visitors on Search Display network, reading an article on a web page. Both Search & Display Network works differently and has different success criteria. Keeping Search & Display Network to the default setting won’t improve the quality score as much, thus you’d be paying more.
So, Separate Search and Display Network. Follow the steps and reduce your cost.
3. Mobile Bid Modifiers
If you don’t have a responsive web design or the site isn’t looking good in mobile devices, you should choose to lower your bid or maybe turn off the bid completely. Here’s how you should adjust your mobile bid.
4. Send visitors to a relevant landing page, not just the home page
Newbies often don’t create a separate landing page and drive traffic to the home page thinking that it will work. You should be creating separate product/ service landing page and drive traffic there. For instance; On a site selling career coaching services users should land on a:
- Product/ Service page- Category page
If you won’t bother to direct users to the page that’s relevant and what they are looking for, chances are that they’ll go back to search results page finding your competitors who has done that.
5. Newsjack topical stories
Amend your copy lines to tie in with searched for topical stories. For example during the World Cup when Luis Suarez’s famous bite happened a sandwich shop might change their copy to ‘Hungry as Suarez? Check out our fresh sandwich menu for a winning World Cup lunch!’ or similar.
6. Enable Conversion Tracking
You’d definitely be interested in measuring the effectiveness of your PPC Campaign. In order to measure ROI, you should enable Conversion Tracking, which will help you understand which keywords lead to conversion for example Services Sales on your website. You can follow the steps to enable Conversion Tracking. Here’s how you can Enable conversion tracking.
