Here’s the harsh reality – making minor adjustments to your bidding strategies or ad copy will rarely deliver in terms of conversions. The good news is there are quite a few PPC best practices that you can effectively use to drive solid conversions.
Here are some conversion-focused PPC management techniques for you to consider.
#1 Creating Single Keyword Ad Groups
Google recommends limiting an ad group to between fifteen and twenty keywords for effective PPC management. This blanket strategy can actually be ineffective in most campaigns. Expert white label PPC management professionals recommend using the single keyword ad group (SKAG) strategy, even for large campaigns and especially for keywords that have the ‘rarely shown due to low score’. Using SKAGs allows you to create a narrowly focused ad group where the keyword, ad copy and landing page align perfectly and flow seamlessly together.
#2 Optimizing Landing Pages
Landing page design, usability and content are crucial to get leads to convert. Expert PPC management services providers highly recommend improving landing page experience by creating attractive, custom landing pages that mirror ad copy and include the same targeted keyword in meta-descriptions, titles, headings, sub-headings and content.
Information should be broken down for easy perusal and landing page should be easy to navigate across all device types. The landing page should load quickly and the call-to-action should be displayed prominently. A form should only have necessary fields and trust indicators should be prominently displayed.
#3 Adding Negative Keywords
Negative keywords are keywords that you don’t want to target – by adding them, you’re telling Google not to show your ads for search queries that include those words. In PPC advertising, every click costs money and by implementing negative keywords, you’re making sure you don’t waste ad spend on irrelevant clicks.
Experienced PPC services providers recommend location-based and product/services based negative keywords to ensure you block irrelevant traffic and get high quality leads.
#4 Targeting Bottom-Of-Funnel Keywords
For higher conversion rates, it’s important to target bottom-of-the-funnel keywords such as pricing and services-oriented keywords rather than top-of-the-funnel keywords to attract high-quality leads. Top-of-the-funnel users are still in the research phase and haven’t made the decision to convert but bottom-of-the-funnel users are already familiar with your brand and have a higher potential to convert through targeted PPC ads.
#5 Providing Personalized Ad Experience
It helps to give a human touch and personalize an ad for better conversions. Potential audiences are more likely to convert if you address their specific requirements and offer solutions to their problems. Any advertiser can provide information about product/service but an advertiser using personalized messaging and giving importance to a potential customer is likely to reap rich rewards – it’s a tried and tested sales tactic that works equally effectively in PPC marketing.
#6 Using Innovative Ad Formats
White label AdWords management professionals use specific ad formats such as shopping ads, ad customizers and video ads to increase conversion rates. Shopping ads and shopping campaigns are advantageous to e-commerce businesses as they display vital product information such as image, price, colour and merchant name to buyers interested in particular products.
With Google AdWords, you can use ad customizers to dynamically insert specific details into ads and make ads more relevant to search queries. YouTube video ads are a great way to connect with and convert users to the YouTube platform. There’s less competition on YouTube and if you’re using the TrueView ad format, you don’t have to pay if someone skips your ad.
#7 Developing Remarketing Campaigns
Clever PPC management services providers use remarketing campaigns to target site visitors who leave without converting. A variety of digital marketing networks including Google, Facebook and LinkedIn offer remarketing services that businesses can take advantage of to close sales.
Remarketing campaigns focus on analyzing site visitor data gleaned through site cookies, creating highly targeted ads and repeated exposure to stay on top of audiences minds as they browse elsewhere on the internet.
How many of these super-converting best practices have you tried?