The 3 Main PPC Campaign Objectives for Maximum ROI

Pay-per-click (PPC) advertising is one of most effective ways of getting website clicks. Done right, it can be what sets you apart from the competition, earning you the ROI (return on investment) you crave.

You know those sponsored ads you see promoted at the top of Google’s search engine results pages (SERPs)? You could claim one of those top spots if you decide to run your own PPC ads.

However, before you jump in, it’s absolutely vital to understand the key PPC campaign objectives that determine advertisement success.

That’s why we’re here.

In this article, we’ll outline everything you need to know about campaign objectives, including how to manage your average CPC (cost-per-click), ROAS (return on advertising spend), and average ROI, so you can make the most out of your PPC experience.

The 3 PPC Objectives Worth Knowing

Basically, your three main objectives should be:

• Increasing your ROAS
• Reducing your average CPC and controlling any wasted spend
• Boosting your ROI

 
However, it’s not as straightforward as it sounds.

In order to accomplish these objectives, it’s imperative that you understand the ins and outs of each one, individually. Let’s dig in.

1. Reducing Average CPC and Managing Wasted Spend

One of the main objectives of PPC advertising is reducing how much you spend, which is why keeping your eye on wasted spend and reducing your CPC is important.

Here are some key points to help you achieve this goal:

• Long Tail Keywords – Similar to true love, valuable long-tail keywords are rare. However, once they’re found, they can really benefit your campaign.

 
According to data research, single-word phrases are competitive and therefore quite costly. On the other hand, long-tail keywords (4 or more words) are less competitive and a lot cheaper. You’ll also be aligned with stronger search intent, which will lead to more conversions down the line.

• Negative Keywords For Less Wasted Spend – Negative keywords prevent your ad from being triggered by a certain phrase or word. This means, for people who are searching for that phrase, your ad won’t be shown. Negative keywords don’t cost you any money to set up, which makes it something free that will save you money!

 
These negative keywords are vital for reducing wasted spend and to boost campaign performance. Conduct regular query report overviews to identify irrelevant questions, then add these irrelevant words to your campaign as negative keywords. This should be done on a regular basis.

2. Increase Your ROAS (Return On Ad Spend)

Here are some tips on how you can properly manage your ROAS – in other words, how much of your ad spend you get back from your campaign efforts.

• Multiple Devices and Bids Adjustment: By setting different bids for mobile, desktop and tablet devices, you’ll be able to improve your ROAS since you won’t be spending as much on certain devices that aren’t as popular with your specific audience.

 
Typically, you’ll want to bid lower for mobile. This is because shoppers are usually just browsing via mobile, rather than actually purchasing. Spending less on what’s not working while increasing spend on what is working will increase your return.

• Time and Location in Bids Adjustment: This works similarly to adjusting device bids. By simply adjusting your bids, based on the location of the query and time of day, you’ll be able to reduce your wasted spend.

 
For example, if you know your ads aren’t converting well over the weekend, you can reduce your bids for that time of the week since you know it’s not as valuable.

Or, vice-versa.

If you see that your ads are doing well on Tuesdays, you can increase your bids for that specific day. Then, boost your results even further by adjust bids based on location data.

3. Boost Your ROI (Return on Investment)

Your return on investment or ROI is very important, However, what makes it even more important is its relationship with Quality Score.

Let’s take a look.

• Quality Score and Google Ads ROI: Understanding the overarching role of the Quality Score through Google is important. If you have a quality score of 7 or higher, Google will offer you a discount, compared to what others are paying for that specific click. This discount can save you anywhere upwards of 50%.

 
The takeaway: ROI isn’t only winning conversions, but including QS knowledge will also help you save some money.

• Google Ads ROI Technicalities: On the reverse side of things, if you have a quality score of 6, your overall cost is slightly raised. If you sink down towards a score of 1 or 2, then getting a solid Google Ads ROI is impossible.

 
This punishment comes from Google’s tendency to value the user’s experience above all else.

Get Ahead, and Stay Ahead

You need to properly and constantly measure each goal to understand whether or not you’re on the right track. Only then can you achieve your objectives, and set new, higher targets.

Without a compass, the explorer is lost (along with precious ad spend). To avoid getting lost yourself, you need a professional reporting tool to lead the way, providing you with the information on what needs to be improved in your campaign.

This is where PPCexpo comes in.

With a library of exclusive reports, you’ll be able to pick and choose from a wide range of reports, depending on your needs.

The interactive PDF technology that comes with each report provides a smooth and professional reporting experience. Look for the Essential Summary Report for your core metric analysis of ROAS, Average CPC, and ROI.