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Launching a PPC campaign is not the end of the road. In fact, it’s arguably just the beginning.
PPC campaigns require you to commit ample time and resources to monitoring and tracking performance, even years after they’ve launched.
Suppose you aren’t measuring performance and comparing it to similar tactics. In that case, you have no means to know which ad strategies are actually working or how to increase your return on investment (ROI).
You won’t be able to identify what tactics to use in improving your PPC campaign performance to receive greater results.
Why do PPC campaigns require so much attention and monitoring? Change.
Even your strongest campaign can face unexpected failure because of changes to the market, your competitors, customer behaviors or the ad platform itself.
Change can also occur from your own strategies. Launching a new PPC campaign may impact your existing ones.
This discussion will look at how to improve PPC performance, even when scaling your strategies up. You can use these tactics to improve PPC campaign performance for a small or large account.
Let’s get started.
Before diving into the scalability side of things, let’s first address common strategies for how to improve your PPC performance.
PPC marketing is built on the shoulders of keywords.
Like many digital marketing strategies, keyword research dictates what you should advertise and how to structure your campaigns and ad groups. Since you’re bidding on keywords, the search terms you target will even impact your overall costs!
Keyword research is the most critical element of good PPC campaign optimization.
If you develop a winning keyword strategy, you’ll have no problem achieving success in search advertising. It’s practically a guarantee!
There’s a lot to consider with keyword research.
Keywords are so pivotal to your PPC success that it’s recommended you invest in a keyword research and planning tool.
Some free options exist, like the Google Keyword Planner. However, if you want to make the most of your keyword data (and trust us, you do), then you should look into more advanced keyword research tools, such as PPCexpo Keyword Planner.
Your budget, or how much money you commit to PPC advertising each month, plays an important role in the performance of your campaigns.
Even if you have a massive ad budget, it doesn’t guarantee your success in the PPC market. You have to plan how you’ll spend that money carefully.
This is also true when you scale your budget up.
When planning your ad spending, there are a few things to keep in mind.
Your budget doesn’t set the success of your campaign. It’s your budgeting strategy and how you spend your money. You want to focus your funds on the ads with the best performance and highest returns.
Impression share often takes a backseat behind clicks, conversions and other valuable metrics.
When looking at what are tactics to use in improving your PPC campaign performance, you should not ignore impression share.
Any business benefits from getting their messages in front of more prospective customers and leads. Impression share is a way to see how many times your ad was shown versus how many times it could have been shown.
You can look at impression share in two different ways. Let’s say that your impression share is 60%. You can look at this number and see that your ad is being shown 60% of the time that it’s eligible.
Conversely, you can look at it as 40% of the time your ad is not being shown when eligible. This percentage reflects potential opportunities to improve impression share and your PPC performance.
After all, more impressions lead to more ad views. And when you have more ad views, you generate more clicks and conversions.
Capturing more impression share also limits how much exposure your competitors receive! It’s a great tactic to improve your PPC campaign performance.
A higher impression share means your ads appear more often. Utilizing ad extensions can increase the overall size and visibility of your ads.
As the name suggests, ad extensions are snippets of extra information that add to your original advertisement, thereby extending its size.
These are free features that make your ads more impressive and complete.
Extensions add value to your ads and allow users to interact in different ways. You can even include extensions that add your phone number or address to your ads, which gives users the option to call or map your address directly from the ad.
There are only upsides to using ad extensions to improve your PPC performance!
You’ll spend a lot of time managing your campaigns themselves, including bid adjustments, changing your keyword targeting, adding or pausing parts of your account, etc.
This is all done within the Google Ads tool and impacts your ads themselves. However, there are components to your ad experience that occur outside this bubble.
Your landing pages are the specific pages on your site that customers are brought to after they interact with your ads. These play a significant role in your PPC success.
Essentially, the landing page is the last gate before a conversion action takes place. At this point in the process, users have clicked your ad (and you’ve paid for that click) and are now browsing your website.
If your landing page experience isn’t relevant to what they were searching and isn’t streamlined to help them convert, it could lead to lackluster performance.
When talking about what are tactics to use in improving your PPC campaign performance, landing page optimization has to be on the list.
You need these pages to add to your overall ad experience and encourage conversions to take place. Otherwise, customers will return to the search results and look for a new business.
Data is the answer when deciding how to improve PPC performance. Your campaigns produce lots of information that will tell you everything you need to know about maximizing your results.
The problem is that data is challenging to work with. Even if you’re a whizz at number-crunching and statistics, you’re still going to struggle with the size and speed of your marketing data.
For decisions to be made swiftly, this data needs to be analyzed and understood almost immediately. Your brain just isn’t capable of that level of complex analysis on an ongoing basis.
You need to see what’s going on behind that giant spreadsheet you’ve compiled. You need charts and visualizations.
If a picture is worth a thousand words, a chart may be worth ten thousand. It shows you the complete view of the data so that insights jump off the page.
Your brain is hardwired to absorb visual information, which means charts make your data and insights more accessible than in a spreadsheet.
With faster access to what’s happening behind all the numbers and metrics, you can make real-time decisions to improve your PPC performance.
As you improve your PPC performance, your strategies will inevitably grow. Scaling your PPC up is always a bonus, but it does present some challenges.
This section will look at what are tactics to use in improving your PPC campaign performance and overcoming these scaling challenges.
Scaling has to happen at the right time and pace. You don’t want your strategies to take forever to grow and scale. At the same time, explosive growth can be difficult to tame.
When you scale too quickly, it’s rarely successful. If your budget suddenly quadruples, how do you know what to do with the extra spending?
You want to approach scaling calmly, only expanding your budget when it makes sense.
Again, you need to have a plan for how you spend your money. We all hope to win the lottery, but few people have a concrete plan of how they’ll spend it.
You don’t want your newly scaled efforts not to produce positive returns.
Scaling your PPC campaigns doesn’t just mean increasing your spending on the strategies that you know are effective. It also means expanding your campaigns to include more targets.
Many marketers are handcuffed by the size of their budget. They have to pinch pennies and spend very wisely to produce results.
As you begin to scale your strategies up, you begin to loosen your grip on the purse strings. Suddenly, you have extra money to play with in the budget!
Don’t be afraid to waste some of this on exploring new keywords, ad messages, audience segments, etc. You never know what new strategy will click and begin producing results.
In short, don’t be afraid to take some reasonable risks as you scale your ad strategies up.
You should get in the habit of thinking about scalability with everything you do in PPC marketing, including how you structure your account, which tools you invest in and more.
You don’t want to invest in tools that won’t support your long-term growth. Similarly, you don’t want to have to restructure your entire Google Ads account every time you want to expand or introduce a new campaign.
What does scalability look like in a Google Ads tool? You want to look for solutions that accommodate both small and large accounts. Ideally, the costs, if any, will scale with your needs.
This is why you often see services with different price tiers. You may not need all the advanced features right away. Once your campaigns grow, you can invest in the premium level service.
As you evaluate different tactics to use in improving your PPC campaign performance, you have to think about efficiency.
You only have so many hours in the day to commit to PPC marketing. Ultimately, your goal is to maximize your performance with the time you have.
Automation and AI technology are crucial to improve your PPC campaigns efficiently. If you can automate tasks that are tedious and time-consuming to perform manually, it frees up time and other resources.
PPC Signal is an example of a PPC campaign management solution that uses AI to streamline your workflow as a manager.
This section will look at how to improve PPC performance with the PPC Signal system and the benefits.
Data analysis is one of the most time-consuming marketing tasks. Businesses spend countless hours collecting, organizing and sifting through their data, all in the pursuit of insights.
Insights are data-born clues or information that help you understand your strategies and how to improve them.
Businesses have mountains of data, but only a handful of insights.
PPC Signal aims to reduce this disparity through AI technology and machine learning algorithms.
Every time you access the PPC Signal tool, you’ll see a list of current, noteworthy trends, shifts and other data events happening across your Google Ads account.
You can also receive email alerts for each new signal that hits the dashboard.
It is easily the best and most efficient way to obtain insights from your PPC data. Each signal is packed with all the details you need to understand the change.
There’s no additional analysis required. Each alert the system provides is actionable and can be resolved immediately.
Based on your campaign data, PPC Signal will alert you whenever there is a risk or opportunity present.
A risk is a negative performance change. The sooner you detect this issue, the sooner you can mitigate the damage. The longer you wait, the more damage there is and the greater the risk becomes.
For example, consider the following signal.
This is a risk because you’re paying an increasing amount for each conversion. By resolving this issue quickly, you reduce how much of your budget is spent on overpriced conversions.
An opportunity is a positive performance change with the potential for greater value. Failing to detect this kind of shift or trend in your data won’t damage performance, but it means you miss out on potential growth.
Again, time is an asset. The sooner you can capitalize on a trend, the more value there is to be gained. Once competitors start to jump on the same opportunity, the value is minimized.
PPC Signal’s system is designed to maximize the value of emerging opportunities, while minimizing any risks. This is the best way to improve your PPC campaign performance overall.
PPC Signal is built on the PPC optimization technique that even the slightest improvement, as little as 1% each day, will grow into an unbeatable advantage.
Remember, success grows on itself. What this means is that those seemingly insignificant increases don’t just add to one another — they build and multiply.
If you want to scale your campaigns and increase performance, you need to stack continuous, positive changes.
Without hunting down insights or detecting performance changes on your own, you have more time to focus on improving your PPC campaigns and strategies.
Improving your PPC campaign performance can become part of your daily routine!
Pay-per-click optimization, or simply PPC optimization, is the ongoing process of studying your Google Ads campaigns to find ways to improve. PPC optimization relies heavily on data to inform your decisions on how to improve. PPC data lets you know what parts of your account are behaving normally and abnormally. When performance is below or above average, you need to understand why and how to use the information to improve your strategies.
Every business has different goals and defines success in its own way. Thus, each advertiser will rely on different key performance indicators to gauge performance. That said, three metrics that many marketers rely on are clickthrough rate, conversion rate and cost per conversion. Return on investment, or ROI, is another crucial measure that will help you see the overall value of your ad strategy.
PPC Signal is one of the best PPC optimization tools for scaling. It uses AI and machine learning to scan your campaigns for noteworthy performance changes, no matter how big or small your account is. The system is a great tactic to use in improving your PPC campaign performance. You’ll detect risks and capitalize on opportunities sooner than your competitors.
What are tactics to use in improving your PPC campaign performance? Let’s recap:
None of these tactics are one-off efforts that you perform once and they’re set for good. They are parts of an ongoing process to improve your PPC performance.
The continuous nature of managing a PPC account creates a lot of pressure. You constantly have to be analyzing data and adapting your campaigns to the latest changes.
To eliminate this stress and pressure, you need extra help, which doesn’t mean hiring more team members. The answer is PPC Signal.
With PPC Signal’s automated system, you can spend all of your time and resources on improving your account, instead of trying to understand how to improve PPC performance.
PPC Signal provides agility and scalability where you need it most!
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