We are living in a world in which ads surround us. We can guarantee that anywhere you look, you will be able to find at least one advertisement. Sometimes we intentionally look for these ads, but at all other times, they find us by appearing as results in searches or via banner sides on websites. Either way, you probably want your ads to appear in front of potential leads and increase your chances of getting more customers. This is why you need PPC campaigns.
We’ve all heard countless times just how vital PPC campaigns are for businesses, but have you ever wondered why exactly are they so critical when it comes to advertising? The answer is quite simple. Most, if not all search engines, such as Google, Yahoo!, Bing, and Yandex, use PPC to choose which ads will be presented first when an internet user introduces a certain keyword or a set of keywords in the search bar. Therefore, investing in a PPC campaign is crucial, especially when you’re just starting, and you don’t have much of a quality score.
There are many techniques and tips for improving PPC campaigns, but we consider these would be the first things that you should know when starting your campaigns.
1. Do Your Research
Although the selection process is quite similar for most search engines, it has specific differences that you should pay attention to, especially if you want to start PPC campaigns on different search engines. For example, if you want to advertise your product or your services on Google and Yandex, you’ll have to be careful with the keywords you use. If you perform keyword research (which is something that you should always do before starting a PPC advertising campaign) for both search engines, then you might notice that the primary and sometimes even the secondary keywords differ from one another.
The same can be said with bids. Take a look at the bids suggested by the search engine that you’re on and set accordingly. Also, try not to go overboard and spend too much of your budget on keywords that hold little to no relevance, but don’t be afraid to invest in keywords relevant to your business. Want to learn more about keyword research? Check out our article in Adspert Blog.
2. Be Consistent with Your Research
If you think that research is something that you should do once every blue moon, then we’re here to tell you that this is a pretty inaccurate idea, especially if you want to have good results with your campaigns. Bids and especially keywords, can change in a heartbeat, mostly caused by fluctuations and trends in language. One week your customers or your leads could be using a term to describe your service or your product, and the next week they might use an entirely different one. And this means that the keywords also change.
So you should perform periodical check-ups for keywords. And if you’re going to change your keyword lists, don’t forget about your bids. What once was a primary keyword can fall on a secondary position, or even lower, which should automatically lead to a bid change. The lower your keyword is on your list, the less you’ll have to invest in it.
3. Make Attractive Ads
Improving bids and having well-structured keyword lists is just one part of advertising. These are the technicalities that potential customers don’t see and probably don’t care about. Instead, what they do care about is what is in front of their eyes, and that is the final form of your ad. So let’s say your advertisement won the selection and it appears as a first option. Great job! But now, you must make sure that the potential lead clicks on your ad. And here is where you need to be very careful with your ad’s copy.
So what’s the secret of a good copy? The first thing that you must do is get into the head of your potential customer. Then, try thinking of any possible questions that they might have regarding your product or service. Once you have that question, compose a copy that transforms your service into the answer that they are looking for, while also presenting the service and product. Another trick is to use as many relevant keywords as possible in your copy. Now, this might seem complicated at first, but once you get the hang of it, you can make compelling copies for your ads that will attract leads in no time.
4. Consider Automation
Maintaining successful PPC campaigns is not easy, especially when you are competing in a competitive market. You continuously optimize your campaigns by adding new keywords, managing the existing ones, and applying bidding to different dimensions, but it’s impossible to perfect it manually. Even though you can find the information, that doesn’t make the task that you have to perform any easier. You still have to spend countless hours researching, and afterward, you need to optimize your campaigns with the new data that you’ve found — and this whole process can take a lot of time and energy.
But luckily, you can save up your resources with Adspert. Now, you might be asking yourself: ‘Do I really need automatization?’
The answer depends entirely on you. But just so you can get an idea of how this works, Adspert can optimize your campaigns on four different platforms: Google, Amazon, Microsoft, and Yandex. With our Plug and Play features, you can quickly start automating everything related to keyword maintenance, campaign optimization, and bid changes. And the best thing is that you can try Adspert for free, right now.