In the current day and age of online marketing, it is important to stay up to date on the best practices for running an online marketing campaign. Pay-Per-Click marketing is no exception. Like any other field of search engine marketing, it is always changing and all pay-per-click campaigns must keep up with these changes.
There are often many aspects of running a campaign that beginners overlook when running a campaign. Here are four common tips for running a pay-per-click campaign that you should not overlook.
- Keep an Eye on the Quality Score – The quality score is a fairly new concept, as Google is attempting to make content more relevant on their searches and to improve the reader experience. Keyword stuffing is now no longer as effective as it was many years ago in optimizing content. There are many aspects to improving quality score. Make sure that the content is relevant to the ads, the loading times on landing pages are not too long, and that readers can find what they are looking for easily. If the quality score ever drops unexpectedly despite everything looking okay, it may be worth calling Google and asking about it.
- Bid on Your Brand Name and Terms – Do not assume that you are already ranking well for your brand name and therefore do not need to bid on it. Sometimes, competitors will devise ads with bargains and sales that are bid on a similar company’s brand name to try to steal some of their customers. You can prevent this by making sure that you pay attention to your brand name through bidding on it.
- Make Sure You Test Your Ad Copy – If you do not test your ad copy, how can you know if it is performing as well as it possibly can? Make sure that you remember to test your ad copy frequently. Always write different ads, with one being very different than the other, and see if any new ideas generate more conversions. You never know what wording resonates best with your customers until you try it.
- Utilize the Conversion Tracking Option – If you can track your conversions, you can see which keywords are generating sales. Luckily, AdWords includes this feature for no additional charge! Create a Thank You page and insert the conversion code that AdWords provides into the page’s code. This will track your conversions for you and which keywords are triggering them. It is an indispensable strategic tool and should be used if it is not being used already.
Keeping these tips in mind is crucial for the success of your PPC campaign. Having a PPC campaign can be a great benefit to not only your website traffic and conversions but your overall marketing initiatives.
