Google Ads and PPC Tweaks That Can Boost Sales and Profits
For a PPC campaign to produce the best conversions and enhance revenue, it has to be executed well. There is arguably no better way of reaching people looking for exactly what you are selling and willing to convert immediately. Because you pay for every click during a PPC campaign, it can cost you a lot more than you get from it if you do not do it right. To ensure this does not happen to you, we will look at three of the most important tweaks to optimise your PPC management campaigns.
Optimise Your Landing Page
The landing page is as important as, if not more important than, the ad. However, many marketers do not optimise it. It is easy to get lost when optimising your ads endlessly without realising your landing page is losing conversions, even if your ad is bringing people to the site.
A well-managed campaign drives people or traffic to a website, and a landing page completes the other half of the equation, i.e., getting people to convert. The best way to get these parts of your campaign to work together is to ensure the landing page’s message aligns with what is on the ad.
Consistency between copy, keywords and landing pages is critical for high click-through and conversion rates, which result in higher revenue.
Optimise Your Negative Keywords
This is another area that many people ignore, but that is hugely important. The point of an ad is for relevant people who are more likely to convert to see it. If your ad is shown to the wrong people, and they click it out of curiosity, you still pay for the click while getting nothing in return.
Negative keywords help you avoid this by ensuring your ad is not shown for search engine queries that would be a bad fit. Google Ads and Microsoft Ads let you tell them what your products are not so that they only show your ads on queries that align with the customers you want.
Showing your ads to the right people also increases click-through rates, and if you have an optimised landing page as discussed above, it also increases your conversion rates.
Fill Out Everything on Expanded Text Ads
If you have not been using Expanded Text ads, it is time to start. Expanded text ads give you a lot more space to add relevant information to your ads. Marketers and PPC managers can use the extra space to tell customers more about their products or tell them a story that makes them more likely to convert.
For your ads to perform well, ensure you fill out all available fields. Most importantly, optimise your headlines, starting with headline one as it is the most important one. Also, always use emotional triggers when creating ad copy. Emotions make people click and are, therefore, the answer to better click-through rates and increased revenues in most cases.
If you have been running PPC campaigns for some time without stellar results, the three tweaks discussed above should lead to better results. Importantly, remember to A/B test your changes and iterate to keep your ads performing at their best.