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Want to make more money with ppc ads without spending another dollar on advertising? You’re not alone. Whether you are a fellow digital marketer, PPC manager or a local business owner, here are some tips we’ve learned along the way that you can implement today to make your current campaign more efficient.
This post is going to focus on one aspect of PPC marketing, paid search campaigns. This is the type of online marketing that we deal with the most and is one of the most common forms of digital marketing.
So let’s get to it, here are some things you can do without spending more money on ads to help you get more leads/sales on Google.
Would you willingly fly on a plane without navigational instruments? I certainly would not, and you shouldn’t fly blind with your Google Ad campaigns either.
If you want to get more lead/sales out of your current campaign, you need to make conversions your main target and in order to measure your success, you need to be tracking your conversions. If you don’t know how to set up your conversion action in Google, here is a guide to help.
This tab will tell you how you are ranking against all of your other paid competitors, and you will see how your current bid strategy is performing.
This tab is going to be your best friend if you are getting impressions but no one is clicking on your ad. One important number to look at is your average position by keyword, if your ad position is anything past 3-4 you are losing traffic, and if your ad is in a position past the 4th spot, your ad is most likely showing up at the bottom of the page.
41% of clicks go to the top 3 paid ads on Google.
Luckily, there are many ways to do this, one way is to increase your Max CPC for underperforming keywords to increase your overall ad position. You can also use this tab to take a peek at your top competitors’ ads.
If you aren’t adding onto your negative keyword list, you are throwing away money on impressions and clicks that don’t matter.
It is best practice to start with a more general negative keywords list to eliminate potential irrelevant search terms, however, it’s impossible to think of all the possible search terms people will type in.
If you want to get more out of your PPC campaigns, make sure you are regularly checking your Search Terms tab. This list shows you exactly what people searched to find your ad. If you see terms that aren’t relevant to your business or don’t display buyers intent, make them negative keywords.
If you are looking for a more unique way to target your audience outside of your typical positive and negative keywords, take a look at these unique custom audiences that you can target.
Google rates each of your keywords based on how relevant it is to your ads and to your landing page. If you have a high quality score, Google will place your ad above your competitors, even if you pay less for the click.
Google makes money by providing relevant information, and the higher your CTR for specific keywords, the more relevant your ad looks to Google. So you get more conversions without increasing your budget. For more on how to increase your CTR, click here.
You can increase your quality score a number of ways: write keyword specific ad copy to increase your CTR, improve your landing page experience, or stop bidding on broad keywords.
Don’t take our word for it, see what Google has to say about increasing ad performance.
If you look in your Devices tab, you can see a breakdown of users by device. The first column called Bid Adj. shows you recommendations for your maximum CPC per each type of device. In many cases, you may be underbidding or overbidding for mobile or desktop users if you are using campaign wide or keyword specific bid settings.
In our experience, mobile users often have a slightly higher top of page bid. Look at your data and if this pattern holds true for you then you can increase the mobile users’ maximum CPC to help your ad position improve for mobile search results.
Did you know that even if you are targeting a specific location, Google may still be showing your ad to people outside your desired target audience?
Go to your Location tab and click on User Location Report. If you notice a number of results from outside your target area, you can get more conversions by narrowing your location settings.
You do this by going to Settings and clicking on your Location Settings.
If you click the Location Options drop down you will see your Target options. As a default, your campaign will be set to ‘People in, or who show interest in your target locations’. Change this to the second option ‘People in your target locations’. This will help Google only bid on your keywords for users that are actually inside your target areas.
If you are a business focused on servicing a local market, here are some additional tips to help you more effectively target your local market.
If you start implementing these 6 improvements you can start to make more money with your ad campaign today without increasing your daily ad budget.
You don’t have to have the biggest ad budget in order to make money with PPC marketing. In fact, staying lean and optimizing your PPC advertising first if the best way to scale your marketing to a larger scale.
Don’t stop there, looking for other ways to help you get clicks at a low cost? Check out how you can use retargeting lists to stick with qualified visitors.
Tim Grooms
executive director
Tim once at nachos from Tres Hermanas for a month straight. Don’t believe us? We have proof.
Leading the charge for PPC and conversion rate optimization, Tim spends most of his time with clients and in the trenches fighting for better return on investments.
When he’s not making clients money, he can be found in the gym or the nearest coffee shop.
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