As the weather is warming up, many people are putting together their spring to-list around the house and office. Not only is it a great time to improve your environment, but don’t underestimate the benefits of digital spring cleaning as well.
Spring is the perfect reminder for fresh starts and new beginnings. You might benefit by implementing new strategies in your digital marketing campaign. All types of online marketing need a refresh from time to time – especially if you are running Pay Per Click (PPC) campaigns.
As you learn to manage your PPC advertising campaign effectively, you can bring in more leads and optimize your ROI on the campaigns.
PPC Advertising Campaign: Average vs. Top-Notch Results
Anyone can start a PPC campaign and turn on an immediate flow of leads to their website. But these marketing results offer varied results because many factors influence the effectiveness of a campaign.
Pay Per Click means spending money every time someone clicks through the ad. If the user sees the ad without clicking, there is no cost to you. Each time a person clicks through the advertisement, it charges you for that click. Essentially, you are “buying” visitors to your website.
When you are running a PPC advertising campaign, it means that you are bidding on specific keyword phrases relating to your product or services. Your ads show up in search engines when people are looking for relevant information. The goal is to maximize your ROI by choosing keywords that are highly relevant to your business,
Not only do you need to make sure that you have advertisements that capture people’s attention and encourage them to click through, but it’s just as important to ensure that website visitors are taking the desired action when they reach your website or landing page.
Optimizing PPC Metrics
You can do several things to improve the metrics and optimize your Return on Investment for the advertising campaign. These metrics are key performance indicators (KPIs) that indicate whether you have a winning PPC advertising campaign.
Some of the metrics you want to track might include the following:
- Quality Score: Google rates your advertising campaigns using a quality score that indicates how likely your ads will show compared to the competitor ads. You might need to make changes to your keywords, ads, and/or landing page to improve the quality score, which means that you can bring in more qualified leads.
- Impressions: This metric indicates how many people see your ad – even if they don’t click through. Monitoring impressions helps you ensure that your ad is reaching the target audience. Even if someone doesn’t click on the ad, the view can have a positive impact on brand awareness.
- Click-Through Rate (CTR): One of the most important metrics you can measure is your click-through rate. This number shows how many people are clicking through based on every 100 ad impressions that are shown. If you have a high CTR, then it means that the ad copy of your PPC advertising campaign resonates well with your target audience. Additionally, a good CTR helps to improve your quality score.
- Cost Per Click (CPC): How much money are you spending for each click that comes through? CPC allows you to calculate your return on investment. If you have a high CPC, it could mean you are wasting ad spend. CPC varies depending on the industry and the competition. The most important thing is to ensure that you bring in more revenue than you spend on the ads.
- Cost Per Acquisition (CPA): Next, you can compare CPC to the total number of conversions from the PPC advertising campaign. CPA is one of the most important metrics you should track because it shows a direct connection between advertising campaigns and business revenue. If you see CPA changes, then it’s an indication that you need to increase conversions and lower advertising costs.
- Conversion Rate: The next KPI you want to track is your conversion rate. When people click through your ads, are they taking the desired action? This metric is essential because it indicates whether the PPC advertising campaign is profitable. Ultimately, the goal is to bring in leads who are buying your products or services so the profits are higher than the money you spend on the ads.
- Source Tracking: As you look at conversion rates, see where the highest value leads are coming from. Pairing source and conversion tracking helps you find deeper insights into the behaviors of your visitors. You can add small snippets of code to the end of ad URLs to keep track of information about each visitor, including the source, campaign, and medium that brought them to your website. Or, many paid advertising campaigns offer automated conversion tracking. Once you understand the most profitable traffic sources, you can change your strategy to prioritize these ads.
Making Changes to Your Advertising Campaign
As with many other types of marketing, PPC advertising isn’t a “set it and forget it” strategy. It’s important to be strategic not only when you are setting up a new campaign. But you also need ongoing involvement and monitoring to ensure the ads perform as desired.
One of the biggest mistakes made with a PPC advertising campaign is setting up the ads and then letting them run without tracking metrics or adjusting the campaigns. Even if an ad is effective in the beginning, it’s common for the ad to lose effectiveness over time.
Ongoing changes and adjustments are essential to optimize ad performance and improve long-term results. Not only should PPC advertising campaign updates be on your spring to-do list, but it’s important to monitor and adjust these ads throughout the year.
ARYU Advertising Offers Pro PPC Services
Do you need help designing a PPC advertising campaign optimized for your industry? Our team is here to help! Call us at ARYU Advertising to learn more about available services. Contact us for a consultation about how these marketing strategies will improve your business.