Many small business owners are often reluctant to pour money into paid online advertising, simply because there are too many variables at play and the overall ROI of the campaign can be difficult to measure. Not to mention that a bad PPC campaign can cost you a lot of money, and the fact that proper PPC management requires a skilled team. So instead, many choose to stick to the marketing tactics that don’t require a big financial investment, like creating SEO-driven content, posting on social media regularly, and sending out personalized emails.
While it is true that you should invest in all the digital marketing tactics at your disposal, you should also take the leap and invest in PPC in order to achieve new marketing and sales goals. To do that, you need to know how your PPC campaign is performing at all times and how to maximize its potential. Here’s what you need to know and do to succeed.
Monitor Your Clicks and CTR
First things first, it’s important to keep monitoring the two clear indicators of an effective PPC campaign – clicks and click-through rate. Tracking the number of clicks your ads are getting over a period of time is a great early indicator of how your ads are faring against their competitors and if they’re able to capture the attention and interest of your target demographic. However, clicks and CTR are not the same, and the latter can give you even more information about your PPC campaign and its effectiveness.
Click-through rate is a key metric that you should always keep an eye on, and it’s simply the number of clicks that your ad gets divided by the number of times your ad is shown to the potential customer. You can calculate your CTR percentage by dividing the number of clicks with the number of impressions. This will help you identify the keywords, ads, and listings that you need to improve as well as those that are working just fine.
Analyze Other Important KPIs
Of course, clicks and CTR are not the only PPC key performance indicators that you need to monitor. In fact, there are many, but the essential ones include:
- Impression share
- Conversion rate
- Cost-per acquisition
- Cost per click (CPC)
- Bounce rate
- Return on advertising spend (ROAS)
- Quality score
- Average position in search results
- Lifetime value (LTV)
These key performance indicators will give you all the information on how your campaign is doing within a specific timeframe. All are important if you’re looking to get a comprehensive overview of your campaign, and there is plenty you can do to improve its performance. This leads us to the very important part about your quality score.
Optimizing Your Quality Score
The quality score is a rating that Google assigns to your ads based on your CTR and various other factors like the quality of your landing page and its keywords, ad text relevance, previous Google Ads performance, and more. If you want your ads to rank higher, then you need a higher quality score, and you need to improve it over time.
Doing this is especially important if you’re operating in very competitive markets like Australia and its business hubs like Sydney, Melbourne, or Brisbane. In Australia, for example, a reliable digital marketing agency from Sydney will focus heavily on optimizing the quality score for the Sydney market and for every individual market in order to achieve maximum ad visibility and performance.
It is important that you emulate this approach yourself wherever you are in the world and no matter the industry you’re operating in. Optimizing and managing your quality score can push your ads to the top spot in the search results.
Combining Your Google Ads with a CRM System
The next important tactic you should employ is to combine your Google Ads with your CRM tool to measure revenue and analyze other relevant data. Your CRM data allows you to set profit targets, and you can do that through the CRM’s dashboard that integrates Google Ads.
Combined, they will provide you with actionable data on customer satisfaction, the performance of your pipeline, productivity, and other key parameters. Using this data will allow you to generate more optimized PPC campaigns than ever before.
Conduct Thorough and Meticulous Testing
Last but not least, you want to conduct meticulous A/B testing in order to optimize your campaigns properly and maximize your ROI. To do this, you have to make sure that you’re optimizing your headlines to be catchy and concise, that your body text on the page leads the customer to a desired outcome, and that you’re using the right and relevant keywords.
What’s more, be sure to utilize the ad description to drive the customers to your landing pages. Test these features regularly to optimize and create better versions that will drive more traffic to your website and elevate your quality score.
Digital marketing encompasses a variety of effective tactics, and PPC advertising should be one of your go-to solutions for achieving sales and marketing goals. Use these tips to monitor the performance of your campaign, optimize it on the fly, and achieve better results than ever before.