How can PPC specialists determine the most effective actions to take and maintain market competition?
In recent years, the paid search landscape has changed significantly. It has become a complex ecosystem with numerous channels (Google, Bing, YouTube, etc.), multiple devices, locations, and increased competition around brand, generic, and purchasing activity, especially with audience-focused remarketing strategies and ridiculous amounts of data available for strategy and planning.
An ineffective advertising campaign is like throwing money down the drain. To analyze and optimize your pay-per-click (PPC) strategy, follow our PPC audit check tips to achieve better performance for your campaign.
If you need more help for your marketing campaign, whether PPC or SEO, remember that you can count on our services; we are one of the best PPC agencies in Orlando.
What is a PPC Audit?
A PPC audit is a deep dive into your advertising account to determine which areas could draw more attention or work to optimize performance.
A PPC audit analyzes your PPC campaigns to identify strengths and areas for improvement. It’s best to do an audit when performance conflicts are detected rather than after implementing a recent strategy. Periodic audits are also recommended. It is always a good idea to choose a qualified auditor who can provide an impartial view of the data. You can count on our services for your campaign; let one of the best Social Media Marketing Companies in Orlando audit your PPC campaign.
Seven ways to improve your PPC campaign performance
No one has an infinite marketing budget, so finding efficiencies wherever possible in your account is essential.
1. Location Performance
Using location in your PPC campaigns is crucial to identifying geographic areas with a higher chance of conversion. It is one of the best ways to reduce advertising investment waste. Make sure to target your audience in the places where they are searching.
It is important to use location settings while running PPC campaigns, as they help show ads to people who are interested in your business. For instance, if your company provides a service in Orlando, advertising that service in Seattle would not make sense. By using location settings, you can identify the areas where your ads are performing well and focus your budget on those areas to maximize the benefit of your PPC spending.
Select the country you want to target when setting up your campaigns and create campaigns for higher-performing locations. This approach will help you maximize your advertising budget and achieve better results.
2. Device Performance
To succeed, you must ensure you are targeting the proper devices. According to Google, around 30-50% of mobile searches have a local intent. If you have a physical store or business, increasing your mobile targeting offers is crucial to reaching people in the right place at the right time.
People use different devices differently, so you can use the data available within your search engine to identify which devices are driving the most robust KPI performance. With this information, you can modify your bids accordingly to affect your PPC.
Don’t worry about bidding too much initially. The data you collect will help you identify your most profitable areas in the future, so the extra spending at the beginning will only benefit you later.
3. Audience Data
The goal of paid search advertising has been to target people based on their search intent. This has been the case since the beginning. However, today’s world has multiple channels, devices, locations, seasonality, increasing competition, and much more data to consider.
Audience segmentation divides the user base into groups based on behaviour, such as page visitors, or engagement, such as high content consumption, for remarketing purposes. However, you can also use audiences to observe rather than focus on them.
We recommend adding as many relevant audiences as possible, as this will not affect your campaigns’ performance. Once you have collected the data, it will provide valuable insights into which segments are most valuable and which audiences are underperforming. Applying this will allow you to adjust bids and other campaign elements.
4. Data Integrations
Data integration is a crucial aspect of any marketing team, and any PPC Agency in Orlando knows that. Fortunately, an easy way to integrate your analytics and search data into one convenient platform exists.
Google Analytics is essential for marketers, even in the free version. It provides valuable insights into PPC spending. To link Google Ads and Analytics, you need admin access to Ads and editing permission for Analytics.
Use data to identify top-performing keywords and optimize your campaign with KPIs. For branding, aim for more site engagement. Direct response campaigns should encourage specific goals. Analytics create audiences based on people’s behaviour, which is essential for marketing.
5. Search and Display Partners
We recommend that you split your Search and Display campaigns. Search campaigns are used for advertising attraction, while Display campaigns serve as an insertion medium. Even if the Display ads are highly targeted, they can still disrupt the user experience. Therefore, we should be mindful of this when creating our ads.
Furthermore, we will likely need to use both networks to target customers and prospects at different stages of their user journey. This means we may need to have different strategies, key performance indicators (KPIs), and objectives that align with each stage.
6. Features Available on the Platform
One reason for using additional features, such as ad extensions, is that they can positively impact your Quality Score. However, even without considering QS, maximizing page space can be beneficial since search engine ad listings can be costly.
If you’re paying a lot of money to appear in search results, ensuring you’re making the most of your investment is essential. By taking up more space on the page, you can also make it more difficult for competitors to gain visibility.
Additional features include lesser-used options like uploading offline conversions or running experiments and A/B tests.
7. Conversion Tracking
In the world of digital marketing, it is crucial that everything is measurable and marketers are held accountable for the performance of their advertising campaigns. Conversion tracking should always be the foundation of media buying planning and execution.
Unfortunately, there are instances where PPC accounts and campaigns don’t track conversions or track the wrong endpoints.
To avoid such situations, use the Google Ads targeting option to easily and quickly see a breakdown of conversion types by campaign. The segmentation view is a handy but underrated tool.
Use target CPA or ROAS bidding strategies to set the right conversion goals for each campaign. In addition, custom columns can aggregate different conversion points and performance metrics, such as CPA, ROI, or ROAS.
We Can Assist You
Let us audit your campaign. We are the best PPC Agency, for that matter. If you are looking for a digital marketing, web design, or Social Media Marketing Company in Orlando, we can help your business get the boost it needs.
0 Comments