If you’re managing your own PPC campaign, it can often seem a bit like feeling around in the dark and hoping for the best. But, if you’re failing to see results, there are a few things you can try. Read on to find out what.
Build Out Negative Keywords
When building your PPC campaign, you obviously focus on the keywords you hope are going to being customers to you. But are you also looking at the ones that will bring visitors under false pretences? For example, say you sell tableware and glassware. While you will want to include keywords like ‘glasses’, you won’t want people searching for eyewear to click through to your site. Therefore, ‘women’s glasses’ and ‘men’s glasses’ should be on your negative keyword list. Negative keywords tell Google which search queries aren’t relevant to your business, so you don’t pay for impressions for searches that have no chance of leading to a sale.
So how do you find your negative keywords? Have a look on Google Ads Keyword Planner and the search terms report. If you click a search term you do want to bid on, say ‘glasses’, you’ll find a list of related keyword searches. Consider adding any non-related keywords to your negative keyword list. Also, a simple Google search of your keywords can unearth more negative ones when you see what comes up on the search results.
Focus On High Performing Keywords
It stands to reason that you’ll want to spend the majority of your budget on the best-performing keywords. But how do you know which ones are hitting a home run? The quality score on Google AdWords is a good place to start. It tells you how relevant your ads, keywords and landing pages are to a potential customer. To find it, go to your keywords page on your Google AdWords account, click the column icon, choose modify columns and click quality score.
You can also filter the results to show the CTR and the conversion rate at the top. This will display your high quality, high CTR keywords. And it’s on these that you should focus most of your spend. Where you don’t see a high conversion rate, is where you’re wasting your money on keywords with little business value.
Invest In Call Tracking
Not every sale is completed through a website. For example, a customer may click through to your website from a PPC ad, look at your products, like them, but have some questions. They then call you. If that call leads to a sale, without call tracking technology, like ResponseTap, you wouldn’t have any idea that a PPC ad led to that sale. Or indeed, which keyword. Call tracking technology works by assigning a unique number to every website visitor, so it can follow the customer’s journey from clicking on your ad, to calling you up and completing the sale, whether on the phone or online.
Create Profit (And Budget) Goals
Knowing how much to spend on your PPC can be difficult. To do this, you need to decide how much return you’d like to see on your investment. Start by working out your gross profit margin, take away your PPC budget which will leave you with your profit. If that profit looks healthy, then you’re on the right track.
Google Ads Keyword Planner can help you forecast what the monthly spend could be for your keywords based on competition, your location and CTR.
But it’s important not to be complacent. Keyword performance and user searches change all the time and you should monitor them regularly. Are your keywords performing how you want them to? Is your budget looking too meagre? Could you perhaps afford to increase your budget if you focused on alternative keywords? Keeping on top of the game is essential in PPC and will ensure you reap the rewards.