What is PPC Optimisation and Why It’s Important?
Pay-per-click optimisation, or PPC Optimisation, is the practice of analysing and improving your Google Ads campaigns to boost conversions for your most valuable ads. This can be done at the campaign and ad group level. In Google Ads, your ads’ Quality Score determines where and how often they appear. By improving your ads’ Quality Score, your ads will not only be displayed more often, you will also have a lower Cost Per Click (CPC), resulting in higher return on ad spend (ROAS).
With PPC advertising, you’re only paying for the traffic your ads generate, making them a great option if you want to have total control of their performance and budget. However, if your Google ads are not perfectly augmented for search, they could potentially cost more than they should, resulting in ad spend wastage. This is why optimisation is so important to any PPC campaign strategy. To make the most of your PPC budget, we dig deep into your paid advertising campaigns, going beyond basic keyword research. We fine-tune your campaigns, ad groups, ad text, key phrases and even your landing pages. If you optimise all of these elements regularly, you’ll quickly find the sweet spot between budget and results. Not only will your advertising budget benefit, so will your bottom line.
What Sets Robot-TXT’s Team of PPC Professionals Apart?
At Robot-TXT we make use of a cyclical “flywheel methodology”. This results-driven work method consists of three phases:
1. Discover –we gather information about your business and its online performance. This could include current performance, competitors, benchmarks, missing data etc.
2. Optimise – when optimising your PPC campaigns, we focus on the following areas:
• Landing page design and content
• Ad content
• Expected Click-Through Rate (CTR)
• Impression Share
3. Analyse – we measure performance by looking at how we performed against key metrics. We report on our findings and then return to the Discovery phase to determine what can be done better.
Some of the biggest roadblocks to a well-optimised PPC campaign are resources and little time to spend on fine-tuning your ads. Let us do the hard work for you. Contact us today.
In Optimising Your PPC Campaigns, We Look At The Following Factors:
• Optimise landing pages
• Improve ad content
• Optimise expected Click-Through Rate (CTR)
• Look at Impression Share
How We Optimise Your PPC Campaigns
How to Optimise Your PPC Campaigns
- Improve ad content
In order to improve your ads’ Quality Score for a lower cost-per-click (CPC), we not only write compelling ad copy that adheres to Google’s best practices, but we also look at photos, design, colours etc.
- Optimise expected Click-Through Rate (CTR)
A high expected click-through rate improves the quality of your ads, lowering your costs. Optimising for this metric depends on the use of targeted keywords in headlines, descriptions, the display URL string and final destination URL string.
- Review Impression Share
Impression Share shows you how the performance of your ads compares with the performance of others’ ads. The two factors at play here are budget and Ad Quality Score. We aim for an Ad Quality Score of above 7 or 8/10.
- Optimise landing pages
Landing pages should be recognisable and relevant to a visitor. The best way to do this is to match the content and the web page title with the language used in the copy.
By improving these main areas of your PPC ads, you can win real estate on Google Search and earn more clicks at a lower price. We’ve optimised thousands of PPC ad campaigns over the years and have developed a number of trusted strategies to boost conversions for your most valuable ads. Contact us today to skyrocket the effectiveness of your PPC ads. Robot-TXT is a full-service digital marketing agency that provides SEO and PPC services to clients all over the world.