Top tips for growing your PPC campaign

Top tips for growing your PPC campaign

Carl Lewis

When you set up a PCC campaign you expect to see rapid growth, but it’s easy to let things fall into a bit of a slump.

If you think you have tried everything to increase the impact of your PPC campaign and not sure where to go next, we have come up some top tips help it come up rosy.

Review Google Analytics

Explore Google analytics UI and you may be surprised by what you find. Conduct an internal site audit to see what users are searching for. If you come across new keywords then start bidding on them.

At the same time, see which pages your users are visiting and spending the most time on and add those pages as a site link to your campaign.

Location Trends

Review your ad’s performances by location to target your ads and adjust bids.

Look at other English-speaking regions such as Canada or Australia and start targeting those countries with PPC ads.

Be Mobile Friendly

A key trend that isn’t showing signs of slowing down is mobile browsing with a vast amount of clicks coming from mobile devices. Re-evaluate your company website so that you can be sure it is mobile friendly to bolster your PPC campaign.

Use Call Tracking

Call tracking is a long-term investment that will pay off in time. Google has now caught up with the benefits of call tracking and has launched its own Website call conversions solution. Marketers can track calls from PPC campaigns by listing a dynamic ‘03’ tracking number on their website.  This will help you identify and measure calls that come from your website after an ad click.

Google Search Partners

Search partners are websites that have partnered with Google to show ads and will receive a share of the advertising profit in return. By opting in your campaign to Google Search Partners, you will extend your reach to new users.

Competitive Campaigning

Looking at your competitors can’t hurt, especially if it uncovers some keywords that you aren’t using or shows how their ad copy is more compelling than your own. Tools such as SEM Rush are great for assessing competitor data. Use the research to highlight your competitive advantages such as price or free shipping.

Look at Other Search Engines

Consider moving your branded and top non-branded keyword campaigns over to Bing. CPCs tend to be a little cheaper over at Bing so it’s a good opportunity to see if what works on Google works on another search engine. Internet Explorer is the main browser for Bing users so switching over could open up a different section of the market.

Google Dynamic Search Ads

If you have trouble keeping up with manual keyword additions then set up dynamic search ads.

Dynamic search ads pull in content from your website, allowing you target searches automatically. Set up a separate budget, add negatives and exclusions often, and keep an eye on performance.

It can be a worthwhile task, as Google reported that advertisers pulled in 5-10 percent more clicks during pilot testing.

Carl Lewis

Author Carl Lewis

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