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Pay-Per-Click (PPC) advertising is one of the most powerful tools in a small business’ arsenal. Allowing for targeted access to prime real estate on search engines, PPC aims to level the playing field for businesses large and small to advertise to those specifically looking for their product or service. However, this fantastic service is not always as easy as it sounds, and a considerable amount of skill goes into developing an ROI-driven PPC campaign.
It takes more than just an eye-catching slogan to succeed in the world of PPC, with even the most seasoned veterans of Google Ads needing to adapt their strategies with the times. So, if you’ve tried PPC advertising with little success, or are just getting into the Google AdWords (recently rebranded to Google Ads) game for the first time, read on for a few tips on boosting your ROI.
Building a successful PPC campaign is similar to building a house; you need to have well-defined and developed foundations for your efforts to pay off. It also pays to have the right tools at your disposal, and in the world of PPC, your most important tool is information.
The foundations of a PPC campaign will come in the form of questions. Who are you looking to target? What is your desired outcome? What keywords are you looking to appear for? All of these questions will determine how well-targeted your campaign is, and in turn, how much of an ROI you can look to receive.
With that said, when it comes to optimization, there are two main components of your PPC campaign:
Each campaign you create is going to contain ad groups based on the keywords you are looking to target. This will be where you lay out your budget, which is quite important when you’re trying to increase your ROI. Before moving onto ad groups, you need to decide on which topics you want to allocate your PPC budget to.
2. Ad Groups
As mentioned, each campaign will have different ad groups, and this will take a far more specified approach. Given that most companies don’t have a limitless budget, it’s important that you avoid stretching what you DO have too thin. Otherwise, even the most impressive of conversion rates isn’t going to get you a particularly large number of goal completions.
If you have already been experimenting with PPC with little success, now is the time to start looking for keywords with poor performance (low CTR or quality score). If you have some keywords that simply aren’t performing, it’s likely that these keywords aren’t relevant to the ads in the group (the content doesn’t match the targeted keywords). This is assuming that your content is engaging. If you’re finding that none of your ads are converting, it might be time to go back and start from scratch.
Selecting Your Match Type
Long story short, and avoiding a Tinder pun, your match type determines how specifically relevant a search must be for your ad to appear. This is broken down into four distinct groups:
Broad – This will show your ad for the exact match, similar match, synonyms, and anything else that Google deems relatively relevant to your keywords. This will ensure you the largest number of potential clicks, but the least amount of control in regard to where those clicks are coming from.
Modified Broad – This provides you with many of the click-drawing benefits of the broad match type, but with a higher level of specificity. You can select whether certain words need to be within the search, with a few other available tweaks.
Phrase Match – Giving you an even higher level of control, the phrase match type allows you to exclusively show your ad content to those that search your phrase in the exact order you typed it. The factor that separates this from “Exact Match Type” is that users can still see your ad with additional info before or after the search query. For example, your keyword may be “serviced apartments” but those that type in “Greenbay serviced apartments for Christmas” may still get your ad whether it’s relevant or not.
Exact Match – As the name suggests, this is the most restricted of the match types; only showing ads for those that search your exact keyword or search phrase.
As you can likely guess, each of these types comes with their own benefits and downsides. The more specific you get, the less you’ll spend and the more relevant your traffic is likely to be. However, the less specific you get, the more traffic you’ll get to your site. So, with that in mind, as yourself:
What does a successful campaign look like for my business?
This question will allow you to determine which match type is right for you. If you want quantity, broad or modified broad is likely the best option. If, however, you are looking for a very specific type of client, then phrase/exact match will be ideal.
Naturally, there’s always going to be more that can be done to boost your ROI from PPC. However, by following the tips above, you have set yourself on the right path. Good luck!