Advertising budgets are being cut, marketers are being pressured, costs are going up. This is particularly true on the Internet and with PPC campaigns. The effectiveness of a PPC campaign is dependent on the following four events, the impression rate, your ad position, the click through rate (CTR), and the conversion rate.
Determining the balance among ad position, impression rate, or clicks can assist you in making your PPC advertising campaign successful.
Let’s first, though, examine how Google will display the results of your sponsored ads.
1) Your daily budget controls the impressions of your ad
Your ad impression or frequency at which they appear may be diminished if budgeted too low. Being seen is important to you ad campaign and impressions are critical.
2) Rank Number decides where your ad is positioned
Your rank number is important as the higher it is, the higher up on the page your ad is positioned. The formula for rank number is as follows:
CPC (Cost Per Click) x CTR (Click Through Rate) x Ad Quality = Rank Number
We now leave Google behind and see what you can do to enhance your PPC campaign performance.
3) Increase daily budget
In order to receive maximum exposure of your ad you need to make sure it appears when your keyword is searched. If it does not appear frequently enough, you probably need to increase your daily budget for your keyword.
A 50% increase in your budget would still leave you a safe margin. Since you only pay on clicks through and not impressions, you can increase your impressions while maintaining your desired budget. An example would be: You have put aside $10.00 per day to actually spend for your Google ad budget. You could bid $15.00 if you must for more impressions, but if you don’t reach a click through rate that exceeds your budgeted $10.00 you are still within your budget. When you do this make sure to monitor your activity daily to make sure you do not exceed what you can afford.
4) Use keywords to improve your delivery.
Your PPC campaign can consist of one or more AdGroups. Google set up AdGroups based on a collection of keywords and ads that display when certain keywords are searched on Google’s search engine. It can be the case that even though you have a large collection of keywords in your AdGroup, only a few of them results in your ad being displayed. Your daily budget controls the number of impression your ad can produce. However, these impressions are competing with other AdGroups and individual keywords, so your budget might not be sufficient for some of those keywords.
You might consider setting up a new AdGroup and extract some of your keywords to use in another ad campaign that produces low impressions so that your ad is assured to be among those displayed when one those keywords are searched.
5) Select the right AdGroup
Besides keywords you also select an AdGroup when setting up your PPC campaign, and like the keywords mentioned above, different AdGroups produce different results. Splitting your ad campaign to include different groups can help the frequency of your ad impressions.
6) Optimize your clicks
If you find that one of your PPC ad campaigns is producing unwelcome visitors or clicks, you can improve you ROI by reducing your Max CPC and /or your ad position. You can use the savings to increase your bid on targeted keywords that are doing well.
7) Your ad should target your market
All you have done so far will be for naught if you do not satisfy your visitor. Your carefully chosen keywords have delivered you a potential customer. It’s now up to you to sell them your goods or services, have them download that white paper, or sign up for that free newsletter, have them do what your web site is about. Your landing page needs communicate exactly what your ad implied. Make sure your goods or services are what you promised in your ad. An advertised sale or discount should be prominently displayed. When you visitor shows up and finds what they have been searching for you want to be the web site that can deliver it.
It takes work and testing and then more work to make your PPC ad campaign produce that which you expected, make you more money than you spend. You would not have signed up for that campaign if you had not wanted to make a profit, it’s there for you if you work for it.
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