Improve PPC Ad Campaigns With These Steps

Optimizing Google Adwords and other PPC campaigns naturally consume time and effort because of all the data gathering and testing you need to do. However, there are techniques that are known to improve any campaign’s performance quickly. Running different ad variations is the most popular technique to optimize PPC campaigns. Some of your ad versions will gather more clicks than others do; it’s just a matter of discarding low-performing ads.

Still, there are other ways to fine-tune your pay-per-click efforts. Peter Kent, author of the book ‘Pay Per Click Search Engine Marketing for Dummies’ identifies several techniques for improving your Quality Score on Google Adwords and creating effective, highly targeted campaigns. Here are some simple strategies to help you improve PPC ad performance and increase click through rates:

1. Use negative match keywords. Adding Negative Match keywords to your campaign can eliminate unnecessary clicks and attract a higher quality of visitors to your site. Negative matching is easy to coordinate with Google Adwords; you need to indicate which words you don’t want to include in the campaign, and Google will not display your ad on results pages that search with that word.

2. Change your CPCs for major keywords. Modifying the CPCs of your major keywords may boost your campaign’s overall performance. Just click on ‘Tools’ under the Campaign Management tab to modify your campaign. You have complete control of your ads here and this makes it easier to optimize your efforts.

3. Edit and resubmit rejected ads. Google reviews every ad before running them on their network. Ads that do not pass the review are stored in your Campaign Management tab allowing you to edit and resubmit them at anytime. Don’t be discouraged if your ad was rejected. Tweak some words and resubmit it again.

4. Implement ‘Dayparting’. ‘Dayparting’ is a technique wherein you define the time when your ads will run. This is mainly done to improve your click through rates since your running ads only when your target audience is at their most receptive state. For instance, you are marketing restaurant coupons, it would be better to run your ads a few hours before lunch or dinner when people are searching for a place to eat.

5. Understand your target market. You need to understand your audience first before you can reel them in with your ads. Find out why they would be interested in your product. You might also want to look at existing promotions they are already responding and buying. See how these promotions talk to your market and how your market talks in discussion forums and blogs.

Improving your Adwords or pay-per-click marketing efforts may involve a rigorous trial-and-error process, but there are several things you can do today to get started. Use these tips and techniques to improve your ad strategy and start generating high quality clicks and leads.

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