Why Update Your PPC Campaign?

update google ppc

Why Do You Need To Continue To Update Google PPC

Do you remember the exciting moment when you finished setting up your best Pay Per Click campaign using Google Ads? You’ve done your homework, found the best keywords, keyword phrases, negative keywords, and even a targeted demographic.

Google PPC Campaign Set-up

You set up the campaign and sat back, eager to reap the rewards of your Google Ads campaign. Several weeks pass, and the ad doesn’t have any traction. In fact, it’s only then, when you’re reviewing your costs that realize you’ve been paying an exorbitant price per click and you aren’t getting any good conversion.

scared woman with google ppc nightmareDoes this sound like a bad dream or does it sound like yesterday when you checked on your ad campaigns? Why are you paying so much when your money doesn’t seem to contribute to any new leads?

You get great traction on the first or second week and then your ROI plunges. Creating successful ad campaigns has more moving pieces to it than just that initial ideation process and launch. The downtrend of traffic is typically predictable and is one that plagues ad campaign users daily. 

Don’t Worry, There Is Good News Ahead!

The good news is that it isn’t an unresolvable problem. In fact, getting the right information about how to keep track of what your ad is doing and then re-engaging with the ad regularly will make the difference between seeing that drop in clicks (and your wallet) or seeing your ad thrive and bring in new traffic to your product or service.

The problems that arise when you launch a campaign and then send it off into the world to fend for itself is that your ad is more of a living, breathing product that needs continual reviews to make sure it had the right set up to engage users.

ppc browsing trendsAs browsing trends change, so should your ad campaigns. You need to align with what users are currently looking for. Your initial ideas of what the appropriate keywords area flop when it’s up against millions of users and how they enter their queries into a search engine. Some of the problems you’re going to come across when you aren’t continually conducting reviewing and editing the campaign is that you can end up paying more per click, seeing a decline in click-throughs, and ending up with a low conversion rate.

Google Pay Per Click KeywordsThe ad campaigns should be designed for success, and then redesigned for continued success. These processes can be exhausting for business owners, especially if you don’t want to spend your valuable time in front of your computer worried about how to keep your ads relevant. Of course, as with any industry, there are companies dedicated to managing this for users. If you aren’t interested in diligently monitoring your own campaigns over the several weeks or months that it’s running, then a good option is to invest in a Pay Per Click Marketing Company.

The most important elements of running a successful Pay Per Click Campaign are keyword relevance, landing page quality, and continually refining the campaign.

Pay Per Click

Pay Per Click (PPC) is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked on. Essentially, you are “purchasing” visits to your site, rather than getting visits that are earned organically, meaning that a user stumbles upon your site based on their search terms.

When creating a PPC campaign you’ll need to conduct research about what words to include in your ad, who should see it, and where to place it. The research and design process is a continuous one and it requires more time investment than just the initial launch of your ad. You’ll research, then research again and then, you guessed it, research some more. Your most valuable research tool is going to be Google Ads. When it comes to PPC marketing and the information that you’ll need, as with all things Google, they’re the number one search engine.

Google, compared to other search engines, gets massive amounts of traffic and can deliver the most impressions and clicks on your ads. Depending on the keywords and match types selected, they will affect how often the PPC ads appear. Focusing on the following will help determine how successful your PPC campaign is:

google ppc keywords

  • Keyword Relevance – You should be crafting relevant PPC keyword lists, tight keyword groups, and proper ad text. Proper keyword lists should be the following:
    • Relevant – You don’t want to be paying for web traffic that has nothing to do with your business. Find targeted keywords that will lead to a high PPC click-through rate, a low cost per click, and increased profits.
    • Exhaustive – Your keyword research should include not only the most popular and frequently searched terms but also extend to the long tail of search. Long-tail keywords are more specific and less common and therefore are less competitive, so less expensive.
    • Expansive – PPC is iterative. You’ll want to be constantly refining and expanding your campaigns. You should create an environment in which your keyword list is constantly growing and adapting throughout the campaign.
  • Landing Page Quality – Create optimized landing pages with persuasive, relevant content and tailored to specific search queries. This is where the user’s decision happens. When they end up on your landing page, they’ve already expressed interest in your product and actively engaged in browsing to get there. Make sure that your content is fresh and that your site offers the user answers to their questions about your product. Consider what devices a user will be browsing on. Ensure that the platform you’re having your site built on lets the user see a clean page whether they’re on their desktop, laptop, or mobile device. If your site isn’t loading quickly or isn’t visually appealing, they may click away in a few seconds before engaging in the site’s contentGoogle Ads Quality Score
  • Quality Score – Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Google’s algorithms rate your site based on several factors and this impacts your keyword bid eligibility and will determine if you show up in a search resultAdvertisers with better Quality Scores will get more ad clicks at lower costs. Quality Scores have enormous influence over the cost and effectiveness of your PPC campaigns. Think of your quality score as your credit score in the world of ad campaigns. Your credit score can affect whether or not you qualify for a loan and how high your interest rate is. Google Quality Score affects how your PPC ads perform and how much you pay for each click.

What is Quality Score?

Quality Score is Google’s rating system of the quality and relevance of both the keywords and PPC ads created. It is used to determine your cost per click (CPC) and determine your ad rank in the ad auction process. Your Quality Score depends on several factors, including:

● Your click-through rate (CTR).
● Landing page quality
● Landing page relevance
● The relevance of keywords to its ad group
● The relevance of ad text
● Your historical Google Ads account performance.

Google’s algorithm is a sort of secret sauce when it comes to how they score so only Google knows exactly how much each factor “weighs” in there. Of course, we know enough about it to know that click-through rate is the important component.

Google recognizes your ads as relevant and helpful to users when more people who see your ad click it. Think in terms of words you’d search for. If you search for White Sox and an advertisement for white tube socks appears, users probably won’t click it since it isn’t what they actually want.

As users click on ads for the actual product that they’re interested in, Google recognizes this behavior and filters out the irrelevant content. Accordingly, when users click your ad that is relevant to their search, Google rewards you with both higher ad rankings and lower costs.

Benefits of Improving Quality Score

Quality Scores have a direct correlation on your PPC success and by optimizing them, you’ll be setting your campaign up for a higher return on investment (ROI).

Simply put, the higher the Quality Score, the lower the cost per conversion. Cost Per Conversion is different than the cost per click. Cost per conversion is the ratio of the number of advertisement views and the number of successful conversions (purchases, signups, or whatever the objective of the advertisement is) resulting from those views. Since not every click results in a conversion, cost per conversion is generally higher than the cost per click.

Luckily, when you have higher Quality Scores it lower both your cost per click and your cost per conversion. Remember that feeling of realizing that you’ve emptied your wallet on your ads but didn’t get the sales you wanted. This is where you fill it back up.
A high-Quality Score is Google’s way of saying that your PPC ad meets potential customers’ needs. The better you are at meeting your customer’s needs, the less Google will charge you for the ad click.

How Do You Increase Your Quality Score?

Since Quality Score will determine where and how often your ads appear, it’s important to boost your ratings by working continuously on your campaign. The keyword here is continuous. You need to reinvest time into understanding how your campaign is doing, and taking action to adjust it the second it loses traction. This can be achieved by focusing your efforts on several key areas:

Keyword Research – Discover new, more relevant keywords to add to your campaigns, include long-tail opportunities that can contribute to overall traffic.

Adding Negative Keywords – Identify which keywords are pulling from your budget but not actually relevant to your product. Exclude these irrelevant search terms that are a waste of your money.

Keyword Organization – Split your keywords into organized groups that can be more effectively tied to individual ad campaigns. A great example is “Blue Shoes”, which can also be “Blue Flats”, “Blue Heels”, “Blue Sneakers”, and so on.

Refining Ad Text – Test the PPC ad copy so that it is more targeted towards your demographic ad groups. The more effective an ad, the higher the Click Through Rate (CTR), which is one of the best ways to improve Quality Score.

Optimizing Landing Pages – Follow best practices to create landing pages that connect directly with your ad groups and provide a cohesive experience for visitors.

Quality Score is primarily a measure of relevance, improving keywords and structuring your campaigns into small, well-organized, tightly knit groups of keywords. The better your keyword research and organization will also naturally improve the quality and specificity of your ads and website content, allowing you to target the exact audience most likely to be searching for your offerings.

The time investment in learning how to set ads up for success is well worth it. If you’re running a small business, you may want to learn this on your own and then consider outsourcing as you scale.

Need Help With PPC?

Finding a local PPC company can take the exhaustion out of doing the research yourself. Gauge how much time you would be spending to master these processes and whether your time is best spent on doing it yourself or hiring an agency to do it for you. For many people, their time is going to be better utilized in different parts of their business.

Outsourcing some of the tedious tasks, such as just understanding Google’s algorithm in order to use it successfully, creates more freedom of time and motion for business owners to focus their energy on the business itself. 

A local PPC company will already be familiar with the demographics of the area, keywords, and phrases for the market as well. They’ll have dedicated employees who solely focus on mastering these areas and understand what the most effective tools are. Some larger businesses hire an entire team dedicated just to this portion of their revenue generation. 

Having a low-Quality Score is primarily the result of a disconnect between keywords, ad groups, ad text, and landing page content. A high-Quality Score comes naturally when a Google Ads account contains organized keywords in appropriate keyword groups, ad text that corresponds with certain ad groups, and landing pages that connect with the ad text’s offer. While there is no quick and easy way to improve your quality score, paying careful attention to relevance will greatly improve your scores.

Utilizing a PPC Marketing Company can help navigate and create more quality scores through the management of campaigns from beginning to end and continually revising and editing the keywords and ad groups. If you’re interested in using a marketing company just google “PPC Company near me.” This will pull up relevant companies that understand the local demographics and be able to assist increasing your Google Ads ROI.

Managing Your PPC Campaigns

Once you’ve created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective. In fact, having regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account or using a Google Ads Marketing Company can assist in monitoring your ads. Here, again, are the adjustments you can make to optimize your campaigns:

Add PPC Keywords: Expand the reach of your PPC campaigns by adding new keywords that are relevant and become relevant to your business.

Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.

Split Ad Groups: Improve your click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups. Doing this will help you create more targeted ad text and landing pages.

Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off as necessary.

Refine Landing Pages: Modifying the content of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.

A successful Google Ad campaign can help you get your business to the next level. It gives you reach across groups that you wouldn’t otherwise have access to. With online shopping being the leading way that consumers are accessing information, products, and services, it is essential that you equip yourself with powerful tools so that you can maximize your ad revenue.

Continually refining and editing your ads can keep them at the top of a user’s page, increasing their likelihood of clicking through to your site. Understanding keywords so that you can select the proper keywords, keyword phrases, and negative keywords that are applicable to the ad will help get the quality score that you want. 

Building and establishing Landing Pages that are optimal and relevant to the keywords and the ad campaign will continue to increase the Quality Scores. 

How To Get Started?

start google ppc marketingUtilize marketing companies that already have success in creating ads because being a business owner does not have to mean that you need to be an ad expert if that isn’t something you want to spend your time doing. 

Marketing companies are competitive in meeting the demand of business owners who want to pump out ads quickly to market and to get users to see your products as soon as possible. Determining an ads success or potential failure is just a step in the process, not the final determination of whether that ad is going to generate revenue for your business.

The end goal is to thrive as a business and to determine which is the best method that will suit your needs to achieve this end goal so that your focus can remain your overall business growth.

For more information, check out our Pay per click services here

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Chris Marrano

Chris Marrano

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