A lot of people who are new to PPC and Adwords arrive at an opinion that PPC is an expense and then abandon it as they're spending money with no any return. Before we get deep into PPC tips and tricks section, and because this article is mostly for novices to PPC I thought it would be more appropriate to say that PPC isn't an expense; it is actually an effective way to reach customers and generate sales online, which perform better than other tools (with SEO being the only exception).
If you're making use of PPC but aren't making profits, don't quit however, you should be educated on how to improve your campaigns to get a higher return on investment. The tips below for PPC will definitely help you move in the right direction.
1 - Take a minute to consider your structure for your account
Many people who are just beginning to learn about AdWords tend to set up one campaign and an advertising group and then put everything together. This isn't a good idea and, while it's difficult to describe the entire process in this article it is important to note that the structure of your AdWords account should be a mirror of the structure of your site.
That means that if you have four categories of products within your account, then you can create a campaign with four ads groupings (one to each item). If you are targeting multiple countries and/or languages i.e. English and Spanish You must create two campaigns per language.
If you're like the majority of people who have everything within one group of ads, you should engage a professional to manage the campaigns efficiently or take a second look to these instructions that are provided to you by AdWords. AdWords team.
2 - The homepage of your site doesn't need to be your primary landing page for all your ads
When you create an AdWords advertisement, you're asked to specify the URL that the user will go to after they click on the advertisement. A majority of users go to the home page of their sites however this isn't necessarily the case. It is actually better to direct users to a page with more details about the services or products that are advertised in the advertisements.
For instance, if you're selling engagement rings, then it is recommended that you direct users to the page for engagement rings of your website , which lists the various types of rings that you sell, instead of the homepage which lists every item you're selling.
3 - Don't overlook mobile ads
I wrote in my E-commerce tips post in my ecommerce tips article that, as an online seller, you must not overlook mobile, even if you're not planning to sell anything directly through mobile devices. This is also true for advertising.
Advertisements should be targeted at mobile devices. This will result in an increase in cost of ad compared to desktop, even if you're not anticipating to generate sales through mobile. The reason is easy, it has been established statistically that the majority of users look for products and services using their mobile devices and move on to computers.
4 Utilize Ad Extensions to boost your CTR
Ad extensions can make your ads more click-worthy by incorporating more elements into the copy of your ads, such as directly linking to your website's product pages, contact us pages or adding an additional line that highlights your top benefits and other.
Ad Extensions are very simple to implement and could make a an enormous difference to your CTR.
5 - Expand your campaign if it's successful
It's a simple tip however, you should only expand your campaigns when they are profitable. PPC generally can be a great method of spending a large amount of money and not even realize that, so it's important to monitor the results of your campaigns and then add budget and funds only when you're earning money.
If you're not making any money, your first step is to improve your marketing strategy and ensure it is profitable before you invest more money.
6 - Enable conversion tracking of values
It is akin to the above , and what's crucial is to include an effective conversion tracker included in your marketing campaign not just to track the amount of conversions, but also the value of conversion. This can be difficult to set up, but it certainly helps you determine whether a campaign is earning money or not.
If you are having difficulty in setting up conversion tracking using the conversion rate, you can employ a person from Odesk to do it for you at a minimal cost to help you.
7 Include numbers in your advertisements
By numbers, I do not mean random numbers but instead offers, prices, and discounts. Advertisements that highlight special deals by quoting a precise number, for example. "45% off retail price or hosting packages starting from $9.99 will perform better than ads with no reference to numbers.
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