When it comes to PPC, it’s easy to miss opportunities when you’re deep in a campaign. There are so many ways to better your PPC campaigns with small changes and observations that can make a big and positive impact.
Not Optimizing for Long-tail Keywords
By selecting target keywords that are too short or not meeting your audience where they are, you can end up with ads costing too much because they are resulting in traffic with a wide range of intent. Keywords that are too general for your campaign can attract the wrong clicks and drive up your cost per acquisition (CPA).
Looking at keywords with long-tail variations can better target the right potential customers and potentially lower your CPC by narrowing down your desired search intent.
Not Split-testing Ad Sets
Sticking with one ad and not A/B testing can lead to missed opportunities. It’s important to test different messaging to find what will resonate with your audience. Changing up small elements of ad copy text or design can make a huge difference in conversions.
Won’t I be spreading my data too thin? That’s a completely valid concern. Instead of looking at individual ads per ad group, aggregate! Take advantage of labels and/or Excel to help you aggregate ad copy performance data across multiple ad groups. By running split tests, you can see which ad variation is performing best and then build off that.
Once you see what is performing best, you can then tailor other campaigns to have similar characteristics and move on to your next test!
Not Closely Monitoring Campaigns for Minor Changes
It can make a huge impact on a campaign to make minor changes and pivots along the way. By looking for small things that can be optimized, you can take a campaign from zero to hero. When monitoring campaigns, some common things to look at include the landing page messaging, ad copy text, actual search queries, device segmentation and day parting among others. Even making small changes to the landing page can translate to conversions. For instance, adding a keyword to the title could increase your ad copy-keyword-landing page relevance, help with quality score and thereby decreasing your CPC and CPA!
Another thing to monitor is how call-to-action (CTA) word choices are affecting your ad. Instead of using the word free, does no obligation make a difference? How about advertised discounts or free shipping thresholds? Maybe even swapping the order of description lines makes a difference.
All the small variations can add up to savings in your cost per click, cost per acquisitions and conversion rates. Just make sure you give enough time to run each test and keep them isolated so you can determine what’s really impacting performance.
These three simple things to look for can help campaigns perform better and result in higher ROI.
Bonus Tip: If your primary goal is lead generation, make sure you do everything you can to close that sales loop! But more on that another time.