There are many advantages when you use pay per click bid management. You can have better ad ranking and higher conversion rates. But one of the best benefits in using this marketing strategy is that you could improve the overall performance of your website, not only the page that your advertisement links to but also your whole site. It is not instant though, when you sign up for PPC bid management, your overall performance will not automatically be better. So how can you improve your website performance with the help of PPC bid management tools? Check out the following for some tips on how to use PPC bidding right to get your desired improved performance.
Promote the Right Keywords
Pay per click marketing is all about keywords. Your marketing campaign won’t be successful if you don’t have the right keywords, even if you are using the right techniques and strategies. Having the right keywords mean that they are highly relevant to your website. The more relevant your keyword is to your website, the higher your chances of being seen. This means that when you are promoting wrong or irrelevant keywords, your visibility rate will plummet, and it will affect the ranking of your site when it comes out of the search results page.
Quality score is a metric used by PPC bid management software to gauge how relevant your campaigns are to your website. The formula for quality score is campaign relevance plus the user experience. A higher quality score means a higher chance of success for your PPC campaign. The costs per click is also lower when you have a higher quality score. Promoting the right keywords gets you the chance to increase your quality score and therefore also improve the performance of your website.
Most bid management software offers you a chance to test your advertisements before you put your links live. This lessens the risk of promoting wrong or irrelevant keywords.
Set Definite Objectives
Before entering into PPC bid management, a clear objective or purpose is needed to be set. The bidding strategy will depend on what you want to achieve. There are many objectives that you could choose from.
- An Increase in Conversion Rates. Conversion rate is the number of users who do what you want them to do. If your call to action wants users to download an eBook, then, more people who download mean a high conversion rate.
- An Increase in Website Visibility. If all you want is to get more visibility on your website, you could use the maximize clicks bid strategy that the top PPC bid management software offers.
- Get a Higher Ranking. You could also set your objective to get a higher position in the search results page.
The goals mentioned above are just a few of the many goals you could set for yourself and your business. The important thing is that you have a clear set of objective. This will help you in choosing a bidding strategy that you could employ for your marketing campaign.
Be Constant
It was mentioned above that some, if not all, PPC bid management software offers the chance for testing advertisement copies. Testing is done, so you could make sure that you are spending wisely on the ad copy that you will let people see. It is important that you are constant with the headlines, display URLs, landing pages, and text of your ad copy. This is to ensure that you are only testing the impact of different bids on your results. This is done though when you are sure that the contents of your site are already tested beforehand, and they are the ones that work the best. Here are some more tips when testing your ad copies.
- Identify Which of Your Campaigns Is Spending the Most. Within campaigns, there are ad groups that identify which of those ad groups are spending the most. The ad group that is spending the most is where you should start your test to be sure that it is optimized fully.
- Determine Your Objectives. It was already mentioned that having a clear set of objectives is important for PPC campaigns, the same can be said for testing. If you want more clicks or views, then, you will tailor your testing. You will be able to find out which ad groups are bringing in the most clicks and views.
Do It on a Weekly Basis
Your ad copies should always stay fresh, which is why it is important that you do testing once a week. You don’t want to test them all the time and risk faulty results. White Shark Media suggests that you split test weekly for a month, until you get your desired results. After then, you could test your ad copies on a monthly basis.
Why do split testing in the first place? Here are some reasons to encourage to test your ad copies regularly.
- Split testing can grow your account by helping you target new keywords and campaign types and platforms. You could also turn more of your impressions into clicks and getting your clicks become conversions.
- You will be able to know what feature of your website and call to action is the most effective. This will ensure that you won’t be wasting money on ad copies that don’t bring in conversions.
- It will give a higher quality score, and a higher quality score means that you can probably get lower costs per click on your links. It can help you save money and increase profit.
Track Everything
There are metrics that are measured to help you know how your PPC campaign is doing. It is best that you track all of these metrics. This is to give you an idea what your results are in your PPC campaign. The top PPC bid management software will give full and detailed metric results of your campaigns, so be sure to pick the best software. You could read PPC bid management software reviews to make sure that you are getting the most effective tool.
Some of the most significant metrics that you should keep track of are the following:
- Cost Per Acquisition (CPA). This is the price that an advertiser pays for each specified action or acquisition. If you get a higher CPA than your target, then, there might be something wrong with your campaign. If you get a lower CPA, then, your campaign is performing well and according to your goals.
- Click Through Rate (CTR). This is the number of people visiting your site because they clicked your advertisement. CTR is a good indication of how your ads are performing. A high CTR means your campaign is doing well.
- Return on Investment (ROI). Your ROI can tell you if your PPC efforts are making profit.
Don’t Be Conventional
Some marketers have a conventional thinking about PPC marketing. You shouldn’t always follow them. If you want to improve your website’s performance, you should be ready to think outside the box and challenge the convention. Here are some conventional wisdom that you could safely ignore.
- Being Number One. Most search engines encourage pay per click bid management tools and marketers to reach for the number one spot on the search results page. This is probably because they can make more money if you would be paying more for a higher ranking. The number one spot usually brings in a lot of clicks but low conversion rate. This is because most of those clicks are impulsive just because the link is at the top.
- Putting the Call to Action in a Certain Place. There will be studies online that you could find if you do your research and says the position of the CTA is important with the CTR. This is true, but you should not believe those that say that one place in the whole page is where you should put your CTAs. Do your testing to determine where the most effective placement is.
Test the Strategy Over and Over
There is a certain strategy that you could use to reach the goals that you have set. Strategies such as maximize clicks, target outranking share, target CPA, target ROAS, and others that have goals that are specific to the strategy. You could pick one strategy and use that for all your campaigns. But like the ad copy split testing, you should also test these strategies regularly. This is to make sure that they are functioning properly and is helping you in achieving your goals. Some software offer even more strategies. You could read reviews of PPC bid management software to know what strategies they are offering. Reading reviews will also tell you how well the software works.
Using PPC bid management can get you your goals and more. But it will need a lot of time and patience because it is not an easy task to master. Hopefully the tips and guides mentioned above will help you with starting out on pay per click marketing and improving the performance of your website to bring your more profits.
Need help picking the top PPC bid management software? Read user reviews at CrowdReviews.com.
Keith Moore
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