Editor’s Note: Here at Dispatches, we are always looking for ways to help our readers do things. For some of our readers, that means helping navigate the working world, for others, it means assisting in the ever challenging question,“what’s for dinner?” For still others, it means figuring out how to balance family life with everything else. In an effort to aid in all of these endeavors, we have collaborated on this article written specifically for our readers.
There are several ways businesses waste money on pay-per-click ad campaigns. Here are six tips to make the most out of your pay-per-click advertising dollars.
- Get some help If you’re not 100% confident in your abilities, you might need some help. With providers like SEO Rank Up around, you can get involved as you want in your PPC campaigns. You might even like just to hand over the advertising to an expert, which may be the most effective way to maximize your PPC marketing.
- Remove duplicate keywords One of the golden rules of PPC advertising is that you should never have duplicate keywords in your ads because you could end up spending too much money on that keyword if you change the bid on one of them! What you should be doing is having targeted and UNIQUE keywords in your all of your PPC ad campaigns.
- Review keywords with a low quality score Google and other PPC providers assign a quality score to your ads. If your keywords rank poorly, it means something is wrong and you need to spend some time investigating what happened. It might be as simple as an incorrect URL for your landing page. Or it could be that the keyword bears no relation to the target content.
- Create manageable ad groups Some people have a plethora of ads in each PPC ad group. It makes sense to divide them up into smaller categories. Doing so makes your ads more manageable.
- Remove underperforming ads When you run a PPC campaign for a few days, you’ll notice something obvious. Some of your ads won’t perform as well as others. There could be a variety of reasons for that. For instance, too few people might be searching for those keywords. Or you’re not bidding enough for them. If you’re paying for ads that don’t result in a high ROI, you need to pause them. That way, you can concentrate on the ones that deliver the best results.
- Tailor your ads for specific devices Do some of your landing pages perform better on specific device types? If so, you need to configure your ads to reflect that fact. Doing so will mean that you have a higher quality score for each ad.