Do you have all of your PPC ducks in a row? The world of pay-per-click advertising is extremely competitive, and if you don’t know the right keywords to bid on or the right extensions to add, you could be wasting your money. In some competitive markets, you may have to be clever about scheduling, targeting, and messaging in order to beat out others in your industry. Working with an SEO company Toronto service can help you soar above the competition, making use of your website in addition to PPC budget so that you have the best possible results.
The following list is based on the best way possible to launch a PPC campaign for high conversions:
1. Map Out Your Campaign
What keywords are you targeting? What products or services are you supporting? Where will the ads go? How many ad groups will be in one campaign? These questions are important to setting up your campaign properly so that it has the best chance for success. Here are some things to avoid:
- Don’t set up one generic ad group.
- Spit your ad groups up by relevant groups to the keywords
- There should be 2-4 ads rotating in each group
- Take care to have relevant ad copy specific to search queries
- Set up a structure for paths and tracking
- Set up site link extensions
2. Create Negative Keywords
Some keywords will just be harder to rank for than others, especially if they are on the edge of what your site is about. You may also not want to rank for certain keywords that don’t relate to your business or may be confusing for your visitors. These are typically keywords that will cost you more money than they are worth to provide a budget to. It also helps when you have a concise list of keywords that you want to rank for.
Here is an example:
A customer is looking for formal shoes. Your site only has athletic gear like sneakers. You should set up a negative keyword list to avoid formal shoewear and other types of shoes that won’t be found on your site.
3. Geo Markets
You should also target markets where you are more apt to get business, especially if you are only serving a local market. You should not try to target the whole country unless you provide a service that is profitable to every single state in the US, as well as Canada, Mexico, UK and other countries that you may want to target. This prevents costly clicks that are unqualified.
4. Set Up Conversion Tracking
Adwords and Analytics work together to track your conversions, giving you insight into audience behavior. You can attribute a campaign’s success to different ads, social media networks, and landing pages by setting up this important feature. By tracking conversions, you can gain greater ROI by testing new campaigns in the most successful ad groups.
6. SEO Success
Companies must also match brand keywords with SEO pages to fill up SERPs with the right content. You can match PPC keywords with SEO pages to ensure that visitors see the right products and content that makes you an authority, driving traffic continuously back to your online store.