Is your PPC campaign not bringing the desired results? Are you not aware of the latest technologies to improve PPC campaigns? If yes, then here is everything you must know.
PPC campaign performance is subject to many factors, such as marketing strategies, ad optimization, target audience, regulations, and ad policies.
Even if you are spending millions of dollars on marketing and your Pay-per-click campaign is not working, that means you have some serious issues.
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| 9 Expert Ways to Boost PPC Campaign Performance in 2024: eAskme |
Before launching your PPC ad campaign there are a few things that you need to understand.
The result-oriented PPC campaign relies on the skills and expertise of your marketing team.
There was a time when PPC campaigns depended on manual input. But AI has changed everything.
Google Ads is also using AI technologies to power up Performance Max. AI technology has made it easy to plan and launch PPC ads without doing a lot of hard work.
Ways to Improve PPC Campaign Performance:
To keep the latest technologies in your PPC arsenal, I am sharing the list of 9 best ways to improve your PPC campaigns’ performance.
AI and Automation:
Google Ads are now powered with AI features. AI automation makes it easy to create ads, analyze the campaign’s performance, and fix issues.
What to do?
Learn Google Ads and how new features work. Use Performance MAX AI features to create multiple versions of ads and test them to find out which works best for you.Conversion Tracking:
How
you track conversion impacts the performance of your PPC campaigns. Measure the performance of your ads in your ads account. Conversion tracking is a must if you want good results.
What to do?
Use Google Ads' segmentation feature to understand conversions at the campaign level. Set real-time goals. Add multiple conversion points.
Cookies and First-Party Data:
Privacy regulation has forced us to shed down the cookies. As cookies go downhill, first-party data becomes more critical.
It takes to build first-party data.
What to do?
- Build first-party data. It is best that you should start doing it now.
- Here is how you can collect and use first-party data.
Negative List:
Narrow down your keyword research to reach the pain point of the target audience. Most of the time, a PPC campaign is not performing despite spending a lot because you have used all the keywords that you find using a keyword tool. Many of those keywords are not aligned with your goals. It is best to get rid of them.
What to do?
Use
a negative list to add all the keywords that are not relevant to your PPC campaign performance. This will reduce costs and unnecessary targeting.
PPC Features:
- Use PPC features in Google Ads. The Ad Extensions feature measures the quality of your ads. Also, try offline conversions and A/B testing.
- Also, improve your on-page SEO to target the maximum audience without using ads.
Target Location:
It is essential to find out how your ads are performing in a particular geolocation. Are you getting new or existing customers? Your one ad is not enough to target every location in the USA or other countries.
Demographics change from one location to another.
What to do?
Segmentation is the best way to optimize the location performance of your PPC campaigns. You must spend most of your PPC budget on the locations that work best for your business.
Target Device:
Users can access your ads on multiple devices, such as desktops, laptops, and tablets. In the era of the internet, devices are getting smart, and smartphone users are rising like anything.
One ad cannot be suitable for every device. Therefore, it is best to create different ad campaigns for other devices.
What to do?
Review your Performance Max report. Understand user behavior on different devices. Optimize ads for multiple devices or target the devices that give you the maximum ROI.
Target Network:
PPC campaign performance also depends upon the target network. Search ads and display ads work differently and target customers in different ways.
Search network delivers organic traffic. If a user comes from organic search ads, that means he is interested in your product, service, or solution.
On the other hand, display ads work like push marketing. Users see your ads on multiple websites or apps. It is a way to spread awareness but also create issues with user experience.
The best strategy is to run different ad campaigns for Search and Display ads.
What to do?
Use two different networks to target search and display ads. Create different strategies and KPIs to reach prospective customers.
Target Audience:
A cookie ban can impact PPC campaign ad targeting. It will become challenging to target the audience when cookies are not used to track user behavior.
Users who are searching for your brand name may click on your PPC ad. This will cost you a lot of money, even though re-targeting them would be of no benefit.
What to do?
You must use audience segmentation to identify the user’s behavior. As cookies are disappearing, you must rely on first-party data.
Create an audience chart and add relevant audiences with user behavior and KPIs. Analyze this data to determine what is essential for your target audience.
Conclusion:
In 2024, AI features will improve PPC campaigns. You can create ads, update them, and fix performance issues. Tell Google Ads what you want to achieve, and it will create relevant ad campaigns for you.
Start working on first-party data, as this will become your powerhouse when creating PPC ads.
Follow the above tips to optimize your PPC campaign performance. If you have any questions, let me know.
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