10 Steps To Improve Your Online Sales. Step 7: PPC

Hi, i’m Dave from Indiespring and this series of Blogs is to help you improve your online sales yourself. Not everyone has the budget to afford marketing companies to support them in growing their business while they are just starting out and these blogs will hopefully give you some best practices and tips to set yourself along the right path to growing your business. This week is PPC.

 

Pay Per Click or PPC advertising is an essential part of many company’s marketing strategies. It allows you to place your ads in a prime position when certain keywords are searched on Google, and pay a fee when your advertisement is clicked. This allows you to gain traction and a Return On Investment much faster than other options such as Search Engine Optimisation or Conversion Rate Optimisation.

 

Generating more revenue is obviously the driving factor behind the majority of businesses and the marketing efforts they push, and getting more bang for your buck (or ROI) is a huge priority.

So how can you improve ROI?

 

If the answer was simple, we’d all be rich.

 

Every account is different and some tactics that work for one brand may not work for another.

 

That being said, below are 3 tips that, if included in your PPC Strategy,  could really help you – and definitely won’t hurt.

 

1. Improve Your Account Structure

Account structure can either make or break an account. From the way the campaigns are segmented to the match types being used in each ad group, it’s important. You want to stay organized to easily accommodate for future builds and stay efficient to increase click through rate and reduce cost per acquisition .

Staying organized is first and foremost. If you are in a room scattered with bits and bobs, it’s impossible to know where anything is. It’s the same in your account. Make sure that campaigns and ad groups have fluid themes that align with the site.

Once you are organized by themes, segmenting by match type at either the ad group or campaign level will give you additional benefits. These include but aren’t limited to:

 

  • Better control when it comes to search queries matching to keywords and the ad copy being displayed to users.
  • The use of embedded negatives to direct keywords to the appropriate ad group.
  • The ability to control budgets and adjust based on performance at the campaign level.

 

2. Reduce Non-Converting Spend

This is a quick, yet effective move. Regularly perusing your account for keywords that just aren’t driving conversions is a sure way to improve ROI if you maintain revenue. While I’m not going to go into a tutorial on how to do this, there are a few tips to keep in mind when determining if something is worth pausing.

Look out for click assisted conversions. While they aren’t direct conversions, they play a role in the overall flow.

Sometimes looking at a longer date range will paint a bigger picture. When looking at a 30-day window you may see that a relevant keyword has only spent £20 and hasn’t converted so you keep it because of its relevancy. However, when looking at a 6-month period of time you realize that it’s spent £300 and hasn’t converted. Imagine if you have just 10 keywords that haven’t converted in 3 months. You have now spent £3k on 10 keywords that gave you $0.

 

3. Utilize Remarketing Lists For Search Ads (RLSA)

This is another quick yet effective move. Remarketing Lists for Search Ads (RLSA), are audience lists that can be layered on search campaigns to target those within your remarketing lists.

Once set-up, RLSA lists can help improve ROI. With RLSA audiences, we have the ability to increase bids for users who are more likely to convert than your average Joe on the street who has never heard of your brand. This gives you the ability to potentially bid down across your Search campaign as a whole but bid higher on audiences more likely to convert.

 

I hope these tips are useful to you! I trust series so far has provided some key insights into your strategy for improving your online sales. Check out our PPC expertise or contact us today for advice on setting up your campaign.

Thanks for reading.