Rules to Run a Profitable Pay Per Click Campaign

Profitable ppc campaign management toronto
In layman’s terms, the way to get maximum profit from your PPC campaigns is to ensure that your conversion rate is as high as it can be, that is, a high percentage of the clicks that you are getting should turn into a sale.

Running a profitable PPC campaign involves a lot of continuous calculations and constantly optimizing the Ad campaign based on the results. Seasoned internet marketing professionals at Pat’s Marketing can very easily do that for you and ensure that your PPC investment remains a highly returning one.

Here are tips to run a profitable PPC campaign:

1. Choose the Optimum Combination of Short Tail Keywords and Long Tail Keywords

Use one of the powerful free keyword tools in the market to get a list of most popular short tail and long tail keywords in your industry. And for PPC in particular, refrain from only using short tail ones as a bait for attracting a greater amount of traffic – it will only make your CPC go up and your conversion rate go down.

2. Create Effective Keyword Groups

Grouping keywords means clubbing together semantically similar keywords. A finely chosen group of keywords substantially improves the performance of your AdWords campaign. Grouping enhances your quality score, which subsequently increases your click through rates (CTRs), letting you make the most out of your investment. In addition to enhanced CTRs, grouping begets a higher conversion rate and a lower cost per action (CPA).

3. Target each Group of Keywords by Type of Search

For some keywords, you might like your ad to appear in searches irrespective of the order of keywords the searcher typed; while for others, you may find it worthwhile to display your ad only if the search term matches exactly with the keyword-phrase you have specified. Based on this criterion, types of searches are divided into three categories:

1) Exact Matching Search ([keyword])
The searcher sees your ad only if they have mentioned the search term which matches exactly in terms of words and their order with the keywords that you have specified.

2) Phrase Matching (“keyword”)
The searcher sees your ad if the order of words in their search term is the same as the order of words in your keyword group; there can be additional words, or fewer words in their search term but the order ought to remain the same.

From July 2021, the updated phrase match keywords will also cover the Broad match modifiers (BMMs).

3) Broad Match Modifier (+keyword)
The searcher sees your ad if keywords match the search term irrespective of the order of words in the search term. Eventually, BMMs would no longer be available. Existing BMMs will behave just like phrase match keywords.

4) Broad Matching Search (keyword)
The searcher sees your ad if any one of the keywords in their search term matches with any one of the keywords in your group.

4. Make Your Ad Copies better Targeted

While a generic ad copy can get in a higher amount of traffic to you, it will also bring down your conversion rates, as a large portion of the increased traffic might end up being that of non-buyers. So you’d end up paying for the increased number of clicks without getting an increase in sales to justify the costs.

Therefore, we recommend writing advertising copies that describe your product or service as accurately as possible in order to achieve the highest number of actual conversion out of your clicks – the one thing that ensures your PPC campaign remains profitable.

5. Choosing the Right Bidding Strategy

PPC is all about strategizing the bidding and executing it with the perfection. Business owners often get influenced by the number of options available. But, how to select a right bidding strategy? Just look at the strategy deciding factors below.

Analyze Goals: While selecting the correct Bidding Strategy, you need to analyze the goals of your campaign. Analyze and figure out if you are running this campaign for conversions, generating traffic, increasing awareness, or increasing views. Your bidding strategy should match with your goals. Remember, it is your bidding strategy which will define the success of your PPC campaign. We list the strategies for each goal below. You can read it out and decide which strategy suits your requirements.

1. Conversions: If you are running a PPC campaign to boost the conversion rates, consider using smart bidding strategy. Smart bidding is a subset of automated bidding strategies which optimizes conversions. Under this strategy, you can focus on the bid strategies like Target CPA, Target Return on ad spend, Maximizing Conversions, Enhanced CPC, etc.

2. Visibility: In case, your PPC Campaign focuses on enhanced visibility, some of the best bidding strategies are Target Impression Share, CPM, tCPM, vCPM, etc. All these strategies are purely meant to increase your visibility.

3. Views: If you are running a PPC Campaign just to gain views on your video, you can use CPV. When you implement CPV, you pay for views your video gets and other aspects like CTA. Please note that CPV is executable only for the videos.

4. Clicks: If you desire to gain clicks and thus increase the traffic on your website, you can consider two strategies I.e., Maximize clicks & Manual CPC Bidding.

With Maximize Clicks strategy, you can set a maximum cost per click if you want to…however its optional. Just set a daily budget and leave it to google to get you the most number of clicks in your set budget. Maximize Clicks is the simplest way to drive the maximum number of visitors to your website.

If you wish to manage your bids all by yourself, Manual CPC Bidding is your answer. You can decide your budget & set different bids for every keywords, & placements. This strategy was used in the days when Google’s powerful AI system hadn’t been established. Nowadays, it is a less preferred option. Instead a smart bidding system is recommended.

6. Bringing Google Shopping into the action

Today, most business-owners have started implementing Google Shopping. Thus, if you are not one of them, you are making the path to success a bit tough for yourself. Google Shopping boosts your visibility. According to the HubSpot, the conversion rates from Google Shopping are 30% higher as compared to simple text ads.

If you are implementing Google Shopping, you are giving your business a fair amount of visibility.

7. Invest in Making Your Landing Pages Relevant to the Search Term & Your Ad

Independent of what your business is offering or how many clicks you are getting, some landing pages simply get more done than others. A powerful landing page leverages the entire potential of your expensive clicks.

An action-oriented landing page makes it quick and smooth for the interested buyer to finish the transaction they are interested in; and also persuades the visitor still in the middle of the marketing funnel to take an action. It is an undeniable fact that a little additional work and investment in lading pages can increase the ROI of your entire PPC campaigns.

8. Measure, Analyze &Optimize your Pay Per Click campaigns

Measurement is valuable, analyzing is essential& optimizing is crucial to any successful Pay Per Click campaign.

One of the major benefits of the PPC Campaign is that it offers the user with an easy way to track the results. Thus, you can track the success of your campaign at the timely intervals and tweak your strategy if the desired results are not yielded.

The more you analyze, and the more you optimize your campaign for the better results, the more are the chances of your campaign being a hit. Thus, we highly recommend you to keep the track of the results and analyze the things like ROI at the timely intervals.

Once done correctly, PPC campaign can generate more business for your business thus increasing your profits. Hiring a PPC expert to do the job for you is therefore a lucrative idea. At Pat’s Marketing, we keep updating our knowledge and constantly innovate our strategies to ensure fast and more affordable results for our clients. We provide detailed performance reports on a regular basis so the clients can see how well the campaign is progressing and how much ROI it is generating.

If you have any questions or would like to talk to one of our knowledgeable Toronto Pay Per Click consultants, please call us at +1-888-488-7287.