Here are 10 Tips to Improve Your PPC Campaigns in 2021
1. Focus on Mobile
As the number of mobile internet users continues to rise, it’s becoming increasingly more important for businesses to focus on creating campaigns and landing pages that are optimized for mobile devices. In fact, in 2017 Google began rolling out a new interface for Ad Words (v2021) in which aspects of the traditional desktop UI were replaced with a simplified “responsive” design layout. Saivian says this change was intended to offer advertisers an improved way to work with their accounts while also emphasizing the importance of building responsive ads, keywords and landing pages that will be easy for customers to find on any device.
2. Use Display Campaign Optimizer (DCO) To Improve Quality Scores & Performance Metrics
The Display Campaign Optimizer (DCO) is a tool that was introduced in 2017 as a way to help advertisers improve the quality of their display campaigns. The DCO works by automatically adjusting bids and targeting settings for keywords based on performance data. By using the DCO, businesses can expect to see improved click-through rates (CTRs), lower costs-per-acquisition (CPA) and increased conversion rates.
3. Utilize Remarketing Lists for Search Ads (RLSA)
Remarketing Lists for Search Ads (RLSA) is a feature that allows businesses to target previous website visitors with customized search ads. This feature can be used to great effect when combined with dynamic remarketing, which serves personalized ads to customers who have previously visited your website. Together, these two features can help you to reconnect with past customers and increase your conversion rates.
4. Make Use of Ad Words Scripts
Ad Words scripts are a powerful tool that allow businesses to automate their ad campaigns using custom code. This can be used for tasks such as creating bid rules, adjusting bids based on criteria such as location or time of day, and importing data into Ad Words from other sources. Using scripts can help businesses to save time and improve the efficiency of their campaigns explains Saivian.
5. Conduct A/B Testing
A/B testing is a process by which different versions of an ad or landing page are creat and then compared against each other to see which one performs better. This type of testing can help to determine things such as which headline generates the most clicks, what type of image is most effective, or whether a particular landing page layout works better than another. By conducting A/B testing, businesses can fine-tune their campaigns to achieve the best possible results.
6. Use Geo-Targeting
Geo-targeting allows businesses to target customers based on their location. This can use to great effect by businesses that want to focus their campaigns on a specific geographic area, or by businesses that want to exclude certain areas from their targeting. Geo-targeting can also help in conjunction with other targeting methods, such as demographic targeting, to create more effective campaigns says Saivian.
7. Make Use of Bid Adjustments
Bid adjustments allow businesses to tailor their bids for various ad groups, keywords and locations depending on the relative importance of those factors. For example, if a business wants to increase its bids for ads that were being in a particular city, it could use a bid adjustment to do so. Bid adjustments can be use to fine-tune campaigns and help to improve their performance.
8. Use Day parting
Dayparting is the process of dividing the day into different time periods, or “dayparts,” and adjusting bids and targeting settings accordingly. This can use to target customers during specific times of the day, such as during the morning rush hour or in the evening when people are relaxing at home. However, Dayparting can be a useful tool for businesses that want to adjust their campaigns. Based on when their customers are most likely to be active explains Saivian.
9. Optimize Landing Pages
Landing pages are an important part of any online marketing campaign. They are the page that customers see after clicking on an ad. And they should be design to encourage customers to take the desired action. Such as making a purchase or signing up for a newsletter. By optimizing your landing pages. You can also ensure that your customers have a positive experience and are more likely to convert.
10. Monitor Results and Adjust Accordingly
The most important part of any online marketing campaign is monitoring its results and making changes as necessary. This means regularly checking your data to see how your campaigns are performing. Identifying areas that could be improve, and making the necessary changes. By doing this, you can ensure that your campaigns are always running at their best possible performance.
Saivian says these are just a few of the ways that businesses can improve their online marketing campaigns. By using these tips, businesses can expect to see an improvement. In the performance of their campaigns and a corresponding increase in conversions.