While we at SEOM Company put a special emphasis on increasing organic search engine rankings, this doesn’t mean we’re a stranger to optimizing PPC campaigns.
Here’s 7 tips you can use to optimize your current PPC campaign, or better yet if you’re new to PPC these tips will prove invaluable to you.
Tip #1. Know Your Vertical’s Usual CTR
Know first what is generally accepted as a good CTR in your sector. This is impacted by several factors, of which two are worth exploring here. Firstly, your website’s industry plays a significant role in the expected CTR. For instance, CTRs are notoriously weak in the tech industry and high in travel. Secondly, the exact format of the ad can dramatically affect the final CTR. Data suggests that email campaigns have the most impressive CTR (from 2% to 20%) while display banners suffer the lowest CTR, averaging 0.25%. Many websites use the Google AdSense/AdWords Pay-Per-Click program, so bear in mind that the typical average CTR for AdSense ads is approximately 2%. Finally, it’s common for average CTRs on video ads to fall between 1% and 2%.
Tip #2. Repetition.
Displaying an ad several times to a visitor can increase its CTR. Although most studies and experts do not provide an exact frequency for which an advertisement should be shown for optimal performance, statistics show that displaying an ad more than five times increases its CTR. It is also important to consider “banner burnout”. Showing an ad too many times can cause a visitor to ignore the advertisement altogether resulting a decrease in its CTR. An ad server can solve this problem with frequency capping allowing you to maximize your advertising revenue.
Tip #3. Split Test, Split Test, Split Test
Try split testing two advertisements against each other, and also Day Parting. Google AdWords offers the possibility of displaying adverts at particular times of the day, or even 24 hours a day. The business logic of only showing adverts at specific times of the day is that the Return on Investment (RoI) should be superior at those times, than at other times. You can also track the CTR at each hour of the day and see how it’s changing. As with the Advert split testing approach to boost CTR, it’s possible to utilise Day Parting to work out when the best Click Through Rates are achieved. When you’ve worked out which hourly slots yield the worst CTRs, you can select not to show the ad at those times. As a consequence, the total CTR of a campaign is enhanced. Furthermore, this can result in additional benefits like a raised Quality Score, which in turn ensures a lower cost per click (CPC) and a higher overall RoI.
Tip #4. Pay Attention to Your Ad Copy.
Apply smarter copy when writing your articles. Try to avoid lingo or specialist technical terms that may confuse your audience or disrupt the flow of your ad. Also, ensure you are speaking to their ultimate needs or objectives. An ad that concentrates on the benefits for people who might read the about the product or service, should instead be targeting people who are likely to buy it. The second ad will win (increasing CTR by up to 176% according to research) in part because it clearly emphasises the advantages to the buyer.
Tip #5. Give a Strong Call to Action
Make sure to use plenty of verbs in your text. You want web surfers to do something when they view the advertisement, so apply strong verbs that will inspire them to act. Expect to achieve 80% or higher CTR if you tell people why they should click the ad! People like to be given simple instructions as it takes pressure off their thinking process. Issue a call to action based on a commanding, descriptive verb.
Tip #6. Targeting.
To have any possibility of attaining a relatively high CTR, your advertising campaign must be formulated appropriately for the website’s visitor demographics. Make sure you understand your audience and what their interests are. In addition, using a well-equipped ad server like AdSpeed, you can target visitors by country, time of day, language, gender and age. You can even direct certain ads to visitors who reached the site using specific keywords with their initial search engine query. Ad targeting is compelling and an absolute necessity if you want to see a drastic improvement in CTRs.
Tip #7. Consider Your Link Extensions
Add relevant link extensions. Make a point of doing this in each campaign. Link extensions give the user more of a chance of attracting searchers and persuading them it’s worth their time to click and check out your offering. If a searcher has something specific in mind, your extensions could be your product names. The extensions should be concise, directly to the point – as literal as possible. Add three, four or six extensions, and you can also experiment with how you use the maximum 35-characters allowable.
Want more? Find out how SEOM Company can help your businesses PPC campaigns.