Running a successful PPC campaign is more than just implementing keywords and bids. It also requires the proper set-up of a landing page with content that matches the user’s search intent. It should have a single call-to-action and be optimized for conversions by using social proof. You can improve your PPC campaign by optimizing smaller steps, such as landing page content and lead magnet downloads. You can also track micro-conversions to understand where your campaign is struggling.
Position Tracking
Running a PPC campaign requires careful monitoring of your competitors’ actions and strategies. Position Tracking from Semrush can help you do just that. Position Tracking lets you know where your competitors are ranking in Google’s paid results. It can also track individual URLs.
The first step in setting up a tracking campaign is to create a project in Semrush. Here you enter the domain of the website you’re monitoring. Next, set the scope of the tracking campaign. The default scope is the entire domain, but you can change this to a specific subdomain, URL, or folder. Position tracking also allows you to compare how well your website performs across various devices and geographies.
Position Tracking is available to every project in a Semrush account. There are limits on the number of keywords and extra devices that can be tracked, but each account level has the capability to track up to 20 competitors per domain. For example, if you are running a campaign for a local restaurant, you can add up to ten domains and track their position in Google’s top 100 results.
Position Tracking is important for local and national campaigns. You can choose to toggle between national and local volume for your campaign. It’s especially important for local campaigns, as you want to monitor your results in the areas you’re targeting. In addition, it’s vital to enter your business name in the Location Tracking tool.
Conversion tracking
Pay-per-click advertising is one of the most effective digital marketing strategies available today. However, it can also be very expensive, so you need to make sure you’re not overspending and that your ads are relevant. This can be done by researching your target audience. Once you know what topics and products they are interested in, you can choose targeted keywords that will generate the most interest. By studying search engine data more closely, you can also determine which phrases are most popular. If you’re just starting out, keywords with high volume but low competitive density are ideal.
Besides adjusting your budget to meet your goals, you should also make sure you have good conversion tracking. Conversion tracking allows you to target your ads by demographics, which will increase their effectiveness. Additionally, you should use landing pages to encourage visitors to convert. For example, Semrush’s landing page has a clear CTA and headline, which encourages visitors to complete a purchase.
PPC advertisers should also identify their competitors and research their keywords. In this way, they can create ads that outrank their competitors. Using tools like Semrush and SpyFu, you can find out what keywords your competitors are bidding on. Once you know the keywords that your competitors are bidding on, you can target them with your own ads.
Negative keywords
Using negative keywords can help you stretch your PPC advertising budget. This technique is often overlooked but can help you save anywhere from 20% to 50% of your total budget. Having a strong list of negative keywords is essential to a successful PPC campaign. It’s essential to keep in mind that negative keywords are different than ad words.
To begin, use a tool like Google’s Search Terms Report. The tool helps you determine what terms users are actually searching for before they see your ad. This report also shows click-through and conversion rates. Once you know the types of search terms your campaign is targeting, you can start adding negative keywords.
You can use negative keywords to block searches for irrelevant products or services. For example, if you are a tutor, you may want to exclude searches for free online tutoring or free online classes. Likewise, if you don’t offer any of these services, you may want to add words like free, jobs, and subjects you don’t offer. You can also find negative keywords by searching for each letter of the alphabet, going through search suggestions, and looking at ad groups in search results. Be sure to select the proper match type when adding negative keywords.
If you’ve been using negative keywords to target specific ads, you should apply them at the campaign level. This will help you block search queries that are not relevant to your ad groups. The more negative keywords you use, the less relevant your ads will be. Also, you should avoid adding negative keywords to too many ad groups. This will limit your impressions and result in lower traffic.
RLSAs
RLSAs (Remarketing Lists of Site Audiences) are a powerful way to reach audiences that have already purchased a product. Using RLSAs, a mobile phone retailer can target users who have recently purchased a mobile phone, and are likely to purchase phone cases. These users are considered remarketing audiences, and advertisers can control their bids for these users in order to avoid spending too much on a single ad.
RLSAs can be used in combination with keyword research and personalization. This allows you to target users who have already visited your site by displaying ads that are tailored to their interests and demographics. By doing this, you can better target your ads to specific audiences and boost your ROI and conversion rates.
In addition to RLSAs, you can also use analytics tools to monitor the performance of your PPC account. These tools can help you track traffic sources, page views, bounce rates, and patterns. You can also use these tools to determine how many clicks a specific ad is getting.
SKAGs
Ads with high quality scores can boost conversions and lower costs. To achieve a high-quality score, keywords and ad copy must have good structure and relevant information. Having irrelevant content can cause a bad user experience and negatively affect your quality score. This is a risk that Google wants to avoid. The better the quality score you get, the higher your conversion rate and click-through rate.
SKAG campaigns have many benefits, including the ability to create multiple campaigns based on exact keywords, phrase match, and broad match keywords. However, if you want to achieve the best results, you need to spend a considerable amount of time developing and testing these strategies. Google recommends that you create at least three ads for each ad group.
One of the benefits of using SKAGs is that you can target long-tail keywords that are less competitive. This makes it easier to generate more relevant clicks. While it is possible to target multiple keywords in a single Ad group, this structure may make the search queries more specific, increasing the risk of losing clicks.
Using Google Analytics to improve SEO
Using Google Analytics can help you improve your PPC campaign. You can use the tool to learn when your ads are working best and which keywords need to be adjusted. It will also help you find out which times of day are the most engaging for your target audience. Then you can optimize your landing pages to attract more visitors.
Google Analytics has a dashboard interface that allows you to view all the individual reports on one screen. You can also share and print these reports. These features reduce the time you spend looking at Analytics and help you focus on SEO work. To make the most of this tool, you need to have a solid understanding of how it works.
Your ultimate goal should be to improve your rankings on organic search. The easiest way to do this is by focusing on your most important pages. To do this, go to Acquisition > Search Console> Landing Pages and select an important goal. Then, sort the Landing Pages by conversion rate. You can also check Ahrefs’ Site Explorer and Organic Keywords reports to see which pages are converting better than others.
Competitive research
When it comes to running a PPC campaign, competitive research is crucial to success. It allows you to better understand your competitors’ ad copy and landing pages and also helps you understand their conversion rates. This will enable you to tailor your own campaign in a way that is better suited to your business. Additionally, it will enable you to determine the best seasons to run your campaigns.
By using a tool such as Advanced Web Ranking, you can monitor your competition’s keywords and campaigns. These tools allow you to compare their bids and keywords to yours, which will give you a clearer idea of where you stand. You can also use tools like SEMRush and SpyFu to duplicate your competitor’s campaigns. These tools help you identify their most profitable keywords and ads.
Another way to optimize your PPC campaign is to segment your customers based on their value. This can help you to allocate higher budgets to segments that are more valuable to your business. You can also track the performance of prior PPC campaigns to see which ones work best for your business.
Disclosure: The blog above was largely written by an AI (in this case, Article Forge) as part of an ongoing SEO ranking test. Would you like to review other articles written by artificial intelligence?
