At SocialB, we work with clients to set up, monitor and optimise their PPC Campaigns. We come across a lot of accounts that are set up incorrectly or do not make full use of all capabilities that Adwords has to offer. Here are some ‘must haves’ we think you should definitely have in your PPC kitty if you are managing Adwords accounts for your own business or for your clients.
Track for Conversions
Setting up a paid search campaign without any goals to track is a waste of your time, effort, and money. Without an end objective in mind, it would be difficult to optimise your paid search campaign for results. Setting up goals and tracking for conversions helps you analyse which ads or keywords are working for your business and which ones aren’t. It also helps you to optimise for costs.
Optimise for Mobile
Google has officially stated that more searches are coming from mobile than any other device. With this key statistic in mind, it becomes imperative to have your ads optimised for mobile devices. The key to mobile optimised campaigns is having responsive landing pages. A mobile optimised campaign leading to a mobile optimised landing page will help improve your conversion rates.
Use Ad Extensions
Ad extensions are free, give you more advertising space and increase the chances of people clicking on your ads. Sitelink extensions allow you to get people to visit other key pages of your website. Call extensions let people call you directly when they see your ad on a mobile device. Location extensions show your location information and make it easier to find you. Take your time to explore all the ad extensions that Adwords has to offer and make sure you use all the ones that are best suited for your business.
Optimise Ad Schedules and Location Targeting
For any campaign there will be periods of high traffic and times when there are hardly any clicks. Optimise your ad schedules to capitalise on this useful bit of information. Scheduling Ads for your peak times and pausing or slowing them down for your non-peak hours can help you achieve an improved conversion rate.
Along with time, it is also important to review your campaigns for location targeting. Adjusting your bids and targeting your audience based on location and time can help you get a better ROI from your campaign.
Use Appropriate Calls To Action in your Ads
Make sure you have clear calls to actions in your ads. Words like “Buy Now” or “Call Now” create a sense of urgency and encourage people to do what you want them to on your website. A good and clear call-to-action is what makes people click on ads. So make sure you have the right one to meet your business objectives.
Let us know what are your PPC Must-Haves? We would like to hear from you on our Twitter Page.