By scaling PPC performance, you can be sure that your spend on PPC is bringing business growth.
Pay per click is an effective online marketing tool. But you already know that, don’t you?
According to statistics provided by Formstack, PPC is one of the top three generators of on-page conversions, accounting for 17% of all on-page conversions.
If you have already dipped your toes in the shallow end of pay-per-click marketing (or you plan to do so), then you must also know the best strategies to grow your returns.
That brings us to the business of the day: How to track and scale your PPC performance.
💡 Pro Tip
Ruler Analytics makes the process of measuring ad effectiveness much easier. It tracks data on a visitor level, allowing you to successfully attribute leads and revenue across multiple campaigns, ads, keywords and more.
How Ruler Analytics affects paid advertising strategy
Before you embark on scaling your PPC campaign, there are several things you must ensure are in order.
Also, you must ask yourself whether scaling your PPC is the best strategy for your business. Below are some of the elements to consider before scaling your PPC campaigns.
Is your website built properly? Did you know that 59% of visitors prefer browsing beautifully-designed websites?
Also, it only takes about 50 milliseconds for users to form an opinion about your website.
One of the common failures of PPC campaigns is inappropriate landing and web page designs. Imagine a scenario where you spend large amounts of resources on PPC campaigns only for your web visitors to turn away because of poor website design.
You need to understand that a PPC campaign is only a means to an end. Your website should work properly to get the most out of the campaign. You could use a few tips to ensure your website is working properly. They include:
Google Analytics is instrumental in tracking conversion rates down the sales funnel.
However, some marketers need to pay more attention to it and remember to configure it.
With Google Analytics, it is easy to figure out the exact keywords searchers use to find an ad.
You can also check other important elements, such as bounce rates and dwell time.
You must consider investing in a CRM platform, especially with B2B clients.
Before scaling your PPC campaign, you have to ensure that your business is well positioned to deal with an influx of new customers.
Therefore, consider researching and investing in a premium CRM platform that aligns with your business goals.
💡 Pro Tip
Once you’ve set up your Google Analytics conversion tracking and CRM, you need to find a way to connect them. Integrating your CRM data with Google Analytics will allow you to identify your most profitable PPC campaigns and make informed decisions to drive more qualified leads.
How to integrate CRM data with Google Analytics
Upon deciding to scale your PPC performance, the real task is how to do it. Here are eight convenient and easy tips to help you begin the process of scaling your PPC performance.
“Is there harm in bidding for low-cost keywords that get minimal traffic to my landing page or website?”
One bitter pill digital marketers do not want to swallow is that only some traffic is good traffic.
Before moving forward, ensure you conduct an in-depth analysis of the demand for your targeted keywords.
Narrow down to the specific keywords your clients are looking for. Remember, this goes beyond ascertaining the traffic a standard keyword will receive. Let’s elaborate on that with an example.
Assuming you run a website which resells SSL certificates. There are many probable keywords you can use to craft your PPC ads. For example:
The above set of keywords look more targeted and objective. They represent keywords that could drive traffic to your website. But it’s different from what your customers want since they seem more general. The whole task of keyword analysis can be daunting, but here are external solutions that could help you, such as:
We’ve already mentioned the issue of website design as one of the critical factors you should consider in your quest to scale your PPC performance. in 2023.
Part of this is investing in a dynamic landing page (if you still need to do so). Such a landing page could easily transform prospects delivered by the PPC campaign into paying customers. But what’s the best way to go about this?
One common solution is to invest in a proficient UX designer and a skilled copywriter to create the landing pages for you. Upon completion of the landing page, consider carrying out regular A/B testing and performance tweaks to ensure the optimum efficiency of the landing page.
This seems obvious, but it is important we mention it. Increasing the budget for the PPC ad campaign is a surefire way of scaling PPC performance. We know well that all great things come out of investments. The more funds and time you spend on the PPC campaign, the better you become positioned to earn internet and social media placements.
Consider an instance where your competitors spend over £2000 monthly on Google Ads.
You should only expect to match their results if you are ready to invest similar or larger amounts in your Google Ads campaigns.
However, as you plan to boost funds for improved PPC performance, remember to remain as creative as possible.
The reasoning is that you can spend significant amounts of resources on Google Ads but still be outshone by companies that spend less. One way of being creative and smart with your budget is directing the funds to foundational keywords that not only drive traffic, but revenue too.
💡 Pro Tip
Measuring ad effectiveness is tough without the right tools. It’s easy to measure clicks and conversions in tools like Google Ads and Analytics. But these metrics don’t tell you anything about lead quality or their potential value. Fortunately, there’s a fix. You can read the blog below to find out what it is.
How to measure the effectiveness of your ads
Let’s face it, most businesses invest a lot of money, time, and resources in targeting new prospects.
But, there are industries where people’s interest in learning about a product depends on their previous experience with the product.
Again, it is good to remember that PPC is not an organic method to increase leads.. Note that you are paying for your ads to be placed in front of someone who types in a specific keyword.
An ideal strategy is to use a contingency plan that subliminally keeps your company products in the minds of prospective customers that are yet to convert.
This involves remarketing and retargeting your PPC campaigns. The whole aspect of remarketing and retargeting PPC campaigns is broad and could be explained in a whole blog. However, I will break down things for this post.
Remarketing is an excellent PPC strategy that involves targeting ads to existing customers based on available customer data.
As a marketer, you must compose various ads to target customer preferences, market locations, and other factors.
Remarketing is an excellent way of scaling PPC campaigns since it is highly effective in getting existing customers to return to your store once they have visited it already. Here are remarketing options you can employ:
There are more remarketing types, but these four are the most popular.
Many marketers prefer this PPC strategy because it adds a “moving ad effect.”
This strategy is beneficial to businesses that offer multiple products or services.
You cannot group all ads for all products and services together. It will take work to track results and measure return on investments.
Related: How to measure digital marketing ROI
The ideal procedure is to create distinct ad groups for your business’s different products and services.
Let’s consider our previous example of a store specialising in reselling digital certificates. It would be best to separate ads for code signing certificates and SSL certificates in different groups.
Why? Because these products seem to be very similar.
Separating them into distinct groups makes it easy to target hyper-specific keywords. This way, it becomes easy to create keyword-rich ad copy and craft ads that portray what your prospects are looking for.
In our first point, we mentioned the essence of analysing keyword demand. From the analysis, you’re likely to come up with several keywords.
However, the question is not about the number of keywords you have. Rather, it is whether the keywords are organised perfectly so you can evaluate their performance. On that note, you will have to create a keyword list.
One thing with Google Ads is that it will display a complete list of keywords you are bidding for.
From this list, it now becomes easy to decide on the keywords you don’t want to target (negative keywords). What is the point of wasting your precious money and resources on low-value keywords? The following two strategies apply to optimising your ad spend through crafting a negative keyword list.
The purpose of scaling your PPC campaign is that you want to beat your competitors.
You can only outsmart your competitor if you know the strategies they employ, as well as their strengths and weaknesses.
Carrying out a systematic analysis of your competitors is a smart strategy for scaling your PPC campaign.
The good news is that you do not have to hire spies to do the work for you.
A few tools available will offer a perfect sneak peek into the strategies of your competitors.
Some of the excellent tools you can use in this regard include; SEMRush, Google Ads, and SpyFu.
Last but not least, you should consider optimising your ad copy.
Avoid including spammy keywords in your ad copy and headlines. Chances your ad copy will appear in relevant searches with spammy headlines are high, but they will need to be more compelling to make customers click.
We will always remind digital marketers to create the ad copy for the people and not for the search engines.
You should stick to valuable, clear, and precise information that mentions what you offer, buzz words, contact information, and many more.
Scaling your PPC performance is not something that will happen overnight. You must rise and work for it.
It will take much experimentation, money, effort, and resources.
But the tips in this article are a great place to start.
Don’t forget there are tools like Ruler that can unlock valuable data across your customer touchpoints and identify your most profitable campaigns.
Don’t take our word for it. See how Ruler Analytics can affect your paid advertising strategy.
Grace Smith has an in-depth understanding of the technical, strategic and commercial aspects of digital marketing. She writes about information management, digital marketing , and also contributes to various websites.