Improving the Performance of your PPC campaign

Cost of Customer Acquisition on paid channels is going through the roof. The best way to counter this is to optimise your ads, optimise your bidding strategies and optimise your ad landing pages.

Businesses are waking up to the importance of having a digital presence that’s easy to find in the wake of pandemic and with consumers increasingly turning to their mobile phone and searching anything they need or want on a whim. As a consequence of this, businesses want a strong online presence which includes a website that stands out and being on page one of Google. This is digital prime real estate.

One of the easiest and quickest ways to get to the top of page one of Google is to implement a PPC (Pay Per Click) or Google Ads campaign. However, we often see money wasted when these are set up incorrectly. Imagine, for example, that there is a company called “Screaming Squid”, now this should NOT be put into the PPC campaign as a search term, if anything this should be a negative search term. Imagine that a user searches “Screaming Squid”, they already have the intent that they’ll be clicking on their website. However, users are inherently lazy so will click on the first apt link served up to them. If this happened for be a sponsored ad then the company would have just paid for the user who was going to click onto their website anyway.

A correctly set up PPC campaign shouldn’t focus on the company name, rather the services that the company can offer and, if relevant, any niche audiences once it has been researched as to what they are most likely to search.

Remember. PPC isn’t SEO. It doesn’t follow the same rules. Ideally while your PPC campaign is running you should implement and SEO campaign as well. As you start to see more and more results from your organic SEO you can then look to scale back your PPC.