The new year is here, and so are the new beginnings and new strategies to drive your business online. The year 2020 talks about the execution of the strategies in order to maximize results and improve ROI’s. One such important aspect to consider while strategizing business online is the execution of PPC campaigns. Improving PPC campaigns and executing them strategically is an important factor to drive traffic to your target websites or landing pages. So what exactly should we do or what should be the best practices to be implemented while running PPC campaigns to maximize conversion potential?

Don’t worry the list is not that long, there are just a few things which if taken into consideration will help you reach your goals and would definitely give a boost to your business. It’s time to give a push to your PPC campaigns and below are the few best practices you should be considering to achieve results.

1. Make use of Negative Keywords

If you add negative keywords to your campaign that you don’t want to target then it makes Google aware that these are the keywords which if used by any user should not result in the display of your ad. This is very important so that your funds are not wasted by the display of ads.

Ensure that the traffic from the users you get through the ads being executed from PPC campaigns includes leads to quality. If for the same you want to avoid the use of keywords like cheap, affordable or free then you can list them in negative keywords.

2. Optimize your Landing Page

To maximize impact and drive results from your PPC campaigns another thing you can do is to make your landing page of quality with great user experience. Having great content and amazing user experience will result in quality leads and will have a big impact on your business.

A poorly designed web page or a landing page results in poor results. When you are planning to optimize your landing page for the campaign then you should follow SEO practices. While implementing the same make use of your keywords in the title, meta description. Your landing page should not only be designed well but it should also load properly. As a standard, the landing page should load within 3 seconds. To make sure that your landing page delivers optimized results then consider the following-

• Your landing page should be appealing to your customers.
• The page should have the same keyword as used in the ad.
• Landing page should have the same offer as in the ad
• Call to action should be clearly visible on landing page like- Call now, book now or buy now.
• Your landing page design should be user-friendly and responsive. It should be easy to use on all browsers as well as devices
• Your landing page loads within seconds
• Your meta descriptions, titles of the page, and content use the same targeted keyword as used in your ad

3. Use Retargeting to market to your consumers

Retargeting campaigns are often used to market to the customers. It makes use of cookies to keep track of the internet users who have visited your website so that you can continue to market to them once they leave. You must have seen once you go to the shopping website and you leave the website you are still able to see the ads on other websites you browse. Using retargeting, you can effectively convert visitors to leads.

4. Dynamic changes on your Landing Page depending on the type of audience

If you customize your landing page depending upon the interest of your customers then you can target them more effectively. This can be done through the search words your customer has used to reach that particular landing page. For example, based on the search query you can adjust your landing page title or you could serve different images to suit different audiences at different locations. 

By doing this dynamically, serving a more precise landing page in real-time to the right audience, you can significantly boost conversion rates while saving on development costs for your landing page. Also, there are few campaigns which if executed in different countries are customized as per their language, customer interest, and offers. You can make use of the tag manager to dynamically change your landing page content. This can be done

• By creating a variable in GTM based on a query parameter.
• By modifying the content on the page with Javascript based on that parameter.
• By managing the content in GTM. This does not require any programming skills.

5. Analyze your user journey through conversion funnel in reverse order

If you analyze your user’s journey in your PPC funnel, you can easily find ways to ways to increase engagement with your ad or landing page.

For example, while analyzing your page you can easily find out when your user exited the web page. If you have a landing page with a clearly defined call to action or an interactive element to drive engagement.

But still, leads are not being captured on mobile but it is working well on the desktop then there could be a possibility that the landing page is not responsive on mobile devices due to which user might be finding it hard to experience the landing page properly. So why not make it more user-friendly for all the devices.

These are the basic marketing strategies which if followed by the marketers can result in great conversions through the PPC ads. All one needs to do is make sure the landing pages should be designed well, should be user-friendly and easily browsable, and must have fast loading times. It’s also important to customize the ads being displayed through these campaigns so that customers feel like engaging with them. Every campaign is a learning experience from the user’s journey point of view. If analyzed properly you can understand ways and means to maximize results by effective means of optimization. We hope the information we have shared helps you derive maximum results.