High performing Pay Per Click (PPC) campaigns are every small business’s dream, but it can take a long time to get there. For a PPC campaign to be successful, it needs a lot of care and attention, and it needs to be tweaked regularly to improve its performance.
For any modern business, PPC advertising is essential to get a head start online. If you or someone in your company doesn’t like doing this then you should hire a PPC Agency London to do these tweaks for you and make sure your campaigns are set up correctly.
There are several ways you can optimize your campaigns, and sometimes the smallest changes can make a big difference. So what exactly can you do to improve performance?
Check the account structure
It is easy for small businesses to fall into the trap of running their ads like everyone else, as a small budget is spread across several different campaigns targeting different keywords.
In fact, it may be more effective to just have one or two campaigns focused on your “top sellers” and focus your budget on maximizing those campaigns. A PPC agency in London is perfectly suited for this work, as it regularly processes a large number of budgets / campaigns and knows which strategies are appropriate.
The calculation of your bestsellers is based on data from previous campaigns. So, if you’re starting over, you may have to do a few tries before figuring out what works for you.
Manage your bids
For some, the Google Ads software can be intimidating, but luckily, Google offers an “Automated Bidding” option.
This option can also be useful for accounts with larger budgets and is a feature that even a PPC agency in London might use. However, for those with smaller budgets, you can sacrifice manual controls that may have been beneficial to your strategy.
When placing bids, it’s important to note that it’s not just about getting to the top. Finding the perfect balance between cost and quality traffic is more valuable and makes your business more successful.
Use bid strategies that are right for you
As a small business, you might start out on a small budget. However, this will not affect the performance of your campaigns. It just means that you may need to be more specific with your strategy.
With a limited budget, you can bid on Target Cost-Per-Acquisition (CPA). This means that Google wants to spend the amount specified per conversion. For example, if you set your target CPA at £ 2, Google will set that as the target cost for each conversion or “acquisition”.
Another strategy you might consider is tiered bidding for high performing keywords. Once you’ve established which keywords are getting the best results, you can budget more for that exact keyword and reduce the amount that leads to broader keywords.
This means that the budget is focused on anyone looking for more specific terms for the successful keyword, which means your money is well spent!
These strategies seem tricky, and hiring a London PPC agency could give you a head start on your ads. However, you can be sure that your business will be booming in no time if you commit to regular PPC optimizations.