Pay-per-click (PPC) advertising continues to be one of the most effective ways to capture the attention of your target audience and successfully channel them through to your website.
Users are more likely to click on adverts occupying the top spots on search engine results pages (SERPs), but as securing clicks shouldn’t be your ultimate goal, maximising your ranking position is only one component of a successful PPC strategy.
The measure of a successful PPC campaign is often determined by the number of leads, sales or opportunities for customer contact which result from the clicks your adverts received. Success therefore requires consistent monitoring and evaluation to ensure your campaigns continue to run smoothly.
Review Your Key Performance Indicators
Key performance indicators (KPIs) are widely used to determine the strengths and effectiveness of a wide range of digital campaigns. Your choice of KPIs will vary depending on your business goals, but they might include:
- Click volume: although not the most detailed metric, attracting large numbers of clicks will tell you that your advert is attracting attention.
- Click-through rate (CTR): the industry you are in will determine what a good CTR looks like and will provide you with an idea of what you should be aiming for.
- Cost per click: an excellent metric for evaluating whether your budget was adequate for the scope of your campaign.
Implementing ways to measure the performance of your PPC advertising is key to avoid throwing money at something that might not be delivering the results you need to see. Consistent monitoring of these metrics will help you to identify and begin to understand any increase in clicks or conversions that might occur unexpectedly.
Appraise Your Budget with Your PPC Partner in Manchester
As your average daily PPC budget isn’t fixed, you can easily alter it should your KPIs suggest that this would be a smart decision.
Your metrics might tell you that your adverts perform well on Mondays but poorly on Thursdays. Altering your budget so that you have the resources to take advantage of your Monday performance will help you to maximise your overall ROI.
Evaluate Negative Keywords
Ensuring that your adverts optimise the most relevant keywords is a highly effective way to earn more clicks. However, it is also important to establish and consistently evaluate your list of negative keywords.
Imagine you run a business selling trousers online. Your keywords might include ‘workwear’ and ‘on sale’, but you might want to exclude high-volume terms such as ‘children’s trousers’.
Negative keywords inform search engines that these aren’t relevant and that you shouldn’t appear within those results pages. As search behaviour is consistently changing, evaluating your negative keyword list daily is crucial to avoid spending money on adverts that aren’t being delivered to your target audience.
Here at Digital State Marketing we work closely with our clients to maximise the potential of their PPC campaigns. As we’re an official PPC partner in Manchester, don’t hesitate to get in touch to find out more about how we can help to boost the PPC performance of your business.