Welcome friends, to the bewildering world of PPC - where wallets are emptied, keywords are battled over, and business owners lose sleep faster than you can say 'GA4'. If you've been running these digital slot machines for a while and your results are as less than would be desired, it's probably time for an intervention.
So grab a brew, and let's dive into the wonderfully chaotic world of Pay-Per-Click advertising.
How Can I Make My PPC Less "Piss Poor Conversions"?
To get ahead in the pay-to-play search game, you need to focus on driving efficient conversions. Think of it as teaching your campaigns to be less 'spray and pray' and more 'COD Sniper'.
Imagine your PPC campaign is like making beer. You need the right ingredients (keywords), the perfect temperature (bid strategy), and just the right amount of time in the keg (campaign duration). Too little of one thing, too much of another, and you end up with a home-brewed mess your dog wouldn't drink.
OK Smartarse, Makes a Good PPC Campaign?
Success in PPC - it's all about profitability. A good campaign has to have the ability to do 3 things. Get eyeballs, get clicks, get conversions. An unsuccessful campaign is like that bloke in Sam Jacks who keeps buying drinks for everyone but has a date with kebab house nailed on.
But let's break it down further. A truly successful PPC campaign is like a well-oiled machine - You need -
Compelling ad copy to convert views to clicks.
Relevant keywords. Googles bidding machine will attempt to take a huge chunk of this power away from you in some kind of ruse to 'optimise conversions'. Don't let it.
Some smart strategic bidding based on conversion value.
Landing pages that actually do what the ad promises.
And continuous testing and optimisation.
Given the amount of PPC accounts I've taken a look at over the years, most 'self-run' PPC campaigns will be falling short on at least 3 or 4 of these areas.
Does PPC Affect SEO?
Some PPC newbies think throwing money at ads will magically boost their SEO rankings. That isn't strictly true. PPC and SEO are like bacon and brown sauce - great together, but they don't actually change each other's fundamental nature.
Think of PPC and SEO as the dynamic duo of digital marketing. PPC is like Batman - flashy, expensive, and gets results fast. SEO is more like Alfred - works diligently in the background, takes time to show results, but is indispensable in the long run. And sorry, also expensive.
While they don't directly influence each other, they can work together to create a marketing strategy which helps you reach the thing you wanted in the first place, more profit. PPC can give you quick wins and data, while SEO builds your long-term online presence. It's like having your cake and eating it too - if your cake was made of keywords and backlinks.
6 PPC Tips That Will Stop You Burning Budget.
Now, let's get down to the nitty-gritty. Here are six things you need to be mindful of when trying to grow your PPC campaign.
Determine Your Goals (Beyond "Make It Rain")
First things first, you need to set SMART goals. Specific, Measurable, Achievable, Relevant, and Time-bound. Far too many companies I have dealt with in the past some into it with wishy washy or vague figures for what good looks like. Get specific here.
Want to increase lead generation by 25% in the next quarter? Great!
Looking to boost online sales by 40% in six months? Fantastic!
Trying to become an overnight millionaire and retire to a private island? Erm....
Remember, your goals should be like your ideal partner - realistic, but still exciting enough to get you out of bed in the morning.
Use Geo-Targeting (Because One Size Doesn't Fit All)
Local PPC is like using a GPS instead of shouting directions out the window. It's more effective and annoys fewer people. Geo-targeting allows you to focus your ads on specific locations, which is great if you're a local business or if you've discovered that people in Middlesbrough are inexplicably obsessed with your line of artisanal snow globes.
Local PPC is glaringly obvious for service or hospitality based businesses, but don't neglect data that your Analytics is telling you about your customers. I've had very good success selling high end kitchens on a postcode specific campaign in affluent areas, as well as natural fuels to rural areas. All of these need testing, but its the testing that finds the winners and improves performance.
Don't Neglect Ad Creatives (No One Likes Boring Ads)
Your ad copy should spark something in a user - solve problems, trigger emotions, and end with a strong call to action. Just don't be too keen for the sale after the first click.
Remember, you have precious little space to make an impact. Your ad should be like a haiku - short, impactful, and slightly confusing to most people. Use power words, create urgency, and for the love of all that is holy, please use spellcheck. Nothing says unprofessional quite like an ad for 'Premium Shirt's' or 'High-Quality Advise.'
Focus On Audience Segmentation (Know Your People)
Audience segmentation is like sorting your laundry. You wouldn't wash your whites with your darks, would you? (If you would, we need to have a separate conversation about washing best practices.)
Segmenting your audience allows you to create tailored messages for different groups. Are you targeting millennials? Throw in some avocado toast references. Boomers more your style? Talk about how things were better in the good old days. Gen Z? I don't know, just use a lot of emojis and hope for the best.
The tip remains the same. Tess, test, test. If the humour, emojis, or nostalgia doesn't move the needle, CHANGE IT.
Utilise Remarketing (Because Everyone Deserves a Second Chance)
Remarketing is like giving your audience a chance to 'accidentally' rediscover you. Annoying? Maybe. Effective? Often.
With remarketing, you can show ads to people who've already visited your site. It's like giving them a gentle nudge and saying, "Hey, remember us? That thing you were looking at is still here. Please buy".
But be careful not to overdo it. There's a fine line between persistent and restraining order.
The PPC Rollercoaster: Managing the Ups and Downs
Now that we've covered the basics, let's talk about the emotional rollercoaster that is managing PPC campaigns. One day you're on top of the world, celebrating a record-low CPC. The next, you're crying into your keyboard because Google decided to change its algorithm. Again.
Remember, PPC management is not for the faint of heart. It requires the patience of a saint, the analytical skills of a NASA scientist, and the alcohol tolerance of a Russian sailor. (Disclaimer: We do not actually recommend drinking while managing PPC campaigns. Save that for after you've accidentally set your daily budget to £10,000 instead of £100.)
When All Else Fails, Call in the Pros
If you've tried these tips and your PPC campaigns are still performing like a Ronaldo nursing a hangover on his 58th birthday, it might be time to call in the cavalry. A professional PPC audit could be just what the doctor ordered.
The Final Click
Remember, in the wild world of PPC, the only constant is change. Today's best practice is tomorrow's outdated strategy. So keep optimising, keep laughing, and may your cost per click be ever in your favour!
And if all else fails, you can always fall back on the oldest trick in the book - sacrificing a goat to the Google gods. (Legal disclaimer: This is a joke. Google does not actually accept goat sacrifices. I think. It's worth a go I guess.)
Now go forth, PPC warriors, and may your campaigns be ever profitable, your quality scores high, and your bosses blissfully unaware of how many times you've googled "Why isn't my PPC campaign working?" this week.