linkedin.com/in/Dharmesh Gajjar 
Pay-per-click (PPC) advertising is the most effective mode to get new leads and drive sales, so you will want to optimise PPC ads for your company. One advantage of a PPC campaign is the focus on specific targeted keywords, resulting in highly relevant traffic. It reduces the risk of attracting irrelevant leads and ultimately improves conversion rates.
Furthermore, paid ads provide immediate visibility, enabling even new businesses to attain faster results than relying solely on inbound marketing approaches like SEO. While it is still crucial to prioritise long-term inbound marketing strategies for your website—as organic leads contribute to cost reduction over time—integrating PPC campaigns with these strategies can significantly enhance sales and justify the cost of running paid campaigns.
Optimise Your PPC Campaigns
Explore practical strategies for creating a successful PPC campaign that drives conversions and increases sales. Follow these top tips to optimise your PPC ads:
Check & Update Your Keywords List Regularly
You likely included various keywords when starting your PPC campaign. Evaluate the performance of each keyword and remove underperforming keywords. It allows you to reallocate your budget towards new keywords or increase it for better-performing ones.
Utilise Negative Keywords:
Incorporate negative keywords to prevent ranking for search terms that attract the wrong visitors. For instance, a wedding photographer would want to rank for “wedding photography” but not “wedding videographer.”
Experiment With Local Keywords:
Consider using local keywords to attract highly targeted traffic from your specific area. Thus, instead of solely targeting “wedding photography,” you can aim to rank for “wedding photography Sydney.”
Make Sure Your Website Is Accessible & Secure
An easily accessible website ensures visitors can effortlessly read and navigate its content seamlessly. So, it is vital to implement design elements such as appropriate fonts, breaking up lengthy paragraphs, and integrating relevant content formats like images and videos. And it is advisable to familiarise yourself with some general guidelines to achieve excellent website accessibility.
During this process, it is essential to make your website secure. Set up your website with HTTPS instead of HTTP, as search engines like Google penalise insecure websites. If you secure your website, it could positively impact your PPC campaign’s performance and increase your visitors’ trust.
Boost Your Website’s Performance
It is vital to ensure that your website loads swiftly since users tend to abandon websites that exceed a loading time of 2 seconds. With the help of tools, such as Google’s Page Speed Insights, GTmetrix, or Pingdom Tools, you can assess the loading speed of your website. These tools will be of great help to start optimising your PPC ads and initiate improvements for your website’s performance.
Use Ad Extensions to Boost Your PPC Campaigns
If you haven’t used ad extensions, it is highly recommended to use them, and they are free additional features for running your paid advertising campaigns. Sitelink, callout, and review extensions are among the most effective ad extensions for PPC campaigns. These extensions offer valuable information to users, such as an overview of your website, customer reviews, and direct links to specific content.
Furthermore, you can integrate extensions that enable users to contact or call your business directly. For optimising your PPC ads, it is crucial to focus accurately on every aspect of your advertisement, including effectively utilising ad extensions.
Develop a Re-marketing Strategy
A re-marketing (aka retargeting) strategy comprises tracking your website visitors and sending them relevant ads on other websites and social media platforms. This approach is highly effective for converting potential leads into customers, particularly in cases where they were not prepared to purchase in their initial visit or if you could not obtain their email address or contact information.
Develop Landing Pages for Each Location
If your business serves multiple locations, it is essential to use localised landing pages to effectively target the appropriate audience at the right time and place. Thus, it is recommended to create separate landing pages for each location. This approach improves the personalisation and relevance of user experience. For example, you serve Sydney, Newcastle, and Central Coast locations. In this case, you can create a separate localised landing page for each location.
Take Advantage of FOMO (Fear of Missing Out)
FOMO (Fear of Missing Out) serves as an excellent tactic to boost sales. Various urgency strategies prove effective, and many successful campaigns combine multiple tactics side-by-side. You can use scarcity in your PPC ads to attract the attention of potential customers. Using phrases like “sale ends in 24 hours,” “X spots/units left”, or “free X only until Y” can effectively evoke FOMO emotions in customers.
Additionally, you can use FOMO on your landing pages to intensify the appeal of your limited-time offers. Integrating FOMO techniques into your landing pages can generate heightened interest and drive conversions.
Prioritise the Channels that Generate the Highest Conversions
Gradually, you will observe which ad channels yield the most conversions if you have allocated your campaign budget across multiple platforms and channels, such as search engines and a combination of social networks like Facebook or LinkedIn. With time, it will become evident which platform attracts the most customers. Identifying your top-performing channels may take some time; however, once you ascertain them, concentrate on allocating more budget to drive traffic through them. This strategy will improve conversion rates and maximise return on investment (ROI).
Polish Your Copywriting Skills
Copywriting plays an essential role in the success of your PPC ads. Since these ads are displayed as search engine results, you have limited space to showcase visuals like photos or videos. So, the focus is on your copy. If you are new to running PPC campaigns, one of the most effective ways to achieve a promising return on investment (ROI) is to hire experienced copywriters who have worked on similar PPC campaigns in the past.
For example, suppose your company functions in the B2B sector. In that case, it is prudent to enlist the expertise of experienced B2B copywriters with the knowledge and skills to market your services to your target audience effectively.
Integrate A/B Testing into Your Strategy
Carrying out A/B tests on your ad campaigns should be a regular practice. Various factors can influence a customer’s decision to click or purchase. However, it is crucial to experiment with different elements to determine which ones yield the highest conversions.
For instance, consider creating multiple versions of your landing page and testing various designs and headlines. Google Ads offers a convenient platform for conducting A/B tests through their “Experiments” tab. You can easily link to separate landing pages and continuously experiment with different approaches. By conducting A/B tests, you can further optimise your pay-per-click ads and make informed decisions based on the results obtained.
Get In Touch with Webential
Do you need help optimising your PPC Campaigns? Contact the digital marketing experts at Webential today to discuss your project requirements.
