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PPC – Pay Per Click campaigns are very competitive. Search Engine Marketing agencies are under pressure to deliver positive results.The performance of PPC campaigns is dependent on many factors: The impression rate -
 Ad position 
- Click thru rate (CTR) 
- Conversion rate.

Finding the right balance between impression rate, ad position and clicks through is the starting point to successful PPC advertising. The frequency is expressed by number of impressions. If your daily budget is not high enough, your ad may not show each time. This impacts your campaign as you may not have enough impressions being shown per day. Your Ad position depends on the Rank Number. The higher the rank number, the higher the ad position on the page.

The rank number is calculated by Rank Number = CPC (Cost Per click) x CTR (click through rate) x (Ad quality) To improve the your Ad and how it ranks in your PPC Campaign there are a few things that can assist.

Improving Ad Delivery

Your daily budget can affect how your PPC Ad when searches are done under your keywords. Sometimes considering an increase in your daily budget will help your Ad get that extra boost to get it in search results. Remembering that the increase in spending does not necessarily mean that you will be spending more. It increase the possibility of exposure against other competitors. Normally, you have 50% margin for your daily budget. As an example, if your daily budget is $10.00, you can set your actual daily budget on Google Adwords to $15.00. Your actual spending is based on your click through rate. By setting the daily budget higher, it will allow your Ad to get more exposure but your actual spending may still be in your desired daily budget range. Be sure to monitor your daily PPC advertising costs and if they are rising too high, decrease the budget on the safe level.

Improving Ad delivery per Keyword

Each campaign is able to have many Adgroups. An Adgroup is a group of keywords and ads that will display when those keywords are searched for on Google. Sometimes there may be a situation when only few keywords out of the whole Adgroup trigger your ad. These impressions are distributed between individual Adgroups and further between individual keywords. So it may occur that some keywords in a particular Adgroup have more impressions than the others, meaning some keywords trigger your ad more frequently than others. Once you are able to see what is working and what is not, you can then improve the PPC campaign by splitting the keywords further.

Optimising AdGroups

Pay Per Click campaigns can have numerous Adgroups that all share campaign’s impressions. Often, the impressions are not divided evenly between these Adgroups. So it may happen that some Adgroups have more impressions and show their ads more frequently. To improve the results of your lower performing Adgroups, you can create a new campaign for them in order to increase the frequency your ad shows on Google Adwords.

Analyse your Clicks

Make sure the clicks are made for specific targeted keywords. If clicks are for non targeted keywords, reducing the maximum CPC will improve the ROI. Similarly, you can raise bids for targeted keywords that are performing well.

Optimising Ads

Bidding on targeted keywords, creating excellent ads and linking them to relevant content on your website will see the ads converting better. The keywords chosen will segment the market and target the desired audience. The ad needs to attract a click through. It needs to communicate your unique selling feature, what makes your product different from others and why a visitor should visit your website. Be specific about your offer and include call to action. Guide visitors to the content on your website where they can access more information about the offer advertised. The landing page should also clearly state what is the next step to make whether it be to buy, download or sign up. PPC advertising requires management and testing. If you would like to discuss your PPC Marketing, contact us today.

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