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6 Best PPC Suggestions to Get High ROI

optimizepress

zoe1

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Basic PPC is pretty simple if you are just running ads for traffic and brand awareness, however it takes advance PPC and grip over strategies to get the best returns on investment. Be it sales, signups, downloads or other types of conversions, you can't make it profitable if you are not ready to experiment with a few things. PPC marketers are often tempted to follow whatever platforms recommend as best practices, but too often these approaches hurt more than help.

So if you are all set to uplift your PPC game, here are some quick best practices for you to follow.

1) Search + Display
When setting up a search campaign, Google allows you to opt into their display network within the same campaign. But too often it results in display placements cannibalizing reach on search.

Search focuses on direct intent to find a product, while display focuses on audience, so you’re best off keeping search and display campaigns separated.


2) Using Broad Match
I know this option is scheduled to be taken away, but it still widely used. When using this option, Google and Microsoft often match to unrelated keywords.

When to rely on broad match:
  • When combined with RSLA (Remarketing Lists for Search Ads) since you know you’re targeting audiences who expressed an interest.
  • When you’ve maxed out your reach with phrases and exact keywords, you can test broad matching to find new search queries.

3) Auto-accepting Google’s suggestions:
Lately, Google has released an option that lets advertisers auto-accept all the platform’s suggestions. But you could run into hundreds of keywords being added or ads being created that you didn’t write.

So, while some recommendations can be helpful, you better take some time to review suggestions before blindly implementing them.

4) Including a specific number of keywords per ad group:
Don't just add all keywords under the sky. When deciding how many keywords to include in each ad group, you should consider the following factors:

  • Data significance: Include enough keywords to generate a significant amount of clicks, impressions, and conversions to make optimization decisions.
  • Intent: Group keywords by the intent they target. You can’t put top-of-funnel and bottom-of-funnel keywords in the same ad group.
  • Close variant: Since close variant is on the rise, separating keywords with the same meaning but different wording isn’t effective.

5) Single Keyword Ad Group
This is a popular practice among PPC professionals. This has been a great strategy, but as Google is making many parts of PPC automatic, SKAGs are losing its value. Google continues to automate more bidding and ad rotation, building fewer ad groups with more keywords (as long as they are closely related enough) will give the system more data to optimize around. So back to the point #3, it is suggested to have handful of keywords per ad group.

6) Including Search Partners
PPC Professionals remove Search Partners when they are designing their search campaigns. I’ve found that search partners can vary widely in performance depending on the account and sometimes the individual campaign, sometimes resulting in unpredictable spikes in traffic, particularly on the Microsoft Advertising end.

If you have a low budget, you may want to just go ahead and exclude search partners to start. If you have budget to spare, you may want to test search partners, but you should monitor results closely, looking both at overall conversion rate and cost per conversion, as well as the overall quality of leads.

Give it a shot in your next campaign or while you are optimizing you low-performing campaigns on Google or Bing.
 
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It's interesting that Google is limiting PPC options. It sounds like in the future it's going to become a lot harder for new people to succeed in Google PPC. Those who will see the most success are those who already have conversion data for the algorithm to work with.
 

zoe1

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It's interesting that Google is limiting PPC options. It sounds like in the future it's going to become a lot harder for new people to succeed in Google PPC. Those who will see the most success are those who already have conversion data for the algorithm to work with.
true, having a list of old customers, creating lookalikes are going to be a new normal. PPC is going to be hard without it (it has been hard already though)
 

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