During a recent Google AdWords Academy on Air webinar there was a focus on creating an ad strategy for your different PPC ad groups within your campaign. It is important to understand that each ad group within your campaign is different. Therefore, the approach you are taking for any campaign can be different, depending on your business strategy.
Performance For Metric of Success Instead of Keyword Ranking
When it comes to creating an ad within your PPC campaign it needs to be capable of providing a solution for the user who is asking the question and looking for an answer. Whether the user is looking for a plumber or a digital agency, it is important to provide your users with the answers they need from the moment they see your ad.
So, what is the best ad strategy for your PPC campaign? In reality it takes a bit of testing to find the best ads possible. To do this you need to develop multiple ads within each ad group.
You want to be able to optimize your ads with:
- At minimum 3 ads per ad group which can increase clicks by more than 15%
- Ad Rotation should be set to optimize for either clicks or conversions
- Create Dynamic Ads to help fill in keyword terms you are targeting that are being searched by the user
Answer User Questions
When it comes to creating the different aspects of a PPC ad you want to deliver a message that is relevant to what the user is searching for online. Each new aspect of expanded text ads allows you to deliver a compelling ad that is relevant to what the individual is searching for.
You do not want to show the question the user is searching for, you want to deliver an answer. Show the user the benefits and the solution to their needs. The URL path can be very helpful where the user is not landing on the homepage of the site but where the actual product is located.
Have Google Ad System Choose The Best Ad
When it comes to your strategy you have to consider what you want your PPC campaign to be. Do you want more clicks or conversions?
Optimize for Clicks
If you elect to optimize for clicks your ads’ CTR can increase by 5%. This is a great strategy to help improve brand related keyword terms and generate traffic to your website. This can still lead to conversions even if your focus is more on just getting visitors to the website.
Optimize for Conversions
If you optimize for conversions it can lead to a 5% conversion lift. Using this strategy you are focusing on having users come to your website and convert via form submission, phone call, newsletter signup, and account signup. This strategy focuses on users who are looking to convert right when they get to your website.
Avoid Rotate Evenly and Indefinitely
You campaign is about performance and it is best to avoid using rotate settings. Rotating ads are selected at random and you want to make sure you have the best performing ads to compete for against others in your industry.
Using Rotate Evenly or Indefinitely can lead to poor performing ads against your competition. You can expect fewer clicks, lower average position and fewer conversions. Sticking with Rotate ads will lead to an increase in spending for each of your ad groups when you should be able to save more money.
Many advertisers believed they have to rotate first before optimizing. If you want the best performance than you want to do an optimized ad. By using the optimized system it is testing your ads and your new ads as well. The system will learn over time if the ad is bad for the system.
- Optimize for clicks to drive traffic to your website for attention and branding
- Optimize for conversions will choose the best ads that can drive conversion
How Many Ads Do I Need?
When it comes to deciding on how many ads you want to test for optimizing clicks or conversions you want to start your ad group with a minimum of 3 ads. Best practice would be to have 5 to 7 ads to help drive a lot of click opportunities. You never want to reach 10 or more, as it is too much and you may have an ad group that has fewer than 10 targeted keyword terms.
Implementing these tips to your ad process will help you understand which ads work best, and at the same time allow you to test out new ads versus your best performing ads. The decision is ultimately going to be yours when you are creating an ad group whether you are looking to increase clicks to your website or increase conversions. Your strategy may change over time and it will be important that you allow the ad optimization system do the job in delivering the right data for you and your team.
Need help with you PCC ad campaigns? The experts at Thrive Internet Marketing are here to help! We are a full-service PPC agency headquartered in Texas, that offers pay-per-click management services to clients in Florida, South Carolina, Texas and throughout the United States. Contact us today!