Optimize Your Paid Search Campaigns with These Proven Tips
If your goal is to boost web traffic and generate new leads, paid search campaigns are a great way to do just that! A staggering 32% of eCommerce sessions are generated through paid searches. However, setting up your first pay-per-click (PPC) campaign can be a bit challenging.
The surefire way to ensure that your PPC campaign is a big hit with consumers is to hire an eCommerce PPC management team like Insights ABM. They can help you to optimize your paid search campaign using the methods below.
Identify Which Channel is Most Popular
When you’re planning your paid search campaign — or any advertising campaign for that matter — the first step should be to identify your target audience. When you’re ready to implement a paid search campaign, you’ll also need to identify which channels are most popular with that target audience.
For instance, let’s say that your paid search campaign is generating 60% of leads on YouTube and only 10% on Instagram. These numbers demonstrate that your advertising is much more effective on YouTube than it is on Instagram. This information will allow you to determine where you should allocate the bulk of your advertising resources.
Leads generated are not the only key performance indicators (KPIs) that you should be tracking. Your campaign may be focused on other metrics, such as conversion rates or revenue, too. However, the same rule still applies.
Assess how your campaign is performing on each channel and make adjustments as needed. Ensure that you are appropriately distributing advertising resources to the highest-performing mediums. This will help you to get the most bang for your buck and improve results and profitability.
Adjust Bids Based on Location
If you are running multiple paid search campaigns in varying locations, then it is important that you adjust your bids accordingly. A bid refers to how much you are paying for a user interaction with your ad (a click, a lead generated, etc.)
You can manage your budget by reviewing key performance metrics for each location. Consider how much of your budget a city consumes and weigh that against your conversion rates.
Impressions and Budgetary Concerns
One of the most important metrics that Google tracks is known as impression share (IS). An impression is formed when your ad is “fetched” from the source and presented to a user on a search results page.
Impression share measures the total number of impressions that your ad actually receives compared to the maximum number of impressions that it could be getting. Generally, 95% is considered to be a good IS when referring to branded keywords. These are phrases that are directly linked to your brand, services, or product.
When referring to non-branded keywords, then 80% is a good threshold. However, companies with limited marketing budgets and competitive keywords should shoot for an impression share of at least 60%.
For example, the phrase “AC repair” is extremely competitive, which will make it difficult to earn a high percentage of the IS. Doing so would require bidding extremely high for paid searches, which is not sustainable for most businesses.
Partner with an eCommerce PPC Management Firm
As you can see, paid search campaigns can be quite complex. Even with our proven tips, setting up a successful search campaign may require a bit of trial and error. Unfortunately, that can result in wasted resources and a limited return on investment.
If you want to ensure that your paid search campaign exceeds expectations, then you need a talented eCommerce PPC management team like Insights ABM. Our collective of web designers, artists, and marketing strategists have a wealth of experience in the world of digital advertising.
Do not gamble with your company’s online presence. Partner with Insights ABM and let us make your brand stand out! Contact us today to learn more.