PPC or pay-per-click advertising is a form of digital marketing where advertisers pay a fee each time their ad is clicked. It’s a way to buy visits to your site rather than earning them organically through SEO or other types of marketing. To help you get started, we’ll take a look at the PPC best practices for 2022.
PPC can be an effective way to drive traffic to your website and generate leads. In fact, paid advertisements tend to have a 200% ROI. However, they can also be expensive if not done correctly. That’s why it’s important to know the latest best practices for PPC to get the most out of your advertising budget. Here are the top five best practices.
1) Use Data To Get Rid Of Underperforming Campaigns
When it comes to PPC, data is your best friend. You should be constantly measuring the performance of your campaigns and using that data to make decisions about where to allocate your budget. If you see that a particular campaign isn’t performing well, don’t be afraid to cut it off and redirect those funds to a more successful campaign.
2) Invest In Proper Keyword Research
Before launching a PPC campaign, it’s essential to do your research and invest in proper keyword research. This will help you identify the most effective keywords to target for your campaign. It’s also worth performing some competitor analysis to see what keywords they are targeting and how well their campaigns are performing.
Depending on your industry, long-tail keywords may be more effective than short-tail keywords. This is because long-tail keywords are more specific and tend to have less competition, which means they can be cheaper to bid on or have better click-through rates.
3) Use Negative Keywords To Eliminate Irrelevant Traffic
One of the most important aspects of a successful PPC campaign is using negative keywords. Negative keywords help eliminate irrelevant traffic by ensuring that your ads don’t appear for specific searches. This can help you save money on your PPC campaigns and improve your click-through rate. For example, if you sell a high-quality product, using the negative keyword “free” would ensure that your ad doesn’t show up for people who are looking for a free product.
4) Enable Responsive Search Ads
Responsive search ads are a new type of ad that Google introduced in 2018. However, they’ve become more critical than ever when it comes to reaching your ideal customers. Responsive search ads allow you to create a single ad that can be shown in multiple ways, depending on what’s most relevant to the user. This is different from standard text ads, which have a fixed headline and description.
With responsive search ads, you don’t need to worry about creating multiple ads for different keywords. Instead, you can create a single ad that will be shown to users in different ways, depending on the context of their search.
Please note: As of June 30th 2022, you will no longer be able to create or edit expanded text ads. Your ads will continue to serve, and you’ll still see reports on their performance – but you won’t be able to set up any new expanded text ads. You’ll only be able to pause and resume, or remove them if needed. This is another reason why we suggest using responsive search ads moving forward.
5) Optimize For Voice Search
Voice search is becoming more and more popular, with people using devices like Google Home and Amazon Echo to search for information hands-free. Therefore, it’s important to optimize your PPC campaigns for voice search to reach these users.
Some tips for optimizing for voice search include:
- Use natural language in your ads
- Target long-tail keywords
- Create ads that are easy to read aloud
- Focus on intent keywords such as “Near me” or “Local”
Conclusion
PPC is a powerful marketing tool, but it’s essential to keep up with the latest best practices in order to get the most out of your campaigns. By following the tips above, you can ensure that your PPC campaigns are successful and that you’re able to reach your ideal customers.
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