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PPC marketing can become a great source of traffic that will ultimately turn into customers. However, to build an effective campaign, one has to spend a lot of time on keyword research and other aspects. Otherwise, the campaign will be like any other and ultimately fail to win against the competition.
When you have a list of relevant keywords, you will have to bid on them. And bidding is not something random. It also requires the correct approach. The available budget determines a lot, but you can create a strategy that brings results even if you do not have a lot of funds at your disposal. And here are some tips to ensure the best possible outcome.
Tip #1 – Consider Testing Automated Bidding
You have manual bidding, and you have automated bidding. There is an option to go with Cleverecommerce Google Ads automation, but Google itself has a pretty great set of features that allows marketers to automate some of their campaigns.
Automation can become a big asset, but one should not rely on it too much. You will need to take care of some aspects manually regardless, but giving automated bidding a go is still worth it. Who knows, it may become a great decision going forward.
If nothing else, you will learn new finds and may find that some aspects of the campaign can be left on automated mode. That would give you more free time to focus on matters that need the most attention.
Tip #2 – Have Clear Bidding Ceilings for Each Keyword
While looking for keywords, you may stumble on one or two that look like a perfect fit for the campaign. And without thinking too much, you decide to bid on it a lot.
Impulsive decisions should be avoided. Before you commit to spending the money, calculate whether the keyword is worth it. Use real numbers.
Of course, it depends on what niche you are in and what kind of products you are selling. But when you are doing calculations, remember to include shipping and other expenses, as well as discounts that may influence the numbers. Not to mention the fact that not every click on the ad will lead to sales.
Each keyword, no matter how great it may be, needs to have a ceiling when you are bidding. So before you go on a bidding spree, have the number of how much you can go for each keyword.
Tip #3 – Find the Sweet Middle Between Cost and Positioning
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Usually, you need to bid as much as you can for the best possible outcome. But that is not always the case. When you have too many keywords that are in the top slot placements, it is highly likely that the bids are too high.
Do not forget about your budget because it is possible that you will start to lose more from the campaign rather than gain.
Take some time for testing and find the sweet spot between spending too much and spending too little.
Tip #4 – Outbid Competition’s Best Keywords
If you decide to go without holding back, it will help to find out which keywords are worth the most. And starting with ones that your competitors are benefitting the most from is a good course of action.
Use tools that are available for keyword research and enter the information about brands that are in the same niche as you.
Tip #5 – Focus on Long-Tail Keywords
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When you are working with keywords, remember that the more specific they are, the higher your odds of getting more out of them. Advertising on Google is great, to begin with since so many people use the search engine. But focusing on specific terms will bring efficiency as you are going to target more relevant potential customers.
Tip #6 – Emphasize High-Intent and High-Value
Certain keywords are worth more than others. For example, if you are selling running shoes, you may try to bid on a keyword like “running shoes”, you could get conversions.
However, it would be better to focus on keywords with more intent, ones that are not so broad. A better example would be “running shoes for men under 200 dollars”.
Tip #7 – Avoid Being too Reactionary
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Some marketers have a tendency of going overboard with their reactions, thinking that if a campaign or a single keyword is not performing, it would be better to shut it down or remove the keyword.
Things need time to settle in, and you should not expect to make riches right after you launch a campaign or make slight adjustments by replacing a keyword or two. Sure, it takes resources to test things out. However, show some patience and wait for at least a week before you decide to abandon the current campaign or set of keywords and move forward with the next attempt.
