Now that we’re a quarter of the way through 2015, it’s time to check back in with those New Year’s resolutions for improving your pay-per-click (PPC) advertising results. You didn’t have any resolutions? That’s o.k. You can still get on board with these three techniques that will boost your PPC performance for the other nine months of the year.
ABC: Always Be Creating (and Creative)
With PPC advertising, there is no “set it and forget it” slow cooker mode. You must always be testing and trying new creative ad copy in your campaigns. For example, have you tried using both features/benefits and pain points to generate clickthroughs? Even if you think an approach is a little out there, give it a try. You might be surprised at what works! Whatever you do, never rest on your laurels.
Watch Where You’re Landing
If you’re getting the clickthroughs you want from your ad copy but not the conversions, then it’s time to dissect the other side of the coin: your landing pages. Are your visitors going to find exactly what the ad copy promised, once they arrive at your landing page? If your landing page copy isn’t clearly related to the ad copy, or if you lack a clear call to action, then it might not be that the user isn’t interested in what you’re selling – they just can’t easily get to it. When improving your PPC advertising campaigns this year, be sure to thoroughly review all landing pages and their correlation to each set of ad copy.
Be Mobile-Aware
Maybe you already know about the importance of having a mobile-friendly website, because it affects your ranking in search engine results. But did you also realize that it’s going to impact your PPC performance in 2015? As mobile users continue to grow beyond desktop, online advertising platforms are going to start ranking your ads by how mobile-friendly your landing pages are, too. That means, if you haven’t already considered upgrading your landing pages for mobile, then this is the year to make your move.
Why are we suggesting these improvements for your PPC advertising campaigns for 2015? The ultimate goal for any paid advertising campaign is to pay less per click and get more impression share, and the only way to do that is to constantly produce high quality ads. This includes your ad copy, landing page experience for the user, and now the device targeting necessary for mobile users. If you want to truly rock your PPC for the rest of the year, then start with these techniques and keep monitoring your data to see what clicks with your audience.
