What To Do When Your PPC Campaigns Stop Getting Results

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Love it or hate it, PPC advertising is a continuously changing landscape. Ads that converted well last month might flop this month, and it isn’t uncommon for previously successful campaigns to start to degrade as time goes on. Active maintenance is your best bet against poor PPC performance. If your PPC campaigns have stopped getting results, there are several strategies you can use to boost your conversion rate and revitalize your campaigns.

Strengthen Your CTAs

A common problem with underperforming ads is that they don’t include a strong call to action. Make sure that your CTA is strong, clear and specific. Getting specific with your CTAs is can make a huge difference; ad viewers are used to seeing (and ignoring) the same generic ads over and over again, so your ads must provide something unique to get attention.
For example, simple CTAs such as “Click Here” and “Download” are short and concise, but they don’t compel readers to take action. The best CTAs help the reader understand what they’re getting when they click. “Download Free Whitepaper” or “Sign Up Now” are examples of stronger CTAs that that will resonate with readers.

Test New Ad Copy Regularly

Even ad copy that once performed well can lose its luster over time. It’s a good idea to keep testing new ads continuously, even if your existing ads are performing well. Studies have shown that companies with many different landing page versions generate up to 12 times more leads than their competitors with only a few landing pages. The reason? More personalized landing pages have greater appeal to viewers across a wide audience, and allow businesses to test many different messages to find the ones that work the best.

To capture this high conversion rate, try diversifying your ad copy and testing new versions on a regular basis. You’ll be able to target your campaigns for a wider audience, and get a better idea of what messaging works best overall.

Run or Optimize Your Mobile PPC Campaigns

In the past, we’ve advocated for mobile PPC campaigns as an effective way to get the best performance out of your PPC ad spend. As mobile devices take up a larger market share and buyers make the shift from desktop to mobile browsing, it’s more important than ever to activate and optimize your mobile PPC campaigns. If your PPC campaigns are starting to lag, turning on mobile can help you reach a larger audience and connect with prospects that you might have been missing out on.

If you are already running mobile PPC campaigns and aren’t seeing the results you want, you might want to check to make sure that your campaigns are optimized for mobile performance. From writing mobile-specific ad copy to leveraging mobile ad extensions for better conversion rates, learning the nuances of mobile PPC management ensures that your campaigns yield the best results possible.

Adjust Your Keyword Match Strategy

Broad keyword match can be a great tool for reaching a wide audience, but that wide audience can also encompass viewers who aren’t a good fit for your business. If you’re relying heavily on broad keyword match but don’t have a high CTR, explore other keyword match options to help you hone in on a more precise audience.

Using broad keyword modifier match and leveraging negative keyword lists are two ways to make broad keyword match campaigns work more efficiently. These keyword match methods help your ads reach a more tailored set of viewers. As a result, you’ll waste less of your ad spend on viewers that aren’t interested in your business at all.

Optimize Your Ad Positions

Research has shown that the drop-off between the top three ad positions on Google AdWords is significant. In many cases, the conversion rate below the third position can drop to nearly 0%. If you’re not monitoring your average ad ranking closely, you might be paying for ad positions that don’t get any play. Because the performance of lower ranking spots can be dramatically less than the performance of top spots, ensuring that your average ad position stays in the top three positions is critical to having a high CTR.

Make sure that you adjust your bids to keep your ads in the highest positions possible, without overreaching your budget. Finding a balance between the right price point and the right amount of exposure can take some practice, but it pays off in the long run.

Review Google SEO Updates

Algorithm updates from Google can have a huge impact on the performance of your AdWords campaigns. Keeping up with Google’s near-constant updates to how their algorithm measures the overall quality of web pages can be a frustrating challenge when it comes to perfecting your SEO strategy, but it can also influence PPC ad campaigns since those algorithm changes can affect your Quality Score.

If you’ve experienced a sudden drop in PPC performance and a decrease in SEO ranking, it might be worthwhile to check to see if you’ve missed a recent Google update and adjust your SEO and PPC strategies accordingly. As a general rule, keeping tabs on what changes Google is making to their search network can help you stay ahead of the game.

Partner with Webrageous to Keep PPC Campaigns Active and Stay Ahead

Ultimately, strong, healthy PPC campaigns require regular maintenance to keep them performing at their peak. By keeping a watchful eye on your campaigns, you’ll be able to learn the signs of a lagging campaign and make adjustments to bring your conversion rates back up to the levels you want.

The PPC management experts at Webrageous have years of experience working with successful PPC campaigns. We dedicate time and resources to our clients campaigns to give them great advertising results without having to spend hours managing their own campaigns. If you’re still stumped on how you can jumpstart your PPC campaigns, call us for a consultation — we can show you how our PPC campaign management services can help you achieve optimal results for your advertising efforts.

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5 Tips to Supercharge Your Remarketing Campaigns

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When used correctly, remarketing can be a powerful tool for advertisers, allowing them to track and engage prospective customers multiple times throughout the buying cycle. According to some advertising experts, consumers are 70% more likely to convert when exposed to remarketing campaigns. However, remarketing campaigns that aren’t well-managed can come across as pushy and may even drive traffic away from your site. Here are a few best practices for remarketing that can help you fine-tune your campaigns to convert more effectively and give you the results you’ve been aiming for.

5 Tips to Supercharge Your Remarketing Campaigns

1. Adjust Frequency Caps

Frequency caps ensure your ads will not be shown to a given users more than a set number of times in a specific timespan. While many consumers have indicated that they don’t mind remarketing ads, people don’t like feeling like they’re being followed around the Internet. Even the best prospects can turn sour if they’re constantly inundated with your ads. Over-serving PPC ads can cause brand overexposure and turn people off of your brand.

Many remarketing experts recommend capping your ad frequency to show ads no more than 2-3 times per day. However, there’s no magic number when it comes to setting a frequency cap, and what works best for you may depend on your specific product and industry. You can play around with your frequency cap until you feel like you’ve hit a sweet spot, although that may take some time and energy. Webrageous can help you manage your remarketing campaigns and hone in on what will what work best for your business.

2. Segment Your Audience

Audience segmentation lets you organize your visitors into categories based on behavior. For example, you may want to segment your audience into those who are first-time visitors and those who have made past purchases. This segmentation allows you to focus on specific groups of users and serve them tailored advertising materials.

A big advantage of segmentation is that you can provide a more personalized brand experience to your prospects. For instance, ecommerce stores can serve ads that offer free shipping to visitors who have abandoned a shopping cart on their site as an incentive to return and finalize their purchase. Additionally, segmentation can give you better insight into how your advertising campaigns are performing over time, by giving you a broader scope of understanding about how people interact with your brand online.

3. Customize and Test Ad Copy

To best leverage your lists of segmented visitors, invest some time in writing better ad copy. Single-touch PPC ad copy tends to be relatively generic because it must appeal to a broad audience and convey as much information as possible in a single interaction. With remarketing campaigns you can take advantage of having multiple points of engagement with a single viewer and provide more personalized, specific copy.

Personalized or not, no one wants to see the same ad copy over and over again, so to use AdWords’ ad rotation settings to help ensure that your ads feel fresh to repeat viewers. You should also write copy for different segments of your audience; if people are looking at specific products, ads that remind them of those products can be an effective conversion tool. A/B testing different versions is a good ad writing practice that will help you get a better sense of what messages resonate the most with your audience, and how to improve your ad campaigns in the future.

4. Set You Ad Spend Wisely

Not every visitor to your site will be a qualified lead. It’s quite common for prospects to view your ads several times before they take action, and depending on your buying cycle it may take months for someone to convert. Furthermore, most ad campaigns generate a percentage of traffic that isn’t a good fit at all– someone might have clicked your ad accidentally, or intentionally left your site after a few seconds when they realized they weren’t interested in your services.

You can optimize your ad spend to focus on visitors who are more likely to convert. For instance, if someone visits your product or services page, they might be closer to conversion than someone who only visited your homepage. You can adjust your ad spend to spend less on site visitors who bounce from your site very quickly, or allocate more of your budget for visitors who visit specific pages that indicate that they may be closer to converting than others.

5. Take Converted Visitors Off Your Remarketing List

If your ads are doing their job well and getting conversions, your next move should be removing customers from your remarketing list. Serving ads to existing customers is a big mistake for several reasons. It can be annoying for your customers. More importantly, it digs into your ad spend by wasting impressions on viewers who have already converted. Fortunately, you can take some steps to prevent this waste of resources.

There are several techniques for removing converted prospects or customers from your remarketing campaigns, from setting a burn pixel to creating a “negative audience” segment in your remarketing audience segments. Whatever approach you take, this ensures that your ad spend is going towards prospects, rather than existing clients, to help you maximize the effectiveness of your advertising dollar.

Optimize Your Remarketing Campaigns with Webrageous to Stay Ahead of the Competition

As advertising technology advances, the ability to track and engage with prospects more effectively over time is becoming an important aspect of optimizing digital advertising efforts. As a result, one in 5 marketers now has a budget for remarketing. If you’re not using remarketing with Google Adwords, you might be not be taking full advantage of your digital advertising capabilities.

Finding the perfect settings for your retargeting campaigns can take some time to nail down. Webrageous can help you manage your campaigns and handle optimization for you, letting you find that sweet spot for remarketing without spending hours or days adjusting your campaigns to get there. Working with our team of PPC specialists lets you spend more time working with customers and less time fiddling with your campaigns to find them. Contact Webrageous today to discuss your remarketing goals and see how we can give your PPC campaigns the boost they need.

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Pay Per Click Optimization across the Search Engines

If you’re thinking of optimizing your Pay Per Click campaigns, then you’re probably looking at different ways to go about it. You might even be focusing on just the one search engine.

But you don’t have to keep things too simple. You can target your campaigns across all search engines.

Pay Per Click OptimizationWe can show you how to optimize your campaigns across all the search engines. Webrageous is able to provide professional Pay Per Click advice using our experience targeting campaigns for Google, Yahoo and Bing.

It might seem a bit ambitious to target all three search engines when optimizing your Pay Per Click campaigns, particularly if you are new to Pay Per Click or are going it alone. That’s where expert help is crucial.

Ever since Pay Per Click took off as one of the cheapest and fastest mediums to advertise a product or service, it has been turning virtually unknown companies into selling machines. At the same time, however, it has also been hurting websites through high customer acquisition costs. This is due to a lack of knowledge of all the ins and outs of how to get campaigns performing. (more…)

PPC Advertisers need Effective Websites

A PPC Manager can only do so much for your online marketing success and can only help to develop your business so far. At some point it is vital that all of the hard work that is being put into your PPC Campaign is supported by a thorough analysis of your business’ website and the level of success achieved by your website.

It is vital that anyone operating a PPC Advertising Campaign and a business which aims to generate interest or aims to sell products and services via the Internet is supported by a website design that works well for that particular business; that successfully attracts the target audience for that business.

Website design and optimization are not really the realms of the PPC Manager. Naturally, your PPC Manager may have a few ideas to contribute; they may have a lot to say about the ways in which certain aspects of the business’ website are affecting potential conversion rates, for example. However, a PPC Manager is just that: a PPC Manager. He or she is not a website designer. (more…)

Google Recommends Continuous AdWords Optimization

Google AdWords OptimizationThere are many different approaches that a PPC Advertiser can take when advertising through the Google AdWords PPC network. There are a lot of different styles that you can use in pay per click management as well, and depending on the PPC Manager you employ, your campaign could actually be run in a number of different ways.
 
However, Google AdWords, time and time again, through a variety of mediums including its own Google AdWords Blog, reminds PPC Managers and PPC Advertisers alike to opt for the continual optimization approach to pay per click management. This is one constant that PPC managers would have to take note of, regardless of how much and how often they tweak their strategies and approaches. Of course, this is also one thing that a lot of PPC managers forget as they rush into the excitement of trying to bring something new to the table each and every time.
 

What Google Means by Continuous AdWords Optimization

What exactly does continuous AdWords Optimization mean? What does this entail?
 
This piece of advice offered by Google AdWords tells PPC managers to concentrate on optimizing their PPC campaigns and analyzing the results of even the smallest changes that are applied to each of them. This should be done in order to ensure that optimum results are being achieved without fail.
 
How do you optimize your PPC Campaign to the maximum? Does Google AdWords have any tricks or special advice to share on this score?
 
As far as ensuring AdWords optimization, Webrageous Studios has a lot of awesome tips on how every PPC advertiser could ensure that AdWords optimization happens on a continuous basis. There are also different tools from Google AdWords that can actually be used to make this process more efficient. Possibly the two most effective ones are the AdWords Conversion Tracking Tool and the Conversion Optimizer Tool, both of which are further discussed through the Webrageous article linked above.
 

How to Improve Your Conversion Rate

“How do I improve my conversion rate?” is a question asked by PPC Advertisers all the time.

It is true that conversion rates can be improved greatly by concentrating on landing pages.. Landing pages in PPC campaigns are excellent places in which to begin placing more time and effort because the better the landing page, the more likely the internet user is to convert.

Poor landing pages exhibit characteristics including the following: (more…)

What do you Know about Pay Per Click Optimization?

What is pay per click optimization? Why is it important to any PPC advertising campaign? How can pay per click optimization improve your PPC Advertising? What tools and techniques exist to aid in the improvement of pay per click optimization? (more…)