10 Killer Tips to Stay Competitive with Paid Search Advertising!
Regardless of where you are in your entrepreneurial journey, you should consistently generate more and more online visibility for your brand. We believe that paid search advertising is one marketing channel that can help you in your quest. However, only a properly managed and executed paid search campaign will generate the desired results. Stay with us as we share some of the best tactics to ensure positive ROI with Paid Search.
1. Use automated bid strategies
Since bidding is a major factor that determines ad placement, you should focus on getting it right. As a newbie, you shouldn’t play with it as bid adjustment can become time-consuming. Use automated bid strategies as they can help optimize your keywords to match the set goal.
2. Double-check campaign settings
Never overlook settings like networks (search network), locations to serve ads, campaign budget, start/end dates (schedule), as these can make or break your campaign. We suggest you double-check them to prevent the monthly paid search advertising budget from premature exhaustion.
3. Brace for voice search
Voice search is the next big thing that is already showing great promise. Although you might not be getting a significant number of voice searches at the moment, it is crucial that you position yourself as an early adopter of the trend. It is a massive opportunity to edge past the competition in 2021 and beyond.
4. Use responsive text ads
Ad copywriting isn’t easy as it seems. It is precisely where ‘art meets science’ to make paid search advertising work. Indeed, a skillful ad copywriter can do the job for you. But, you can also rely on responsive ad formats to create ads with the best combination of headlines and ad descriptions – helping generate better CTR.
5. Add negative keywords across search account
Negative keywords are search terms that are irrelevant to your business. You must create a comprehensive list of negative keywords and add them to your search account. We highly recommend you layer phrase match negative keywords at the account level, as adding them to individual ad groups can be exhausting.
6. Reevaluate reporting
Shortlist your essential PPC key metrics and make sure you reevaluate the paid search advertising reports. Check whether or not the data being used is actionable. Find out if you should consider adding new metrics to help make better campaign decisions. Go through the ‘Overview’ pages on Microsoft Ads and Google Ads to get help.
7. Create dynamic search ads
Dynamic search ads allow you to leverage Google’s algorithm to get the best out of its ad creation tool. These are essentially ‘smart’ ads that look for the most used keywords on your site and optimize your ad accordingly. Your potential customers will land on the most appropriate landing page and improve your campaign’s performance.
8. Split test (like your life depends on it)
Split test or A/B tests allow one to deploy the best performing combination of different elements. From creatives to copy to target audience to budget, you can split test everything. Use the data and implement changes to make your campaign perform better.
9. Generate a better quality score
Quality score is a major factor one should consider when drafting a paid search advertising or PPC ad campaign. It is the score that shows how well your ads and landing pages perform for conversion. A high-quality score allows one to use the ad budget more efficiently. Always aim to get a higher quality score and introduce changes accordingly.
10. Schedule the ads for better impact
Indeed, small business owners need to become the jack of all trades. But, it’s better to automate PPC ads using ad scheduling features. With ad scheduling, you can pause your ads for certain days or hours of a day. This helps you save money and run the campaign precisely when the chances of conversion are high.
There you have it. You can easily position your paid search advertising and PPC campaigns for success by following the tips mentioned above. These will help eliminate potential common mistakes beginners make when experimenting with paid search. Which mistakes were you making all this time? Let us know in the comments. Also, don’t forget to check out other informative posts on the blog!