Website optimisation | 19/03/2016

Spring clean your PPC Campaigns in 2016

Posted by Lawrence Greenlee

The ridiculously chilly nights are drawing to an end, and after a sunny weekend it feels like Spring is just around the corner. So with Spring drawing closer we thought about how a quick bit of Spring cleaning can be applied to some of our favourite marketing channels. First up… PPC.

Extending Your Reach

Ad extensions have been an Adwords tool for some time now, however I’m always surprised to see how many companies still haven’t utilised this feature. There are now 5 different types of Ad Extension: Sitelinks, Location, Call, App, Review, and Callout.

Each of these extentions have their own unique selling points and whilst one is effective for one campaign it may not be for another. For example Call extensions are really effective for mobile campaigns as it allows users to call directly from one click.

Callout’s are the newest addition to Ad extensions, they tool allow you to include a USP within your creative to give extra appeal. This can be a strapline, a company motto or simply description of one of your products/services as per below.

Get a new perspective

Being able to get more information on any situation enables us to make a better and more informed decision. This is also possible with PPC when synched to Google analytics. In only a few clicks you can sync your Adwords account with your Google Analytics account and really deep dive into how people are clicking on your ads are interacting with your site once on there. This can really help cast light on how your keywords are performing from an ROI perspective.

Remarketing for Search

Many of us are often more used to meeting someone/something after intially meeting them, the awkward conversation is out of the way and you know whether you want to talk to them again.

In a round about way that’s how Remarketing for Search works. Make sure your ad creative is seen by those people who have expressed interest in your site before by either visiting it, purchasing on it, or visiting a specific page. If you know these users have shown interest before it’s very liekly they’ll be interested in your poffering again.

Get rid of the clutter

All PPC accounts can become a little keyword heavy at times, leaving it ticking along can be the easy option, especially if you know it’s driving some activity to your website. However don’t be satisfied with some. Quantify exactly what you’re getting from your PPC activity and then look at which keywords are driving the real success. It’s likely that only 20% of the keywords in your account are really working for you. Don’t be afraid to pause the keywords that are inefficient and put that budget to those that are working for you. It could really increase that all important ROI.

Are you social enough?

Facebook Ads, Twitter Ads, LinkedIn Ads, Pinterest Ads, Instagram Ads, and so on and on. Each social network now has an advertising platform that can speak directly to a highly targeted market. Have you trialled some of the platforms and seen how they stack up against your normal PPC campaigns?

A common misconception is that Social Media doesn’t provide ROI, that simply is not the case, many of them now provide exceptional levels of insight for both reporting and targeting.