Negative keywords are just as important as positive ones
While most people focus on identifying the right keywords for their PPC campaigns, it’s equally important to identify negative keywords. These are the search terms that you don’t want your ads to appear for, as they are irrelevant or not likely to lead to conversions. By including negative keywords in your campaign, you can improve its targeting and save money on wasted clicks.
Ad position isn’t everything
Many advertisers assume that the higher their ad appears on the search engine results page (SERP), the better their performance will be. While it’s true that a higher ad position can lead to more clicks, it’s not the only factor that determines success. A well-crafted ad with a compelling message and a clear call-to-action can perform just as well (if not better) in a lower position.
The power of ad extensions
Ad extensions are additional pieces of information that can be added to your PPC ads, such as your phone number, location, or links to specific pages on your website. By including ad extensions in your campaign, you can provide more context and value to your audience, leading to higher click-through rates and conversions.
Mobile optimization is essential
With more than half of all online searches now happening on mobile devices, it’s crucial to optimize your PPC ads and landing pages for mobile users. This includes creating mobile-friendly ad copy and design, as well as ensuring that your landing pages are responsive and load quickly on mobile devices.
Ongoing testing and optimization is key
PPC campaigns are not a “set it and forget it” type of strategy. To achieve the best results, it’s essential to continually test and optimize your ads, targeting, and landing pages. By analyzing data and making data-driven decisions, you can improve your campaign’s performance over time and achieve better ROI.