If you’re familiar with performance-based digital marketing, you’ve probably heard of PPC or pay-per-click. This method of advertising has become an inventive means of increasing traffic.
Nevertheless, PPC advertising also needs hard effort, smart thought, appropriate planning, and continual monitoring. According to a report, 65% of B2B companies obtained a customer through paid advertising.
If you are concerned about your PPC campaigns performing well, how to increase your ad rank, performance marketing channels, and other things, you should keep reading. So take a chair, grab a pen, and begin reevaluating your methods based on our guidance.
Evaluate Your PPC Metrics
To properly understand how efficient any type of online advertising is, you must first create a baseline. Don’t panic if you’ve been using pay-per-click advertising or other digital marketing tactics without considering this information. You can still take a snapshot to compare your results to those of future months.
Here’s the most crucial baseline data you need to gather:
- Website traffic: How many people visit your website daily, weekly, and monthly?
- Leads: How many fresh form fills, phone calls, emails, or other kinds of communication do you get regularly?
- Sales: How much do you sell? If you are running PPC advertising for a certain product or service, ensure you know its sales data ahead of time.
- Email subscribers: How many people are on your email list?
- Social media: How many followers and page likes do you have on your various social media platforms?
Some of these marketing metrics, such as social media followers and email subscribers may appear secondary depending on the PPC advertisements you’re running. But knowing if there’s a way to lift your brand through search engine marketing (SEM) ads is always beneficial.
Important PPC Metrics To Note
If you aren’t tracking the following metrics, you better do because they will help you assess how well your PPC campaign is performing.
Traffic and CTR
An ad that directs traffic to your website is effective. Your campaign’s click-through rate is a direct sign of its performance; if people aren’t clicking on your ad, you need to revise your strategy.
Conversion Rate
Your conversion rate, arguably the most important of the PPC analytics, displays what proportion of visitors who click on your ad convert to a transaction. Remember that non-converting clicks are effectively lost revenue, so constantly adjust your advertising for better results.
Quality Score
Quality score, an essential component in search ranking, is a mix of various ad-related metrics such as:
- CTR
- Keyword relevancy
- Geographical relevance
- Landing page quality
- Landing page load speed
All of these combine to deliver a better user experience to customers.
The quality score can also influence the cost per click (CPC) – the higher your quality score, the cheaper your CPC, and the greater your chances of getting your ad viewed by the correct individuals.
Google Ad Rank Threshold
So, we’ve all seen advertising in Google Search provided through the Google Ads platform, but how does Google decide how to display ads with the search engine results page (SERP)?
Google employs an algorithm known as Ad Rank to determine which positions advertising will appear in. So, let’s look at the Ad Rank methodology and how to improve it.
Formula For Ad Rank
Use the simple formula below to get Ad Rank:
CPC Bid x Quality Score = Ad Rank
Google Ads employs an auction technique to determine if the submitted search query contains your bid keywords. This algorithm determines which ad to display and where to display it online.
Steps to Improve Ad Rank
To boost your Google Ad Rank, you must use the following basic yet efficient techniques:
- Prioritize the consumer’s intent.
- Make a pertinent and precise copy.
- Communicate in the language of your consumers.
- Include a compelling call to action.
- Ad copy should include negative keywords.
- Improve the landing page.
- Analyze the URL’s relevance.
- Create distinct ad groupings.
- Increase the number of internal connections.
- Improve your bid approach.
Invest in Performance Marketing Channels
You can utilize various channels in performance marketing depending on whom you are collaborating with and your goals.
1. Native Marketing
Native advertising blends in with its surroundings by imitating its appearance, content, and writing style. In paid advertising, native advertising is the most converting format. Its reason for success lies in the optical illusion of the creatives being an ad and being natively “integrated” seamlessly on a web page.
This leads the list of performance marketing channels by providing relevant, compelling content to ensure consumers convert.
2. Partner/ Affiliate Marketing
One of the most cost-effective performance marketing channels for increasing mobile user growth and engagement is affiliate marketing.
As an advertiser in this performance marketing strategy, you would work with a partner network or program that acts as an intermediary between you and the publishers. The network provides you with access to the inventory of their publisher.
3. Popular Social Networks
Typically, marketing goals focus on obtaining new users or customers, increasing exposure, and converting users through metrics like impressions, likes, engagement, clicks, checkouts, shares, completed contact forms, and sales.
With billions of active social media users worldwide, these platforms can help you grow your campaigns, attract new consumers, or raise brand recognition for your product, service, or app.
4. Top-notch Search Engines
As a performance marketing channel, search engine marketing (SEM) involves displaying advertising on search engines like Google, Bing, and Yahoo tailored to specific search terms. When an internet user searches for a keyword in their browser, your ad appears at the top of the results.
Tips for Improving Your PPC Results
Once your campaign has had enough time to collect data, review your statistics and compare them to your major goals. If they aren’t where you want them to be, there are several options for getting them back on track:
- Make sure your location targeting is precise and detailed.
- Change the picture or video thumbnail. To make it more relevant, experiment with different colors or include a person’s photo.
- Examine the ad groups for each sponsored advertising campaign. Ad groups that are not performing should be paused to make room for ad groups that are.
- Review your keywords. Are they too big or too small? Which keywords should be avoided (or inserted as negative keywords)? What is the volume of searches for the keywords?
FAQs
What is a PPC campaign?
Often known as pay-per-click campaigns, PPC campaigns are a comprehensive approach to effective advertising. These campaigns ensure that every aspect of an ad is properly built, from adding PPC keywords to negative keywords, splitting ad words, examining pricey PPC keywords, and refining landing sites.
If you focus on sponsored search accounts, campaigns have a specific and high-level function.
How does PPC help my business to grow?
PPC produces quick results, which are critical for small businesses to expand. It is the quickest approach to launching an advertising campaign and getting immediate results.
The money you spend can be determined and if it was a loss or profit by measuring your profits, costs, visitors, and clicks. You must determine this to grow on the problematic component.
PPC recognizes the brand, opens the door to local clients, is cost-effective, and is an effective tool for functionality and detailed reporting. All of these attributes help businesses grow.
Are PPC results measurable?
Google and Bing provide fully validated data that can assist you in measuring PPC performance. Google has introduced different words to the Adwords Glossary that potentially influence test results.
- Clicks
- Cost
- Click-Through Rate (CTR)
- Average Cost per Click (CPC)
- Average Position
- Impression Share
- Conversions
Conclusion
Whether you work on PPC, ad rank, or performance digital marketing, you must be consistent. If you establish a strategy, stick to it and wait for the results.
PPC is a strong marketing tool that can only help your company if utilized properly. You can calculate the ROI of your PPC campaign and make the most of it. If you choose your metrics wisely, you only need to evaluate a few to determine how your campaign works.
Since the ad rank is always changing, you must have efficient methods to give an amazing UX at all times. Furthermore, performance marketing is a rising star in digital marketing. It’s an excellent strategy to contact your target audience and achieve your company goals.