How to maximise return on investment with PPC

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Vicki Nichols

Digital Marketing Lead


Your Ultimate guide to maximising ROI with PPC

PPC (pay-per-click) or paid ads is a great channel if you’re looking to get results quickly. It’s a great channel for being able to identify exactly what return on investment (ROI) you’re getting from PPC.

Why is PPC a good channel for being able to measure ROI?

PPC allows advertisers to precisely track their spending and results. With paid ads, you only pay when someone clicks on your ad, giving a direct link between spending and engagement.

Platforms like Google Ads provide detailed data on clicks, conversions, and costs, enabling clear calculation of ROI. This transparency makes PPC a valuable tool for assessing the efficiency of your marketing investment.

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17 Tips to maximise return on investment with Paid Ads

1. Set clear goals

Having clear goals before you begin will help you create a more effective campaign in the end. So first, think about what you want to achieve with your Google Ads campaign. Do you want to generate sales, leads, website traffic, or brand awareness?

2. Do keyword research

Before you start, you need to identify what words (keywords) people are using to search for products/services like yours. This will help you target your ads to the right people. It’s also important to make sure that the keywords you’re bidding on are within your budget and relevant to your goals.

3. Choose your audience

Before launching your campaigns, think about who are you trying to reach with your ads. You can target your ads by demographics, location, interests, and other factors. Targeting the right audience can make a huge difference to your ROI.

4. Write compelling ad copy

Good ad copy can make a big difference to the overall success of your ads. Your ad copy should be clear, concise, and persuasive. It should also highlight your unique selling points and include a clear call to action.

5. Make sure your landing page is relevant to your ad copy

Another thing that will determine the success of your campaigns, and subsequently your ROI is the quality of your landing page. Your landing page is the page that people will see after they click on your ad.

Make sure the language of your landing page matches your ad copy. It should also be optimised for conversion, meaning it should be easy to use and encourage people to take the desired action.

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6. Use ad extensions

A clever way to make your ads more visible, enticing and informative is by using ad extensions. They’re ways that you can add additional information to your ads. There are many different types, but a few examples might be your phone number, locations, or even opening hours.

They often make your add bigger and more enticing to the viewer, which will encourage more click-throughs. In turn, this will maximise your return on investment with PPC!

7. Set a bid strategy

This allows you to choose what you’re willing to pay for each click or conversion. There are different bidding strategies available, so choose one that’s right for your goals and budget.

8. Track your results

Keep an eye on your campaign performance so you can see what’s working and what’s not. You should pay attention to important metrics like click-through rate (CTR), conversion rate, and cost per conversion.

Keeping a close eye on your campaigns will allow you to capitalise on things that are working and quickly improve things that aren’t. This way you can easily maximise your performance and ROI.

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9. Test different things

Don’t be afraid to test different things with your Google Ads campaign. Elements you could test out include ad copy, landing pages and even keywords. You never know what the winning idea that drives lots of revenue and conversions will be.

10. Use negative keywords

Negative keywords are words or phrases that you don’t want your ads to show up for. This means you’ll be wasting less budget on irrelevant searches and improving the overall campaign return on investment.

11. Improve your Quality Score

Your Quality Score is a measure of how relevant and useful your ads are to people who are searching for your products or services. A higher Quality Score can lead to better ad positions and lower costs. Which results in a more improved ROI for the ads.

12. Optimise for mobile

More and more people are using their mobile devices to search online. So if you aren’t making sure your ads and landing pages are mobile-friendly then you could be missing out on leads/sales.

13. Implement conversion tracking

If you haven’t got conversion tracking set up then you can’t accurately measure the performance of your ads. By having conversion tracking set up, you can accurately measure the impact of your ad campaigns. This data can help you make informed decisions about how to improve your campaigns.

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14. Allocate your budget wisely

Don’t spend more money than you need to. Allocate your budget to the campaigns and ad groups that are delivering the best results.

This way you’ll be able to take advantage of the campaigns that are returning the best ROI.

15. Make seasonal adjustments

Adjust your campaigns during peak seasons or special events to capitalise on increased search activity.

16. Keep an eye on your competitors

See what they’re doing and learn from their successes and failures. If they’re doing particularly well for a seasonal offer, don’t be afraid to incorporate something similar into what you’re doing.

17. Stay updated

Our final tip on how to maximise return on investment for PPC is to keep updated. Google Ads is always evolving. Stay up-to-date with new features, trends, and best practices and utilise appropriate ones.

Want help running PPC campaigns?
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