A deep understanding of all available metrics and how they impact one another is essential. By studying these metrics regularly, we can decide which metrics to target to positively affect PPC campaign performance.
PPC Campaign Optimisation
Following strategy and implementation, the next stage is optimisation: a perpetual process of test, measurement and refinement is essential to drive progress.
To optimise a PPC campaign correctly, a deep understanding of all available metrics and how the impact one another is essential. By studying these metrics regularly, we can decide which metrics to target to positively affect PPC campaign performance.
Over time we will experiment with different bidding strategies, make changes to ad copy, keyword matching options and a range of ad extensions. At every stage we will be mindful of your advertising spend and the results it achieves.
We will use conversion tracking and your analytics software to consider the impact of your advertising – in particular from an ROI perspective.
This will help us focus your advertising further – weeding out keywords and tactics that under-perform.
Ongoing optimisation of a PPC campaign is perpetual and the longer a campaign is optimised the better the performance will be. This only works if the optimisation is effective.
In addition to best practices we use the latest machine-learning technology to dynamically optimise bids in near real-time to provide our clients with a competitive advantage.
Before you even sign up to our service, we will take the time to get to know your business, industry and competitors. We will provide you with a full presentation via screenshare about why we think we can help your business and what you can expect from your PPC marketing campaigns.
From there, we use this information to develop a bespoke PPC strategy designed to give results and review our approach with you regularly.
Google ads are a competitive field and our service ensures you have got your finger on the pulse of your industry whilst we operate as an extension of your business.
Cost Per Acquisition - CPA
While acquisitions are a key metric, we understand they cannot come at any price. Cost per acquisition – CPA is also a key metric for most advertisers and should be profitable and to achieve this, a process must be adhered to.
CPA is a result of the performance of several key metrics. Positively influencing these key metrics results in CPA improvements:
Cost per click – CPC: Positively impacting CPC’s can have a significant effect on CPA and there are some ways we can achieve this.
Raising or Lowering Bids: Maximum CPC’s will directly affect CPA but note that a stated maximum CPA is not the actual cost per click you pay. The actual CPC is based on a number of factors including performance history, quality score and factors such as bids from other advertisers.
As part of our optimisation process, we carefully consider what reaction any bid adjustment may occur.
A higher bid does not always result in a higher a CPA. If a higher bid results in better positioning and performance of an advert leading to a higher conversion rate then it is possible to have a lower CPA from a higher maximum CPC.
- Where limited budget campaigns are concerned, increasing bids will likely elevate CPA’s and reduce the overall number of acquisitions.
- Where budget is not limited, a higher bid which results in a higher position may lead to more clicks and higher CTR due to increased visibility.
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Paid Search Impressions
It is important with any campaign to strive for the most relevant impressions. Impressions from irrelevant searches lead to wasted clicks and ad spends and the primary way we control this is by adding negative keywords.
Adding negative keywords increases impressions as they limit the number of search terms your ads are eligible to show for. The result of this is ads showing proportionally more relevant terms leading to a higher quality of visitor due to increased relevance.
Raising or lowering CPC’s can also affect impressions: A higher bid leads to higher ad positioning and more impressions and vice versa.
Devices: Controlling bids and preference for mobile and desktop devices can also affect impressions. We may reduce impressions from mobile devices by adding negative bid adjustments.
Match Types: Targeting keywords with more precise match types will also affect impressions and reduce them. Broad match keywords will receive a higher number of impressions compared to phrase, exact and broad match modified keywords.
Overall Budget: An increase or decrease in the daily budget will affect impressions proportionally.
Click Through Rate - CTR
Click through rate can be affected in a number of ways:
Reducing impressions by adding negative keywords can lead to increased click-through rates.
Ad copy improvements: Making adverts more compelling and qualifying traffic will lead to increased CTR.
Additional keyword optimisation or ad group splitting: By creating more ads, which closely represent a given keyword increases relevance and thus can lead to increased CTR’s
Ad Extensions: Adding highly relevant Call outs, Site Links and other extensions can positively affect CTR.
Bid Prices: Increasing bid prices can lead to higher ad positioning and higher CTR’s.
Quality Score Improvements: Increasing quality score can lead to higher positions without an increase in bid prices and yield higher CTR’s.
Get in touch today and let's see what we can create together.
Paid Search Conversion Rates
Converting traffic you receive is a sure way to decrease CPA. How a visitor progresses through a website conversion funnel is key metric to understanding what factors both positively and negatively affect conversion rate.
While the above PPC metrics can contribute to a websites conversion rate, how visitors interact with your website is hugely important.
- Increasing or improving calls to action and displaying them more prominently can lead to more acquisitions. Optimisations such as simply repositioning a telephone number can lead to increased
- Increasing landing page relevance: Ensuring visitors land on highly relevant landing pages relating to their search query can have a significant impact on conversion rate.
- Simplifying the conversion funnel: Removing conversion steps and streamlining the checkout process can increase the rate of conversion from existing traffic.
- Converting Keywords: We know it is not possible to have 100% of keywords converting 100% of the time but we can take steps to maximise the likelihood of a conversion.
Maintaining a list of converting keywords is the most obvious step but removing troublesome keywords which convert poorly may lead to a higher proportional conversion rate.
Caution should always be applied: Keywords should be permitted to incur enough cost to give them the opportunity to convert before they are discounted.
- Ad Testing: A constant multi-variant testing process is essential in pushing up conversion rates. We regularly A: B test varying ad headlines, description lines and even display URLs to test new combinations and observe changes in performance.
PPC Management - Technology & Machine Learning
While our experienced paid search team are great managing campaigns; machines can process huge amounts of data and make calculated changes in real time. We have the best team and the best technology to manage PPC campaigns.
PPC platforms such as Google AdWords use the latest machine learning technology to serve ads at the right time to the right people. It makes sense to optimise ad campaigns with a balance of our expertise and machine learning resources.
Our technology assist by performing staggering amounts of calculations in near real time to ensure we bid the right amount at the right time to maximise ROI.
Our objective is always to get the most clicks and conversions for the minimum cost. To maximise this, constant optimisation work is needed to respond to different times of the day, competitor performance and many other factors.
We are great at planning strategies, writing compelling ads and thinking logically but along with software, we can automate various aspects and react to data much quicker.
For this reason, Best-Digital Marketing Services has heavily invested in specialist software to allow us to make near real-time changes to your advertising account.
Your campaign is managed effectively and we continually use algorithms to spot trends in your data and then adjust your bids and budget to ensure your campaigns perform brilliantly.
How does it work?
Our machine-learning algorithms make constant calculations resulting in near real-time bid and budget optimisation and as the name suggests: Constantly learns what works well and what does not.
Our software detects when your competitor’s ads are running out of budget on a busier than usual day. To lower your cost per acquisition, our software paces your ads slower than normal and then accelerates serving them when the competitor’s budgets have run out – resulting in a lower cost per click and CPA as there are fewer ads to compete against.
This provides a basic overview of the capabilities of our machine learning algorithms.
Point To Note:
Our software helps us provide a competitive advantage to our clients and given that pay per click platforms use complex algorithms to serve ads, it makes sense to use complex algorithms to get the best possible performance.
Some of our other related services include:
PPC mANAGEMENT & CONSULTING
PPC PRICING PACKAGES