Paid search advertising such as pay-per-click (PPC) is an essential component of the digital marketing toolkit.
When executed correctly, it can drive substantial traffic to your website, increase your brand visibility, and most importantly, maximise your return on investment (ROI) and conversion rates.
Our team here at Thunderbolt are experts in paid search in Surrey, having conducted successful PPC campaigns for local clients such as Hogs Back Brewery, Chapters Financial, and Squires Kitchen (as well as many for clients based further afield too!).
In this post, we will delve into strategies and best practices for enhancing your PPC advertising to ensure that you get the most out of your budget.
Whether you’re looking to run a campaign for paid search in Surrey or anywhere across the UK, read on for tips that will help you unlock the secrets of paid advertising success.
Understanding PPC, ROI, and Conversion Rates
PPC
Paid search advertising is a digital marketing strategy where companies pay to place their ads at the top of search engine results pages (SERPs) or social media sites.
One of the most common forms of paid search advertising is pay-per-click (PPC). With PPC, advertisers pay a fee each time one of their ads is clicked.
In order for their ads to show up in the first place, advertisers bid on specific keywords or phrases they want to target. Whether or not their ad is displayed depends on factors including bid amount, relevance of the ad to the keyword, ad quality, and PPC campaign strategy.
PPC is popular due to offering a highly targeted audience, quick and measurable results, easy tracking, and overall cost effectiveness.
ROI
ROI, or return on investment, is a metric that measures the profitability of an investment. For PPC campaigns, ROI is crucial because it helps determine if the ad spend is generating sufficient returns and providing value.
To effectively maximise ROI, you need to understand how to calculate it. The basic formula is:
ROI = ((Profit – Cost of Investment)/Cost of Investment) x 100
For PPC, this can be translated to:
ROI = ((Total Advertising Revenue – Total Advertising Costs)/Total Advertising Costs) x 100
Conversion Rates
Conversion rate (CVR) is another marketing metric, closely linked to ROI, that tracks the success of an online campaign.
It is the percentage of users who take a desired action, known as a conversion. Examples of conversions include making an online purchase, filling out a contact form, or subscribing to a newsletter.
The formula to calculate conversion rate is:
CVR = (Conversions/Total Audience) x 100
7 Strategies to Maximise PPC ROI and Conversion Rates
1. Target the Right Audience
One of the most critical aspects of a successful PPC campaign is ensuring your ads are seen by the right people, particularly those who are most likely to convert.
Tools like Google Ads (formerly AdWords) and Facebook Ads offer advanced targeting options, allowing you to segment your audience based on demographics, interests, behaviour, and more.
Using these tools to refine your audience can lead to higher conversion rates and a better ROI.
2. Utilise Long-Tail Keywords
Long-tail keywords are more specific and less competitive than broad keywords, for example “PPC and paid search Surrey” versus “paid search”. They may have lower search volumes, but they often attract more qualified traffic.
Users searching for long-tail keywords are usually further along in the buying process and more likely to convert. Incorporating long-tail keywords into your PPC strategy can lower your cost-per-click (CPC) and increase your conversion rates.
3. Create Compelling Ad Copy
Your ad copy needs to be engaging and relevant to your target audience. It should include a strong call-to-action (CTA) and highlight the unique benefits of your product or service.
A/B testing different versions of your paid search ad copy can help identify which messages resonate most with your audience. Remember, the goal is not just to get clicks, but to drive conversions.
4. Optimise Landing Pages
The user experience on your landing page is just as important as the ad itself. Ensure that your landing pages are relevant to the ad content, load quickly, and are optimised for mobile devices.
The easier it is for users to convert, the higher your conversion rates will be. Craft clear, concise, and persuasive page content with a strong CTA and minimise the number of steps required to complete a conversion.
Tools like Google Analytics can also help you track landing page performance and user behaviour. Regularly analysing this data allows you to identify any bottlenecks or drop-off points and amend your site for better conversions.
5. Implement Retargeting Campaigns
Retargeting, or remarketing, involves showing ads to users who have previously visited your site but did not convert.
These users are already familiar with your brand and are more likely to convert upon seeing your ads again. Retargeting can help you recapture potential customers and improve your ROI.
6. Use Negative Keywords
Negative keywords prevent your ads from showing for irrelevant search queries. This helps you avoid spending money on clicks that are unlikely to convert.
Regularly reviewing your search terms report and adding negative keywords can make your campaigns more efficient and cost-effective.
7. Monitor and Adjust Bids
PPC is not a set-and-forget strategy. It requires ongoing monitoring and adjustments. Regularly reviewing your bid strategy and adjusting bids based on performance can help you control costs and improve ROI.
If you don’t have the time or expertise to do so yourself, a paid search agency partner like Thunderbolt can adjust your PPC campaigns for you. Why not visit our Surrey office to chat with our digital marketing team about how we can help?
Optimise Your Paid Search in Surrey and Beyond!
Maximising ROI and conversion rates in PPC advertising requires a strategic approach and continuous optimisation.
By targeting the right audience, using long-tail keywords, creating compelling ad copy, optimising landing pages, implementing retargeting campaigns, and leveraging data analytics, you can enhance the effectiveness of your PPC campaigns.
Doing so requires a lot of time and specialised skills, which you may not have in-house. But the Thunderbolt marketing team are experts at paid search in Surrey and across the UK, with plenty of successful PPC campaigns under our belts.
Contact us or call our Surrey office on 01252 988470 to find out how we can help your business with results-driven PPC and paid search campaigns.