(Image credit: unsplash)
A pay-per-click search engine advertising campaign can be effective without having to place the highest bids. All that’s needed is solid PPC bids management strategy.
Many marketers involved in pay-per-click search engine advertising think that the position they get in search engine results pages are based only on the amount that they bid. They need to realize, though, that popular search engines like Google rely heavily on the quality score of PPC ads to determine the appropriate position in results pages.
While larger advertisers who have access to unlimited funds rarely mind placing high bids, smaller internet businesses need to make sure that every penny they spend in pay-per-click search engine advertising is worth it. The idea of being able to spend less for the same results, then, becomes very appealing and very important.
The Importance of Optimizing for High Pay-per-Click Search Engine Advertising Campaign Quality Scores
For large ad networks like Google, keeping high quality scores is important for achieving an optimized pay-per-click search engine advertising campaign. Basically, the quality score is dependent on how relevant a chosen keyword is to the copy of PPC ads as well as the website to which the advertisements lead.
By making sure that quality scores are high, internet advertisers will be able to place lower bids without compromising the position of PPC ads. For this reason, internet advertisers should make sure that the keywords they target do appear on their copy and are used prominently and densely enough in their landing page.
The Need for Continuous Improvement in PPC Ads and Landing Pages
Once a pay-per-click search engine advertising campaign has been launched, internet advertisers will be given access to tools that will help them manage their pay-per-click search engine advertising campaigns. They should then check their quality scores per keyword on a regular basis and constantly work towards improving them. Improvement can be made by enhancing the copy of PPC ads and by increasing the keyword density on the landing page.
As internet advertisers improve the quality scores of their ads, they should try lowering their bid per keyword and see how it affects the position of their PPC ads. If done correctly, the position of ads won’t change and internet advertisers will essentially be paying less for the same, constant returns from their pay-per-click search engine advertising campaigns.
According to Neil Patel,
Targeting Positions in Search Engine Results Pages (SERPs)
Another thing that should be considered is the targeted position in search engine results pages. Most internet advertisers aim for the first entry within the sponsored results area. If they are competing with large companies, they should consider being contented with having their PPC ads appear anywhere on the first page.
By doing this, they need not concern themselves in placing the highest bids but in coming up with a solid PPC bids management strategy that centers around crafting the best message for their PPC ads. No matter where in the first page their ad appears, they will better attract search engine users if their copy is better than that of their competitors.
By following the tips above, internet advertisers can gain huge results without having to spend unnecessarily. These will make any pay-per-click search engine advertising campaign more cost-efficient and more worthwhile.
Did you find these tips helpful?
Got any nifty tricks or suggestions for us?
We would love to hear from you!