Maximizing Your ROI With PPC Advertising: How many times do you go around your house closing the windows and turning off the lights the kids have left on, while muttering to yourself “I better throw that money out the window” before going downstairs and turning the thermostat “off”?
Maybe it’s a father thing. Still, the waste of money stings.
In a survey, respondents estimated that they waste an average of 26% of their budget on ineffective strategies and channels.
We’re not talking about the money wasted in the testing and refining process. This money is by no means wasted as it provides valuable data on what works and what doesn’t. It allows optimizing future campaigns, thus increasing the chances of success.
But there may be some things you’re not doing, or could do better, to get the most bang for your buck.
So, let’s look at some tips and tricks to help you reduce necessary waste, maximize your ad budget, and increase your ad spend.
How to scale advertising effectively – PPC
Creating Effective Landing Pages
Get thousands of clicks on your ads. It is clear that they are effective in generating interest. But it will not adapt in sales. Most of the time it is due to landing pages. Poorly designed, poorly written, or not optimized for mobile. Or a combination of all three. If the ads are the storefront, the landing pages are the store itself.
When it comes to creating effective landing pages, there are some best practices that you should always keep in mind. First of all, your landing page should be designed with one purpose in mind: Converting visitors into leads or customers. To do this, your page needs to be clear and concise, with the most important information available above the fold and a strong call-to-action that stands out.
It’s also important to make sure your landing page is relevant to the keywords or ad campaign that is bringing visitors to your site. If your page is too general or irrelevant to what they expected, you risk losing them before they have a chance to convert. Finally, always test, test, test! Test different versions of your landing page and see which one works best. There’s no magic formula to creating the perfect page, but by following these best practices, you’ll be on your way to success.
Adjust ad budgets to get conversions
Everyone likes an underdog story. Beat the odds and win on a shoestring budget. It reminds me of Moneyball.
But no matter how creative you are, there comes a time when spending more to stay in the race is absolutely necessary. Especially if your competitors are outspending you on important keywords. Just because you spend more doesn’t mean you can’t be more efficient. That’s what Klopp is doing now, and look at the success he’s had at Liverpool.
The first step is to calculate how much you are willing to spend on advertising. This will depend on your business, but a good rule of thumb is to start with 10% of your total budget. From there you can increase or decrease the amount based on your results.
Once you’ve decided how much you’re willing to spend, the next step is to determine the type of ads you want to run. There are a wide variety of options available, from pay-per-click (PPC) ads to display ads (often CPM). Each has its own advantages and disadvantages, so it is important to choose the one that best suits your business.
Once you’ve selected your ad type, it’s time to start planning your campaign. This is where you’ll decide what type of message you want to send and how you want to target your audience. Once you have a plan in place, you can start adjusting your advertising budget accordingly.
Remember to take advantage of intended audiences to keep your message relevant.
Increasing your budget and expanding your reach also means expanding the reach of your keywords. This will increase impressions and traffic – good numbers to show your boss. But the important thing is not the global figures, but the quality. That’s where keyword relevance comes into play.
If there is no relevance between the search term and the message being conveyed, your click-through rates and conversions are likely to be lower, which will ultimately lower your ROAS. Like a literal net cast by fishermen, you are looking for “fish” for which there is an appetite. And when the net is cast, unwanted items must be returned to the ocean of keywords.
There are many online tools that can help you with this like Ahrefs and SEMrush.
Competitor analysis is a crucial part of any company’s marketing strategy. By knowing your competitors, you can better position yourself to attract customers and beat them at their own game.
The beauty of online advertising is that there’s nowhere to hide (other than where Google puts most of its useful data from its marketing campaigns).
You couldn’t walk into your competitors’ stores and ask them to tell you how many customers they had in the store and what they were buying, unless you were going undercover. There are a few key things to keep in mind when conducting a competitor analysis:
- Know your audience. Who do you want to reach with your marketing? What needs or wants do they have that you can satisfy? Knowing your target audience is the first step to understanding your competition.
- Research, research, research. Use all the resources at your disposal to learn as much as possible about your competitors. Look them up on Google, read the content on their website, follow them on social media, and see what others are saying about them on the internet.
- Identify your strengths and weaknesses. Once you know your competitors well, you can begin to identify their strengths and weaknesses. What are they doing right? What could they do better? Use this information to benefit your own marketing strategy.
- Find your niche. When you know what your competitors are doing, you’ll be better positioned to find your niche market. What unique value can you offer that they can’t? Focus on promoting your uniqueness to attract customers away from the competition.
- Keep an eye on them. The analysis of the competition is not something specific, but must be an ongoing process to keep up with the latest changes in the market. Be flexible and be prepared to adapt your own marketing strategy if necessary.
What is a good return on investment in digital advertising?
There is no simple answer to the question “What is a good return on investment in digital advertising?” It all depends on the specific goals of your business, your target audience and your advertising strategy.
With that said, there are some general benchmarks you can use to assess whether your digital advertising efforts are paying off. For example, a study conducted that the average ROI for Facebook ads is 122%. This means that for every dollar spent on Facebook ads, you can expect to earn $1.22 in return.
Of course, your mileage may vary. If you sell expensive items or services, your ROI will probably be less than if you sell cheap items or services. And if you target a very specific audience, your ROI can be higher than if you target a general audience.
Best platforms for PPC advertising
- Google Ads
- Microsoft Advertising
- facebook ads
There are several spaces online where you can invest in PPC advertising. The most popular platforms are effective because they are easy to use and have high traffic. But there are also other alternatives for a limited budget. Next, we give you a list of some of the main PPC platforms:
Google Ads is the king of paid advertising. This search engine receives, on average, 3.5 billion queries per day, giving you plenty of opportunities for your target audience to click on your ads. The downside is that the ad bid is highly competitive on this platform, which means more ad spend.
The essential advantage of Microsoft Advertising is that it offers a lower cost, since the demand for ads and users on Bing is lower. It also allows you to set a monthly budget, so your ads are published uninterruptedly until the budget is exhausted.
Facebook Ads is a popular and effective platform for paid ads that allows you to target users based on interests, demographics, location, and behaviors. In addition, Facebook supports native ads, which means that the ads are inserted and mixed with the feed of this social network. You can also use Facebook ads to advertise on Instagram.
AdRoll is a retargeting platform that advertises to people who have already visited your website. For example, let’s say someone read your article on cheese making. You can reset it on other sites you visit with display ads that offer your online cooking classes.
While retargeting is possible with Google Ads, the benefit of using AdRoll is that it can show ads across Google and social media sites, giving you more opportunities to capture clicks or impressions, depending on your goal.
RevContent is specifically focused on promoting content through PPC. It has the same impact as a guest post, or content from an external site, but in the form of an advertisement. You compete for keywords, and your ad will appear next to content that is relevant to those keywords. With this platform you will get the benefits of low CPC and highly engaged traffic.
Some things to keep in mind when choosing a platform are keyword availability, where your target audience spends their time, and of course, what is your advertising budget. And the best way to examine them is to take a close look at your potential ROI on each platform.