When a PPC campaign is started or if you have just begun the optimization process, you may experience an exponential amount of growth and improvement in the first few months. Life is good and the percentages of growth month over month makes life a party. Break out the tequila! However, there comes a time where this slows down and the party is broken up by the cops. Growth slows down or stagnates, and numbers slowly start to look flat. Flat is never good – you want to keep growing. How do you squeeze more performance out of your PPC campaign?
Here are some quick strategies to get your brain juices flowing in order to squeeze more performance out of a mature pay per click campaign:
1) CTR% – click through rate is something that can always be improved upon. For example, a 25% boost in CTR% will yield a 25% boost in traffic. If your conversion rate holds constant, then this will provide a boost in sales and revenue. Experiment and A|B test some aggressive ads and get that CTR% up! Read Cashvertising for some ad writing tips.
2) New Channels – if you are in e-Commerce, now is the time to experiment and optimize the Product Feed and Dynamic Search Extensions to maximize your growth. Those in lead generation can benefit from click to call & direct email/form submissions with your ad. All accounts can benefit from beefed up remarketing campaigns and aggressive Display campaigns to drive more impressions & awareness, which may indirectly boost your account visibility.
3) Competitor Analysis & Bid Adjustments – If you are sitting at a “below fold” position (i.e 6th or below), you may want to analyze your impression share and see if it would be benefical to capture more volume.
4) Expand Your Search Queries – only adding keywords from your products or programs? Keep the momentum – constantly monitor your search query reports for new ideas, look at your Analytics to see if there are opportunities on the organic side to see if they can be maximized and keep eliminating poor performers.
