Pay-per-click (PPC) advertising can be a highly effective strategy for driving targeted traffic to your website and generating leads. However, to ensure optimal performance and cost-efficiency, regular keyword maintenance is crucial. In this blog, we'll explore six essential tasks you should be doing regularly to maintain and optimize your PPC keywords for better campaign performance.
1. Review Search Terms Report:
Regularly reviewing the search terms report is essential for identifying irrelevant or underperforming keywords. Analyze the search terms that triggered your ads and identify any irrelevant or low-converting terms. Add negative keywords to your campaigns to prevent your ads from appearing for those terms in the future. This helps optimize your budget allocation and improve the overall relevance of your ads.
2. Identify High-Performing Keywords:
Identify keywords that are driving significant clicks, and conversions, or have a high conversion rate. These high-performing keywords are essential for driving quality traffic and maximizing your return on ad spend (ROAS). Increase bids or allocate more budget to these keywords to ensure their continued success. Consider expanding your reach by using broad match modified or phrase match keywords based on the performance data.
3. Monitor Keyword Quality Scores:
Google Ads assigns a quality score to each keyword, which affects your ad's position and cost-per-click (CPC). Regularly monitor your keyword quality scores and take necessary actions to improve them. Focus on optimizing your ad relevance, landing page experience, and click-through rate (CTR). By improving these factors, you can increase your quality scores and potentially lower your CPC while improving ad positions.
4. Conduct Keyword Research:
Keyword research is an ongoing process to ensure you're targeting relevant and high-converting keywords. Use keyword research tools, such as Google's Keyword Planner, to identify new keyword opportunities. Look for long-tail keywords and variations that align with your target audience's search intent. Regularly expand and refine your keyword list based on the insights gained from your research.
5. Test Ad Copy Variations:
Regularly testing different ad copy variations is essential for improving your click-through rates and conversion rates. Experiment with different headlines, descriptions, calls to action, and value propositions. Use A/B testing to compare the performance of different ad variations and make data-driven decisions. Continuously refine and optimize your ad copy based on the insights gained from these tests.
6. Optimize Landing Pages:
Your landing pages play a critical role in converting PPC traffic into leads or customers. Regularly review and optimize your landing pages to improve user experience, relevance, and conversion rates. Ensure that your landing pages align with the keywords and ad copy you're using in your campaigns. Conduct A/B tests to evaluate different layouts, messaging, and calls-to-action to determine the most effective combinations.
PPC keyword maintenance is a continuous process that requires regular attention and optimization. By reviewing your search terms report, identifying high-performing keywords, monitoring keyword quality scores, conducting keyword research, testing ad copy variations, and optimizing landing pages, you can improve the effectiveness and efficiency of your PPC campaigns. These tasks will help you stay relevant, drive better results, and achieve a higher ROI from your PPC advertising efforts. Make it a priority to incorporate these maintenance tasks into your PPC strategy to maximize your campaign's performance.
Salty Red Dog Marketing, LLC is a marketing agency in Red Bank, NJ, Westport, CT, and everywhere in between. We service businesses with marketing strategies, digital marketing, social media, and consultations.
Phone: NJ (732) 897-5769 // CT (203) 429-9664