Google PPC Advertising: Three Methods to Maximize Return on Investment

In terms of online marketing, PPC seems to be the Holy Grail. Well done, it can turn a company's wealth from darkness to gold. According to Google, for every $1 spent on AdWords, a company can earn an average of $2. In addition, when someone performs a search with high commercial intent (meaning they are seeking a purchase), paid advertisements receive 65% of all clicks. Obviously, there are sufficient reasons to invest in PPC.

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The downside is that PPC is not the cheapest advertising campaign. Making a mistake may result in a significant loss of wealth for the enterprise. WordStream's research found that small businesses spend an average of $1200 per month on PPC and waste over 25%.

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In addition, the learning curve of PPC may be steep. Even experts still have disagreements on what is effective and what is ineffective. It is also ineffective for search giants like Google to closely protect the complex details of advertising campaign ranking factors.

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Despite confusion, there are still validated real methods that can fully utilize your PPC activities and maximize your return on investment.

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1、 Improve advertising quality

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The entire significance of search engines displaying results to users lies in providing them with meaningful information. PPC advertising providers such as Google and Bing are committed to providing the best experience for searchers. That's why you need to prioritize the needs of searchers.

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Even if your bid is higher than your competitors, you cannot write low-quality advertisements and expect high click through rates. In fact, the reverse is also true. If your advertising quality score is high, you will ultimately pay more for displaying poorly optimized advertisements to users.

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It is understandable that quality score is one of the most controversial topics in PPC advertising. It is a combination of closely protected ranking factors, including click through rate, advertising text, landing page quality and previous advertising history. However, certain general rules are correct:

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1. Understand who your ideal potential customer is. If you have not already done so, please create one or more buyer roles, depending on your business.

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2. Thoroughly study keywords to discover the terms your ideal potential customer is searching for. Then bid for these keywords.

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3. Write excellent advertising copy. Include keywords in the title and use "you" and other powerful words to connect with readers in the advertising copy.

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4. Optimize your target webpage. Do not link your advertisement to your homepage; Instead, link them to specific services or products that potential customers are searching for. Optimize your conversion channels and conduct testing to ensure that all forms and selections can function properly.

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Adhering to these basic rules will increase the chances of your advertisement achieving good results.

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To achieve better results, you can implement more advanced techniques, such as dynamic keyword insertion, which automatically matches your advertising title with users' search queries. Using dynamic keyword insertion ensures that you capture the attention of searchers, which is likely to increase the click through rate of advertisements.

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2、 Track, adjust, and monitor your activities.

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Jacob Baadsgaard, CEO of Disruptive Advertising, reviewed over 2000 AdWords accounts and found that not tracking PPC metrics and not paying attention to PPC activities were the main reasons why companies were unable to realize the potential of AdWords.

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Larry Kim, former CTO and founder of WordStream, also made similar findings. He found that only one in ten advertisers consistently used their accounts within 90 days.

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What will your company lose if you do not monitor PPC activities? Firstly, you will miss out on many potential customers. The first few ads you create are usually not the best. These earliest advertisements need to be adjusted before you reach the optimal location. Regularly monitoring and adjusting these advertisements means that you cannot capture important potential customers.

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Secondly, and most importantly, if you do not monitor your PPC activities, you will lose a lot of money. During the review, Baadsgaard found that on average, all conversions in AdWords accounts come from only 9% of account keywords. This means that 91% of bad keywords consume 61% of advertising expenses! Therefore, you need to master PPC activities and continuously optimize and filter out keywords with poor results. This can save you a lot of cash.

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3、 Prevent click fraud

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Even if you do everything right, write excellent advertisements, and monitor your PPC activities, you may still not be able to maximize the return on investment of PPC activities. Your advertising series may still have unexplained anomalies and high costs. Why? Because of a small matter called click fraud.

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According to Econsultancy, click fraud occurs when someone who has no intention of doing business with you clicks on your advertisement to increase your costs. These may be your competitors, robots, or click farms.

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Of course, Google will detect click fraud. But many advertisers feel that it's not enough, which has sparked several controversies. Google's click fraud feature is the same for all advertisers, and refunds are made several hours after the fraud occurs, which means your advertisement will not be displayed within these hours. This is where third-party services such as ClickCease come in handy.

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ClickCease is a click fraud detection, prevention, and protection software targeting Google AdWords and Bing Ads users. This software uses industry-leading algorithms to detect and prevent click fraud that would otherwise be overlooked. This service is currently used in over 274000 events in 181 countries/regions and has received multiple positive reviews from customers. By using services such as ClickCease, you can significantly improve your return on investment by preventing robots and competitors from depleting your advertising campaign budget.

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conclusion

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If used properly, PPC advertising is one of the most reliable ways to promote business growth through SEO. To ensure that you achieve maximum revenue, it is important to consistently place high-quality advertisements and regularly monitor their effectiveness. By preventing increasingly rampant click fraud, it can further help ensure that you do not pay for clicks without revenue.

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