Pay-per-click (PPC) advertising is one of the most powerful tools in the United Kingdom for driving desired traffic, lead generation, and increasing conversion rates for all businesses.
It means you only pay for leads that click your ad – which sounds perfect, right? And it should be, but without the right strategies, your business could be wasting valuable click budget on leads that do not convert.
While some conversion problems can be product or reputation-related (another kettle of fish entirely), mastering PPC advertising in the UK can make all the difference.
5 Pro Tips
Below are five pro tips to help you get the results you want from your next PPC campaign:
- Laser-Focused Keywords
Choosing the right keywords is the foundation of a successful PPC campaign.
If you target irrelevant terms, you will likely waste your advertising budget on unqualified traffic. For example, if you breed a specific type of dog, and your key phrases are just about selling puppies, your super fancy Rottadoodles (which could soon be a thing) will struggle to find their forever homes.
Be specific. Be clear. Be laser-focused.
- High-Quality Ad Copy
Advertising copy and language make the first impression on potential customers.
Weak or generic copy is going to fade into obscurity with the rest of the boring ads no one ever clicks on. Strong call-to-actions (CTAs) can be game changers when attracting and captivating your audience.
For data-driven marketing campaigns, highlight the unique selling points of your service or product, such as free delivery or limited-time offers.
TLDR – ads that sound better will always perform better.
- Audit Services
Much like any other crucial aspect of a business, your PPC campaigns must be audited and reviewed for constant improvement and improved results.
These specific audits are a thorough evaluation of the structure and performance of a paid account in a PPC ad platform, such as Google or Microsoft Ads.
For assistance and guidance in the UK, choose a PPC audit service capable of delivering proven results.
It is simply good digital hygiene to ensure your PPC campaigns are healthy.
- Landing Page Love
If your landing page does not blow your socks off, there is something drastically wrong with the situation.
Even if your PPC campaigns are working their little bums off, a poorly optimised landing page will almost instantly increase your bounce rates and haemorrhage conversions.
Ensure your landing page conveys your intended brand message, use the best language in your copy, and add captivating visuals.
Improve page load speeds wherever possible and ensure mobile responsiveness to prevent customers from bouncing long before they convert.
- Experiment
One of the best ways to improve your PPC advertising results in the UK is to test and experiment with multiple different elements of your campaigns.
Running Google Ads Experiments, A/B tests, and ad splitting on social media can open doors for campaign optimisation that did not exist before. By continually testing and experimenting, you can refine your audience, optimise campaigns, and increase your ROA and ROI.
To End
These tips are not complicated, but they can make a world of difference to your PPC campaigns when implemented properly.