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PPC

How Important is Your PPC Conversion Rate?

In a sense, the conversion rate determines everything in PPC. Your final objective is to persuade your visitors to do the action that the advertisements were designed to promote. To put it even more simply: The PPC conversion rate is how paid advertising generates revenue for you. If you don’t have a good ROI, then it’s a waste of money.

Establishing which actions are the conversion you are looking for when beginning a Google Ads campaign or a campaign on social media is necessary before you can monitor and quantify your PPC conversion rate.

The success of your PPC campaign can be estimated by looking at the average conversion rate, but it all depends on how much money you make from each conversion and how much it costs to obtain that conversion (see variables like the cost per click, conversion rate, click-through rate, etc.).

How to Increase the PPC Conversion Rate

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One of the finest methods for digital marketing gurus to use the marketing budgets they are given is to be able to establish and track the conversion rate for their clients. When deciding what conversions to establish (subscribing to a newsletter, signing up for free trials, etc.) and how valuable each conversion is, business owners may either leave it all to the specialists or get more involved in the process.

There are some straightforward ideas you may use to enhance conversions for your PPC ads. We’ll go over the most typical ones.

Match the Landing Page's Purpose with the Ads

Getting the user to a landing page that doesn’t correspond with the advertisement is one of the surefire ways to fail when developing an advertising campaign. If the visitor is confused, they won’t convert, and they’ll also link your brand with unfavorable traits.

Using the same keywords in both the ad copy and the landing page, using the same or comparable graphic elements on the landing page (or page area that is mentioned in the ad), and using clear, succinct language makes it simple to match the two.

The fundamental principles of advertising in general—keep it simple, make it memorable, and be trustworthy—remain applicable to online marketing.
Make sure you A/B test all of your copy, landing pages, and other components.

When it comes to paid search advertising, A/B testing ought to be as natural as breathing. Before launching the entire campaign, you should test which variant would be most effective with a representative sample of your target demographic.

Be prepared to test numerous variations of images, keywords, ad copy, and landing sites when creating advertising campaigns until you have a feel for them. Because no data or metrics in Google Analytics or other tools can completely forecast how your audience will respond, trust us when we say that even the most seasoned marketer won’t forgo A/B testing.

Address the Appropriate Audience

The fact that Google and other social media sites like Facebook and Instagram offer you sophisticated targeting choices is one of their best features. Identifying your target market is one of the initial steps in a marketing strategy. Australian Internet Advertising usually starts with this because we believe that everything we do for our clients should be as successful as possible in reaching their goals.

Utilizing negative keywords can help you keep your campaign targeted at the visitors most likely to result in conversions. 

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If you start to see that your PPC campaigns are producing poor-quality leads, it’s time to determine whether your advertising budget is being spent on a group of people that you didn’t intend to target. Negative keyword examples most frequently used are the terms “free,” “cheap,” competitor companies, or regions where you don’t conduct business.
For different audience categories, create various ad variants.

One of the most crucial elements of PPC advertising is targeting; therefore, you shouldn’t put all your eggs in one basket. Instead of addressing your audience as a whole, using samples from several segments will help you better fine-tune your approach.

Demographics (age, gender, occupation, income, etc.) and other factors, such as geolocation and device type, can be used to categorize your audience into different segments. Knowing these specifics will enable you to use them to your advantage when creating many versions of the advertisements, each of which will be targeted at a distinct typology.

READ NEXT: 10 Best Lead Magnet Examples

Use Retargeting Wisely

Remarketing or retargeting is a tactic that is closely tied to audience segmentation. With the aid of the user’s prior activities, this theory enables you to persuade them to take another kind of action. For illustration, suppose a user of your eCommerce website adds items to their cart before leaving the page (for any reason).

Remarketing refers to identifying and motivating individuals who have already been through the sales funnel. If you think it’s necessary, you can send them a reminder via email about the items they have in their shopping cart, along with a discount or other special offer.

Customers can be targeted using remarketing, which includes website interaction segmentation, when they click your advertisements, visit your website, but decide not to convert, when they leave a page that is less valuable for your campaigns, etc. It would be a mistake to let these users leave because you have already expended resources to get in touch with them. Finding out where they originally wanted to go and providing encouragement in that direction is the key.

As you can see, finding out what your consumers are looking for and knowing how to convey the correct message to the right audience have a big impact on how well your PPC conversion rate increases.

PPC Campaigns that Generate Income

You may increase your chances of getting a high conversion rate with the resources you have available and the budget you have available by hiring the services of a professional team of digital advertisers.

At Pushleads, our knowledgeable internet marketers will make the necessary changes to your website while avoiding costly errors and using tested techniques to increase conversion rates. Our services don’t only solve an issue or pursue a specific objective.

You will have a better website, better content, more successful marketing tactics, and better technical performance as we raise your PPC conversion.

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How to Integrate SEO and PPC

Ever wonder how to integrate SEO and PPC strategies?

Silos of communication between teams often cause friction between SEO and PPC efforts, because we use different methods to increase website traffic. Although they differ, there are areas where they can work together, to improve the channel and workflow.

Working together to improve the efficiency of a channel and workflow is one way to reduce friction between SEO and PPC.

Friction occurs in three main areas:

  •  Reporting
  • Landing pages
  •  Budget

Follow these five steps to get your PPC and SEO campaigns working together.

1. First-party data must be ready for collaboration.

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First-party data is imperative for digital marketing efforts. If you heavily rely on retargeting campaigns (either because your industry is pricey or the customer journey involves several phases), you may find yourself increasingly reliant on native audiences. Your SEO and PPC teams must collaborate to determine whether your brand adheres to the law.

Analytics audience segments can be a great alternative to unpredictable quality. Unfortunately, most of these audiences underperform against brand-tracked activity-based ones. You must still get consent and use the new global site tag. Ensure your tag is updated to GA4.

When you create a cookie consent module, you must ensure that it follows cumulative layout shift (CLS) rules. It’s crucial to follow CLS rules in general because modules at the bottom of the page tend to perform better since they don’t distract the user from their purchasing journey and have less CLS risk. Ensure that you protect first-party data (either by hashing and syncing it through tools or immediately deleting it once it’s been uploaded into ad accounts).

Ensure your SEO team’s content campaigns are engaging so that you can create consensual conversations.

There is one final issue to deal with on the analytics.

The current roll-out of GA4 and conversion modeling is facing a big issue: advertisers must decide whether to rely on analytics as their source of truth or to gain from enhanced conversions. Enhanced conversions require using Google’s native conversion tracking. The numbers reported by conversion tracking will always differ from those reported by your SEO team, even if it gives you a better understanding of how paid campaigns operate.

It may make sense to take a “hit” on PPC-reported numbers so long as the overall metrics point to positive ROAS to preserve trust and data continuity. All parties must be willing to accept reports that will be different if enhanced conversions are used.

2. Adapt and acknowledge domain structure choices.

Brand URLs can be set up in three ways:

  • Everything (including international domains) can be on one domain.
  • Subdomains for different projects.
  • Vanity and Country domains.
    PPC-specific pages should be noindex/nofollow and accessible to the adbot to contribute to quality score, regardless of your chosen path. Non-eCommerce brands are rarely better served by keeping everything on the same domain. 
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There are certain strategic elements of an SEO’d site that may be detrimental to PPC:

  • Search engine optimization doesn’t want duplicate content, and paid search benefits from testing templates.
  • A complete navigation bar benefits SEO, while PPC does better with limited user choices.
  • An ad linked to an SEO-redirected page may be rejected (three strikes in 90 days will cause the ad account to be suspended).

Subdomains can mitigate these pitfalls if they don’t force SEO and PPC teams to make creative or technical compromises. Furthermore, the same analytics property and branding continuity can be maintained.

Ensure that any redirects are explained at least three to five days ahead of time if you must use the same landing page for both PPC and organic traffic. This will enable the PPC team to alter the ad creative so that you don’t waste money sending people to broken pages until Google rejects the ad. Both PPC and SEO must convey inventory. It can get penalized by the search engines if your product is consistently out of stock. Ensure all campaigns are informed of inventory issues so they can exclude items from paid campaigns and add the out-of-stock tag to the organic page.

 

3. All pages should have transactional intent & CRO.

SEO is often inaccurately labeled the “research” channel, while PPC is often credited exclusively with driving transactions. There are good reasons to associate traffic with research, but each can gain from the other’s approach to establishing trust and driving transactions.

PPC pages typically contain less material, but this does not mean that the item or service should be unclear. This material (either text or video) should be below the fold to keep the conversion pathway clear, as in SEO. Similarly, rich and authoritative content is required to rank well in SEO. The traffic will be worthless if the conversion path is covered (or not there at all).

The PPC page follows PPC guidelines better than the SEO version. If you plan to make a PPC ad, ensure it adheres to the rules. This page provides the user with enough context to understand what they are getting into and clear conversion paths. By giving the user more information if they want it, the page does not overwhelm them. In addition, a multi-step form is available for users to build brand loyalty.

 

4. Search query data can be used to build effective ad campaigns.

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Data sharing on search queries is the best method to combine PPC and SEO. You’re already paying for search data from the search terms report. By sharing that data and what converts and doesn’t, content teams will know where to spend their time. In addition, sharing the search terms from on-site searches and search consoles is an easily overlooked chance.

Prioritizing keyword variants based on what existing customers want and how they think will help brands get insights on content and auction pricing.

Both channels should share search term data so that brands can get insights into what existing customers want and how they think. Digital channels should work together on at least a quarterly basis, and automatic report sharing should be set up so that they communicate with each other.

5. Allow time to talk with each other.

The benefits of informal, casual conversation are incalculable. Whether it’s a quick chat at the beginning of the week or a monthly collaboration session, talking about the innovations and problems in each area will enable the other person to prepare for improvements or difficulties.


If you’re an agency and your counterpart works for another agency, seek joint meetings with the client or independently. Specifically, showing your dedication to the brand’s triumph and your cooperative nature will help maintain clients and prevent your excellent work from being accidentally contradicted.

Read next: Small Business Search Trends for 2022 Are on the Rise.

Collaboration and cooperation can eliminate the friction between PPC and SEO. Instead, use cooperation and collaboration to address each other’s weaknesses and magnify each other’s profits.

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Let's Jump Right & Explain How to Do Google Ads!

Whether or not you show in search engine results as paid ads are determined by a number of criteria, the most important of which is your bid and three basic guidelines! Following these three guidelines in the case of PPC (pay per click ads) will result in low-quality ratings, which translates to higher advertising expenses. Your Ad Rank, which is a mix of your bid and a quality score that Google assigns depending on the relevance of your keyword, ad, and landing page, determines your cost per click.

The three rules can be summarized as follows: Join or Die. Google’s goal is to provide a consistent search experience, and the three guidelines support that goal; violators will face the consequences. Isn’t that a bit harsh? Let’s break down these golden guidelines so we can follow them and succeed! In a practical sense, being “the person who abides” pays dividends.

Google Will Be Pleased IF

  • Make an effort to stay current. Build each ad’s strategy and structure around the users’ search intent. If you don’t have what people are looking for, don’t act as you do. When consumers leave your website, Google considers it to be a bad user experience and lowers your quality score. Because you pay for each click, bringing relevant traffic to the site is also in your best interests.
  • Make the site mobile-friendly. In the third quarter of 2018, mobile traffic accounted for up to 43% of all site traffic in the United States**. Ascertain that your mobile site loads quickly and is completely functional. In Google’s opinion, failing to provide a solid mobile experience is a significant failure (and, once again, damage to quality ratings).
  • Adhere to Google’s advertising rules. Don’t use clickbait, deceptive content, or excessive capitalization, for example. If you irritate Google, they may even suspend your account. It is strongly advised that you go over these recommendations again.

Follow This Additional Guidance

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It’s time to take care of the other critical components: bidding and optimization, once you’ve ensured that you’re in line with searchers’ objectives and that you provide a pleasant user experience. When you enter the digital world, you’re entering a competitive and dynamic market where the cost of each click is heavily influenced by your competitors’ ad rank. So, given the high stakes of the competition, how can you work with the account to get the most bang for your buck?

Assess & Measure

Define your Google Ads advertising objective. Are you a salesperson? Trying to get people to download e-books? Are you looking for leads? Make sure you have detailed tracking in place for each targeted activity. This will assist you in determining whether Google Ads is the right channel for you.

Don’t Leave Things to Chance

Consider how much you’d be willing to spend for a user to execute a particular action, and tailor your account to that figure. This is a never-ending process. Keep in mind that you’re competing against opponents who are continuously adjusting their bids, and you’re also reacting to new competition entering and quitting the arena. Furthermore, users’ basic search habits can shift over time. The name of the game is to know your numbers, observe, and react.

Maintain a Tidy Account Structure

A decent structure guarantees that your adverts are displayed in response to the correct search term and that the user’s search intent is effectively addressed. Clean data is ensured by properly directing traffic between ad groups. A jumbled structure may lead to misinterpretation of facts and erroneous conclusions, causing you to stray further from your advertising goal.

Begin Small, Then Scale Up

How you begin is determined by your budget and the level of competition in your industry. Companies with limited resources should begin with more specific keyword match types and lower bid levels, gradually increasing their bid levels. Otherwise, you run the danger of blowing up a significant chunk of your budget in a matter of hours.

Use Search Term Reports

We’ve encountered far too many accounts where the search term reports have never been tinkered with. This is the most straightforward method of wasting money on Google Ads. Make sure you use negative keywords to filter out irrelevant traffic and respond to search terms that are relevant to your organization.

Pick Your Battles Carefully

Bidding hard to appear at the top of the search results does not necessarily yield the greatest results. The most clicks are attracted to the top position, but it is also the most expensive. It’s possible that by eliminating a position or two, you’ll be able to increase your profitability without sacrificing a lot of volume.

Take Advantage of Google Ads’ Features

Google Ads is a robust platform that enables detailed ad segmentation and optimization. Knowing how to use this platform will help you get the most bang for your buck. You can utilize bid modifications to alter your bids based on demographics, devices, and time. Testing tools, re-marketing, Gmail advertisements, display ads, YouTube ads, countdowns, and a plethora of other choices are all available to you.

In Closing

Thank you for stopping by today! If you enjoyed this post, you may also like: How to Create a Brand Strategy That Will Guarantee Long-Term Success

If you would like to start a PPC ad campaign, and want some professional guidance. Partner with the experts at Pushleads! We want you to Be Visible & Grow!

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It's Time to Get the Low Down on PPC

Whether you’ve never heard what PPC advertising and marketing is or you already know, we’re here to give you the low down. If you want to use PPC to increase your brand awareness or garner more traffic, this guide will help you understand how to do it all.

This will be an intro to PPC advertising and how you can use this marketing method to grab quality leads and scale your business how you want. Let’s define PPC and show you how it works. Then, you might decide to use it for your brand or company.

What is PPC?

We’re going to start this article off by explaining PPC, so you know exactly what we’re describing. What is PPC? PPC is the name given to the ability of advertisers to pay for clicks when someone enters a particular keyword or phrase in their search engine. 

For example, say you’re a jewelry store looking to buy some new items for your store. You create a new PPC campaign that starts to pay off because people enter those keywords in their search engine. PPC is a relatively new type of marketing tool. It is a paid advertising method used by webmasters and businesses to increase traffic and conversions on websites and in-store applications.

PPC allows you to reach customers and leads you otherwise wouldn’t. 

Why should you care about PPC?

People are generally unfamiliar with the term PPC. People don’t think it’s a legitimate marketing method used by brands, but it is. Many don’t realize that it’s an investment you can make, which can help you create more traffic.

There’s a misconception that ads on Google are deceptive and sneaky, but a well-written and executed campaign can make a huge difference in how your business grows.

How does PPC work?


When you Google something, you’re often looking for a specific keyword to search for. When that keyword is searched for in the target market, an ad is served to the user. You’ll notice a page with ads from a company you searched for. The company will then want you to click on their ad and buy their product.

You can sell your products and services on this website or in many other ways. You’ll have the chance to put your logo in the corner, display the content you want your website visitors to see, and many other options.

Getting Results with PPC

You’ve been using search engine marketing on your website, most likely. Now that you know what PPC is, you can utilize it for your business. This guide is the first in a series on PPC marketing, and we will cover the specific elements you need to succeed with ads online.

For a consultation, reach out to PushLeads today!

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