5 tips to maximise ROI on your PPC campaigns

When done right, paid media campaigns can have some of the highest return on investment (ROI) than any other digital marketing activity. This is because they provide a high degree of control, targeting precision, and measurable results.

But running a successful PPC campaign isn’t as easy as finding your keywords, setting up an ad, and clicking launch; to maximise the chances of success, and therefore increasing the potential for larger returns, it is important to leverage all the available resources each paid media platform has to offer.

1. Keywords that go beyond research

Keyword research is crucial – but identifying the right words, phrases, and queries to target is only the first step to a successful strategy.

It is important to include keywords in a way that feels natural. This may seem straightforward, but many brands will choose a target keyword, and insert it into the text in a way that seems forced, overlooking the importance of aligning their messaging with the search intent of their target audience. Often, ad copy written in this way lacks the focus or clarity that embodies what users searching for that keyword are intending to find.

Don’t forget negative keywords. Keyword research is not just about finding the keywords that are relevant, and appropriate – but also finding those that are related, but won’t necessarily attract the customers you are looking for. For example someone might search “pool accessories” intending to find cues, chalk, or balls for the popular tabletop game – but might find themselves looking at a page of giant unicorn floats, suntan lotions, and rubber rings. Negative keywords ensure that your products won’t be shown to the wrong audiences.

Take notice of Quality Score. Google assigns a Quality Score to each keyword based on factors like ad relevance, CTR, and landing page experience. Aligning your ad copy, landing page content, and user search queries significantly improves your Quality Score, and leads to lower costs per click (CPC) and improved ad visibility.

2. Landing pages that convert

The ad is just the first step; once you get your click, it is important that the landing page is optimised to convert this click into a customer.

The headline should be strong, captivating, and action-oriented, to ensure the reader understands the value of the content on your landing page; including the keyword or phrase you are targeting not only improves clarity for the user, but also increases visibility.

The copy should briefly reiterate the headline’s key message, highlight the most compelling features or benefits, use persuasive language that addresses the reader’s needs and pain points to encourage readers to continue reading, and explore your brand further.

Including social proof such as testimonials, reviews, certifications, or awards, can enhance the credibility of your brand, strengthening brand loyalty and trust with visitors to your landing page, and encouraging conversions.

The navigation of your page should be easy and intuitive, with a clean, uncluttered layout, clear and concise labels, and the most important elements placed above the fold. Including elements such as a short and simple CTA, a streamlined conversion process with minimal form fields, and one-click checkout for returning customers can further enhance user experience.

The call to action (CTA) should be strong, action-oriented, and visually prominent, with a sense of urgency. Experiment with different CTA variations to see what performs best.

To further enhance the quality of your landing page, you should ensure that the elements and layout are visually; include high-quality images and videos, optimise for mobile devices, and ensure quick page load times. A/B testing different elements, and tracking and analysing key metrics to measure the landing page’s effectiveness is also recommended to guarantee the best results.

3. Leverage ad extensions

Including ad extensions can make it easier for users to find the information they need, in turn helping drive conversions. Ad extensions are features that can be added to paid media ads to make them more informative and compelling to potential customers, including contact details, site links, click-to-call buttons, and more.

Although they are a free feature to use, they’re not guaranteed to appear alongside your ad; extensions will appear if they are approved, if your ad ranks high enough, and Google believes it will improve ad performance.

This makes it increasingly crucial for all aspects of your paid media ad to be optimised, in order to get the benefits from this feature.

4. Test, monitor, & adapt

Regardless of how much research, planning, or imaginative thinking you put into your campaign, not all PPC ads will be a resounding success on the first try; like anything in life, paid media is trial and error. But the good thing is that paid media platforms have meticulous monitoring and analysis capabilities, and so campaigns are quickly and easily adjusted, and relaunched.

Monitoring ad performance and adjusting bids accordingly means that your budget is allocated effectively to the most profitable keywords and ad groups. Leveraging real-time optimisation also allows you to identify underperforming elements and make necessary adjustments to improve results, and automated bidding strategies can streamline the process and help you achieve your desired goals.

Staying informed about the latest industry trends and best practices is essential for optimising PPC ads. Keeping up-to-date with algorithm changes and evolving user behaviours allows you to adapt your campaigns to remain relevant and effective.

Experimenting with new ad formats can also help you stand out from the competition and increase engagement, and making use of AI and machine learning tools can provide valuable insights and inform data-driven decision-making, ultimately leading to improved campaign performance.

5. Remarketing for repeat visits & customer retention

Only 4% of visitors to your website are ready to buy.

The majority of visitors on your website are not going to be making a purchase, particularly if it’s their first visit. Remarketing ads are a great way to target people who have visited your site before, who will likely still be interested in your products, and will remind them to return to your website to make a purchase – instead of potentially finding a competitor.

Remarketing is not just about encouraging people to make that initial purchase, but also to nurture current customers to encourage repeat custom and brand loyalty. By providing them with relevant offers and content, you can encourage repeat purchases. This can be particularly valuable for businesses that rely on customer retention for long-term success.

BONUS: Partner with paid media experts

Consider partnering with a digital marketing agency that specialises in paid media to get the best results from your PPC advertisements. A PPC agency can bring expertise, dedicated resources, and data-driven approaches to optimise campaigns, ensuring consistent attention and improvement. Leveraging their knowledge of paid media platforms can help you set up effective campaigns, track performance, and make informed decisions. Paid media agencies can further assist with budget management, landing page optimisation, and remarketing strategies, ultimately driving more traffic to your website and achieving your business goals.