10 Little-Known Tips to Increase Your PPC ROI

10 Little-Known Tips To Increase Your PPC ROI

10 Little-Known Tips to Increase Your PPC ROI

Looking to increase the ROI in your PPC campaign? Wait, is there anyone who’s not ALWAYS trying to increase ROI? Review these PPC tips—you may find a nugget that will be a game changer for your campaigns. You never know until you try.

TIP: Make It Official with ® and ™

If you are advertising for a company or product with a registered trademark, or something the company considers to be trademark-able, try including the symbols ® and ™ next to the brand name in your ad copy. Twitter bird icon This is especially helpful if you are in a competitive space. By using these symbols, you inspire trust. Be careful using the registered trademark symbol ®, though—a business can only use it after the US Government has granted a Federal registration certificate. You can use the ™ symbol without registering.

Boostability® Marketing
www.boostability.com
Get Your Business Found Online
Call Now For a Free Consultation
vs. Boostability Marketing
www.boostability.com
Get Your Business Found Online
Call Now For a Free Consultation

Which ad appears more official?

TIP: The TOP Position Is Not Always the Best

It’s true—I found this time and time again with a medical supply company where I worked. What’s the end goal? Conversions. What’s your cost per conversion? Which position gives you the best ROI? Is it #1 or #3 or #5? You won’t know until you test. Twitter bird icon Play with your bids a little to change positioning.

TIP: Test Prices in Your Ads

Are your prices competitive? Are you in an industry where it makes sense to publish prices? Try adding specific prices in your ads. Definitely experiment with this tactic if your prices are better than those of your competitors! Try the price in the headline; try the price in the description lines. If your pricing changes often, be sure to update the ad copy as necessary.

$19.99 Oil Change
www.ColtonsCarService.com
Full Service Oil Change
Includes 27-Point Inspection
vs. Cheap Oil Change
www.BillsCarService.com
$29.99 Full Service Oil Change
Includes 27-Point Inspection

If you were looking for the best price for an oil change, which ad would you click on?

TIP: Use Automated Rules

Those of you who are seasoned PPC professionals already know about “automated rules.” For those who aren’t, read on. Automated rules in AdWords are extremely helpful, especially over the weekend when you may not be monitoring your campaign. Automated rules allow you to set automatic adjustments to your campaigns, including the following: scheduling ads (for promotional events or ads on special days), pausing low-performing ads or keywords, adjusting bids, and controlling budgets and costs.

TIP: Test Percentage Discounts vs. Dollar Discounts

If both make sense, try both. Find out which one speaks better to your audience.

$19.99 Oil Change
www.ColtonsCarService.com
Full Service Oil Change
Includes 27-Point Inspection
vs. 50% Off Oil Change
www.ColtonsCarService.com
Full Service Oil Change
Includes 27-Point Inspection

TIP: Disregard Ad Copy Best Practices

Wait, what? Yes, try disregarding ad copy best practices. After all, every industry is different. Change it up now and then. For example, one best practice says to capitalize each word in your ad. Disregard it by not capitalizing any words in your ad. (Just make sure that this doesn’t detract from your message.) When done right, breaking the rules may help you stand out.

TIP: Monitor Impression Share Frequently

What’s impression share? AdWords says it’s the number of impressions you’ve received divided by the estimated number of impressions you were eligible to receive. If you are missing out on a significant number of impressions, it’s time to make a change. AdWords can tell you if a low impression share was due to budget or rank.

TIP: For Mobile, Use the Term “Tap”

Although Google Adwords does not allow the use of the term “click” in its desktop ads, you can however, use the term “tap” in mobile ads. Twitter bird iconWe tried this at a company I worked for recently and experienced a 10% increase in CTR and 5% ROI.

TIP: Bid on Your Brand Name

Please bid on your brand name (and variations of it). Many CEOs and marketing directors have approached me about the rationality of bidding on our own brand when we’re ranking #1 organically. My answer? Let’s own the page; take up more real estate. Let’s be in the spot where our competitors might be. We definitely don’t want to concede the top spot to our competitor!

TIP: Check the Change History Report

Use the “Change History Report.” It will help you identify the changes you or someone on your team made when the metrics increased or decreased. If there was a positive change, you can emulate the change in another ad group, etc. If there was a negative change, revert back to the previous state.

What other lesser known PPC tips have you tried and had success with? Please share and surprise me!

This post was originally published September 2015 and has been updated to be current in the new year.

Jan Eliason
[email protected]