Are your PPC (pay-per-click) efforts achieving the desired results? Are you spending more than what you get back from leads and sales? Do you want to make a change and minimize what you are spending? Here’s how you can eliminate wasted spend in your PPC efforts, starting now.
Check Your Campaign Settings
This is listed first for a good reason – selecting the right campaign settings from the start is crucial – but this is also easy to overlook. Be sure to check all the settings before you save your campaign. There are a few things most experts recommend that you check the following:
- Disable the Display Network (this costs more in the long run)
- Check who is being targeted
- Double-check your bidding strategy
- Look at the ad rotation
Turn Off Broad Keywords
While there are some situations where using broad match keywords can be beneficial, it can also cause waste. This is a default setting in Google Ads; however, if you aren’t careful, this is a feature that can be a huge money waster.
The reason this happens is that broad keywords let Google show your ad for any search term, Google decides is related to what you have entered. This means the search term you receive may not include any of the words you have targeted. Turn this off and focus on the exact match instead.
Eliminate Non-Converting Keywords
One of the fastest and most effective ways to start saving money with Google Ads is by turning off the keywords that are spending your money, but that never lead to a conversion. To figure out which words this includes, take a look at the past 30 to 90 day results and use a filter to find the keywords that have not converted in that time.
Once you find what these are, remove them from your account. However, if you believe the keyword is highly relevant to what you offer, try to find ways to optimize it. This may include creating more specific copy for your ad or sending the user to a better and more relevant landing page.
Track Everything Properly
While it may seem obvious, it is necessary to track your conversions. If you don’t set up conversion tracking correctly, you can’t see where your conversions come from. You will also struggle to optimize your campaigns properly.
This is why you need to make sure tracking is set up correctly. It will help you achieve better results and let you see the parts of the account that are worth focusing on and where you may reduce wasted spend.
Optimizing Your PPC Campaign
When it comes to your Google Ads efforts, taking steps to reduce wasted spend will help you improve your efforts and achieve better results. Sometimes, hiring a professional service provider for help with this will pay off.
