If your brand is looking for strategies for optimizing your paid search ads to improve performance, know it’s paramount for growing return on investment (ROI). In 2024, it’s projected that $190.5 billion dollars will be spent on paid search globally, and pay-per-click (PPC) traffic converts 50% better than organic visits. With so much money being funneled into PPC, it’s no surprise that brands are seeking strategies for increasing ROI on paid search ads.
So, how can your brand go about maximizing ROI with paid search campaigns? Keep reading for some best practices for paid search ads and tips for optimizing PPC ads for ROI.
- Select the right keywords for optimizing your paid search ads
Keyword optimization for paid search ads is imperative. This is how your customers will find you, and confirming that you have the keywords and phrases that are actively being searched will increase your campaign performance. Maximizing ROI with paid search campaigns should start with a keyword and phrase audit. - Understand the user and the intent
The next step will be to research your target audience. Maximizing ROI with paid search campaigns means understanding the user as well as the intent behind the search. This will allow your brand to purchase ads on platforms and through channels that the target uses, as well as provide content that is likely to be delivered in the search results for that specific search. - Create relevant and engaging ad copy
Copy that connects with and speaks to your audience will not only encourage a click-through but will also help convert your target audience once on your site, thereby maximizing ROI with paid search campaigns. Ad copy optimization for better ROI should take keyword research and target audience demographics into account so that relevant ads pop up for common - Decide on the desired action
Once you know your keywords and audience and start developing copy, you also need to decide what action you want to prompt from your target audience. Creating a clear call to action (CTA) will be an important step in maximizing ROI with paid search campaigns. This conversion goal will tell the target audience what to expect once they click through your link. - Drive conversions with landing page design and optimization
Maximizing ROI with paid search campaigns goes deeper than simply earning the click. Landing page optimization for paid search campaigns brings the messaging full circle. Even if your ad earns the click, if the customer doesn’t connect with your brand’s messaging on the landing page that lead will bounce and be lost. - Effective use of ad extensions
Enhancing paid search ad relevance can be as easy as effectively using ad extensions. Ad extensions contribute additional information to your PPC placement and can help customers decide if they want to click through to your website or landing page. There are many different types of ad extensions, so with a goal of maximizing ROI with paid search campaigns, all should be investigated and then the best option(s) should be implemented. - Continuous testing and optimization
Paid search advertising strategies for better ROI will benefit from continuous testing and optimization. It’s not enough to simply have a PPC campaign, brands should also track performance and continue to make improvements. With so much money being poured into PPC, maximizing ROI with paid search campaigns through testing and optimization will help brands stand out from competitors that are also purchasing paid placements. - Strategic bidding and budget management
Increasing ROI on paid search ads can also be accomplished through strategic bidding and smart budget management. Keyword research can be a building block for strategic bidding, finding commonly searched words or phrases that are popular with the target audience but are not being bid on by competitors. Budget management of bidding aggressively on the highest converting search phrases can also yield strong results. - Improving paid search ad performance with AI-driven optimization and A/B testing
AI-driven optimizations and A/B testing for paid search ads are other good strategies for maximizing ROI with paid search campaigns. AI insights can help not only examine past and current performance, but predictive analytics can help brands see if planned adjustments are likely to generate the desired results or if another path should be followed. A/B testing, the strategy of running two different campaigns and seeing which performs the best, can also provide a multitude of insights into the target audience, increasing ROI on paid search ads for brands that act on the information gleaned. - Know when to consider hiring an expert/agency
If your company is feeding marketing dollars into PPC but is not seeing desired results, it might be time to look for additional guidance. Hiring experts, like a PR agency, to help your brand maximize ROI with paid search campaigns can be well worth the investment. An agency will take all the research, planning, content creation, placement, testing and optimization off of your plate. It’s a lot to manage if it isn’t your full-time focus, and having PPC ads that convert can grow revenue beyond the cost of engaging with an agency. - Optimizing your paid search ads to the max
Increasing ROI on paid search ads is a common goal for many brands. By using the tips and best practices above, businesses of any size can make the most of marketing dollars, maximizing ROI with paid search campaigns. From keyword research and copy that connects, to improving performance with AI-driven insights, these strategies will boost PPC campaign results.
Increasing ROI on paid search ads is a common goal for many brands. By using the tips and best practices above, businesses of any size can make the most of marketing dollars, maximizing ROI with paid search campaigns. From keyword research and copy that connects, to improving performance with AI-driven insights, these strategies will boost PPC campaign results.
If you’ve realized that it’s time to consider hiring an agency, the experts at Beyond Fifteen can help your brand get the most out of paid search placements with various strategies and optimizations. Connect with us to learn more!