Pay-per-click advertising is an excellent method for gaining visitors to your site so they can find out what your business offers. With this type of marketing, your first goal is to have your ad appear at the top of search engine results. Once your ad leads the results list, viewers are more likely to click on your link. The link you place within your PPC advertisement brings people to your site to hopefully lead to a sale or other type of conversion.

To help your chance for successful ad campaigns, you should take the following three actions regularly.

1. Choose Your Negative Keywords

When you create your marketing strategy, one of the primary components is your keyword plan. Selecting the best search terms is an essential step in the success of your efforts. However, did you know that identifying negative keywords is also a crucial step? A negative keyword is a term or phrase you do not want to trigger your ad to show up in search results. These words relate to your keywords but will not reach your target audience.

By indicating the words you do not want in your marketing campaign, you narrow down your audience, creating a higher probability of conversions. When people search for the negative keywords you select, your advertisement will not show up in the results. This process eliminates having to pay for clicks that won’t convert.

2. Review your Key Performance Indicators

Your KPIs help you determine what is and isn’t working with your ad campaign. You need to actively measure the performance of your ads to minimize spending money on ineffective methods. Some of the standard metrics you should check are:

• Click-through-rate: This KPI divides the number of clicks by the total number of viewer impressions.
• Cost-per-click: This tells you how much money you spend on each click. This data helps you decide if your budget is correct for specific efforts.
• Number of clicks: The number of clicks lets you know if your advertisement is getting people’s attention. This information is useful when designing future ads.
• Conversion rate: The conversion rate tells you what percentage of people take action after clicking on your link.

3. Manage Your Budget

You should monitor your ad effectiveness so that you can adjust your budget accordingly. You do not want your budget to go to clicks that do not convert. Assess the data that shows you where, when, and how your ads generate traffic. Having this information helps you determine the best ad delivery methods.

When you use PPC marketing, you can connect with your ideal customer as long as you stay on review and refine your keywords, KPIs, and budgets routinely.