Creating a successful pay per click strategy
takes equal amounts of experience, analysis & application. It requires a deep understanding of your audience, a clear objective, and a strategic approach to bidding.
As a PPC agency, understanding and applying the most effective Google Ads strategies is critical to your success and clients. At InvisiblePPC, we’ve refined our approach to not only attract traffic but to ensure that every click has the potential to convert into valuable customer action.
Today, we will share our strategic secrets, which can set the foundation for a successful conversion-focused campaign.
Let’s get started!
Stage 1: Focusing on Clicks to Gather Insights
Attracting as much traffic as possible to your site is crucial when launching a new campaign. This initial phase involves testing the waters, gathering data, and understanding how users interact with your ads and website. This is where the ‘Maximize Clicks’ bidding strategy comes into play.
The initial focus of this pay per click strategy
on maximizing clicks is not about immediate conversions but about laying a solid foundation. The “Maximize Clicks” bidding strategy casts a wide net, gathering crucial data for the campaign’s next steps. It is an automated bid strategy in Google Ads designed to get as many clicks as possible within your budget. This is particularly useful for new campaigns where historical data on conversion performance is absent. By setting your campaign to maximize clicks, you’re telling Google to prioritize getting users to your site over other objectives, such as generating leads or sales.
Imagine a scenario where a new eco-friendly product launch needs exposure. By maximizing clicks, we’re not just chasing visits; we’re gathering critical data on user preferences, effective keywords, and ad engagement. This phase is foundational, laying the groundwork for what comes next.
Stage 2: Transitioning to Maximize Conversions
As your campaign generates traffic and accumulates data, you’ll gain insights into which ads are more effective and which keywords are most relevant to your target audience. This data serves as the foundation for the next phase of your pay per click strategy
focusing on conversions.
Maximize Conversions is another automated bidding strategy to get the most conversions for your campaign within your budget. It uses advanced machine learning to automatically adjust bids in real time, maximizing the chances of conversion. However, the Maximize Conversions strategy might need more conversion data to perform efficiently. Without past conversion data, the algorithm has a limited understanding of what constitutes a successful outcome for your campaign.
This is where the first step of your pay per click strategy
becomes a crucial one. Starting with a Maximize Clicks strategy allows your campaign to accumulate essential data, including preliminary conversion data. Even if the primary goal isn’t conversions initially, conversions during this phase are invaluable for informing the subsequent Maximize Conversions strategy.
For instance, if we Return to the eco-friendly water bottle startup, after a few weeks of running the Maximize Clicks campaign, they’ve identified the most effective keywords and gathered enough conversion data to inform their bidding strategy. They switch to Maximize Conversions to focus on selling their products, leveraging the insights gained from the initial phase to optimize their campaign for sales.
5 Best Practices for Transitioning Pay Per Click Strategy
Set Up Conversion Tracking
Before transitioning to Maximize Conversions, it’s crucial to have conversion tracking set up to measure the effectiveness of your advertising efforts. This pay per click strategy
involves tracking visitors’ actions on your website, such as purchases, sign-ups, or other valuable interactions.
Here’s a quick guide to set up conversion tracking:
1. Identify Conversion Actions:
Determine the specific actions you want to track, such as website purchases, form submissions, or app installs.
2. Implement Tracking Code:
Install the necessary tracking code on your website or app to capture conversion data. This typically involves adding the global site tag and event snippet code provided by Google Ads to relevant pages.
3. Configure Conversion Settings:
Set up conversion actions within Google Ads, specifying the conversion name, category, value, counting method, and conversion window.
4. Test and Verify:
After implementing the tracking code and configuring conversion settings, test the setup to ensure conversions are being accurately tracked. Verify that conversions are attributed correctly in Google Ads.
For more detailed information on setting up conversion, you can refer to our blog on How to Setup Google Ads Conversion Tracking [The Ultimate Guide]
Review and Refine Keywords
Once conversion tracking is in place, utilize the data from the Maximize Clicks phase to review the performance of your keywords. Follow these steps to review and refine your keywords:
1. Evaluate Performance:
Analyze the performance of each keyword based on metrics such as clicks, impressions, click-through rate (CTR), and conversions. Identify keywords that are driving traffic and conversions versus those that are underperforming.
2. Adjust Bids:
Adjust bids on low-performing keywords to optimize your budget and allocate more resources to high-performing keywords. Consider pausing or removing keywords that consistently underperform.
3. Keyword Expansion:
Explore opportunities for keyword expansion by identifying relevant search terms that align with your campaign objectives and adding them to your keyword list.
Optimize Ad Copy and Landing Pages
Optimizing ad copy and landing pages is an essential pay per click strategy
for maximizing the effectiveness of your advertising campaigns. Here’s how to optimize ad copy and landing pages:
1. Analyze Performance:
Review the performance of your ads and landing pages based on metrics such as CTR, conversion rate, and bounce rate. Identify which ads and landing pages are performing well and which need improvement.
2. Refine Messaging:
Refine your ad copy to better resonate with your target audience and encourage clicks and conversions. Experiment with different messaging strategies to determine what resonates best with your audience.
3. Improve Design and Usability:
Enhance the design and usability of your landing pages to create a seamless user experience. Ensure that landing pages are visually appealing, easy to navigate, and optimized for conversions.
Monitor Performance Closely
After transitioning to Maximize Conversions, closely monitor your campaign’s performance to identify opportunities for optimization. Follow these steps to monitor performance:
1. Track Key Metrics:
Continuously track critical metrics such as conversions, conversion rate, cost per conversion, and return on ad spend (ROAS) to gauge the effectiveness of your campaign.
2. Adjust Budget:
Adjust your campaign budget based on performance data to allocate more resources to top-performing campaigns and ad groups.
3. Tweak Ads and Targeting:
Adjust your ad copy, targeting options, and bidding strategies based on performance insights to optimize conversions.
Use A/B Testing
A/B testing is a valuable pay per click strategy
for optimizing your PPC campaigns by experimenting with different ad copies, landing pages, and targeting options. Here’s how to conduct A/B testing effectively:
1. Identify Variables: Determine the variables you want to test, such as ad copy, headlines, call-to-action buttons, or landing page layouts.
2. Create Variations:
Create multiple variations of your ads or landing pages, each with a changed variable. For example, test different headline variations or button colors.
3. Run Experiments:
Run the A/B tests concurrently to compare the performance of each variation. Monitor metrics such as CTR, conversion rate, and cost per conversion to determine which variation performs best.
4. Implement Findings:
Based on the results of the A/B tests, implement changes to your campaigns to optimize performance and maximize conversions. Continuously iterate and test new variations to improve campaign effectiveness over time.
A strategic approach to Google Ads, starting with Maximize Clicks and transitioning to Maximize Conversions, allows advertisers to build optimized campaigns for their audience and objectives. Starting broad to collect data and then narrowing the focus to drive conversions is a testament to the importance of data-driven decision-making in digital marketing.
With careful analysis and strategic adjustments, advertisers can enhance their pay per click strategy
, leading to improved performance and a higher return on investment. Remember that patience, data, and continuous optimization are your best tools in crafting a successful Google Ads campaign.
At InvisiblePPC, we understand the complexities of Google Ads and the importance of a flexible, informed approach to PPC advertising. Our strategies empower us to transition effectively to a conversion-optimized strategy, driving tangible results for our clients. Our approach is more than just a service; it’s a partnership where your success is ours.
Let us help you confidently navigate the PPC landscape and achieve the results you and your clients deserve.
If you are an agency owner and ready to focus on improving your Business, we are the right fit for you!
Get on a call with us
and ace your Google Ads strategy!
