Data driven PPC campaigns are the future. If you aren’t taking the time to utilise data to optimise your campaigns and improve your ROAS, then read on for a few general pointers on cutting costs whilst retaining leads.
Data driven, not funding driven.
Far too often marketers will set an acceptable price they’ll pay for a lead or a sale. This outlines the entirety of marketing. Whether you are placing a sponsored post on a website or purchasing some advertorial space on an email campaign.
The data driven approach (as I like to call it) is to think about marketing less than a big bottom line. Far too often as marketers we look at the CPA, or ROAS across the entirety of our portfolio.
This is completely wrong and in the data driven the world we live in, there is so much more at your finger tips.
Create negative keywords?
One of the quickest ways to prune any PPC campaign is to leverage a mix of negative keywords to cut out the keywords that aren’t converting for you.
However, this is an article all about data right?
So take a step back. Consider that a business focuses on a seasonal product…. like scarves. In the UK people are most likely going to buy those items in the winter and early months of the year when it is chilly. So could you consider a revised bid instead during those “Down” periods of business?
The point that I want to stress is sometimes things can seem set in stone when they aren’t. Take the time always to look at different quarters, past performance, and whether or not there is a particular reason a keyword wasn’t converting.
Location, location, location?
One of the quickest ways to prune out wasted spend on a PPC campaign using the data-driven approach is by considering how the advertising is seen from a geographical perspective.
Often there are so many quick wins to be had by altering the budget based on locations that are either more likely to convert or perhaps less likely. Some great examples are holiday homes in Devon (someone in Devon probably won’t be interested in renting a home if they live there).
Again though, a pinch of salt! They might be visiting and looking to make a booking for later on that year.
A good way to ensure that you always remain visible isn’t to drop advertising in that location, but merely to decreasethe bid slightly to ensure that you still reach them (but higher converting locations are shown first).
Ditch those broad keywords already!
I know that some marketers and PPC fanatics love using a healthy mix of modifiers alongside broad match keywords with a few negative keywords to refine their reach and minimise wastage, but the micro campaign method works well for those who want to determine their spend across larger campaigns.
Break up keywords down to the finest grain of sand and you can tweak your message, bid, and so much more to maximise the conversions on a singular topic maximising ROAS.
Do this enough times and you end up with a super slick refined campaign. Although, this method is hard to implement on a pre existing campaign. But try to divide your portfolio into something that makes logical sense – not the quickest solution.
Don’t forget to split test your messages
The tone of voice means so much in the modern era, and the tone of voice that we use can have a massive effect on CTR, conversions, and even bounce rate. Within most popular advertising platforms (especially Adwords) you can rotate ads evenly.
Testing different adverts to see what converts best is a great way to start to trim expenditure. It has been proven many times that simply changing an adverts message to something else can either make or break an advertising campaign.
If you notice a massive downfall in ROAS and the data doesn’t match up historically, this could be a culprit (if you recently changed it that is). .
The best way to use a large amount of money in a relatively short period of time is to setup an advertising campaign with no specific goal in mind. Using data, you can create tailored campaigns over the period of a few months tweaking each part of the overall campaign over time, it just falls into place.
Be ruthless with your spend and treat each penny without a conversion like wasted money. Refining a campaign is the ONLY way to make it more profitable.
Jamie Fuller is a digital marketing executive at AppInstitute. He spends his days building links, creating content, and drinking far too much coffee at one of the world’s leading DIY App Builders (over 70,000 apps built).
AppInstitute regularly provides leading publications with app analytics, business data, case studies, white papers and statistics for established publishers across the world. They were named in the top 50 creative companies in England by Creative England.
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