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How to Increase your PPC ROAS

How to Increase your PPC ROAS

May 15, 2020

Businesses spend so much to get the attention of more audiences and expand, and we all know this is necessary too. But, do all get the desired return on their investment? The simple answer to this is no. A good percentage of the budget of businesses is spent on running pay per click campaigns to get more web traffic and ensure better visibility in the search engine results. Many businesses don’t get desired ROAS by their PPC campaign and most of them put their weapons too early that they even don’t want to give it a second chance.

Holding a bit back might be a better idea especially for businesses with a very tight budget, as they cannot afford to spend more on the same thing by sacrificing any other strategy. 

If you have failed to get desired PPC ROAS or are looking to increase it, then this post might be of great help for you. In this post, we will talk about some tips that can help you make ROAS better. But, let us first see what ROAS is.

What is ROAS?

Abbreviated for Return On Advertising Spend, ROAS is a tactic that identifies how well your marketing campaign is going on and how much you have covered out of your ad spent. This technique is also helpful in providing the data on marketing strategies that are working for you and those are not. 

Considering ROAS will help you improve those strategies that are not working for you to get something positive out of them. 

What is the need for ROAS?

ROAS is a very important marketing tactic and it is required for the quantitative measurement of your ad campaigns. Considering this tactic seriously will help you decide the budget for your future marketing campaigns and strategize them in a way to drive better results. ROAS data can also help you improve your decision-making ability in matters related to marketing. 

Let us see doing what will drive you better PPC ROAS.

Tips for increasing PPC ROAS

  • Mobile-friendly website

It is important for you to understand that having a mobile-friendly is no more a choice, rather it has become a necessity. The goal of pay per click ads is to drive traffic on your website and if your website is not mobile-friendly, you are going to lose a lot of leads. The reason for this is the spike in the number of mobile internet users in the last decade. It is seen that there are more mobile internet users than desktop users. Even people prefer using mobile apps for online shopping than visiting the desktop website. 

Thus, if you don’t focus on optimizing your site for mobile platform all you will keep doing is pay for ad clicks without conversions. So, make sure that you have a mobile-friendly website that is also easy to navigate.

  • Keep an eye on your competitors

If you are going to do something for the first time, taking advice from an experienced person is always a good idea. But when it comes to the PPC campaign, you can either do this by trying some different strategies on your own or by spying on your competitors.

If you have a tight budget, then the second option could be the best for you to decide what could work for you and what not. For that, you can use dedicated tools that can give insights into what is working for your competitors in the PPC campaign and what is not.

Doing this will give you an idea of what might work for you and the strategies you should adopt while running your PPC campaign. It will also help you find out ads that are not only getting clicks but also generating revenue for your competitors. By getting all these insights, you can plan your PPC campaign in a much better way. 

  • Give seasonal offers

The best thing to do with your PPC ads is to provide offers and discounts especially when people are willing to make the purchase. What we mean by saying this is to give offers on special occasions like Christmas, Black Friday, Easter, etc. This is the time when most people are on a shopping spree and giving an exciting offer can do wonders for you. 

This could be a great idea for increasing the return on your ad spend. 

  • Keep keywords specific

It is the whole game of keywords, as people only click an ad when they find exactly what they are looking for. So, it is advised to be specific while choosing keywords for your ad. This will be very important in delivering better returns. To make it an effective strategy, you can use keyword finding tools to get some unique, specific, and low-competition keywords. 

With this, you can also optimize landing pages for related long-tail keywords for getting quality traffic on your website. 

  • Geotarget your ads

Geotargeting is becoming popular day by day among businesses as it not only helps you save PPC cost but also delivers good returns. Geotargeting ads means showing them to the only audience that is present in the geographical area you serve. 

This will prevent unnecessary clicks on your ads that have the least conversion chances but you still have to pay for them. It is one of the best tactics for businesses with a brick and mortar presence and for those who serve in specific locations. 

  • Use Product Listing Ads (PLAs)

  • Product listing ads are also helpful in improving the conversion and hence your ROAS. The reason being the detailed information provided in PLAs thus, it builds more trust among people and the rate of conversion is better.

Another key thing about PLA is that it shows the image of the product and that gives a better idea to the audience about the type of product they are looking for.  

  • Landing page optimization

It is very important to show people what exactly they want by clicking on your ad. Misleading them will downgrade your brand’s reputation and you will lose their trust. Thus, optimize every landing page according to the ads so that visitors get what they want and you get what you want. 

One of the best strategies of landing page optimization is to show the same offer that you have in the ad. This will reflect you as a genuine company and people will happily complete the purchase. 

Another mistake you must avoid with the landing page is to keep it the same for all your ads. Doing this will create confusion in the minds of people with different interest and they are likely to move out without even spending enough time. So, to improve PPC ROAS, do specify landing pages for each ad with relevant and true information.

  • Make effective use of negative keyword feature 

Perfection takes time and for that one needs to try out different things and analyze their results to find out the best one. During the PPC campaign, not all of your keywords will work despite showing the relevance to your product or service. You will see that there are certain keywords on which you are getting clicks but the conversion is almost nil. 

Those are your negative keywords and you need to add them in their list. Doing so will prevent your ad from being shown when someone searches for those keywords. This will save your PPC cost for irrelevant searches and make your ad specific. 

Conclusion

Everyone business want returns on their investment because that’s how they will grow. With low ROI it becomes difficult to expand or we should say compete. Pay per click campaign is one of the strategies through which businesses aim to get good ROAS. But not all businesses get positive results even after spending a lot and the reason for that could be a bad implementation or lack of expertise on how to run an effective PPC campaign. 

In this post, we have tried to include some of the important techniques that can increase your PPC ROAS. There is nothing complex in these techniques, it’s just you need to implement them in the right way. We hope that these strategies will help you out in getting better returns and building your business stronger.

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