Having high performing Pay-Per-Click (PPC) campaigns is the dream for every small business, but it can take a lot of time to get there. For any PPC campaign to be successful, it must be given a lot of care and attention, with regular optimisations to improve its performance.

For any modern business, PPC advertising is essential to getting a headstart online. If this isn’t something you or anyone at your company feels comfortable doing, consider hiring a PPC Agency London to do these optimisations for you, and ensure your campaigns are set up correctly.

There are different ways to optimise your campaigns, and sometimes the smallest of changes can make a big difference. So, what exactly can you do to improve performance?

Check Account Structure

It’s easy for small businesses to fall into the trap of setting up their ads the same as everybody else does, with a small budget spread across several different campaigns targeting different keywords.

In fact, it might be more effective to set up just one or two campaigns focusing on your ‘top sellers’ and concentrating your budget on maximizing those campaigns. This work is what a PPC Agency in London is perfect for, as they regularly handle a wide range of budgets/campaigns and know which strategies are appropriate.

Calculating what your top sellers are will come from data from previous campaigns, so if you are starting from the very beginning, you may need to do some trial and error before working out what works for you.

Managing Your Bids

To some, the Google Ads software can be intimidating, but luckily Google provides the option of ‘Automated Bidding.’

This option can also be useful for accounts with larger budgets and is a feature even a PPC Agency in London might use. Still, for those with smaller budgets, you might sacrifice manual controls that could have been beneficial to your strategy.

When placing bids, it’s important to bear in mind that it’s not all about getting to the top. Finding the perfect balance between cost and high-quality traffic is more valuable and will bring your business more success.

Using Bidding Strategies That Are Right For You

As a small business, you might be starting with a small budget, but that doesn’t affect how your campaigns will perform; it just means you might need to be more specific with your strategy.

With a limited budget, you have the option to set bids to Target Cost-Per-Acquisition (CPA), which means Google aims to spend the amount set per conversion. For example, if you set your Target CPA to £2, this is what Google will set as a target cost for each conversion or ‘acquisition.’

Another strategy you could consider is doing tiered bidding for high-performing keywords. Once you have established which keywords are beginning you the best results, you can set a higher budget to that exact keyword and reduce the amount leading down to broader keywords.

This means that the budget will be focused on anyone searching for more specific terms relating to the successful keyword, meaning your money is well spent!

These strategies might seem hard to get your head around, and hiring a PPC Agency in London might give you a headstart with your ads, but rest assured that committing to regular PPC optimisations will see your business booming in no time.