Pay-Per-Click (PPC) advertising campaigns are a great way to target your specific audience and increase traffic. After putting hard work into creating these marketing tools, however, it is still important to track their efficiency and enhance their performance. In this article, we discuss four tips to improve your online campaign.

How to improve your school’s PPC

  • Track the sales rate of individual components
  • Analyse user interactions on your website
  • Use negative keywords in your school’s PPC campaign
  • Implement single keyword ad groups

Read on to find out how to do this.

Track the sales rate of individual components

When looking at you PPC metrics, it is easy to view the cost/conversion rate as the gauge of success as lower cost indicates that more people are clicking on your ads. This does not necessarily reflect all your marketing sources, however.  You have to track the individual components of your campaign and analyse their cost/sales to fully understand the efficiency of your advertisements.

An easy way to do this is by using Google’s ValueTrack parameters. This tool allows you to start tracking information about your different adverts. They collect information about the source of your clicks through the URL parameters and then analyse which keywords, device types, and marketing sources are the most effective in generating revenue. By finding out this information, you are given a more concise idea of your target audience and can adapt your campaign tactics for a higher efficiency rate.

Analyse user interactions on your school’s website

If your PPCs are gaining a high conversion rate and yet sales are still slow, it is a good idea to analyse how visitors interact on your website. There are three main things to look out for:

  • Time on Site

If users are clicking through to your website and yet spend only a matter of seconds on your landing page, consider whether your adverts are giving a true reflection of your business. It may be that visitors were given a wrong impression of what your brand does by the marketing they clicked on.

  • Scroll Depth

If visitors are not scrolling very far, make sure that your landing page is concise and gives all the necessary information at the top of the site. Alternatively, if most users scroll far down, consider placing additional offers at the bottom of the page to tempt them in.

  • Button Click Rate

Analyse what proportion of visitors interact with other elements of your website. If they are not clicking onto various sections, consider changing the button title and design to make them more appealing.

Use negative keywords in your school’s PPC campaign

When you were setting up your PPC advertisements, you decided which keywords and search terms should be associated with your marketing.  This helps narrow down your target audience. To make the campaign even more efficient, however, you should also use ‘Negative Keywords’. These are phrases that prevent your ad appearing on result pages where they had been used.

Why is this important? Here’s an example: Imagine a business that sells top-of-the-range expensive luxury cooking equipment. They would want the term ‘best frying pan’ to act as a keyword to attract enthusiasts. Beginner cooks, on the other hand, would not be their target audience. They would therefore categorise ‘cooking lessons’ as a negative keyword. This ensures all marketing stays relevant to target consumers.

Implement single keyword ad groups

Single Keyword Ad Groups (SKAGs) are a great way to improve your PPC efficiency. This is when you match your keywords to your search term. In doing this, your targeted audience become smaller and you can focus your efforts on increasing sales rather than conversions. It breaks down your adverts into simpler terms and generates smaller ad groups with a smaller targeting criteria.

To implement SKAGs, ensure everything in your search term column matches everything the keyword column. If the search term is ‘cooking’, the keyword should also be [cooking]. This will narrow down the sales funnel and decrease your cost-per-click. 

We hope you have enjoyed this article on how to improve your PPC efficiency. Read more of Digithrive’s guides for schools here .

To find out more about how we can help grow your business, book a consultation now.

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