Paid search advertising is one of the most effective tools in your digital marketing arsenal if you know how to use it. In fact, a Google Ads campaign can increase awareness of your business by almost 80%. But if your paid search campaigns are going well, it doesn’t really pay to keep coasting along. Instead, you need to know when it’s time to scale. If you’re unsure when that moment is, here are a few tips to help you out.
Look for Signs of Growth
One of the first and most important things you can do to ensure your paid search advertising campaigns scale when they’re supposed to is understanding what signs of growth look like. For starters, your click-through rates will start to peak. When this happens, it typically means that your ads have a higher quality score. A higher quality score means you’re also probably paying less per click. And the money you’re saving is money you can put back into your campaign.
Next, look for improvements in your quality score. PPC services might focus on getting clicks, but the copy behind your ads matters, too. Odds are if you’ve spent time optimizing it and increasing content quality, your Google Ads quality score will start to increase. Anything above five is good, but you want to be as close to 10 — which is the highest quality score — as possible before you start scaling efforts.
Finally, when spending is reduced and conversion rates are up, you’ll know you’re getting the results you’ve worked so hard for. If your PPC metrics are revealing that you’ve been able to keep your spending low while your conversions rise, then it’s a good sign that it’s time to scale your success.
Start Your Scaling Efforts
Once you understand what the signs of a successful paid search campaign look like, you can begin to explore strategies for scaling. And while replicating your previous efforts may help you out a bit, it’s important to remember that every PPC campaign is going to have its own quirks. Offering profitable PPC services means it’s crucial to understand how to work around and with those quirks to create a successful paid search campaign. Not sure where to start? Take these strategies for a spin:
Get hyper-specific with your keywords and audience.
Consider including remarketing services in your PPC efforts.
Add more than one language to your AdWords campaign.
Experiment with new keywords on a regular basis.
Engage in ad position targeting efforts.
As you can see, there are plenty of ways to scale a paid search campaign once you’ve identified the signs of success. But you don’t have to learn it all by yourself. If you want to see just how well paid search can work for you, give us a shout. We’d be happy to help your business grow with paid search advertising.
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