{"id":19876,"date":"2019-03-12T13:32:24","date_gmt":"2019-03-12T18:32:24","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=19876"},"modified":"2019-03-14T13:23:33","modified_gmt":"2019-03-14T18:23:33","slug":"google-ppc-best-practices-website","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/google-ppc-best-practices-website\/","title":{"rendered":"10 Google PPC Best Practices to Follow for Your Website"},"content":{"rendered":"<h2>10 Google PPC Best Practices to Follow for Your Website<\/h2>\n<p><span style=\"font-weight: 400;\">You want more people to find your website. You\u2019ve done the research into your<\/span><a href=\"https:\/\/www.hostgator.com\/blog\/online-marketing-basics-business\/\"> <span style=\"font-weight: 400;\">online marketing options<\/span><\/a><span style=\"font-weight: 400;\"> and have decided to include Google PPC (pay per click) in your marketing efforts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using Google Ads pay-per-click option is a smart way to get your website in front of more people and drive up traffic without spending more money than you can afford.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re going to devote a portion of your marketing budget to Google PPC, you want to make sure you get the most out of it.<\/span><\/p>\n<p><a href=\"https:\/\/www.hostgator.com\/services\/ppc\"><span style=\"color: #cc6630;\"><em><strong>Get expert help with your Google PPC campaigns!<\/strong><\/em><strong> Learn more here.<\/strong><\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2>1. Find the Best, Most Relevant Keywords.<\/h2>\n<p><span style=\"font-weight: 400;\">When you buy a billboard or create a TV commercial, you\u2019re hoping that people will care about your message as they encounter it when going about their day. But when you use Google PPC, you can make sure your ad shows up right when people search for something your ad provides.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google Ads uses a bidding model, which means that how much you spend for each click you get depends on how competitive the keyword you choose is. If you stick with broad, popular terms in your campaigns, you risk spending a lot of money for less qualified traffic. When you choose more relevant keywords that directly relate to the web pages you\u2019re promoting, you\u2019ll get better leads that are more likely to convert while spending less.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the most important parts of Google PPC is therefore doing keyword research to better understand:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;The keywords people are most commonly using<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;How popular specific keywords are<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;How competitive each keyword is<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">There are a number of keyword research tools you can invest in that will provide you with suggested keywords related to your industry and products and supply detailed information on the popularity and competitiveness of each term.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But even if you\u2019d rather not spend money on an outside keyword research tool, Google provides a free one as part of Google Ads. You can find <a href=\"https:\/\/adwords.google.com\/home\/tools\/keyword-planner\/\" target=\"_blank\" rel=\"noopener\">Google\u2019s Keyword Planner<\/a> under the Tools section of the Google Ads menu. It will show you the average monthly searches for relevant keywords and the typical costs associated with bidding for those keywords.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-19877\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/google-ads-keyword-planner-1024x570.png\" alt=\"google ads keyword planner\" width=\"497\" height=\"277\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/google-ads-keyword-planner-1024x570.png 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/google-ads-keyword-planner-300x167.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/google-ads-keyword-planner-768x427.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/google-ads-keyword-planner.png 1984w\" sizes=\"(max-width: 497px) 100vw, 497px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Try to find the keywords that have a high relevance and a decent number of searches, without having too high of a cost. And over time, pay attention to how well your highest-priced keywords convert so you don\u2019t throw money at terms that aren\u2019t making you money.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>2. Define Your Main Target Audience.<\/h2>\n<p><span style=\"font-weight: 400;\">This is a good practice for marketing in general, but definitely comes into play with PPC marketing specifically. To make sure you\u2019re using the language your prospects are and writing ads they\u2019ll respond to, you need to understand who you\u2019re talking to.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you haven\u2019t yet, develop a<\/span><a href=\"https:\/\/www.hostgator.com\/blog\/ultimate-guide-building-using-personas\/\"> <span style=\"font-weight: 400;\">buyer persona<\/span><\/a><span style=\"font-weight: 400;\"> to help you get into the head of the type of customer you most want to reach. Think about that target customer when creating your campaigns   from choosing the right keywords to selecting the best visual design to crafting the perfect CTA, all of it should be for your specific target audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And, as we\u2019ll discuss more in a bit, this step is crucial for getting the most out of Google Ads\u2019 targeting options. &nbsp;<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>3. Use Small, Focused Ad Groups.<\/h2>\n<p><span style=\"font-weight: 400;\">When you\u2019re creating a campaign in Google Ads, you\u2019ll be able to divide it into ad groups. In each group, you can include related keywords, ad text, and <a href=\"https:\/\/www.hostgator.com\/blog\/5-ways-create-perfect-landing-page-website\/\">landing pages<\/a>. You want to make sure that all the components in each ad group are relevant to each other   all keywords make sense with all the ads, which make sense with all the landing pages.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll have an easier time organizing your PPC strategy if you keep your ad groups specific and small. And keeping your ad groups focused also leads to improved quality scores, which reduces your spending over time. <\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>4. Don&#8217;t Forget Negative Keywords.<\/h2>\n<p><span style=\"font-weight: 400;\">As important as finding the right keywords is, identifying and excluding the wrong ones can be just as valuable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A website that sells herbal teas won\u2019t want to show up for people who are searching for the Texas Education Agency (TEA) or for people who are looking for black tea (which isn\u2019t herbal). They can improve results by adding those terms to their negative keywords list so they\u2019re less likely to show up in results for anyone searching for tea-related terms that isn\u2019t actually looking for what they sell.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>5. Use CTAs In Your Ads.<\/h2>\n<p><span style=\"font-weight: 400;\">You don\u2019t just want people to see your ads, you want them to take action (specifically, the action of clicking on the link). &nbsp;You can increase the chances of them doing so by outright asking them. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">While you don\u2019t have a whole lot of space to work with in a Google PPC ad, use some of the space you have to<\/span><a href=\"https:\/\/www.hostgator.com\/blog\/content-marketing-101-call-action\/\"> <span style=\"font-weight: 400;\">include calls to action<\/span><\/a><span style=\"font-weight: 400;\"> like:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Click here<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Learn more<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Buy now<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Sign up today<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Get started<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-19878\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/cta-in-google-ppc-ad.png\" alt=\"cta in google ppc ad\" width=\"479\" height=\"136\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/cta-in-google-ppc-ad.png 940w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/cta-in-google-ppc-ad-300x85.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/cta-in-google-ppc-ad-768x217.png 768w\" sizes=\"(max-width: 479px) 100vw, 479px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Those are just a few examples, but hopefully you get the idea. Instead of just describing why people should click (which should also be part of your ad), go ahead and outright tell them to do it.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>6. Create Strong Landing Pages.<\/h2>\n<p><span style=\"font-weight: 400;\">Getting someone to click is important, but your job doesn\u2019t end there. Every web page on your website should have its own goal. Maybe the goal is to develop goodwill with the visitor by providing them content they can benefit from, or maybe it\u2019s to get them to make a purchase or download a guide.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whatever it is, you want to make sure that your <a href=\"https:\/\/www.hostgator.com\/blog\/landing-page-content-converts\/\">landing page is designed to accomplish that particular goal<\/a>. If you\u2019re selling a product, it should be focused on touting the benefits of that specific product and have a clear CTA to buy on the page, for example.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just as importantly, you want to make sure that every ad links to a web page that\u2019s relevant to the ad. You don\u2019t want your ad selling something that the visitor doesn\u2019t see when they click through. Make sure the web page delivers on any promise you make in the ad itself.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>7. Reach the Right People With Targeting Options.<\/h2>\n<p><span style=\"font-weight: 400;\">Google Ads provides a few options for limiting who sees your ads. Since you pay based on clicks, this is a valuable tool for:<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400;\">Increasing your clicks, and by extension your Quality Score. Since your ads are more likely to show up for people that will be interested in your website, they\u2019re more likely to click through.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Increasing your conversions. Clicks from people likely to buy are always better than clicks from someone who\u2019s not in your target audience.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Other than the keyword targeting already discussed, Google offers five additional targeting options:<\/span><\/p>\n<ol>\n<li><b>Geographic targeting   <\/b><span style=\"font-weight: 400;\">If your business doesn\u2019t sell internationally, then you want to make sure your ads only show up in the geographic areas where you do sell. That\u2019s especially true for any local businesses with a limited geographic range   if you only sell to people in Chicago, you don\u2019t want to pay for clicks in New York.<\/span><\/li>\n<li><b>Interest targeting   <\/b><span style=\"font-weight: 400;\">Google has a lot of data on how people browse the web and what they\u2019re interested in. You can tap into this data by targeting your ads to people who like the kinds of things that suggest they\u2019re in your target audience. Someone who does a lot of research on B2B tech is a good target for ads about accounting software, someone really into fashion is likely to respond to an ad about stylish boots, etc.<\/span><\/li>\n<li><b>Device targeting   <\/b><span style=\"font-weight: 400;\">People often interact with ads differently on their mobile devices than on a desktop. As such, you can design ads that are more relevant or useful to someone browsing on their phone or on their computer and make sure they show up on the right kind of device.<\/span><\/li>\n<li><b>Demographic targeting   <\/b><span style=\"font-weight: 400;\">You can target your ads based on gender and age range.<\/span> <span style=\"font-weight: 400;\">If your products are much more likely to be popular with teens than older adults, limiting your ads to just teenage browsers will reduce the number if irrelevant impressions and clicks.<\/span><\/li>\n<li><b>Behavior targeting   <\/b><span style=\"font-weight: 400;\">This takes a few forms. &nbsp;You can target your ads to people on the verge of experiencing big life events, like a graduation or a move. You can target based on intent, such as when someone\u2019s actively researching new products. And you can target ads at people who have already visited your site or otherwise interacted with your brand, such as your email subscribers.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">All of these targeting options give you more control over who will see your ads when, so you can better achieve the marketing goal of reaching the right person at the right moment with your ad.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>8. Be Strategic With Ad Extensions.<\/h2>\n<p><a href=\"https:\/\/blog.tryadhawk.com\/google-adwords\/adwords-ad-extensions\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Ad extensions<\/span><\/a><span style=\"font-weight: 400;\"> are a way for you to provide some additional useful information to your ad in a way that stands out. There are a number of different possible extensions, but some of the common options to consider are:<\/span><\/p>\n<ul>\n<li><b>Sitelink extensions   <\/b><span style=\"font-weight: 400;\">You can include additional links in your ad to other pages on your website beyond the main link.<\/span><\/li>\n<li><b>Location extensions   <\/b><span style=\"font-weight: 400;\">Especially useful for local businesses, you can add your address to an ad.<\/span><\/li>\n<li><b>Call extensions   <\/b>This a<span style=\"font-weight: 400;\">dds your phone number to your ad.<\/span><\/li>\n<li><b>App extensions   <\/b><span style=\"font-weight: 400;\">If you offer an app, this can add a download button to your ad on mobile devices.<\/span><\/li>\n<li><b>Callout extensions   <\/b><span style=\"font-weight: 400;\">You can add a few relevant details that you think are big selling points, such as 'Free Shipping'\u009d or 'Family Owned'\u009d<\/span><\/li>\n<li><b>Price extensions  <\/b><span style=\"font-weight: 400;\"> Just like it sounds, you can include a product price directly in your ad.<\/span><\/li>\n<li><b>Promotion extensions  <\/b><span style=\"font-weight: 400;\">&nbsp;These include the details of a deal you\u2019re offering.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You don\u2019t want to overdo it on extensions and risk having them become a distraction from the main goal of the ad   getting people to click. But use them strategically when they add something valuable as a way to increase clicks and conversions.<\/span><\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-19879\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/google-ppc-ad-extensions-1024x212.png\" alt=\"google ppc ad extensions\" width=\"483\" height=\"100\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/google-ppc-ad-extensions-1024x212.png 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/google-ppc-ad-extensions-300x62.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/google-ppc-ad-extensions-768x159.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/07\/google-ppc-ad-extensions.png 1064w\" sizes=\"(max-width: 483px) 100vw, 483px\" \/>9. Perform A\/B Testing.<\/h2>\n<p><span style=\"font-weight: 400;\">No matter how smart you are, you can\u2019t possibly know exactly what your audience will respond to on the first try. And reading up on best practices from other brands will only tell you what worked for <\/span><i><span style=\"font-weight: 400;\">them<\/span><\/i><span style=\"font-weight: 400;\">. You need to know what works for you and your audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best tool you have for doing that is to do A\/B testing with your ads. Try out ads for the same link that have slightly different wording, or a different CTA, or that use a different extension.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pay attention to what happens. If using a call extension means you get more calls than you did when directing people to a page that highlights your phone number, that\u2019s valuable information. If you get more clicks from a 'Learn more'\u009d CTA than a 'Click here'\u009d one, then that tells you something about what works for your audience.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Create a lot of mini tests in your ad campaigns to gain little bits of data over time that help you create increasingly effective PPC campaigns.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>10. Monitor and Update Your Campaigns Regularly.<\/h2>\n<p><span style=\"font-weight: 400;\">Your testing only matters if you use it to gain insights that you put to work. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google provides valuable PPC metrics that you can use to learn what techniques work best for your audience. Take time to review that data and learn from it. Refine your campaigns as you go based on what you\u2019ve learned.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you use the data to guide your campaigns, you will see better results over time. If you don\u2019t have the time to do this step yourself, it\u2019s likely worth hiring a professional to do so, because it really does make a big difference in the results you\u2019ll see.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>Conclusion<\/h2>\n<p><span style=\"font-weight: 400;\">PPC can be powerful if you take time to learn the ropes and do it well. Start by learning the general best practices outlined here, but continue by learning from the data you glean from your own campaigns. With every new ad, you can learn and improve to ensure doing Google PPC brings you a strong ROI.<\/span><\/p>\n<p>For help implementing these best practices into action for your website, contact <a href=\"http:\/\/www.hostgator.com\/services\/ppc\">HostGator&#8217;s expert PPC team<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>10 Google PPC Best Practices to Follow for Your Website You want more people to find your website. You\u2019ve done&#8230;<\/p>\n","protected":false},"author":166,"featured_media":21627,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"class_list":["post-19876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-and-tricks"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.2 (Yoast SEO v23.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>10 Google PPC Best Practices to Follow for Your Website - HostGator<\/title>\n<meta name=\"description\" content=\"If you\u00e2\u20ac\u2122re devoting a part of your marketing budget to Google PPC, you want to make sure you get the most out of it. 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