Having a profitable PPC campaign is a great accomplishment. After such an achievement you may want to expand further because, why not?
The key here is to begin getting more impressions and clicks without an excessive number of changes in your keywords, ads, landing pages, and other settings.
The mix of the correct search terms, bid amounts, ad copy, ad extensions, etc. has made the campaign productive and in case you change it totally, it can immediately turn out to be considerably less cost-effective.
Let’s discuss the scenarios which indicate that it’s time to scale up.
1. You are getting more conversions at less cost.
Creating a successful campaign is every marketer’s mission. Many of them fail to achieve their return on investment. If your stats are proving that the campaign is doing great in terms of conversions, higher click-through rate, and low overall spending, then it’s time to scale things up.
But you should be very cautious as not every new campaign will guarantee the same success. One small mistake and your whole account’s ROI will topple.
2. You have a higher click-through rate
A high CTR means a higher quality score which usually means that you are paying less for a click. According to a study conducted by WordStream, the average click-through rate in Google Ads across all measured industries is 1.91%. So if you fall under that zone or higher, it means that the ads are doing great and it’s time to expand.
3. Your keyword quality score is above 7
The quality score has a direct impact on average cost-per-click and impression share. The metric is measured between 1 and 10. Having a higher quality score shows that you have put a lot of effort into improving keyword relevancy, ad copy, and landing pages.
If you have managed to achieve a quality score of 7 or above then it’s an ideal opportunity to imitate what you’ve done and grown your campaigns.
Now that you know when you should scale your PPC ads, here are some strategies on how to do it successfully and without disrupting your current ROAS.
a. Increase Revenue And Conversion Rate With Dynamic Remarketing
With standard remarketing, you’re showing a static ad to a consumer who has previously visited your site whereas dynamic remarketing allows you to represent your ads to previous visitors, as well. The ads will display those products that the visitors had viewed while browsing your site.
b. Increase Revenue And Conversion Rate With RLSA Campaigns
With Remarketing Lists For Search Ads campaigns, you can target your previous website visitors, and serve search ads to them while they’re searching for relevant products/services.
c. Bidding On Branded Keywords
Why is it important? Well if you don’t bid on your brand keywords, and none of your competitors bid on your brand keywords, then everything works out well; there’s no harm done. But in case you are not bidding on your own brand, and your competitor is then there is a high possibility that their ad will be showing up above your organic listing.
d. Capture More Conversions With Higher Search Impression Share
To increase your impression share, do not just go into your campaign and blindly increase all your bids but focus on certain campaigns where you have already achieved a good ROAS. Start bidding aggressively in these areas, while keeping your bids in other campaigns.
It’s possible to scale your Google Ads account without compromising your conversion rate. You don’t have to play with the budget throughout the day and then think it’s done. No, you have to make sure that you’re constantly fine-tuning your ads.