We often hear from new customers that have tried pay per click (PPC) before that it didn’t deliver in line with their expectations. It all sounds so simple. Select your keywords, select your location preferences, create some ad copy and sit back and wait for the stream of prospects to hit your site with their wallets open and ready to buy.
Unfortunately, the reality is a bit harsher. More often than not we encounter people who have ended up paying Google far more than the revenue the campaigns have brought in. From our observations we see people making the same mistakes time and time again. So to readdress the balance we have 7 ways that can help you get better results from your PPC campaigns.
1. Send traffic to a specific page on your site.
So often we see PPC campaigns where the search term is very detailed but when the keyword is clicked, the visitor is brought to the website homepage. This is such a waste. Landing page optimization is very important. For example, say you own a sock store and someone search for ‘red socks’. Instead of sending him to your homepage, send the customer to the product specific page that matches the keyword. In this case, the ‘red socks’ category page.
2. Poor sales copy on your adverts.
Your PPC advert is like a headline on an article. It must capture the reader’s attention or he will move on to something else. Be sure to continually test two adverts and always change the poorest performing one with another new headline. This process of continual improvement can produce dramatic results.
3. Targeting too many keyword terms with one advert.
You need to make sure that your PPC adverts tie back very closely to the search term being used. If you take the time to group your keywords into smaller closely connected groups with a very relevant advert you will get better results.
4. Not tracking which keywords produce the best conversion.
Sometimes more expensive keywords can give a better conversion rate than cheaper ones, or vice versa. The point is that unless you track conversions, you cannot be sure exactly where to focus your PPC budget.
5. Optimizing landing pages.
When you send traffic to a landing page you should ensure that you are split testing and optimizing your landing page. Improving sales copy and adding on page conversion items such as video can greatly improve your conversions. This can be the difference between poor or mediocre campaign and a top performing campaign.
6. Use Negative Keywords.
If you are using the Broad or Phrase match functionality in your PPC campaigns then you can run the risk of your ads showing for keywords which are not relevant to your business. This means that you are wasting money, either with irrelevant clicks or with a reduced click thru rate which indirectly affects the performance of your campaign. You need to regularly review your adwords statistics and reports in order to identify which irrelevant phrases are costing you unnecessary money. You then need to add these phrases as negative keywords.
7. Incorporate local business ads.
Be sure to include locally targeted search terms to target local customers. Often these keywords are relatively cheap and it will allow you to pick up local customers. Maybe consider driving the traffic from these ads to a special offer page for local people, to make your campaign even more relevant.
Hopefully some or all of these suggestions will be of use to you. As with all marketing efforts, constant testing and measuring can pay large dividends. By actively managing your pay per click rather than setting up once and forgetting, you will get a much better return on your investment.
Author Resource:
Best thing to do is to approach the experts in Pay per click (PPC) Management Services and start the PPC campaign optimization in the right direction to reduce the cost per conversion (CPC). Visit any assistance and support visit experts at http://www.ladsolutions.com
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