How Do Your Customers Find You?
Pay-per-Click Campaign Management – Jump In or Risk Getting Lost in the Weeds
PPC advertising is currently at about $15 Billion and it is expected to grow at 28% annually to $50 Billion by 2015. The reason for this growth is that consumers' habits have rapidly switched from traditional media and the Yellow Pages to new media and Internet search. Neilson Online Research shows that 81% of consumers go to a search engine first when they are looking for a product or service.
Not using Pay Per Click advertising puts you at risk of getting lost in the tall grass while your customers are more likely to find your competitor instead of you. If you are not using PPC, now is the time to start. The good news is you can start with a small investment and grow as you see results. If you are using PPC advertising make sure you are using it effectively. Make sure you are tracking your PPC programs, analyzing the results and continually improving your campaigns. This can be hard, time consuming work, but your money is a precious investment and you need to make sure it is generating a solid return.
10 Tips for PPC Advertising
- Start Simple – Start simple and small and let the results and facts lead your decision-making. PPC is an iterative process where you gain experience in what works and what doesn’t over time. Begin with a small test of one campaign of five ad groups and ramp up the ones that show the best click through and conversion rations and dial back the ones that are less successful. As you get more data, gradually add more keywords, ad groups and campaigns.
- Track Performance – The beauty of pay per click is that you can track and measure everything. You know exactly what is working and what is not. Set clear goals and measure progress. Use the data to determine winners and losers and grow and harvest accordingly.
- Write Power Copy – It is important to have powerful ad copy that breaks through the clutter. You don’t have a lot of words to use so each word must have impact and serve a purpose. Know your customer and write copy that can stop them and motivate them to click through.
- Keyword Rich Copy – make sure you copy is rich in relevant keywords so it gets a high quality score from Google.
- Strong Negative List – you don’t want the wrong type of traffic to flock to your site and then bounce off. So, add the right negative keywords to avoid getting low quality traffic. For example, if you are selling something make sure you have “free” as a negative keyword so you don’t get people looking for freebies.
- Call to Action – test different calls to action in ad groups so you can determine which is the most effective motivator for your target.
- Bid on Appropriate Key Words - Learn which keywords are generating the highest quality traffic and bid on them. General keywords may drive more traffic, but typically result in lower conversions. The better you understand your target the more likely you will be able to find more specific, lower cost, but higher quality keywords that drive higher conversions.
- Targeted Landing Page – the more relevant a landing page is to the ad, the higher the conversion. So, as much as possible, ensure you have targeted landing pages that quickly reassure the visitor they have come to the right place.
- Geo-targeting – take advantage of the ability to test and run AdWords campaigns in specific geographic cities or regions. This can help you manage spending, test new campaigns, and align your budget to geographic business development.
- Test to Success – Again, one of the advantages of PPC advertising is that you can test, measure and expand what works. Run A/B splits for the key variables so you can increase in knowledge and generate a higher ROI over time.
Get In Touch with Us to Get Started with a Pay per Click or to Ramp Up the Leads From Your Current Program.