Designed at its best, pay-per-click (PPC) advertising generates traffic, impressions and conversions in a more straight-forward, efficient fashion that many other search marketing tools available. The results don’t waste time showing up, either; the story is usually in the analytics.
Sometimes, getting the formula just right takes some trial and error. When brands don’t see measurable results fairly quickly, it doesn’t mean the end of the world. It simply begs for some systematic, patient troubleshooting. Show some understanding of the devil in the details, and you’ll enjoy the significant reach and cost-effective return on investment (ROI) that only PPC can offer a brand.
ABOVE ALL, PATIENCE IS A VIRTUE
You’ll know fairly soon whether your PPC campaign has optimally designed for your brand’s needs or not. Even in the best case, the quality won’t be instantly definitive.
At the very least, an account needs a month or two before its analytics begin reflecting the intelligence of the ad’s design. If you’ve made a major change, you’ll then know whether to stay the course with your newly adapted approach or go back to the drawing board if your change hasn’t turned the ship around.
As you make changes, don’t swap out every key component at once. Take some time to spitball changes one element at a time through a split-testing utility such as the one employed by Google AdWords. The program generates A/B tests for differing ad copies, providing telling data along the way that projects which version will most likely attract clicks. As you test various elements, you can begin combining the best-performing attributes of each model.
PROBLEM: LOW CONVERSIONS
Your campaign may be casting too wide a net. In addition to re-evaluating your bids to determine if you’re actually aiming above or below your target, remember that broad match keywords aren’t always doing you any favors by placing your ads within more searches. You could be sacrificing conversions and wasting money by displaying them across results wherein they’ll be seen by a bigger pool of searchers, but not necessarily the ones most likely to need, want or buy what you’re selling. Exact match keywords are oppositely unbalanced: your traffic won’t spike but you’ll see a higher conversion rate over time.
For the very best balance, go with phrase match keywords. Your ad is placed first and foremost among the results seen by the people to whom you expect to sell. As a result, you have more chances – and better ones – to make conversions.
PROBLEM: EXPENSIVE COST PER CLICK
The whole idea behind PPC advertising is to reduce the fee you pay for each click by increasing your traffic. It’s marketing that, when executed properly, pays for itself over time. If your Google AdWords costs per click (CPC) remain above your ideal bar, then look first to your quality score. That’s the number that has the greatest bearing on your CPC rate. The lower your rate, the better your ROI. Look first via some meticulous testing and report examinations at such major elements as your landing page’s relevance, keyword selections and the constructions of the ad text itself.
Remember, though: give the changes time to demonstrate their worth.
PROBLEM: POOR IMPRESSIONS & RANKINGS
Sweat the small stuff. Put the ads through a thorough spelling and grammar check, both before and after they go live. Use appropriately professional wording for the market in which you’re competing. Furthermore, your advertised offers should always be current. Promoting offers that you’re no longer honoring won’t leave a good taste in a site visitor’s mouth or lead to creating a valuable repeat customer.
Google has become increasingly touchy about quality writing and prejudiced against unprofessional, grammatically poor copy.
PROBLEM: FUMBLING IN THE DARK
The most important difference-maker between Million Global Leads’ in-house account management and our colleagues shows in the depth of our analytics. Nobody can accurately adapt a struggling PPC campaign without clear, credible data that indicates when an adjustment has improved the potential to generate conversions. Your analytic tools should always be tied to your PPC account with appropriate tracking metrics. From there, the next critical step is regularly examining reports to track key statistics:
[icon name=”icon-check”] Bounce rates
[icon name=”icon-check”] Average time that visitors spend on your site
This is where we’re here to help. Though you’ll maintain total access to your account at all times, our consultants and account managers will meet with you as regularly as needed to ensure that your PPC remains on the right track. It all starts with calling us today for a 100%-free consultation. You’re the best at what you do. Million Global Leads can make sure that the world knows it.