Want to increase your conversions? Pay-per-click marketing is the answer. However, in order to succeed with PPC you must master the steps early on to have an effective campaign.
First, we must have a strong key word building strategy. This would entail keyword bidding, and setting a bid for every keyword you chose to use in your campaign. It is good to have 5-10 keywords that represent your business. The bid shows what you are willing to pay for each click on your keyword. Remember, the higher your bid, the more chances that your ad will show up with in SERP. This gives you a chance of getting more clicks. Keep in mind that if you bid to be within the top position, then plan to have a large budget to work with. My suggestion is that if you are just starting out then keep your bids below $.30 or the minimum you can make. This will give you time to change your ad and strategy from the data you received from the first advertisements. It would be optimal to change your bids according to the results you received from the first few advertisements. You will also be able to see which keywords are showing the most conversions and pick keywords accordingly. It is always good to bid low in the beginning, however when you bid too low you will start seeing that you are not receiving much traffic to your website. In reverse, if you bid too high then you have a chance of losing all their money before the consumer is able to buy their product.
Now that the bids are set, let’s talk about the relevancy of your keywords. If your advertisement is directly related to your landing page, then your bids will be even less. The best way is to have keywords that you are bidding for on your landing page as well. For example, you are bidding for Brazilian Active Wear, then you should have this keyword within your landing page. The landing page should have active wear throughout that people can purchase. In addition, there should be information about healthy living and the uniqueness of your active wear vs. other active wear. What is your value proposition? Think about it and place it on your landing page. Search engines love it when you are relevant, they will also value you more. As a result, you will get to pay less for keywords. Remember, the search engines give you a “quality score” which is based on your relevance. The higher quality score you have, the less you pay.
Let’s get into the ad copies and advertisements. Think about the problems people have today, how can you address them better than your competitors? When you are in the pool with many businesses that offer similar services it is important to do something no one else is really doing. People are less likely to click on something that is just boring and has no incentive for them to take that second step. The more creative you appear to be, the more traffic you will receive to your website.
Here are some extra tips to help you with your PPC campaign:
1. Don’t Forget the Negative Keywords: When the broad match setting is selected, it means that the search engines will not only search for that keyword, but variations as well. Be careful with the broad match, because even though they produce keywords for advertisers, it also charges them for unwanted traffic. To save yourself from unwanted traffic, check your negative keywords weekly. When you add keywords to your ad group or at the campaign level, it means that your ad will not show up for the search term that you selected. This results in more targeted traffic and you get more bang for your buck in PPC.
2. Is there more than Google? When you are trying to figure out which network you want to advertise on, don’t just leave it up to Google. Yes, Google is the largest network to advertise on, but other search engines have less competition. This means that the CPC (cost-per-click) will be less than your large network. Now with Search Alliance you can advertise on Bing and Yahoo together. In 2010, the conversion rates increased by 12 and the CPC was 20% lower than most industry benchmarks. When you focus beyond Google, you allow yourself to monetize from networks that receive less competition.
3. The Ad Copy: This is your chance to get creative. Look at what your competition is doing, then come up with your value proposition. Don’t forget to use Title Casing in your ad copy. Simple, creative, and understandable sells. A child should be able to read your ad copy and understand what it says.
4. The Magic of Coupons: Even though the internet has grown online shopping, people still go to the stores to get what they need. How do you track your online traffic, offline? Have a coupon within your ad copy or on your landing page that they have to print out and bring in. This will switch the gears from a branding campaign to a marketing campaign. This is a great way to collect email addresses to increase your data base, and to really see if your search marketing expenditures are paying off.
5. Phrase and Exact Match: You spend enough as it is on your PPC, make sure you tackle all unwanted traffic in all areas possible. When you start using Phrase or Exact keywords your ad will only show up if the consumer types these in the search. The difference between exact and phrase is that exact has to be word-for-word, and phrase is can still be variations but those words have to be included. In other words, Phrase is still more targeted than the broad keyword match. Exact is more targeted than the phrase keyword match. The good thing about Exact Keywords is that they are so targeted, that they are more likely to convert.
6. Chose the Timing: With Dayparting you can choose when you want your ads to show up. This will allow you to make sure that your ads are only being shown when it is the best time for conversions. Now, consider your data from your campaign, see when you were getting most of your leads, and only have your ads show during this time period. Use dayparting to increase your traffic during slow times.
7. Geotargeting Your Ads: Google does a great job of this because you can pick a specific location of where you want your ad to be shown. For example, if you only have a location in San Diego, not to worry, your ad will only be shown in San Diego.
8. Optimization is key: When you optimize your paid search campaigns you will have a higher quality score. This score is determined by many different credentials to find out how relevant your keywords are to your campaign. This will make sure no one using keywords for items that have nothing to do with what they do. For example, if my campaign was optimized for “Kim Kardashian” this will make sure that no one was using that keyword to advertise their product or service.
9. Use a Separate Landing Page: Remember to use a separate landing page for your campaign rather than using your home page. The main purpose of the landing page is to get them to fill out the form or to take the second step. When your potential consumers get distracted by all the other features on your home page, they are less likely to take that 2nd step.
10. Lead Capture Forms: Please make sure you do not include any unnecessary information for your potential customer to fill out, Make sure that you are not making them write their life story within the different parts of the form. In this case, less is more, so keep your form short and sweet. The important information is only required for you to make the sale. My secret tip is to have an input curser that will allow them to automatically jump from field to field so it makes the process go faster.
11. Google Analytics: In order to ensure you are tracking the metrics from your campaign, make sure you connect your Google Adwords to your Google Analytics account. This will show you how many conversions you are getting for your campaign.
12. Call to Actions is Gold: No one wants to search for the contact information, so it would be a great idea to keep this clear and viewable on your paid search campaign. What is your objective? Make this your main focus and have a page for each objective.
13. Check Frequently: If you are not keeping a track of your PPC campaign frequently, you may be paying more than what you need to on keywords that are bringing you unwanted traffic. Make sure you optimize and check frequently so you don’t fall into this trap. I recommend a check-up once daily or at least twice a week.
14. Editing Just Got Easier: Want to make your editing go faster, then make bulk edits with the Adwords Editor, Adwords API, and spreadsheet editing (keywords).
15. Split Testing: How will you know which ads are performing better? This is why you will need to use split (A/B) testing to find out. Test your ad copies, landing pages, time of the ads, locations, and headlines.
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