Pay per click advertising can be something of a dark art. The biggest criticism from business managers regarding PPC is that it’s not particularly cost-effective. In actual fact, this couldn’t be further from the truth – however, in order to make the most of your PPC advertising campaign, you have to understand how to manage one effectively. By following these simple tips, you should see both an increase in conversions and a decrease in pay per click costs. These tips will improve the overall management of your PPC campaign.
Choose your keywords wisely
Unless your market is incredibly niche, it’s likely that you’ll be in competition with your business rivals for the most popular search terms – and this means they’re likely to cost considerably more. One way to get those clicks coming in at a cost that won’t break the bank is to opt for long-tail keywords. These are more specific phrases (for example, ‘Hyundai i20 diesel in blue’ as opposed to simply ‘hyundai i20’). Long-tail keywords actually generate more conversions, as prospects are more likely to have an idea of what they want and are therefore further down the search-to-purchase cycle.
Using Google? Learn about quality scores
When your PPC ads score higher for quality, you’ll pay considerably less. For example, an ad with a quality score of 10 is likely to pay up to 50 percent less per click. On the other end of the spectrum, poor quality ads can cost up to 400 percent more. It makes sense to understand what Google considers to be quality material, so get researching and start meeting the criteria with your pay per click ads.
Link to the correct landing pages
One of the biggest bugbears of online shoppers is clicking on a link that bears no relevance to what they searched for. Let’s say, for example, a customer enters a search for red T-shirts. Your site has an ad running which states ‘20 percent off red T-shirts’ – so far so good, until the customer clicks the link and is taken to your homepage instead of the page with the product on. By doing this, you’re wasting the time of your potential customers, your own time, and (perhaps most crucially) your own money. Check those links.
Frequently log in
Don’t be naive enough to think that once your PPC campaign is good to go that you can simply leave it to tick over. Pay per click marketing requires a long game approach, and you’re going to need to be analytical if you want to make it a success. Keep an eye on which ads are generating traffic, and which are generating the most sales. If certain search terms are costing too much or aren’t providing a decent return in investment, it’s time for a rethink.
I’m Clive Harris, the co-founder of Ad Republic. I like to think we do things a little differently. Having worked at some of the U.K.’s top PPC agencies, I learned a lot and managed some very large accounts. But there was one thing that stood out to me and just didn’t sit right. There was a serious lack of time and expertise invested in the creative side; the very thing that gets you noticed, builds a brand and can tap into your audience.