Pay Per Click Advertising | Evolve Digital Labs

Pay per click advertising (PPC) is an internet advertising model used to direct traffic to websites in which an advertiser pays a publisher when the ad is clicked.

Why Landing Page Experience Matters

An old saying goes “you can only make one first impression, so you’d better make it a good one.” This simple idea is true in nearly all areas of life, but it’s especially true in terms of your landing page. For many, your landing page will be the first experience that they will have with your business and a poorly-designed, unfriendly page is a really efficient way to drive customers right into the arms of competitors.

Your “Landing Page Experience” is a term referring to how Google perceives the type of experience a visitor will have when they get to your page for the first time. This one core idea can affect everything from your Quality Score to your Ad Rank to your advertising costs and more. To say that improving your “Landing Page Experience” is important is something of an understatement.

Landing Page Experience

Tips for Improving Your Landing Page Experience

For starters, you should always be focused on providing useful, relevant and (most importantly) ORIGINAL content on your landing page above all else. Promote transparency whenever possible to help create the idea that your site isn’t just a source of information, but a TRUSTWORTHY one. Always make it as easy as possible for users to navigate your site, especially if they’re visiting it on mobile devices. Finally, go out of your way to do whatever you need to in order to encourage customers to spend as much time on your site as possible.

If You’re Working With Multiple Landing Pages

A sad reality is that many advertisers utilize very few, or sometimes even only one, landing page within a paid search account. Ultimately, this is only limiting the potential of what your campaigns can achieve.

You should always work to utilize multiple, unique landing pages for each keyword theme, but never take the lazy approach. Always focus on unique, relevant content that not only helps create the best possible experience for the searcher, but that also helps them accomplish whatever job they set out to do in the first place.

If you’re working with multiple landing pages and want to improve your “Landing Page Experience,” always keep these factors in mind:

  • Go out of your way to make sure that the content on your landing page is actually relevant to the ad you’re displaying, and vice versa.
  • DO NOT overwhelm your visitors with links. Visitors hate this.
  • Create a solid, logical and strategically-sound site architecture system that will help you accomplish your long-term goals.
  • Make your Calls-to-Action as clear as possible to help direct users to the exact spot you need them in next.
  • Fill your landing pages with high quality, relevant images.
  • Write a powerful heading. Write the type of heading that captures the user’s attention in a way that they’re never quite able to break away from.
  • Brevity is the soul of wit – keep it short and to the point, period.
  • Experiment with things like form length to see how they affect “Landing Page Experience.”
  • Add social buttons and other trust signals to help establish a rapport between you and your users whenever possible.

Landing Page Exp Easy to nav

Finally, always keep in mind that users have a need – a need for speed. Studies show users will flee a site as fast as they can if it takes longer than an average if three seconds to load. If your site follows all of these rules but still takes awhile to get off the ground, you still have a problem you need to solve in any way that you can.

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Three Things to Remember for Maximizing Clicks

In terms of CPC optimization, one of the single best ways to both embrace automation and help you get as many clicks within your desired budget as possible is undoubtedly “Maximize Clicks.” Also called automatic CPC, this gives you the benefit of focusing on driving click traffic while giving AdWords control over the individual CPC bids that you’re making on a daily basis. Once you specify a daily budget, AdWords will automatically adjust your bids on your behalf with a simple goal in mind: driving as many clicks as possible without exceeding the limit you’ve set for yourself.

Maximize Clicks AdWords Setup

Why Maximize Clicks?

One of the great things about this strategy is that you can use it both on a single campaign or for your larger portfolio. Using it on your portfolio extends its benefits to ad groups, keywords multiple strategies and more – helping to make sure that your account is maximizing its performance opportunity whenever possible.

Maximize Clicks Automatic CPC

If you want to set up a “Maximize Clicks” strategy as effectively as possible, you’ll want to keep a few key things in mind.

  1. Always Use Bid Adjustments

Specifying your bid adjustments will allow your bids to increase or decrease automatically based on certain necessary context. Your bids will adjust if your ad is competing to appear on a mobile device, for example, or if you’re targeting a specific location. This gives you a deeper level of control over when and where your ads are appearing in front of end users.

  1. Don’t Forget to Schedule Your Ads

When using “Maximize Clicks,” always be sure to set up custom ad scheduling so that your ads will appear on certain days, or even certain times during those days. Once you’ve done this, you can then use your “Maximize Clicks” strategy within those ranges to stretch its natural power even further. It’s important to note, however, that this requires intervention on your part. If you’re scheduling your ads with campaigns that already have a “Maximize Clicks” bidding strategy in place, those desired bid adjustments won’t instantly apply to your bids. You’ll have to do it yourself.

  1. Always Adjust Your Keyword Bids

As marketers, one of the primary goals that you always have involves increasing efficiency through automation without giving up control. As a result, one of the keys to success in a “Maximize Bids” strategy becomes clear: you should always make an effort to set CPC bids both for individual keywords AND for specific placements. Remember that no two ads will operate in quite the same way. They’re all going to be influenced by a number of factors like the keyword itself, the intent of the end user and more.

Adjusting your keyword bids gives you a deeper level of control over this process, while still allowing you to leverage the power of an automated “Maximize Clicks” campaign to your advantage. In essence, it really does give you something of a “best of both worlds” approach to getting as many clicks as possible without spending more money than you’re comfortable with to do it.

 

Evolve Digital Labs’ Resources

Get your Adwords Graded

Discover ways to reduce wasted spend.  Learn how your PPC campaigns are truly performing. Find new ways to identify AdWords campaign opportunities.

What Factors Impact Ad Quality?

Your Adwords Quality Score can give you a huge amount of insight into your campaign that you won’t find anywhere else. What factors impact ad quality score?

PPC Improvement

Five Steps to Take Before Launching Your Next PPC Campaign

“Where can I find _________?” It’s a simple question more consumers are asking every day.

It’s also the biggest quandary your team should address before launching your next PPC campaign. What does the potential customer want? What are they seeking out? How can we provide an instantly clear answer, which in turn makes a website visitor a loyal supporter?

Even with defined objectives, paid search can quickly devour a marketing budget, if not executed properly, and analyzed for true effectiveness.

These are the five critical steps to take before launching your next campaign.

  1. Know the total market opportunity, as well as the true market opportunity. Appealing to the right audience will make ad spending more efficient while increasing qualified leads.
  2. True MarketForm a plan of attack, including budget and management priorities, with detailed information on strategy delegation. Clear objectives will make the process easier to execute, and create a system of accountability, within your organization.
  3. Divide and conquer, by segmenting the audience and determining the language that resonates within each market. Even though the demographics for some targets will be the same, keep in mind the outcomes through search will be different.
  4. Build a strategic framework that is outcome-based, with optimization centered on consumer needs.Outcome based
  5. Determine the tools you’ll use to track results, including high-level metrics, KPIs and lead funnel reports, which should highlight the best areas for new business opportunities.

Evolve Digital Labs is delivering intense growth using the tactics listed above as well as new proprietary software, called Modus.

Modus is a tool to manage campaign resources, report on the marketing opportunity and capitalize on predictable revenue streams.

Modus Dashboard

Modus has been a factor in positive b2b results for Charter, driven growth and market share for Merck, and pushed down the cost per click rate for Vet-RXDirect.

Learn more about Modus.

Ecommerce PPC Success: Low Cost Per Click, High ROI

We want to share how a client saw positive results quickly, and what steps Evolve took to make it happen.

When we first talked to VetRxDirect, a national online pet pharmacy, we discovered the site had been experiencing a harmful drop in traffic due to Google’s Panda update. This notorious change to its algorithm allowed Google to fight against promoting alow quality websites in search results. The change was especially hard for ecommerce websites, which often unintentionally experience duplicate content or thin pages.

Optimize

 

Since the decrease in organic traffic, VetRxDirect had been relying on paid search for much of its inbound visitors, but as any business knows, paid search can quickly devour a marketing budget, especially if it is not optimized.

Understanding Our Client’s Goals

The most important objectives were to remedy the drop in traffic (and revenue) from the Panda update and to better understand visitor behavior. Our client was also skeptical of Evolve’s ability to decrease the cost per click (CPC) for the paid search ads.

Developing a Strategy to Meet Goals

As a Google Partner agency, Evolve has a strong track record of driving revenue through paid search. Our experts build flawless campaigns that target the right customers and drive to strategic landing pages. In the case of VetRxDirect, we were able to quickly find and eliminate waste in paid search efforts. Refining the campaigns with up-to-date keyword research allowed our PPC team to lower the cost per click and optimize the cost per conversion.

 

An efficient paid search campaign does more than drive leads and revenue; it also provides visitor behavior insight that can be applied to organic efforts. We explained to our client that paid search improvements would deliver a clearer understanding of the needs and online patterns of its primary customer.

Research from the Online Market Audit delivers critical insight regarding the online opportunity for VetRxDirect to make cost-effective decisions online, including:

  • Online investment
  • Acquisition
  • Strategy
  • Continued growth

Strategy Implemented

As mentioned, Evolve’s paid search team fulfilled paid search campaign improvements, which consisted of keyword research, positive/negative keyword expansion and enhanced messaging. The result was a lowered cost per click and a higher conversion rate.

 

We are still preparing an Online Market Audit for this client, but the initial success in paid search is already exceeding online lead generation goals. We are confident that the results from the existing campaigns foretell success for VetRxDirectas future organic traffic and revenue.

To learn how your organization can benefit from the services Evolve provides, fill out the form below or call us at 1-844-Go-Evolve.

And if you are in need of medication for your pet, we know a guy.

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