Steps for PPC Improvement
Many people believe that pay-per-click (or PPC) campaigns are the “silver bullet” they’ve been looking for in terms of generating traffic and increasing sales. While this is true to a point, it’s still very possible to run a poorly optimized campaign with a high CPC. In essence, PPC isn’t magic – it’s art, just like anything else. Only by keeping a few key things in mind will you be able to improve PPC and run the type of campaign that will actually generate the results that you’re after and help you accomplish all of your business objectives.
Specificity is Key – Resist the Urge to Play Broad
When designing the copy for your PPC campaign, understand why it’s important to be as specific as you can at all times for the best results. If you were a stereo retailer, your instinct may be to say, “We have thousands of stereos to purchase now,” to show off your selection. All you’re really doing is generating unfocused copy, which studies have shown leads to a smaller amount of conversions as a result. Instead, you would want to say something like, “Stereos from leading manufacturers like Sony, Onkyo, Samsung and more,” to generate the maximum amount of interest in not just the larger keyword of “stereos,” but also the specific keywords associated with those brands.
Lower the Quality Score, Higher CPC
Lower quality score typically yields a higher CPC. It’s a story campaign managers deal with daily. There are ways to increase quality score of low performing keywords. CPC optimization begins with understanding, including how quality score is calculated. Google defines a quality score for keywords connected with every campaign. Keywords get a Quality Score ranking between 1 and 10, with 10 being the highest. Google assigns a high AdWords score by reviewing ad copy and determining if the selected landing page is relevant and useful to searchers checking out your ad.
Don’t Forget That Landing Page
They say that you can only make one first impression, so you’d better make it a good one. This has never been truer than it is in terms of your landing page, or the first page that a lead will see when they click on your PPC ad. For maximum AdWords performance your landing page must be relevant to the ad searchers just clicked on. It’s also critical to clearly define the action that you want consumers to take and direct them further along down the process towards an eventual sale. If you don’t have a properly designed landing page associated with your PPC campaign, the ads themselves will only do so much.
Understand What You’re Really Paying For
On the surface, this may seem obvious – with a PPC campaign, you’re paying for clicks on your ads. It’s right there in the title. Despite this, far too many people assume that PPC can deliver them something it can’t and, as a result, ultimately judge the effectiveness of their campaigns incorrectly. If a PPC campaign is generating huge traffic, but few sales, it doesn’t mean that the campaign is broken or needs to be optimized – it means that you need to take a closer look at your sales funnel.