Google PPC campaigns constitute the most widely utilized method of online advertisement and the financial data published by Google back up this statement. More exactly, the representatives of Google announced an increase of 42 percent in the number of clicks in 2012 compared to 2011. Furthermore, the average price of a click has been reduced by approximately 16 percent in 2012.
In the light of these facts, it is easy to understand why an increasing number of companies that didn’t previously include a PPC campaign in their spending budget are starting to reconsider this option. However, in spite of the aforementioned encouraging statistics, obtaining a decent ROI involves conducting the PPC campaign correctly. Here are the top 5 fundamental guidelines.
1. Employ the Underused Features to Select Your Audience
The ROI resulted from the PPC campaign is highly dependent on the users that typically click on your ads, in the sense that you have to ensure your budget is not wasted on people who are not relevant to your industry niche. To put it simply, if the click does not translate into a sale because the users is not from your company’s geo location or he was actually searching for an unrelated product/service, then you are just throwing money out the window. In order to eliminate this problem, features like negative keywords, geo-location and many other traffic filters that are rarely used can prove very helpful. The less you spend on users who are not potential clients, the lower the costs of the PPC campaign.
2. Show Your Offer to Potential Customers and Make Them Want It
In order to capture the interest of your audience, the ad has to be direct, clear and straight to the point. In other words, you must construct the ads in a concise but comprehensible manner that shows customers exactly what they would receive by clicking on the link. Furthermore, the ad has to be engaging and attractive, as well as based on the specific needs of the targeted audience. An effective approach in this case is to formulate it as a question, the answer to which is your product/service. In addition, remember that the call to action is mandatory.
3. Longer Keyphrases Can Help you Weed Out Undecided Clients
PPC campaigns are not exactly the best tools to convince a certain audience regarding the advantages of a generic category of products. Ads work better for clients who have already decided to acquire a service/product in that category but who are still comparing brands and offers. Therefore, since the longer keywords and keyphrases are more specific, they allow you to address this exact category of people. True, the traffic will decrease, but that should not alarm you because the higher click-to-sale conversion rates will make up for it.
4. Maintain Consistency Between the Ads and Their Destination Pages
As mentioned in the previous paragraph, your clients have already made up their mind about the purchase, which means that they expect the landing page of the website to contain exactly what the ad promised them. For example, if your advertisement banner promotes yellow umbrellas and the link redirects the clicker to the main page of a website selling generic rainproof clothes and accessories, he won’t be pleased. What might originally seem like a good strategy that could generate additional purchases is in fact a surefire way to lose customers. The main reason why this approach doesn’t work is that the other offers found on that page distract the user, making him reconsider his buying decision and reevaluate whether or not he wanted to purchase that item in the first place.
5. Remember That Relevance is A Key Factor in Conversion
Maintaining relevancy between the keyword, ad and landing page is also crucial in SEO. Otherwise, the click-through rates decrease and the click-to-sale conversion drops. The first reaction of users who find something completely different on the landing page than what was promised by the ad is to close the tab and take their business elsewhere because, as previously noted, they have already made the buying decision and they are in the last part of the buying cycle. Therefore, selecting the right keywords and ads is mandatory for the success of the PPC campaign.
What rules do you follow to set up a winning PPC campaign?