In today’s online marketing landscape, Pay Per Click advertising seems to be the most pervasive form of digital marketing campaigns. However, despite the fact that PPC is arguably the most widely used method, that doesn’t mean that success comes easy. In fact, most online marketers will tell you that PPC can quickly turn into an expensive and overwhelming endeavor. But as in life, big risks can reap big rewards, and a good ROI on a PPC campaign can make all the blood, sweat, and tears worthwhile. So, in order to help you prevent losing out on your next PPC campaign, Money Maker Discussion is here with five tips to help you create a successful PPC campaign and boost your ROI.
- Location Is Key—Building a narrowly targeted campaign is an integral part of any online ad strategy, however, location-based targeting is even more important for your PPC campaigns, especially if your business is geographically specific or has a brick and mortar storefront. In a model where you are paying every time somebody clicks on your ad, why would you want somebody who can’t physically visit your business and buy your product to view your ad? For example, if you have a hardware store located in San Francisco, it doesn’t do you any good if somebody from Indiana clicks on your ad—in fact, you’re losing money when this happens. Google, Microsoft, and Yahoo! all offer geo-location features that will allow you to target based on IP addresses, geo-specific keywords, or both, so make sure that your PPC campaign is targeted to potential customers that are in your general geographic location.
- Use Long-tail and Dynamic Keywords—This is a two-part tip. First, make sure to utilize long-tail keywords, and second, use dynamic keywords. For those of you who are unfamiliar with the term “long-tail keywords,” these are three-to-four word phrases that are specific to your product or service. Long-tail keywords tend to convert very well because users who use very specific phrases in their searches are typically further down the sales funnel and more likely to make a purchase. Furthermore, long-tail keywords often have lower costs per click because of their specificity and lack of bidding as a result. So, with high conversion rates and low costs per click, long-tail keywords are massively important to the success of your PPC campaign. Also, be sure to utilize dynamic keyword insertion—this will allow you to create more relevant ad copy by placing the exact phrase, as searched, into your ad. Dynamic keyword insertion is very useful and can increase your click through rate tremendously, as potential customers are much more likely to click on an ad that contains the exact term for which they searched. But, despite its usefulness, dynamic keyword insertion is not recommended for beginners because if it isn’t done properly, it can result in unclear and irrelevant ads that will end up costing you a fortune.
- Make A Quality Landing Page—You would be doing yourself a huge disservice by spending lots of time and money targeting specific users, and then sending them to a non-targeted landing page. Oh and by the way, a home page is not a landing page. Make sure that you create an attractive landing page that has a very clear call to action and is relevant to the offer in your ad. Make sure that your page is not forward and is as straightforward as possible. After all, you don’t want to lose out on a potential sale or future customer because of a poorly designed and executed landing page.
- Always Be Testing—As with any form of online marketing, you should always be testing different ads in order to find out what converts best. It’s not good enough to just set up your campaign and pray that it succeeds. Set up simple A/B testing and run ads simultaneously, testing one variable at a time. With modern metrics, it should be apparent what ad copy, photo, color scheme, borders, and other variables convert best.
- Time Your Ads Appropriately—Much like geo-location-specific targeting will help your PPC campaign, so too will the time of day that your ads run. And, with your testing metrics, you should be able to narrow down the time of day that your ad converts best. Once you understand the optimal time of day for your campaign, restrict it to those hours so that you get the maximum amount of clicks and hopefully more bang for your buck.
By using these tips, hopefully you will see an increase in your PPC ROI. To reiterate, the more targeted and specific your campaign is, the better it will perform. Simply throwing together some copy and creative and posting it up on the web is a quick and easy way to lose a lot of money in the PPC game, so make sure to take geographic location, keywords, and timing into strong consideration, and make sure to lock in your landing page as well.
If you have any other tips for increasing PPC ROI, make sure to leave them in the comments below.