Pay-Per-Click (PPC) campaigns are a double-edged sword. They can either be a wonderful marketing tool, or a waste of your efforts, and ultimately your money. There are countless examples of companies benefitting immensely from PPC campaigns, but also many businesses failing to take off as well. However, it doesn’t need to be this way! With a little more attention to detail, you can get the most out of your PPC campaign. If you already have a PPC ad campaign in place and it is not doing as well as you had hoped, here are some points to consider to improve your campaign's performance.
All too often when someone clicks on an ad, they are greeted with a landing page that looks intimidating and confusing. Most of the time, this will prompt users to leave the page. When it comes to designing your landing page, "keep it simple, stupid" is the motto to go by. Ideally, it should be sparse and focused. Don't go too far astray from the main points by giving customers too many distractions. The purpose of your landing page is to prompt viewers to take the next step. This could be requesting a quote, downloading information, or asking to leave a phone number. None of that will happen if viewers leave your landing page because they are confused by your cluttered design.
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If keyword optimization has been taken care of, it will trigger relevant ads. This will help ensure that clients will land on relevant landing pages. Maximize this by using GoogleAds tools such as Keyword Planner, negative keywords to exclude irrelevant information, and using different keyword match types. This will help ensure that your ads reach the right audience. Another benefit of this is that ads will also earn a higher quality score. A higher quality score means spending less money on ads. However, experience has shown that obsessing over the quality score is a waste of time and money, beyond a certain point. Monitoring your keywords and making adjustments to you ads and landing pages can be a much better measure of your PPC's performance.
It's not unusual for your marketing department to open a PPC account and then not touch it for a long time. Be sure to closely monitor your PPC to make sure you are getting the most out of it. Be flexile and willing to adjust your campaign settings based on your needs and the campaign's performance. Choosing safe, conservative settings such as limited budget settings, exact match, standard ad rotations, and tight ad schedule will limit the effectiveness of your PPC campaign.
Running a successful PPC campaign is not necessarily a difficult task, but it takes time and attention to details to make sure it is earning its keep. We can advise you on a successful PPC campaign strategy. Call us today to discuss what we can do for you!
Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education, keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.
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