Struggling to Find the Connection: How to Improve Pay-Per-Click Campaigns

Posted by on January 16, 2014 in PPC [ 0 Comments ]

success with PPC campaignsThe Internet has become a marketplace not only for large, multinational companies dominating the global economic landscape, but also for small businesses trying to build and expand their brand. Moving online has allowed these companies to market to audiences originally thought unreachable, and they’ve been able to accomplish this progress through techniques like pay-per-click marketing. A study from WordStream revealed in 2013 that small businesses were spending an average of $14,400 on pay per click campaigns.

Related: Why So Many PPC Campaigns Are Doomed and How to Reverse the Course

Avoid Squandering Your PPC Budget
It’s clear small businesses are widely embracing the strategy, but data also showed that a quarter of those $14,000 budgets were being needlessly wasted. Companies researched by WordStream were making crucial errors, such as failing to leverage available tracking tools. Here are some tips to improve pay per click campaigns:

  • Begin with a guiding principle (or principles) for your PPC campaign. If you’re not disciplined or structured with what you want to happen with your keywords strategy, then you’ll end up with an unfocused mess that will be difficult to defend when your colleagues come asking for  figures pointing to a return on investment. With that in mind, AdStage recommended establishing goals for your PPC campaign, which will then affect your keyword strategy and how you measure its effectiveness. You can begin by asking yourself a few questions:
    • Am I trying to sell my product or service?
    • Is my aim to raise awareness for my brand?
    • Do I want to get more feet through the doors at my storefront?
    • Am I looking to increase traffic on my website?

By asking these questions, you’ll be in a far better position to lay the foundation of your PPC campaign moving forward.

Related: Find out what your PPC campaign needs to flourish

  • When a person clicks on an ad, it’s imperative they be directed to a relevant landing page. By sending interested visitors to a Web page that isn’t directly relevant to the sales process not only disrupts a potential sale, but it also results in lower ad quality scores that lead to more expensive prices per click and less exposure. According to the WordStream study, 20 percent of small businesses send users to the company’s homepage as part of their PPC strategy. Rarely will you see an SMB’s homepage optimized to increase conversions, meaning this tactic won’t help you if you’re trying to provide an easy pathway for customers to input information to increase lead generation efforts or funnel them through the purchasing cycle toward completing a transaction.
  • Knowing the numbers a PPC campaign is generating is crucial to optimizing efforts. Businesses can take clicks and conversions and analyze them to further streamline websites. Data indicates fewer than half of small businesses have conversion-tracking software integrated into their landing pages, which makes it much more difficult to accurately  assess how effective your PPC strategy is.

Related: 3 Techniques That Will Double Your Adwords ROI

Keep a Sharp Eye on Your Keywords
Google AdWords is one of the best resources for SMBs looking to improve their PPC campaigns and keywords are foundational. There are several considerations when incorporating a keyword strategy. It’s exceedingly important for businesses to focus on relevance when choosing the words they’re looking to attach to their online ads. WordStream’s research found that a quarter of small businesses depend on broad match keywords which act more like a widely thrown net to reach the greatest number of people, but not necessarily from the individuals you’re intending. Instead, exact match keywords or targeted phrases increase the chances that you’ll reach the audience that will benefit most from what you’re trying to accomplish with your PPC campaign.

While pessimism is something you should avoid in your overall philosophy, negative keywords are extremely beneficial. Why? Entrepreneur helped explain the fact that they help you target your keyword strategy to a greater extent by helping to identify which words should be left out. In this way, you can avoid having your ads appear as irrelevant when customers enter them in a search query.


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