May 8, 2013 5:06:00 PM

Making the Most of Your AdWords PPC Investment

Posted by Teknicks

Google Adwords Investment | Making the Most of Your AdWords PPC Investment  So you're nowhere near page 1 on Google, now what? Well you've come to the right place. Teknicks is a leading agency for SEO, but it's no secret that PPC can get you instant visibility and have you on page 1 in less than a day.

Now let’s talk turkey- you will need to determine your goals before launching. Are you looking to drive sales, leads, or brand awareness? Paid Search is an easy way to get in front of your target audience and increase clicks. While brand awareness campaigns do well on the Google Display Network (GDN), you’ll get more impressions and at a low cost, it is not always the strongest for driving conversions. Before launching establish what you are looking to accomplish and also at what cost. Determing a CPA (cost-per-acquisition or lead) will help you manage and optimize campaigns to drive the most ROI (return-on-investment).  Goals (check). Targeted CPA (check). Now follow our tips below for pre & post-launch and you’ll be increasing traffic in no time.    

  1. Organize campaigns, ad groups, and keywords into close-knit themes. This will help improve quality score, increase your ability to report across themes and trends, and understand and optimize results with less data necessary to reach statistical significance (read more about statistical significance here).  It also makes it easy to find what you need when making updates, changes, or adding new terms.  Following a clear organizational structure is a fundamental first step in setting up your campaigns.

  2. Use long-tail keywords, in conjunction with head terms. Look at your website’s analytics to identify popular phrases customers use to find your site. While generic keywords, like ‘boots’, cast a wide net and can drive up clicks, more specific terms like ‘tall riding boots’ can be targeted and directed to a more relevant page. By targeting these longer keywords, you will pay less for your advertising and improve the quality of traffic to your site. In addition, you will find that consumers use broad keywords to do research, but when they are ready to make a purchase they use more specific searches. By using a blend of head and long-tail keywords, you can reach customers early on in the research phase, and then close the deal with the long-tail when they are closer to converting.

  3. Use a landing page, not your website. If you’ve caught someone’s interest with a fantastic ad, you want to pull them straight into a sale. Leaving them on your website’s home page with no direction is a good way to lose a potential customer. Send visitors to a well designed landing page with a clear call to action that reflects the ad. The fewer the steps it takes to bring your potential customer from your ad to the goal, the higher the chance of the conversion. By carefully mapping out the path for the customer, you hold their interest, give them the product, and maximize your return on each click.

  4. Block poor traffic. Continuously updating your negative keywords is a great way to make sure that you are receiving quality clicks. You can do this in Google AdWords by viewing the search terms that users entered prior to clicking your ad. If you find irrelevant keywords or search terms, you will immediately want to add them to your negative keyword list. Depending on your campaign settings, if you are advertising on the Display Network, Google will distribute your ad throughout a multitude of sites. Unfortunately, some sites can send unqualified traffic to your ad. You don’t want to pay for these clicks so look at your site analytics and find any network or URL that is sending traffic with a bounce rate near 90% or above. Make sure to exclude these sites the same way you would exclude negative keywords. This will help you avoid paying for clicks that aren’t potential customers.

  5. Test, test, test. Unfortunately, many marketers simply put up ads and let them run without doing tests to find the ads that have maximum effect. PPC isn’t a set-it-and-forget-it marketing strategy. Google AdWords has a tremendous amount of information available that helps you understand the ads that get the most clicks which then result in the most sales. Play with different headlines in one test, and use another to try different calls to action. Each test should only change one part of the ad, so you know where the impact is coming from. When you pay per click, you want to ensure that you are getting the maximum impact and conversions. Make sure you allow your campaign enough time to collect the right amount of data as statistical significance is a vital part of testing. It’s important to understand what makes sense for your business based on profit margins and how much you are willing to invest in order to collect your data. 

If done correctly, PPC can be a strong traffic driver and lead generator to your site. If done poorly, you can easily waste money on irrelevant clicks that don’t lead to sales. By following the tips above, you can maximize your return for every PPC dollar and begin to see great results for your business through Google AdWords.

Click to find out how to better your campaign through Teknicks PPC services.

 

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Topics: Paid Search Marketing (PPC)

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