Are your Pay-per-click campaigns working? Are you getting any Return on your investment (ROI)? If not, what are you planning on doing about it? Below is an article adapted form a recent Search Engine Journal post by Dave Thomas As a small business owner, some of the first things you should do with your PPC efforts is review why you are doing them, what is and is not working, how you can fix things that are not successful, and what kind of return on investment (ROI) you are getting at the end of the day.
Among the things to remember with your PPC efforts:
- Know your audience – Just as important as the right keyword selection, make sure you know who your audience is. Marketing to the wrong consumers is a waste of your time and money, so put some research into who you are trying to reach;
- Keyword optimization – Optimizing the proper keywords is crucial in order to direct consumers to what your small business can offer them. You want the search to be easy, not a trip through a maze for those that want to learn more about your products and/or services;
- Going negative isn’t all that bad – Don’t shy away from using negative keywords with your campaigns. Using negative keywords allow you to single out where your advertisement should not go. The goal here is to do away with irrelevant placement of ads;
- Let’s make a Deal – Just like the old game show, it is important to offer consumers something so that they will want to come to and return to your Web site. Place special deals in your text so that they have a hard time refusing to visit your site;
- Timing is everything – You want to have your campaigns optimized for certain times of the day in order to reach the largest number of potential customers. Include this data in your metrics so that you can target certain hours to send out your pitches;
- Understand your quality score – The quality score is how Google determines if your advertisements and landing pages connect to the user’s search. The better the quality score, the cheaper it is in triggering advertisement focused toward that keyword, and the higher this ad will be seen at. The impact of the quality score will center around the click-through rate of the keyword, relevancy of the ad, and the quality of the landing page;
- Track and test campaigns regularly – In the event you do not test your campaigns, you could potentially have problems. Focus on testing a series of ads simultaneously, allowing for one variable at a time. Do research to determine when your advertisements come in at their best conversion rate. In order to compile data to see how your return on investment (ROI) is doing, link your PPC account to the Google Analytics program to see which advertisements drove visitors to your landing page and those that led to a sale.
So, do you think you have a better idea now of how to orchestrate your PPC campaigns if they have not been so hot? Remember, targeting the wrong keywords or having a message that does not connect, will leave your PPC efforts in an upward climb for some time to come.