Google Pay Per Click is the market leader when it comes to online advertising. In the latest Q2 financial summary Google reported that the number of clicks on paid adverts had increased 42% over the same period last year. Perhaps what is more interesting for small business owners is that Google also reported the average cost per click is down 16% over the same time period last year. Source = Google Earnings Report
One of the major reasons that businesses shied away from Google pay per click was the fear of cost. The truth is, PPC marketing can be expensive and produce very little reward if you do not know what you are doing. Here are some top tips to make sure that you see results.
8 Top Tips for Getting a Great ROI with Google Pay Per Click
1. Read the rule book.
If you are serious about generating leads and sales for your business by using pay per click advertising and are willing to invest in doing so then make the time to read the rule book. Yes, it is quite easy to set up a PPC campaign and get ads running in a few hours but if you do that, without understanding some core fundamentals, you stand a chance of getting a very limited return on your investment.
Visit Google Adwords or Bing ads; the newly named Microsoft AdCenter, to find out more about the how to get the best from your PPC campaigns and read up on the different features on offer, from Campaign experiments and conversion optimiser to ad scheduling and interest based advertising.
2. Attract only serious clickers by using underused features
The last thing you want is to have every Tom, Dick and Harry clicking on your advert and using up your daily budget. You can use negative keywords which enable you to select words that will not trigger your ad. If you are an estate agent that only sells houses you could add the word ‘rent’ to your list of negative keywords. Geo-location is also another underused feature which enables you to target audiences based on geo-specific keywords, IP addresses or both. If you run a small local business that doesn’t offer delivery service outside 25 miles then you may want to restrict your target geo-location to suit.
3. Reveal value and then compel to act.
Tell potential clients exactly what they will get, such as “free p&p” or “up to 55% off discount” and then give a strong call to action such as “learn more”, “download now for free” or “Find out more today”. Engage your target market by asking a question that includes the benefit such as, “Need to lose weight without feeling hungry? Click here!”
Show that you understand your potential customer’s needs and, if they click your ad, you will reveal something amazing that can help them solve their problem and carry out a specific task.
4. Choose long tail keywords that go after users that are further along in their buying decision.
Long tail keywords are a type of keyword phrase that has at least three words in the phrase. The purpose of using such terms means that you can be far more specific in what you are targeting. Yes, this will mean that there will be less people searching for the keyword however those select few that do search for the keyword will more or less know exactly what they want, will be further down the decision making path and be ready to buy or take the next step.
A person who is searching for a set of branded kitchen knives will respond to a more precise phrase, such as “Victorinox Kitchen Knives” as opposed to just “knives”.
5. Test several ads simultaneously and for a long enough time period.
This will allow you to accumulate and assess data properly. Avoid frequent changes over a short period of time as this will mean that the data you receive will be inaccurate. Instead, split funds across each ad and display both ads the same number of times. This will allow you to assess correctly which ad works best, ad A or ad B?
6. Track and get to know your conversion rates over a few months.
Understand which ads and keywords convert the best over that time period. Use the script that the search engines provide you with to add to your “thank you” page and then measure your results.
7. Optimise clicks.
If your advert mentions red leather jackets make sure the landing page you take them to is about red leather jackets and not blue suede shoes. The landing page has to be congruent with what your advert says. If it is not then the user will be confused as what they will see will not be a true reflection of what they were looking for and will more than likely back out of the page.
Unless you are bidding on keywords as part of a branding exercise try not to send users to your home page, which is packed full of other distracting information. Very rarely do people want to see a home page when they want the exact information they were looking for, so send them to that exact page on your website.
8. Stay relevant to maximise your quality score.
Relevancy is key when it comes to search engine optimisation; paid or organic. If the ad is not relevant to the keywords you are bidding on then the click through rate will be very low. If the landing page is not relevant with the ad then the conversion will be low. The whole marketing funnel should be relevant from start to finish.
PPC marketing, and more importantly the desire of users to click on targeted adverts, is showing no sign of decreasing and as a business owner it is a great way to get targeted buyers who are further along in the buying cycle to see your goods and services.
If Google pay per click is not part of your online marketing arsenal then perhaps you should be thinking how you can add it and make it complement your existing search engine optimisation strategy.
Leave your best tips and advice on how you have maximised your Google pay per click campaigns below..