PPC Marketing: 10 Killer Tips for Better ROI
by Stacey Politi
1. Run a Negative Campaign
No, the idea is not to openly bash
your competitors through ad copy. Instead, utilize negative keywords, one of
the most underused features offered for PPC campaigns. Negative keywords allow
you to choose words that won’t trigger your ad. For example, if you are
a new car salesman, place the word “used” on your negative list to target
customers looking for a new vehicle. When used correctly and updated often,
negative keywords help pare down your clickers to serious buyers and save your
PPC dollars.
2. Location, Location, Location
Why have your ad viewed or, even
worse, clicked by someone in Iowa when you only sell insurance in California?
PPC dollars are wasted because unsophisticated users don’t focus their
impressions by location. Google, Microsoft and Yahoo all offer geo-location
features, which allow users to target their markets based on IP addresses,
geo-specific keywords or both.
3. Make an Offer They Can’t Refuse
With so much competition, you need to
differentiate your ad. Are you running a promotion? Is shipping free? Offer
value and then capitalize on it with a call-to-action. Use terms like “Learn
More” and “Free Download” to draw in customers. Encourage searchers to act and
let them know what to expect on the other side of the click.
4. Be Dynamic
Dynamic keyword insertion allows you
to create more relevant ad copy by placing the exact phrase searched into your
ad. When the potential customer sees the exact term they searched, they are
more likely to click. While dynamic keyword insertion is very useful and can
increase your click through rate tremendously, it is not for the PPC novice. If
poorly executed, dynamic keyword insertion can result in ads that appear
unclear and irrelevant and can drain your budget quickly.
5. Utilize Long Tail Keywords
Long tail keywords are
three-to-four-word phrases that are specific to your product. The reason this
works is that visitors using very specific search phrases are often further
along in the purchasing process and can result in a higher conversion rate.
Someone looking for shoes might search for “boots,” and then have it narrowed
down to “black knee-high boots” when she’s ready to buy. Another benefit to
long tail keywords is their lack of popularity among PPC novices. With less
people bidding on your keywords, your cost per click decreases. Add high intent
words to your long tail, such as “buy,” “price” or even “where to buy,” in
order to grab those on the verge of a purchase. If you are stumped and need
long tail keyword suggestions, visit Wordstream.
6. This Is a Test
Don’t just set up a PPC campaign and
hope for the best — proper testing and analysis are required. Metrics allow you
to better understand your campaign and results, so set up A/B tests to track
what works. Remember to test multiple ads simultaneously, but only allow for
one variable at a time and run your tests long enough to gather proper data.
7. Timing Is Everything
In addition to geo-targeting, PPC
campaigns allow for time targeting. Analyze your metrics to determine when
your ads are at their highest conversion rate. If you are receiving hundreds of
clicks at 3 am, but making no sales, restrict ad impressions during those hours
to save your budget.
8. A Homepage Is Not a Landing
Page
A homepage is not a landing page. Don’t throw away all your
hard work by sending targeted customers to a non-targeted homepage. Create a
simple landing page that picks up right where your ad left off. Don’t lose your
visitor — and potential sale — by confusing them with unnecessary content.
9. Get to Know Keyword Generators,
but Not Too Well
Keyword generators prove helpful in
getting you started when mining keywords. Some great tools are the Google AdWords
Keyword Tools, Microsoft
Advertising Intelligence and tools by Market Samurai. However, do not rely
heavily on keyword generators — often a human touch is what you need to target
that human searcher. You know how you typically search, so go with your
instinct.
10. Google Quality Score: Recognize
Your Google Quality Score determines the overall ranking
of your AdWords
account and helps determine where your ads will place on the search page. Keep
your score high by following the rules set up by Google AdWords
and continuously providing quality advertisements. Stay on top of your Google
Quality Score, as an unexpected drop is a red flag.
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