27th April 2018
Posted by - eMarket experts
Do you think you might be wasting money on your PPC campaigns or not getting enough conversions from your PPC Campaigns? That's maybe you are not hitting the nail on the head.
Pay per click (or PPC) advertising is a great way to get some much-needed traffic and sales. However, according to a study
, small businesses burn away 25% of their PPC Campaign budgets.
Some of our clients were wasting a lot more than 25% before we started working with them.
How we fixed that? Some simple tactical and strategic mistakes that we took care of.
The result: At least 25% more conversions and a big smile. The started getting higher returns from their PPC Campaigns!
So, how do we boost conversions for PPC Campaigns
? Here are 5 tips to ensure you don’t leave money on the table. It’s okay if you don’t have the time or expertise. We’ll take care of everything.
1. Optimise Your AdWords Account
WordStream suggests you spend at least 20 minutes each week optimising your AdWords account. Make sure your keywords are relevant to your customer intent
and on-page content. Make use of the much trumpeted “long-tail keywords”. These are more targeted keywords that deliver more qualified traffic with less competition and at a lower Cost per Click (CPC).
Take the time to revisit your keyword match types
in your ad groups. Most of the small businesses don’t, so you can have an edge by giving more thought to your broad match, modified broad match, exact match and phrase match keywords.
Working on your AdWords account will strategically improve your Quality Score. And a better Quality Score would mean that your ads can earn a better placement at a lower cost. This improves your as CPC well as CPA (Cost per Action or Conversion).
Basically, you pay lesser for your PPC Campaigns and get a higher return.
2. Create Killer Landing Pages
Are you sending PPC traffic to your homepage or contact us? One in 5 small businesses does just that. In order to do better, you should send your PPC clicks to conversion-friendly landing pages. Make sure you have conversion tracking installed on your landing pages; more than half of small businesses don’t!
Creating high converting landing pages is a science and an art. You should include all the essential elements of an optimised landing page
. Create multiple landing pages for multiple ads in order to have a more precise targeting. Test different formats, page designs, copy, and colour schemes.
Designing and optimising many different landing pages might seem like a lot of work. However, there are tools (such as Unbounce or Instapage) and templates that can make your life easier.
If you ask us, we will create a landing page from scratch with a solid foundation. You can always let us know if you need a hand!
3. Follow Mobile PPC Guidelines
If you’re like most businesses, your mobile traffic has long surpassed desktop traffic. Google has already started rolling out it's “mobile-first” indexing. It basically means that Google will now give priority to indexing the mobile version of your website. It will also rank your website based on how it performs on mobile.
Mobile PPC best practices
include setting up a click-to-call extension and call/SMS tracking on your campaigns and serving mobile specific ads
. Ideally, you should connect with mobile users using the complete range of mobile features such as calling, messaging, location, app, and a cross-device experience. However, no sweat if you’re not ready to go all the way. We’ll set you up for mobile advertising, whatever your goals and budget.
4. Track All Channels and Conversions
Thanks to the prevalence of digital media, your customers can interact with you in an unprecedented variety of ways. These can include mobile apps, SMS, social media, voice calling, and more. You’ve got work to do if you’re still struggling with conversion tracking for the “clicks” alone.
In today’s world, you need to track your visitors and conversions from all traffic sources. You can set up phone call conversion tracking
inside the AdWords itself. Or rather, we’ll do it for you. Don’t hesitate to contact us
if you need help.
5. Always Be Testing
If you really want results, we suggest stop guessing and start testing. A/B testing your PPC ads and landing pages is the only way to achieve greater success with your campaigns. Testing should not be something you do once a year. It should be a regular practice in your campaign design process.
A/B testing involves comparing different versions of your ads and landing pages with actual and simulated traffic to find out which particular elements (or a combination thereof) deliver the best results in terms of CTR, CPC and conversions.
There can be hundreds of elements and combinations that can be tested, so it might not be practical and cost-effective to test all of them. At our agency, we depend on the vast experience of our consultants to decide which particular elements we’re testing for and why.
If you are like other small businesses, you might be wasting a quarter of your PPC budget. It might be because your agency is not doing everything it should.
Running high- converting PPC campaigns involves optimising your Adwords account, creating multiple targeted landing pages, putting mobile first in your PPC strategy, setting up conversion tracking for all of your channels, and testing continuously. Now, this might be a lot to ask from a busy business owner or manager. This is where we come in. Get in touch now to get more conversions from your PPC budget!