I need to improve the ROI of my Pay Per Click campaign
If you feel as though your spend is still too high for the amount of sales or leads you receive from PPC, then contact us. We can give your campaign a free health check and advise on how we can improve things.
If you are still trying to get the basics right, below are some pointers to help you on your way.
Know your margins. You need to know how much you are willing to spend on marketing for each product, or lead. This amount will translate into your cost per conversion targets.
Track your PPC visitors. Using either the supplied conversion tracking tools, or an analytics package, it is crucial to track the clicks from keywords and ads are producing sales. Where your site generates telephones calls, consider using a separate number for Pay Per Click visitors. If this is not possible, can your staff ask the caller how they found your website?
Analyse. Compile reports online; do not just rely on top-level management screens. Do this weekly if possible. Preferably export into a spreadsheet against your own sales figures and data. Make sure all available columns are selected, such as conversions and time/date data. Sort the columns against cost per conversion data, and then click cost. You may see keywords and ads that:
a/ have a cost per conversion higher than your target
b/ have a cost per conversion within your target
c/ have produced no conversions but are costing clicks
d/ have been shown but attracted no clicks or costs
Improve. Some examples of improvements you can make are to:
- Lower your cost per click but improve the ad to compensate on click volume. Try running two or three ads per adgroup to see which gets the highest click through rate.
- Ensure your ad is accurately describes the service, product, price, delivery if possible – you lose clicks, but the ones you end up paying for stand a higher chance of converting.
- Is your ad being shown for searches you did not intend? You may need to introduce negative keywords to stop unwanted keyword combinations.
- Does your ad connect with the correct page on your website? Visitors are unlikely to want to search again once they click through – use an inner landing page instead of the homepage.
- Are your adgroups focussed and relevant to the landing page? Services such as Adwords may penalise you with a higher click price than your competitor if you don’t ensure relevancy. Split up long, diverse keyword lists into separate ad groups.
There are many other factors that can improve performance on PPC. Every situation becomes a unique combination between your product, website, ads, bids, budgets and keywords. Finally, your website itself is a major factor in the conversion process. Would it really be your choice to shop there compared to the other websites using PPC on Google? We can help with the whole solution, please contact us to find out how.
Adwords Professionals
Pay per click management is at the heart of GoldLadder, and is our primary service since our start in 2002. We have unparalleled experience on Google Adwords, Yahoo Search Marketing and Microsoft Adcenter and many more. Our flexible packages offer a number of ways we can advise and manage on pay per click in relation to your business aims, so please contact us to find out more.
Tracking and Analytics
The return you get from your Pay Per Click and Search Engine Optimisation campaigns is both the profit for your business and your lead over the competition. GoldLadder advise how to accurately measure ROI at both online and offline points, and how to re-invest in your campaigns to widen the margin.
Training and Consultancy
Today's Search Marketing environment is a huge and complex subject. But at GoldLadder, we know that only the most relevant parts will ensure success for your website and business. That's why we offer full training and consultancy that will not only brief you fully in the options available, but apply this specifically to your business objectives.
