In the never-ending world of companies trying to click with their current and potential customers, have you taken a moment to determine if your pay-per-click (PPC) campaigns are in fact resonating with the public?
When it comes to conversions and your return on investment (ROI), you’d best make sure that your PPC efforts are not going unnoticed. If they are, your revenue stream will begin to decrease and the competition will be there to reap the rewards.
Why Our PPC Campaign May be in Trouble
If your PPC efforts are falling on deaf ears, check the following to see where the inadequacies lays:
- Half-hearted effort
- Trying the one size fits all approach
- Testing is for the birds
- Bad selection of keywords
One of the first things you should check with your SEO and/or marketing manager when running a PPC campaign, is how much emphasis is being put on it? If the answer is we’re not quite sure, you’d better find out.
Too many campaigns don’t receive the proper management; hence, they end up dying a slow and costly death for the business. Either dedicate the time and resources to your PPC campaign, or scrap it for the time being; half-hearted efforts get you nowhere. Low conversions and higher expenses are not in the playbook.
Another key factor to remember is that just like a puzzle, there are difference pieces to each individual PPC campaign. The bottom line, what works for one project may not be as effective for the next one, the one after that and so on.
How do you solve this issue? By testing. With this advantage you can analyze the different data and make the appropriate alterations so that you’re not left spinning your wheels on the unknown.
Another plus for business owners who utilize PPC campaigns is that they do not take long to unveil; you can make changes where needed as you go, and as previously mentioned, testing is not that difficult if you know where to look.
Also, are you focused in on your campaign keywords?
Is Negativity a Good Thing?
Keywords are of utmost importance, especially shortly after the campaign hits the Internet. To improve your click-through-rate, point out negative keywords soon after the PPC account is live.
Negative keywords, you say?
As it turns out, negative keywords can assist you in compiling web traffic, as they are the list of search terms whereby you do not want to end up in search queries. In the event you do not have a manifest of negative keywords for your PPC accounts, there’s the possibility you will end up paying for those to wasted clicks.
A good strategy to employ is dividing your keywords in terms of their relevance rank, from high to low.
Lastly, be sure not to use similar copy for all locations in the event your campaign encompasses a number of locales. Just because something is doing well or poorly in one area doesn’t mean you will get the same results in other or multiple sites. Make the writing stand out to specific locations and avoid redundancy.
If you put the time, energy and effort into your company’s PPC campaign, there is a very good chance that things will click in your favor.