Pay-per-click (PPC) advertising has many benefits for business owners. It helps get your name in front of potential customers in no time flat, and it also allows you to compete with the big dogs in your industry. If you have dabbled in the world of PPC, you may or may have not experienced optimal results. When PPC results fall flat, business owners tend to write off the campaign all together and determine that this form of advertising just isn’t for them—but that often isn’t the case.
Like many other techniques in digital marketing, pay-per-click management is both an art and a science. There is a strategy behind the keywords used for your campaign, your bidding, and even your geographical location. When it comes to PPC, you simply cannot launch a campaign on a whim and expect top notch results. Running a PPC campaign without a plan will ultimately end in frustration in disappointment.
Bigfoot Media is the go-to expert for pay-per-click management, and these are our top tips in how you can improve your Google Adwords Campaign.
- Don’t Set it and Forget it
One of the biggest PPC mistakes that business owners make is the set it and forget it mentality. The truth is that your pay-per-click campaign requires consistent monitoring, and allowing your campaign to run on auto pilot can quickly deplete your budget.
It’s best practice to monitor the status of your PPC campaign at last once a day—and more if you have the time to spare. This is especially the case when your Google Adwords campaign is new, and you are still trying to understand data information and trends.
Once you become comfortable with running a Google Adwords campaign, you can loosen the reigns a bit—but don’t get too comfortable, as customer behavior and even seasonal fluctuations can quickly change the game.
- Change up Your Ad Copy
Just like your Google Adwords campaign itself, you don’t want to allow your ad copy to remain the same all the time. Changing up the phrasing of your ad can help you understand the copy that resonates with your potential customers. You’d be surprised at what small tweaks to your ad can do, so make sure that you have at least two versions of the same ad rotating during the course of your campaign.
If you aren’t sure on how to execute writing an effective PPC ad, check out our previous blog post: The Guide to Writing Quality PPC Ad Copy.
- Remember to Split Test
Split testing is a big part of your success with Google Adwords campaigns. Click-through rate (CTR) is one of the most important elements of PPC, and testing your results can ultimately help you achieve a higher CTR overall. In turn, this can lead to a better conversion rate, improve your quality score, and lower the cost of your Google Adwords campaign altogether.
There are numerous ways that you can change up your PPC ad copy that leads to split testing. Some popular (and effective) ideas include:
- Irregular punctuation
- Dynamic keyword insertion
- Using very few characters in your ad
- Using all available characters in your ad
- Add a customer testimonial
- Offer social proof
- Use a price in the ad
- Add a promotion
- Include a % sign
- Change your tone
- Make your ad rhyme
- And more
There are nearly countless ways that you can test the effectiveness of your ad copy. Not all variations will be a winner, but eventually you’ll be able to pick out what’s working and what’s not.
- Analyze Your Landing Page
Even if you have a picture perfect PPC ad, your results will fall short if your landing page is out of order. Many business owners are unware of how to properly execute a landing page, and become frustrated when results don’t meet expectations.
One of the first steps to designing an effective landing page is checking your call-to-action. Your customers aren’t mind readers, and you need to let them know exactly what they need to do in order to contact your business.
You’ll also need to ensure that your ad offer matches the offer on your landing page. If a customer clicks on your ad that includes a free offer, then discovers that the item is not actually free, it will make you lose trust and credibility.
The last thing you don’t want to forget is your contact information. You’d be surprised at how many business owners simply direct customers to a landing page with no contact information on it at all. If your customers can’t contact you, how can your campaign possibly convert?
Launch Your Google Adwords Campaign with Bigfoot Media
If you’re interested in launching your own Google Adwords campaign, Bigfoot Media is the go-to expert for strategizing effective PPC advertising. Work with the pros today and contact us about your next Google Adwords Campaign.
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