Marketing
Pay Per Click Nightmare
Sometimes one of your best tools can be your greatest nightmare, something so erratic as pay per click trends can sometimes take more of your time than you would like and certainly cost you an arm and a leg to perfect.
Of course when you break pay per click down to its basics, the aim is to make a greater return than your expenditure, simple right? Wrong. Many factors can stand in your way depending on what you are trying to achieve. Is your company brand related? Do you sell tangible goods? What is your budget?
Well one of the greatest strengths of PPC is the ability to tweak it to spend as little or as much as you like, however I do warn you that making a loss in early stages is not uncommon.
When promoting a brand, you already have a bonus, as your company will already have some strength behind this, and give something the user is able to associate with you, and usually brands go hand in hand with a tangible good. You are able to use effect copy in your advertisements to promote offers.
However, if you are involved in lead generation, usually you’re brand takes a somewhat ’secondary’ stance, and the focus is getting the user to complete their details with the greatest return on the investment, however as you are a third party to brands themselves, you usually cannot offer any great deals.
Some tips to get you started or improve your current campaigns:
Add Google analytics to your website, and combine it with your adwords account, as you will be able to determine which keywords convert the best, and add more negative keywords to your campaigns. Lower performing keywords with high costs can be paused.
Start slowly, perhaps even start with 1 - 5 broad keywords (not exact match), track these keywords and add the negatives as they appear in google analytics. WARNING : this can cost you money in the short term, but once you have perfected your keyword campaign, you will start to get the best return.
Find the best times of the day that your punters convert, and spend more money at those times. The best example to think of is if you had £24. £1 allocated each hour, you spend it all, but you only get results at say 12pm - 1pm & 7pm - 10pm. This would mean out of your £24 budget, £20 is potentially wasted. But, at the other times of the day conversions are NOT impossible, however are worth spending less money. For example, I would spend 50p per hour instead of £1 at lower performing times. This then allows me to spend an additional £10 at the higher performing time.
How I like to set up my campaigns.
1. Peak Time Campaigns
This is when your keywords convert the best. Bids are the highest out of all the 3 groups. Aim to show your ads positions 4-10. But not the featured area of 1-3 which you will pay a premium for.
2. Off Peak Campaigns
This is for all other times you want to show your adverts, your bid is lower, aim to show your ads position 8-10, don’t worry that you will get a lot of impressions and less CTR, that is normal and justified.
3. All Time / Product Specific
If you have a particular strong product which is well branded (this is mainly aimed at ecommerce), then you can run a highly target campaign all of the time, which usually would convert well, as whenever someone is searching for this specifically, at any time of the day, they usually want it. Aim for a 3-6 position advert.
Click through rates (CTR) and Impressions.
I’ve heard many people focus on these as the be all and end all of your PPC campaign, however this isn’t the case. If you have a high CTR, you are encouraging more people to click on your advert, which usually means you’re using dynamic titles. This doesn’t necessarily mean they will convert. It means you will spend more but not always get the return, perhaps the traffic isn’t the right audience your aiming for.
If you follow the strategy above you will find your impressions are high, but this is because your adverts will spend a lot of the time lower down. This does encourage more legitimate people to click, as they have to specifically look for you.
Be aware, high click through rate can cause google to move your advert higher, they want to make more money… so be sure to monitor your ads and lower your bids accordingly.
Hope this was helpful, have fun
Wuup Team
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