In the never ending quest to draw more clicks and higher conversion rates from potential customers, it’s important to stop for a second, draw breath and determine precisely how much your Pay Per Click campaign is ‘clicking’ with your customers.
When the time comes to calculate the rate of conversion achieved and measure the ROI for money spent, it would be best to make sure your PPC campaigns are clearly taken into account. If this is not the case, then your ROI will start decreasing and you will be in danger of falling behind your competitors.
What factors result in PPC Campaigns Going Unnoticed?
- Not understanding the technical specifications of the system
- Working on the mistaken assumption that ‘one size fits all’
- Ignoring the results of any testing
- Making the wrong keywords selection
The key point which anyone who owns a business has to bear in mind when liaising with their PPC manager is that every single detail has to be thought about in advance and then monitored closely. Amongst the factors which have to be considered are the number of visitors per day, the selection of key words, the demographic status and geographical criteria of visitors. If your PPC manager can’t answer all of these points with a degree of certainty, then, in all honesty, it’s probably time to start looking for a different option.
Running multiple campaigns of different types at the same time can be something which is very difficult to manage. This difficulty can result in a time consuming and economically disastrous wasting of both time and money. A far better approach is to put all of your efforts into well managed and effective PPC campaigns rather than diluting your focus via half-hearted and ineffective efforts elsewhere. Low conversions producing a lower ROI are costly and dangerous affairs for any business.
Another factor which has to be borne in mind is that there is no one size solution that fits all circumstances. An approach which works well with one individual project may not be so effective for the next one.
The Three Word Solution To This Problem? – Testing, Testing and Testing.
Through powerful and thorough testing of results you can evaluate different data and select the appropriate alternative, thus weeding out any activity which performs with less effectiveness. One more useful tip to business owners wishing to optimize their PPC campaign is to implement any changes as swiftly as possible. Making the changes as you go and testing the effects against existing performance criteria will result in a business which is nimble, quick to react and flexible enough to adapt to any change in PPC performance.
Doing some strong research on keywords selection is also necessary as it helps you to identify your potential customers and their search patterns, and for this reason it is also vital to keep a careful watch on your competitors – after all, they’re chasing the same customers that you wish to attract. Keyword selection is a vitally important part of any successful campaign. Once your campaign goes live, identify negative keywords or those which are performing less well and not producing the search engine results which you require.
A good strategy to take is to rank your keywords on basis of a ROI performance index which will make it easy to quickly calculate the actual expense of each individual keyword. Make sure you do not use the same content in your all campaigns and for every different location, since something which is performing effectively in one particular territory will not always perform as strongly in another. Ensure that your content is individually tailored for different locations, thus avoiding material which is redundant.
Vsourz offers pay-per-click services for Google AdWords, Yahoo! Search Marketing and Microsoft adCenter. It strategizes, formulizes and implements practical PPC campaigns that not only give the edge over competition bus also offer better visibility and a higher volume of traffic to your site.