This Post will explain how to improve your PPC campaigns.
I love it when I take a risk, experiment a little bit, and it pays off. Something you took a risk on actually works.
That feeling of actually experimenting and then coming away with what you can honestly tell yourself is a success.
Not the type of success, where you are satisfied, but the real feeling of success.
Entrepreneurs, Business Owners, Top line managers and CEO’s all have something in common; they know how it feels when an experiment turns into a success.
It’s that feeling that keeps us eager to experiment.
Now what does this have to do with Pay-Per-Click (PPC) advertisement?
Well PPC in itself is an experiment. Days turn into weeks as you play with the “right keywords”, determine your “daily budget”, and play with “cost per click spend” (not to mention if you accidentally forget to set a budget)
These are all ingredients to what you are hoping will be another one of those successful experiments.
Now I’m making an assumption that you have either conducted a PPC campaign in the past which hasn’t gone as well as you were hoping, or that you are thinking about beginning one soon.
First, don’t give up on PPC. It is one of the most exciting, satisfying and financially rewarding advertising methods available to business owners today.
You should be very excited that you have access to this huge supply of data, to be able to take calculated experiments.
Imagine if we were still battling with print ads that weren’t reaching the right people, or radio ads with no feedback at all on who was listening?
Thank god you and I don’t need to invest in such hopeless advertising these days.
You are able to succeed with any form of advertising in the 21st century as long as you are willing to study and put in the work.
With the right data and analytics you can make informed decisions which lead to actionable business intelligence which in turn lead to results.
The tips below will help you put together the right ingredients to once again tell yourself that you’ve done it. That you took a calculated risk, worked hard on it and achieved the results you were expecting.
You once again had a success.
1. Determine your Goal
What do you want from a visitor that has landed on your website? What landing page are they being directed to?
To have a successful campaign you need to know what a success is. So figure out what you want the visitor to do. What do you consider a successful conversion?
If you are an e-commerce company then you obviously want the visitor to make a purchase.
If your website is all about branding then you more than likely shouldn’t be running a PPC campaign.
If you’re a B2B company you should be looking for lead capturing.
Armed with this knowledge you can make calculated decisions on what you need to achieve these goals, which leads directly into the Tip 2.
2. Generate value for the visitor.
When visiting a website what inspires you to fill out the form?
To make a purchase?
Your conversion is all about the value that you can communicate to your website visitor. If someone considers something to be of high value, then your conversion rate will increase. This is one of the most important factors when considering improving your conversion rate. There are a couple factors to keep in mind when developing a good value proposition.
It must be different to your competitors offer of value. It can be similar but you need to outperform your competitors offer in at least one factor, this is the biggest strength in your value proposition. It may be in quality, pricing or delivery. Many businesses miss this but this is by far the most important factor in communicating your organisations worth.
2. For B2B use Volley Marketing to automatically convert your website visitors
Volley Marketing has just been launched in Europe and it is the easiest way to convert your website visitors. It assesses your website visitors against a huge database and these website visitors contact details are automatically captured by the tracking code. This allows a 100% conversion rate when using a PPC campaign, obviously this is one of the best ways to get a return from your PPC investment.
Unfortunately, this is only available for businesses that focus on the B2B market in the EU.
3. Reverse engineer your sales process
Don’t forget to use your Google Analytics! Many website visitors may actually visit another page or search through your website before actually submitting their contact details or making a purchase.
Within Google Analytics there are awesome tools on the behaviour of your website visitors and when linked with Google Adwords, you can even see the behaviour of only the visitors that landed on your page through your PPC campaign.
You can also have a look at the visitors behaviour in the “behaviour flow” data, use this to understand what are your most popular pages on your website, because they may not be what you think they are. Work backwards from this information, see what has worked in the past and add this to your value proposition, emphasize what your strengths are and make it easier to get a conversion.
Never forget to check mobile vs computer vs the tablet, you need to understand on what device the majority of your visitors are coming in from and adjust you website accordingly.