Do You Want More Conversions From Your PPC Campaign?
In the majority of search marketing markets, Google Adwords provides the best opportunity for businesses to get their products and services exposure to their target market. When the platform was first launched, it was easy to buy traffic at a cheap price. However, due to Adwords’ bid model, prices have soared over the last 14 years from $0.20 per click to upwards of $100 a click in some industries.
The ‘traffic-focused’ lead generation model doesn’t work as well as it used to on this platform. There is a need for businesses to adopt a ‘conversion-focused’ approach with their PPC management, otherwise, they will risk wasting their precious advertising budget on unqualified traffic and leads.
Digital Next’s account managers understand this and recommend advertisers to adopt a conversion-focused campaign that will allow their business to build a pipeline of qualified leads. Here are a few of the team’s recommendations.
Keep On Testing
If you want to get the best results, you need to keep on tweaking and optimizing your campaigns. Often, you will need to run split tests to get data that will demonstrate which campaigns are working to bring you qualified traffic, leads, and conversions.
Refine Your Ad Copy
It’s common for advertisers to use the exact same ad copy for every advertising campaign and across each advertising group. It is more scalable to run a ‘one-size fits all campaign’, but more often than not, this approach will be doing a disservice.
Optimize your ads for the specific audience that you are targeting. Then refine the message in the ad to see which copy drives the most amount of conversions. You will need to split test campaigns to see which ads perform the best and that will ultimately drive the most amount of conversions.
Optimize Your Keyword Groups
It is easy to waste money by appearing for keywords that aren’t relevant. Surprisingly, unqualified people will click on the ad, costing you advertising dollars. You want to appear for the right keywords without compromising your overall advertising visibility.
- Keep the keyword groups focused on niche audiences.
- Add negative keywords where it is necessary.
- Split test between exact, phrase and broad match and keyword modifiers.
Split Test Your Landing Pages
Driving traffic from your ad campaigns is one thing, but if the people aren’t converting on the website, then all of the advertising optimization efforts will amount to nothing. It’s important that the landing page is optimized to improve the overall conversion rate.