There are several things that can be considered important when it comes to advertising your online business. However, one of the most important things to consider is your return on investment (ROI). This is especially true if you are spending money for any type of advertising through pay per click (PPC) ads.
The good news is that by making a few small changes you can increase your ROI, save money and give your business a necessary shot in the arm. Here are ten killer tips for better PPC marketing ROI.
1. Use A/B Split Testing. One of the most important things that you can do to increase your ROI is to tweak and test your website regularly. You can do this through standard A/B split testing, a process that should be implemented from the very moment that your website goes live. Google has included a free landing page optimization tool named “Content Experiments” in its Analytics package.
There are quite a few things that can be tested on your landing pages, and they will typically make a significant difference. It can be as simple as testing a headline, or perhaps the color of the call to action button.
As you continue to improve your website and see an increase in your ROI, you should branch out to testing even smaller factors, such as the font size and its type. You will be amazed to discover that small changes can lead to significant ROI boosts.
2. Get Negative. Google AdWords’ control panel includes an often underused section that can help you save a lot of money, allowing you to focus the ads on a tighter audience. It is the negative keyword section, and you should begin using it today.
Unwanted keywords may also be included in the search phrases that people are typing into Google’s search box. As an example, some people may search for “free marketing services”. If your company provides marketing services, but doesn’t offer a free service, you should add “free” to the negative keywords list. This way, you will not waste money on clicks coming from people that are only interested in free offers.
You may also wish to include negative keywords that would be searched for by those who are looking for a job in your niche, for example. Get creative with your negative keywords list and watch your ROI soar!
3. Optimize Your Landing Pages. Many PPC advertisers will direct all of their traffic to the homepage. This is a huge mistake!
First of all, it is typically going to require at least an additional mouse click, unless your homepage is your sales page. You end up losing many customers, because they will back out of your webpage, rather than looking for the proper call to action button or website menu entry. A simple, targeted landing page will significantly boost the conversion rate.
Your homepage can’t be properly optimized for each search query, and this will make you waste precious advertising cash. Always create landing pages that are specific to your keywords and your business’ ROI will increase.
4. Track Your Advertising. It is very important to set up conversion tracking; this way, you will be able to determine which keywords are working fine, and which should be avoided because they aren’t bringing in revenue.
In addition to this, by tracking your ads you will also be able to improve your quality score, which in turn, can help boost your ROI.
There are plenty of good quality tracking programs, and some of them provide a lot of in-depth information. The good news is that Google’s free conversion tracking tool will do a great job most of the time.
The first step is to generate a conversion tracking tag from within your Google AdWords account. Then, add that tag to your website; your webmaster will know how to do that. Google provides a thorough, easy to follow tutorial, so I won’t waste your time describing the process here.
5. Improve Your Quality Score. An often overlooked way to improve your ROI is to improve the positioning of your advertising. And you can do this without increasing your advertising budget if you improve your quality score.
Google looks at several different factors to determine your quality score, including the relevancy of the landing page, the keywords that are being used and how well they are converting.
As a reward for making their advertising program both attractive and effective, Google will improve your positioning, and you will get the lion’s share of the traffic, while minimizing your advertising costs.
6. Restrict Time. Obviously, not all traffic is created equally. And if your advertising campaign has been running for at least a few weeks, you will discover that your traffic is converting much better at specific times of the day.
Use AdWords’ custom ad scheduling to prevent your ads from running during the times when they don’t convert well, but still cost you money due to useless ad clicks.
7. Make Use of Effective Ad Copy. Test the copy on your landing page, but don’t forget to test the effectiveness of your ads as well.
Set up several ads, and then determine which one generates more website clicks. You should also track conversions, of course, thus making sure that the ad is also converting well when people land on your website.
8. Include the Targeted Keywords in Ads. Most of the people that use Google search are going to be somewhat web savvy. It is likely that they have used world’s biggest search engine in the past, and they may be aware of the fact that you are paying for advertising.
This may make some of them avoid clicking the paid ads, and rather concentrate on organic search results, websites that appear on the first Google page because they are being recognized as industry leaders.
Nevertheless, when you use keyword insertion, including people’s searched-for keywords in the ad, your advertisement will definitely attract their attention, because it perfectly matches their queries.
The searched for keywords will be displayed in bold, rather than showing up in regular font. Google AdWords’ keyword insertion can make a huge difference in your click through rate and ROI.
9. Build Your Keyword List. When you first set up your Google AdWords account, you will likely generate and pick a set of keywords. It is crucial to regularly scan for new keyword ideas, and then test them in your AdWords campaigns.
There are two problems with Google’s keyword generator tool. First of all, it provides a limited set of ideas and keywords. Then, about 95% of the advertisers are bidding on the same keywords, increasing the ad costs.
The profit boosting solution to these problems is to think outside the box. Use industry jargon as a base for your Google Keyword Planner queries, and don’t be afraid to use the databases of other online giants like Wikipedia and Amazon, searching their websites for keywords that would never show up in Google’s Keyword Planner.
When you look for additional keywords, it is likely that you will find several gems that are inexpensive and have a very low AdWords competition. Spend some time every week trying to discover profitable keywords, and then test them. And don’t forget to read the Google AdWords Keyword Planner tutorial, which shows several outside the box keyword research methods.
10. Use Exact Match Keywords. Google AdWords gives you the ability of using Broad, Phrase and Exact Match keywords. Many people start their campaigns using Broad Match, because they want to have access to a large pool of potential buyers.
While it is true that Broad Match settings lead to bigger monthly search volumes, you risk wasting your money by displaying the advertisements in front of people who will click your ads without being interested in purchasing your products or services.
A much better solution is to use exact match keywords and constantly expand your keywords list, as shown above. With exact match, your ads will only be displayed when somebody types in the targeted keyword phrase in its exact format.
When you use exact keyword match, there is no need to be concerned about negative keywords or untargeted traffic. You will only get traffic from the exact keywords that you have been targeting.