PPC, or Pay-Per-Click, represents an advertising strategy in which businesses display their ads on various hosting websites or blogs. Each time a user clicks on one of these advertisements, a nominal fee is incurred.
Despite its potential, many companies that delve into Pay-Per-Click advertising often fail to fully harness its benefits. They find themselves burdened with high costs and lacklustre returns on investment, primarily due to a combination of inexperience and, in some cases, complacency.
It’s crucial to recognize that launching a PPC campaign isn’t a magic bullet for instantly generating substantial inbound traffic to a company’s website. This process demands a wealth of knowledge and a commitment to ongoing testing. Even the smallest alterations can yield significant impacts. Minor enhancements to your landing page’s copy, for instance, possess the power to dramatically boost your conversion rates, effectively transforming your PPC investment into tangible ROI.
A pivotal tool in this realm is Google Ads. This resource empowers you to position your ads strategically, allocate a fitting budget, and diligently track and evaluate your ad’s effectiveness.
To guide you towards achieving a favourable ROI through Google Ads PPC, consider the following tips:
Fundamental to success in this arena is the unwavering commitment to tracking and scrutinizing every facet of your campaign. Every expenditure must be accounted for, and every conversion meticulously noted. Failing to do so is akin to opening the floodgates to a rapid and costly financial decline.
Initiating tracking procedures right from the campaign’s inception is paramount. By delving into the trends and keywords that yield the most fruitful outcomes, you position yourself to enhance the campaign as needed.
Remember, the process of analysis and adjustment is perpetual. Every minute alteration holds the potential to tip the scales between a triumph and a catastrophe for your PPC endeavour.
An effective way to make your PPC advertising more effective is to combine it with Search Engine Optimisation which will place the advert above your company’s search results on Google.
This can have a huge influence on how people see your company and would serve as a more appealing call to action to click on the advert as a person would then regard the company as a market leader while tending to trust organic search results a lot more.
Here you can see an example of this as you can see directly above the organic search results an advert for Aer Lingus appears above the organic search results, as people are more likely to click straight into the top result the advert is now in a great position to attract more traffic.
This is where the audience ends up after clicking on your advert, they have got this far and now it’s time to reel ‘em in, this is where conversions are won and lost, but how do you wonder?
Simple! it is essential that you create a landing page with relevant content linked to your PPC advert and works in cohesion with the PPC advert, for instance, if you advertising shoes and the advert brings the person to a landing page containing information about jeans well that’s not going to work is it? Customize your content to fit with what you are advertising
The overall aim is to improve your quality score, the higher you score the less you pay for keywords that will trigger your ads while also pushing you to the top of the Google search rankings.
Using ad extensions and site links can serve as an additional call to action to entice the audience to click on your adverts, even a couple of words can make a big difference, a simple link will not suffice when trying to entice an audience to click on your advertisement.
Take Ladbrokes for example, by using special offers and money-back incentives they are providing the audience with further incentives to click into their advertisement.
Utilising this method can prove extremely fruitful in attracting traffic and improving your quality score, use your wording wisely the more you seem to offer the more clicks you will receive.
If by now you are making a significant ROI it may be time to increase your budget, this can be done gradually as opposed to jumping straight in at the deep end.
Many companies who are getting a high conversion rate are reluctant to increase their PPC budget but if they were to add up their revenue stream compared to their PPC figures it would make a whole lot of sense to think in bigger terms.
Take this example of a furniture store below;
Now let’s expand the budget here, this is taking into account the running of the advert for a few weeks with an increase in the quality score and changes to the landing page, the figures speak for themselves:
The figures speak for themselves, without expanding your budgets too much and by not diving in blind you can maximise a huge return on investment if you follow the process correctly.
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Drive targeted traffic to your website with Matrix Internet’s PPC ads management services. Our experienced team creates effective campaigns that maximize your ROI and help you reach your business goals. Get in touch with Matrix Internet to boost your online presence today!
By Matrix Internet
By Jeff Sheridan
By Irene Hislop