There are two ways to make your internet marketing budget: reduce costs or increase revenue. To generate a mouth-watering return on your pay-per-click investment, you need to do both.
The 6 Areas You Need to Address for High PPC ROI
Here are some big and small things you can do to improve your ROI on your PPC campaigns within six key areas.
Demographics
Make sure you really understand your audience. Who are they? Where do they work? Where do they spend their time online? Are they mobile users or do they prefer to browse the internet on a laptop or desktop. Adjust your marketing strategy to better match these demographics for greater bang for your buck.
Keywords
You can improve your ROI with exact keyword matches. You don’t need to do this for every ad, but when you have a specific term you would like to market, the results of an exact keyword match phrase will be shown only to prospects who use that precise phrase. When they see you are selling exactly what they want, the chance of them purchasing your product will improve.
Limit the reach of your keywords, as well. Negative keywords are a great way to stop the ad from displaying to people who have no interest in your product, reducing your cost. For example, if you are selling shoes and want an ad to focus on men’s shoes, having women’s shoes as a negative keyword phrase stops your ad from displaying to anyone who enters women’s shoes as a search term.
Landing Pages
Just getting a prospect to a landing page isn’t enough. The prospect needs to engage and then click again to purchase the product. Studies have shown that video on a landing page heavily increases engagement. Consider adding videos to your landing pages to increase conversions.
Quality Score
Because Google AdWords makes more money with high-performing ads, they reward the advertisers with better ad placement based on quality score. It is important to monitor your quality score and tweak your ad to maximize your ROI for that ad. Read up on quality score on Google’s website.
Testing and analysis
In addition to monitoring your quality score and adjusting accordingly, you need to test and track all aspects of a PPC campaign to ensure it is doing what you want it to do. You cannot develop an ad and run it in a vacuum. Testing involves changing minor aspects of your PPC ad, such as text or call-to-action (CTA) or image. Change one item at a time, run a short test, and see what performs better. To ensure your results matter, make sure you run each version of your ad at the same cost level or revenue level as all the others.
Timing
Research and experiment to determine the best time to market your product to your target group. Look into both the day of the week and the time of day when considering the best time to run your PPC ad. Once you find the best timing for your ads, use the ad schedule to run them at peak times to increase peak performance.
Get Help Growing Your ROI for PPC Campaigns
Improving your ROI takes time and effort, things that can detract from the daily operations of a business. Fortunately, a PPC specialist can make it easier. Contact our agency to learn how we can help you improve the impact and lower the cost of your PPC campaigns.
