PPCs can be a brilliant tool for attracting new visitors to your website or online store, but they can also drag you down if you don’t have your campaigns set up correctly. Don’t repeat the mistakes of your predecessors. Fine-tune your PPC campaigns to perfection and get the most out of them. It can be done!
Avoid directing ads to the homepage
It doesn’t always have to be a bad move, but there needs to be a element on the page that is designed to get the visitor to convert. This could be a conveniently placed button that says “Buy”, a form to fill out, basically anything that will get the customer to take the action you expect them to take. The most common problem for a visitor who is redirected to the main page is that they may be confused and end up not being able to click through to the information they were primarily looking for. As a result, he will leave to a competitor and you will not get a conversion.
Be careful with your text
Keep in mind that what you write in your ad will determine whether a searcher visits your website or eshop. It pays to invest more time in preparation. For example, you can start by typing the keyword you are using in your ad into a search engine. You will immediately see if it looks the same as the others, or if it is original and has the potential to stand out from the rest.
Don’t forget the keywords
A common affliction tends to be overly generic keywords. These are fine if you plan to build your company’s name. However, if you prefer a performance PPC campaign where the goal is to acquire new customers, then it’s better to use a specific keyword. So instead of the generic keyword “dress”, use “beach dress”, “evening dress”, “evening dress”. This way you can direct customers directly to that section and more importantly you will have more relevant customers searching for a specific product.
And since you want your ad to be shown to a relevant group of users, be sure to use exclusion keywords. These are words that will prevent your ads from showing. For example, you can avoid a situation where a real estate agent’s ad appears for queries such as “reality show.”
Check the effectiveness of your campaign
Just as important as the actual preparation and launch, it is important to track outputs and measure conversions. While it’s nice to know how many users are visiting your website or eshop, without measurement you won’t know who actually made a purchase in the end. In fact, visitors who went outside of PPC may have also purchased from you. By measuring, you can also see which campaigns were the most successful and build future campaigns accordingly. And if you’re paying for PPC, but customers didn’t actually end up buying from you, it may turn out that PPC isn’t effective and it would be a shame to waste time (and money) on it.
If you find yourself in a tight spot when setting up a PPC campaign, don’t hesitate to contact us – our online marketing specialists are fully at your disposal.