Archive for PPC

Do Landing Pages Make a Difference in Pay Per Click?

Question: Do landing pages make a difference in pay per click? The overwhelming answer is YES!

test-landing-pagesOne question a lot of potential clients don’t ask when discussing pay per click is where the visitor will be sent to once they click on an ad.  At some point during the initial discussion with a prospect we will ask the question where would you send the visitors your ppc campaign is going to generate.  Usually a blank look comes over their face or worse they light up and say our homepage!  The truth is a good landing page can be the difference between success and failure.

While sending visitors to your homepage might make sense to some the fact is targeting keywords to ads to landing page is the simple formula one should use.  Using this easy method should make one figure out quickly that a homepage is typically not targeted to one keyword group but instead an inner page or even better a custom landing page makes more sense.

Recently we took on a client who had used pay per click as the primary source to drive leads for his company that sells leads to real estate agents.  While he was happy with his ROI, something told him he could do better and after reviewing his account we agreed.

Once our initial review was complete the client actually graded out pretty high for properly using most of the tools and best practices in his campaigns however we found he was sending his traffic to pages that although they were location specific (a Dallas page, a Plano page, etc.) they really didn’t focus the visitor to complete an action and overall were too cluttered with text and navigation choices.

Once we made a few changes to the campaigns themselves (shoring up some bidding options, match types and extensions) we developed a landing page that was dynamically keyword targeted and focused the visitor on conversion options.  While the client was very hesitant upon first viewing the new landing page as it didn’t “look” like his site after 30 days once he saw his results he became a customer for life!

Here are the results compared to the last full month using his old landing pages.

Campaign report (Nov 1, 2015-Nov 30, 2015. Compare to: Sep 1, 2015-Sep 30, 2015.)

Cost
Nov 1,089.77
Sept 2,268.13
Cost (Change) -51.95%
Avg. CPC
Nov 1.75
Sept 1.81
Avg. CPC (Change %) -3.13%
Click conversion rate
Nov 4.98%
Sept 3.83%
Click conversion rate (Change %) 30.10%
Cost / all conv.
Nov 27.94
Sept 41.22
Cost / all conv. (Change %) -32.21%

If you would like to save money and increase conversions contact us today!

More Google PPC Ad Testing

Google Adwords PPC Ad test format

Another day, another Google Adwords ad format test.  This time a white background under all ads and a gold ad icon.  Let’s see what sticks.

Google Testing Images Inside PPC Ads

No surprise Google is constantly testing ad format variations but today I saw a new one that combines product feeds (I assume) and a regular ad format.  Notice the images above the regular ad format.  Interesting.

Google PPC Ad with Images

Using Obamacare to Generate Traffic

Obamacare PPC AdWith daily if not hourly mentions of Obamacare over the last few weeks and more to come as the rollout continues I wondered if anyone was using this keyword to generate traffic to their website.  The answer is yes but only one company the few times I checked.  As I expected the company advertising provides health insurance quotes which I would expect is a relevant choice for many of those searching using that term.  Using the Google Keyword Planner tool and the three match types of Obamacare (broad, phrase and exact) the planner shows an average cost per click of $1.18 for the top position.  Not a bad price especially considering in this case there are no other competitors on the page.

This is another example of using the news to drive traffic to your site but the key here is relevance.  So my next question is why not bid on Debt Ceiling or Government Shutdown?  Maybe a debt relief company or a temp service?  Just asking.

Tips to a Successful Holiday PPC Campaign

Since it’s the week before Thanksgiving that means Christmas is upon us and you should have started or be prepared to start a Holiday PPC campaign. I thought I would give a few tips that are the basis to all of the Holiday PPC campaigns we run for clients.

Keyword Strategy:

  • Seasonal Keywords – Look for keywords that are unique to Christmas such as Christmas gifts, Xmas gift, Holiday parties, etc. Don’t forget this is a holiday season for many religions, not just Christians.
  • Longtail Keywords – While researching your seasonal terms don’t forget the longtail versions. People searching for Christmas gifts may extend that to tie gifts for Christmas. Remember longtail keywords typically convert at a high rate.

Ad Copy Strategy:

  • Keep the holiday season mindset when developing ad copy. Use terms that relate to Christmas, Hanukkah and typical holiday speak like “Tis the season”. Don’t forget many shoppers wait until the last minute so if you offer last minute or overnight delivery this is a great time to let people know.
  • Sales – Using the term Holiday Sale can be very effective as can be catering to the early shopper with terms like Beat the rush or Order early. Providing a discount to early orders is an option to keep open as well. “Order by Dec 10, Get 20% off!

Landing Page Strategy:

  • Holiday look and feel – You’ve enticed the customer to click on your holiday ad so keep them in the spirit by giving your landing pages a holiday look and feel. Maybe it’s a color scheme or adding snowflakes or using holiday lingo like “HO, HO, HO – Welcome!” or all three, keeping the holiday theme going will enhance the visitors experience.
  • Expectations – If you are promoting a product that is very popular you want to keep the visitor informed as it relates to stock and delivery. The same is true for last minute shoppers, posting the drop-dead cutoff date for shipping to arrive before Christmas is not only informative but good customer service.

2009 has been a tough year and this holiday season could be make up for a lot of lost revenue. Take more time than normal and put some effort into creating your Holiday PPC Campaign and may the season be a blessed one to you.

If you’re looking for professional pay per click management we are expert PPC managers and welcome the opportunity to speak with you.