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  • Author: Advertise.com Team
  • Date: October 11, 2012
  • Category: Online Advertising

1. You Don’t Craft Creative Ad Copy

Creating general copy misses the mark in pay per click advertising where a specific need is being addressed. If I search “B&B in Sleepy Hollow, NY” but an ad comes up with none of my copy, perhaps with a headline that reads “Overnight in Hudson Valley,” this does not resonate with me. Think of it as the veritable Headless Horseman of internet marketing. Present, but a little empty upstairs.

The Solution? The PPC ad should always mimic the query;  what typical customers are looking for. Quality? Service? Reliability? Put a qualitative statement that will pique interest. Then, write unique PPC copy!

2. You Don’t Link To Internal/Product Pages

Sending all PPC traffic to a homepage is the equivalent of “ding-doing-ditch.” After a specific call-to-action, you’ve brought prospects to a broad company site. They’ll be outta there quicker than prom attendees on the run from Carrie!

The Solution? Don’t let leads you paid for walk away. Develop landing pages that speak to the advertisement. Solve a problem. For example, an advertisement reading “Rid Your Home of Ghosts!” should bring me to a page with something like “Download Our Guide to Ridding Your Home of Ghosts” or “Book Your Home Consultation with the Ghostbusters!” Your call-to-action advertised a specific item, now deliver on it.

3. You Don’t Track Wasteful Spending

Ignoring ad spends on wasteful keywords is like letting a zombie nibble a finger. Dangerous. Be mindful of PPC spend from the very beginning. If you are tracking conversions and optimizing campaigns regularly you should be able to pinpoint keywords that convert at a low enough price to give you a good return on your ad spend.

The Solution?

·         Check SEO Rankings: How are searchers finding your site naturally? If you’re not ranking for terms specifically defining you niche, get to the top of the page through PPC.

·         Assess Top Spenders: Marketing changes over time. Start with the most expensive ad groups, make sure the terms fit products and priorities.

·         Determine Cost of Customer Acquisition (COCA) and Customer Lifetime Value (CLV): Grab data throughout the pipeline! Understand which channels are most profitable and how to get more CLV.

4. You Don’t Understand Keyword Match Types

Much like a werewolf, your perfect pay per click ad can transform over night! PPC keyword match types are often set to broad meaning the relevancy is low and you could be paying for unqualified traffic. Let’s take a look at this king of all bloodsuckers example:

Term: “Dracula Costume”

Broad:  “Dracula Costume” yielding such broadly related terms as “Adult Transylvanian Costume” “Bloodsucker Costume,” “Van Helsing Costume” See how this can hurt you? PPC defaults to Broad Match.

Phrase: “Dracula Costume” on phrase match gives more control but allows a query to have additional defining terms. “Women’s Dracula Costume,” and “Boy’s Light-Up Dracula Costume” are examples. If you’re selling both these items, compare pricing for the different terms and diversify.

Exact: “Dracula Costume” would only be displayed for these exact words, not “Scariest Dracula Costume” or “DIY Dracula Costume” which could be less expensive, long tail considerations to bid on.

The Solution? Phrase match is most beneficial, yet exact match can be utilized with specificity and organization. Read  our last step to understand how.

5. You Don’t Utilize Multiple Campaigns

Again we come back to relevance as the key to more conversions. Dump piling unrelated keywords and multiple audience targets is not only unorganized, it can make you seem spammy. Even Jason from Halloween, while a bit unhinged, had focus, right? A PPC campaign can achieve numerous things, flesh out (no pun intended) each of these goals and make a campaign for each. See how splitting can increase the significance of your ads:

Goal: More Email Subscribers
Campaign: Halloween Email Subscribers
Keywords: Halloween Costume Ideas, Halloween Party, Kid’s Halloween Party, Halloween Decorations, Halloween Costumes for Women, Halloween Costumes for Men, Cute Kid’s Costumes for Halloween, Halloween Baby Costumes, Halloween Blog, Halloween Face Paint, Halloween Face Paint DIY, Trendy 2012 Halloween Costumes, Halloween Jewelry
Ad/Offer: “DIY Halloween Costumes!” (Downloadable Guide)

Goal: More Ecommerce Sales
Campaign: Halloween Ecomm Rush
Keywords: Halloween Costume Ideas, Kid’s Halloween Party, Halloween Costumes for Women, Halloween Costumes for Men, Cute Kid’s Costumes for Halloween, Halloween Baby Costumes, Halloween Outlet, Halloween Costume Delivery, Halloween Store, Last Minute Halloween Costume Ideas, Halloween Warehouse, Halloween Wigs, Halloween Face Paint,Trendy 2012 Halloween Costumes, Express Halloween Packaged Costume
Ad/Offer: “Express Halloween Costumes!”  (Free Shipping or 15% Off)

These campaigns have many of the same keywords but the goals and method to collect information is different. How can you vary your campaigns?

So there you have it!  Some simple and actionable tips to get the most out of your PPC campaigns. Try them out today and you’ll see your performance soar higher than the Witches of Eastwick!

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