Reduce pay per click costs
Have you ever said this:
“Pay per click advertising doesn’t work”
If you have, you’re not alone. We help our clients set up and manage their pay per click campaigns every day, people, possibly like you who have tried and failed to generate a positive return on investment.Google makes it so easy to create a basic account, but it’s even easier to invest $500 or $1000 to find that you can not achieve any results.
Pay per click marketing suppliers like Google, Yahoo and MSN (NineMSN) can be a fantastic way to generate new business. We’ve seen client’s entire businesses turn around inside 90 days using the leads generated through these systems. But you need to know what you’re doing. If you’ve tried it before, see if you can recognise any one of these deadly pay per click mistakes:
1. To few keywords and phrases – Most beginners use only 20 or 30 keywords in total, where the minimum for most small campaigns should be 1,000 to 2,000 keyword phrases. Withour services we identify the most profitable keyword phrases and build you a keyword library of all of the possible keyword phrases that somebody who is interested in your service would type into Google. We then test these over time to (at minimal expense) to see which draw in the buyers and which attract the browsers.
2. Too broad with the keywords – A big rookie mistake is mis-using exact match, phrase match and broad match. By using these correctly you can increase your positioning and decrease your average cost-per-click (CPC). As a rule we eliminate the use of broad match. In your campaign we get super specific. Google and similar search engines are about relevancy, so with your campaign we give them what they want. Ultra-specific, maniacally relevant keywords and phrases.
3. Poorly constructed text ads – By making one small change can improve your click-through-rate from 2% to 4%. It doesn’t sound like much, but you’ve doubled your clicks, and your visitors. Improving your CTR improves your quality score and, in turn, decreases your average CPC. One of our greatest assets is our copy writing skills. You don’t have a lot of room, so it’s ever so important that you get it right.
4. Not split-testing text ads – As we come from a marketing background we are continual testers. The only way to tell if one text ad is better than another is to split test those ads, track the results and identify which combination of words produced the best results. Even after we’ve exceeded industry benchmarks with your pay per click marketing campaign we’ll continue to try and better your results.
5. Incorrect Geographical Targeting – If you’ve made this mistake you’re not alone. It’s probably one of the easiest parts of the Google Adwords Pay Per Click interface to misunderstand. Geo-targeting, especially for a service company is critical in getting maximum ROI from advertising spend. The last thing you want is to pay for website visitors which are in locations that you cannot service. We ensure that only qualified prospects can view your ads.
6. No continual optimisation – It’s obvious that as more and more people cotton on to this easy source of new customers, there are more companies bidding on your key phrases. We continually monitor and optimise your campaigns to ensure that you maintain your position at the lowest possible price. Plus we also monitor your competitors efforts to learn from their successes and apply them to your campaign.
7. Monitoring conversion rates – tracking conversions is the most important factor in pay per click advertising, because this is how you measure the success of everything else. Most importantly, when you track conversions at the keyword level you can increase spend on the keywords which are producing results and decrease spend on the keywords which a not producing results, decreasing your overall spend, so in essence you get more for less.
Without implementing ALL of the above it is very difficult for any organisation to compete in this market place. Click here to find out how to cut your pay per click costs now!