5 PPC Tips to Maximize Your ROI on Pay-Per-Click Advertising
Do you need to see ROI on your AdWords, Bing Ads or paid social media advertising? Thomas Harpointner, co-host of the Digital Marketing Series on Business Radio X, has 5 PPC tips for your business to reduce your cost per acquisition and maximize your ROI on PPC.
1. Keyword research – work with a PPC expert to find keywords that will drive conversions on your website. Not all keywords are alike, and there are many factors that should go into this formulation.
2. Ad copy and quality – writing catchy ad copy isn’t a new practice, but advertisers have less time than ever to capture their audience’s attention. For AdWords, the amount of copy for text ads has nearly doubled, leaving more room to pitch your product or service. Matching the ad copy to the keywords selection is crucial in order to increase click-through-rates (CTR).
3. Landing page relevance – One common mistake PPC advertisers make is driving targeted keywords and ad copy to the business’ home page. In order to give users the most relevant, seamless online experience, send users to a targeted landing page detailing your product/service that matches their search.
4. A/B split testing – We recommend testing ad copy, landing pages and call-to-actions in 30 day periods. This way, you’ll gather data on peak performance and determine what works best for your business. Within 30 days, you will gather enough data to make informed decisions without having to make costly errors.
5. Measure results, frequently – Two impactful tools for measuring PPC success are Google Analytics and heatmaps. Google Analytics shows granular data about your PPC audience metrics such as demographics, geography, devices and engagement metrics such as bounce rate, session duration and pages per session. Combined, this data informs advertisers on peak performance, and how to tweak ads, landing pages and bids in order to maximize ROI.
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