If you think you’ve done everything you possibly can to improve your PPC, it’s time to think again. If you haven’t seen the improvement you are looking for, here are some steps to help you get there.
First of all, basic steps, check your keywords. If you think you have all the keywords you could need – that is never true! Keywords can always be added, changed, or altered – all for your benefit! Make sure to also review your use of negative keywords. By adding words to the negative keyword list, you are able to filter out traffic that is not relevant to your site.
Next, change your settings. Make sure that your geo-targeting is specific enough, but not overly specific to where you may be missing out on traffic. Make sure to be regularly testing ads to make sure you are tracking what is working and what isn’t.
Thirdly, update your ads! Have you paused any ads that aren’t working the way you want them to? Have you updated the ads that are working? The more click-throughs you have, the higher your traffic, and that raises your quality score – and that is what we all want now isn’t it?
Next, think outside of the box. Google, MSN and Yahoo are not the only search engines in the world. I know, that’s breaking news. Think about moving in to shopping search engines, and smaller search engines like AOL; this enhances your exposure and may have a higher return on your investment.
Another way to improve PPC is to use a targeted campaign rather than broadly advertising on sites. Find sites that are relevant to yours as a way to help generate qualified traffic. Again, using relevant ads is a great way to narrow down your market, while also enhancing your market at the same time – by eliminating unqualified leads, your click-through numbers might go down, but you will be surprised to find your conversion rates going up.
Check your landing pages! Landing pages are a crucial moment when it comes to conversion rates. If your landing page is too complicated, difficult to navigate, vague, irrelevant or unhelpful users will immediately leave. Living in a fast paced environment, immediate gratification is necessary to create conversions – make your landing page as easy to navigate and as relevant and simple as possible.
Lastly, and one I find to be one of the most important, is to check your competition. Where are the succeeding that you are not? How can you learn from their mistakes? How can you differentiate yourself from them, and prove you are the better option? Competition is what drives this entire market, so you might as well use it to your benefit in any ways you can!