Common PPC Mistakes-Quit burning money!
- SEO |
Hey guys
I have a little bit of spare time tonight, so I thought I'd write up a few pointers for effective PPC advertising. I'm been *attempting* to teach my father the ins and outs for several weeks now, and while hes doing pretty good for someone just starting out with PPC I see him making alot of the same mistakes I dealt with initially.
Take these words to heart; if your not doing (and in some cases are doing) whats discussed below then your losing money. Most of these mistakes are easy to make, and equally easy to fix.
Anyways here it goes-
#1-PPC is simple
PPC isnt simple-Once you understand how it works, then its easy to *use* but it is by no means simple. Your serving advertising to a broad audience, with only the vaguest idea of whether or not they'll turn into a sale or lead.
As a marketer, your job is to increase the likelihood of a successful sale.
For this reason a proper understanding of statistics is important. Dont be afraid to learn how to use these statistics to your advantage; I'm horrible with math and I do it every day.
These are, above all others the numbers to learn to understand.
1) CPC: This stands for cost per click, and its how much your paying for each click. In more simplistic terms, this is how much your paying for each person who comes to your site through a PPC platform.
2) CTR: This is your Click through rate. What it represents, is how many times your advertisement is clicked for every 1000 times it is displayed. The higher your CTR, the less your going to pay for each click (CPC)
3) Conversion Rate: This is the single most important statistic. Your conversion rate represents the number of clicks divided by the number of sales
For example, if you have 100 clicks, and 10 sales then you have a 10% conversion rate.
#2-Isolated or no testing:
You wont succeed with PPC marketing if you dont learn to consistently test for results. Dont just create one ad; create several and see which performs best-show them evenly until you get a decent idea of which ad is getting the highest CTR.
If your selling your own product, create 3 or 4 different landing pages. Use different graphics and sales copy and figure out which of these brings you the highest conversion rate.
If your running offers for someones else (Affiliate or CPA) test the different landing pages they offer; and if they only offer one then look at similar products or offers and try those landing pages to.
Optimization is KEY-if you dont test for performance, then your literally throwing money away even if the campaign is already profitable.
#3-Blanket Ad copy
When running advertisements with pay per click program you have a very limited amount of room to sale a prospect on clicking your advertisement. Dont make a "blanket" advertisement for your entire batch of keywords. Take the keywords with the highest traffic and target your audience based directly on those words. Remember, they arent necessarily looking for the greatest product-Their looking for a solution to a problem.
For example, if I was to bid on the term "Acne Removal" I wouldn't advertise as "The most effective treatment" I would advertise as "The easiest solution" or "The quickest fix". You sale your prospect on how superior a product is AFTER they click-not before.
#4-Broad Keyword Choice
While the most common and highly trafficked keywords in a niche are alluring (and can be profitable) its often wise to instead go after more specialized keywords. If you do this, you can target your ad in a more effective manner-and because competition is lower, the CPC is lower as well.
For example if I were to compete for the keyword
"Acne Removal"
I would have thousands of competitors. And in all likelihood the people searching for this probably aren't looking to buy a product, but do a little research about how acne can be removed.
However if I bid on more specific terms like
"Best Acne Cream" and "Quick acne fix"
I would have substantially less competition, as well as having a better idea of how I would need to market to my visitors. The "Best Acne Cream" for example, could be used with adcopy that went along the lines of "World Famous fix to dreaded blemishes"
Anyhow, I'm out of time now (Looks like I get to go pickup a friend stranded in the Chicago cold with a dead car battery. Lovely!)
I hope some of you found this useful
Best wishes,
-Jordan
I have a little bit of spare time tonight, so I thought I'd write up a few pointers for effective PPC advertising. I'm been *attempting* to teach my father the ins and outs for several weeks now, and while hes doing pretty good for someone just starting out with PPC I see him making alot of the same mistakes I dealt with initially.
Take these words to heart; if your not doing (and in some cases are doing) whats discussed below then your losing money. Most of these mistakes are easy to make, and equally easy to fix.
Anyways here it goes-
#1-PPC is simple
PPC isnt simple-Once you understand how it works, then its easy to *use* but it is by no means simple. Your serving advertising to a broad audience, with only the vaguest idea of whether or not they'll turn into a sale or lead.
As a marketer, your job is to increase the likelihood of a successful sale.
For this reason a proper understanding of statistics is important. Dont be afraid to learn how to use these statistics to your advantage; I'm horrible with math and I do it every day.
These are, above all others the numbers to learn to understand.
1) CPC: This stands for cost per click, and its how much your paying for each click. In more simplistic terms, this is how much your paying for each person who comes to your site through a PPC platform.
2) CTR: This is your Click through rate. What it represents, is how many times your advertisement is clicked for every 1000 times it is displayed. The higher your CTR, the less your going to pay for each click (CPC)
3) Conversion Rate: This is the single most important statistic. Your conversion rate represents the number of clicks divided by the number of sales
For example, if you have 100 clicks, and 10 sales then you have a 10% conversion rate.
#2-Isolated or no testing:
You wont succeed with PPC marketing if you dont learn to consistently test for results. Dont just create one ad; create several and see which performs best-show them evenly until you get a decent idea of which ad is getting the highest CTR.
If your selling your own product, create 3 or 4 different landing pages. Use different graphics and sales copy and figure out which of these brings you the highest conversion rate.
If your running offers for someones else (Affiliate or CPA) test the different landing pages they offer; and if they only offer one then look at similar products or offers and try those landing pages to.
Optimization is KEY-if you dont test for performance, then your literally throwing money away even if the campaign is already profitable.
#3-Blanket Ad copy
When running advertisements with pay per click program you have a very limited amount of room to sale a prospect on clicking your advertisement. Dont make a "blanket" advertisement for your entire batch of keywords. Take the keywords with the highest traffic and target your audience based directly on those words. Remember, they arent necessarily looking for the greatest product-Their looking for a solution to a problem.
For example, if I was to bid on the term "Acne Removal" I wouldn't advertise as "The most effective treatment" I would advertise as "The easiest solution" or "The quickest fix". You sale your prospect on how superior a product is AFTER they click-not before.
#4-Broad Keyword Choice
While the most common and highly trafficked keywords in a niche are alluring (and can be profitable) its often wise to instead go after more specialized keywords. If you do this, you can target your ad in a more effective manner-and because competition is lower, the CPC is lower as well.
For example if I were to compete for the keyword
"Acne Removal"
I would have thousands of competitors. And in all likelihood the people searching for this probably aren't looking to buy a product, but do a little research about how acne can be removed.
However if I bid on more specific terms like
"Best Acne Cream" and "Quick acne fix"
I would have substantially less competition, as well as having a better idea of how I would need to market to my visitors. The "Best Acne Cream" for example, could be used with adcopy that went along the lines of "World Famous fix to dreaded blemishes"
Anyhow, I'm out of time now (Looks like I get to go pickup a friend stranded in the Chicago cold with a dead car battery. Lovely!)
I hope some of you found this useful
Best wishes,
-Jordan
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