Pay Per Click Best Practice

PPC screenshot

The challenge of gaining insight from Search Engine Optimisation is going to be increasingly difficult with the rise of ‘not provided’ search terms, so organisations may turn to Pay Per Click to deliver search marketing insight. 

PPC can be a fantastic tool for delivering good quality traffic to your site, but it can also be a long and expensive learning curve if you don’t approach it right, so here are some of my favourite PPC tips:

1) Make sure you can measure:

Before you start your PPC campaign, ensure that you can measure what the results will be.  Assuming that you are using Google Adwords (although Bing is a very un-tapped opportunity!), the quality of reporting is fairly high, but it will not be able to see how engaged a user is according to the keyword that they have used to get to your site.  This means that you will need to link up your Google Analytics (or other analytics tool) to your Pay Per Click activity.  Without this, you may be spending money without knowing if it’s money well spent.

2) What is a conversion?  

It is unlikely that every visitor to your website from PPC will complete the objective that you would like them to (e.g. to purchase).  So, you need to have an understanding of what success looks like. What value for the company would a sale deliver, and what value would a completed enquiry form deliver?  What about if the user searches, goes to your site and calls your phone number?  Can you measure this user moving from online to offline with a unique phone number?

3) Test your ads:  

One of the benefits of digital is that you can often quickly track if something is working or not.  So, release your creativity by testing different wording on your ads.  The number of characters that you can use per line is limited, but you could try a different copy to see which works best for your users, e.g. is a ‘hard-sell’ or ‘soft-sell’ the most effective approach?

4) Know how to enhance your campaigns:  

There are a number of ways that you can fine-tune your campaigns to make them more efficient or effective.  You can insert the words that users search with into your ads through dynamic advertising; you can show different messages to mobile or desktop users; you can show different messages to users who have or haven’t been on your site before; you can even alter your bidding strategy by day of week or time of day.

5) PPC is only half the story:  

You can spend a fortune of driving great quality traffic to your site but if your landing page or website is a poor experience, your money will be wasted.  Always bear in mind that PPC is only half of the story of success – your website should have a great landing page and user journey to accompany your campaign. 

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