Pay Per Click (PPC) Best Practice
The usage of Pay Per Click (PPC) advertising (especially Google AdWords) can pay great dividends in terms of website leads and conversions.
And there are many ways to increase the effectiveness of this activity in relation to both costs and click-throughs.
A key approach is to:
- Draft ads which would generate responses.
- Modify these ads so as to generate as many quality responses as possible (from people
who are likely to perform your desired actions).
- Polish these ads so as to generate as many quality responses as possible and
as few untargeted responses as possible.
And best practice for Pay Per Click (PPC) Ads is to:
- Include your keywords in the text of your ads.
- Write clearly and simply.
- Reveal the attractive aspects of your offering.
- Avoid superlatives such as greatest, best etc.
- Use attention-grabbing words and calls to action.
- Target ads to the phrase.
- If relevant, be location specific.
- Direct the searcher to the relevant page.
- Check what your competition is saying.
- Test multiple ads.
Creativity should be used to lower costs and increase conversion rates. For example, attractive ad copy will get more clicks than a higher-positioned ad.
More clicks = relevance = a higher quality score.
A higher quality score can result in a lower cost per click.
Pay Per Click (PPC) Landing Pages
Your Pay Per Click landing pages are also very important and will help to boost your Quality Score. For best practice:
- Dont just send them to your home page.
- Make sure your ad and landing page are closely correlated.
- Dont be redundant.
- Add the main key phrase to the headline.
- Match to your call to action.
- Use qualifying copy and keep the message constant.
- Define a clear path.
- Minimize distractions.
- Set a measurable goal.
- Test, test, test...
Pay Per Click (PPC) “Dont’s”
- Dont use very generic one-word phrases if Return on Investment (ROI) is important.
- Dont use broad match on very generic phrases unless you have a negative phrase list prepared already or time to add in negatives as the campaign develops.
- Dont target all your phrase variations to one general ad.
- Dont test too many ads at one time.
- Dont be misleading in your ads.
- Dont take the searcher to your home page (unless you have a very good reason).
- Dont remove relevant phrases from your campaigns until you have tested variations of ads and landing pages.
- Dont let your campaign be managed by any company other than MediaCo ;o)