When PPC isn’t the Internet Marketing Success You’d Hoped it Would Be
Pay Per Click, or PPC, is an internet marketing tool used by businesses big and small to drive more targeted traffic to their sites and, hopefully, customers to their ‘buy now’ pages or their doors. When done properly, PPC can be a valuable web marketing tool, but in too many instances, PPC isn’t done properly and business owners wind up wasting what can sometimes be large sums of money to achieve little or no results.
Now don’t get me wrong, PPC can and does achieve favourable results for some, but PPC shouldn’t be the sole tool used in your internet marketing campaign because other search engine marketing tactics can achieve just as good, sometimes better, results than PPC and they often cost less. The best case scenario, from a web marketing standpoint, is a solid search engine marketing campaign, with great on and off-page SEO, lots of quality content, social pinging and a well-designed PPC strategy.
If you were sold on PPC as the be-all, end-all of small business marketing tools but have yet to experience its true value, use the following to analyse your site and pinpoint where it is that your PPC campaign is falling short.
There’s Traffic, but Where are the Conversions?
In many instances, businesses that invest in PPC focus their attention on getting traffic to their site by carefully selecting keyword terms but give little thought as to the impression their site will make and whether or not it will successfully convince visitors to take action. In many cases where PPC fails to convert, it’s the landing pages that need work.
Take a look at your site. Is it easy to navigate and does the landing page have a clear call to action? Can visitors easily find your contact information and do you present testimonials or any other ‘proof’ that yours is a business worth trusting? You don’t have much time to convince your visitors to stick around so you’ve got to make your landing pages effective.
Sometimes, the case isn’t that the landing pages are unattractive or that the quality of copy is poor, but that the ads that brought visitors to the page seem unrelated to what it is that visitors find when they arrive. In this instance, creating specific landing pages for each ad may be a quick fix. If you still can’t figure out where it is that your landing pages are falling short, get in touch with our marketing consultants for expert advice.
Wait! That’s It? Where is Everyone?
Sometimes, despite the research you did to find the keyword terms that would provide the greatest amount of traffic, your PPC ads fail to generate much traffic at all. There are a few different things that could be causing this, one of which is a budget that’s just too small. The amount of money you invest and the bid you make for a particular ad will determine where your ad appears in results and, ultimately, the amount of traffic your site receives. Basically, your ad needs to rank in the first page of results to get clicks. Take a look at ‘impression share’ to see the portion of the impressions your ads are receiving compared to the number that are available. There are a few other things besides a low budget or bid that will affect the position of your ads, including the rank Google gives your site based on how relevant your ads are to your targeted keyword terms and your landing pages. Take a look at these stats in your AdWords account to see if these are the issues preventing you from enjoying PPC success.
Still feeling a little lost and sick of wasting time and money? Contact us and speak to one of our marketing consultants. Perhaps PPC isn’t the ticket to a successful internet marketing campaign in your case, after all. Let’s evaluate your campaign together and come up with a strategy that will produce the results you want and need.