Do you want high ROI?
Of course you do. The PPC advertising channel can produce some of the highest ROI in the industry.
Pay-per-click advertising is a great way to drive traffic and conversions, but it can also cost your company money if you aren’t careful.
Before you get started, here are seven important questions you need to ask yourself:
- Is My Content Optimized for Mobile?
For the first time ever in 2015, the amount of Google searches on mobile devices surpassed the amount of searches on desktop and laptop computers. That means any landing page and all of your website’s content absolutely must be optimized for mobile devices.
Here’s how you can ensure that your landing page is fully optimized for mobile:
- Keep your headline short on your mobile landing page. Four words or less is ideal.
- Keep it organized. Only include items that let’s your customer perform an action.
- Have a strong, clear, and immediate call to action (CTA).
- Make sure your phone number is clickable.
- Make sure it loads super fast.
You could even consider mobile app development to capture even more mobile users.
- Am I Implementing Enough Testing?
Testing is vital to ensure the success of a PPC campaign. If you’re not analyzing the effectiveness of your ads, the landing page copy, or even the color and positioning of your call to action button, you won’t know what needs tweaking to improve conversions.
Implement A/B testing by tweaking one Ad element at time and seeing which Ad is more effective.
Here’s a simple step to A/B test your Ads:
- Identify the Adgroup that is generating significant clicks.
- Create a second Ad to compete against the current Ad.
- After it receives enough traffic, pick the winner.
- Rinse and repeat until you’ve achieved your objective.
Use that information to improve your campaign and simultaneously test the next feature.
- Do I Have a Way to Reconnect With My Valuable Leads?
A significant portion of each prospect’s value comes from the long-term. If you’re able to convince them to make an immediate purchase but cannot effectively follow-up to nurture the relationship in the future, your PPC campaign’s return is going to be low.
Email marketing is great, but it has a low open rate. This is why text messages are extremely valuable add-on channel. Each message has an incredible read rate of over 95%, allowing you to reconnect with your audience whenever you want.
Here’s what you can do to drive traffic back to your website:
- When your visitors sign up for your email list, allow them to include their mobile phone number as well.
- Send out your promotional emails like you normally do.
- Wait 24 hours, then follow-up with a text message reminding them about the email.
- Do My Maximum CPA Targets Make Sense?
Your maximum CPA is the highest amount of money you’re willing to pay for a single conversion. Because you’re bidding against other companies trying to target the same keywords, you often need to pay a bit of a premium. However, it’s important that your maximum is set very carefully. If you’re selling a $50 product and making a $20 profit, for example, you don’t want to spend $21 per click. Calculate exactly how valuable each conversion is to ensure you’re not losing money on each click.
- Which Customers Have Already Shown Interest?
Image credit: wpcurve.com
Remarketing is a tactic that targets users who have already shown interest in your company. Using a platform like Facebook, you can show these users ads to remind them about your company or offer additional incentives that might drive them to finally pull the trigger. It’s extremely effective as typically the costs are lower and the conversion rate is much higher.
- Am I Finding Ways to Build My Landing Page Organically, Too?
If you take the time to build a great landing page, you should try to make it easy for people to find organically, too. You’re already driving traffic to it purposefully, so with a little effort, you’ll be able to drive it up the search ranks. Provide one-click social media buttons so they can share the content with their friends if they like. For an extra edge, you can use these link building stategies to drive even more organic and referral traffic.
- Are You Sending Additional Information Effectively?
It’s unlikely that you’re going to answer every single question a prospect has on a single landing page.It’s important to make it easy for somebody to contact you directly for additional information, especially if your call to action is aggressive (such as asking for an immediate purchase). Your method of communication can be e-mail, a direct phone number, or even SMS in conjunction with your PPC campaign. The key is to make sure you’re always available to help the prospects that need a little extra nudge in the right direction.
Have you successfully use a PPC campaign to drive registration, subscriptions, sales, or any other business objective? Share your own tips by leaving us a comment below!