Pay-Per-Click (PPC) marketing is an excellent way to direct targeted, qualified traffic to specific pages on the website. Whether you are looking to increase online revenue and sales or generate more leads, PPC ads offer a fantastic platform to market your merchandise and services. Many sites utilize this advertising platform to enhance their organic web presence or make up for the lack-there-of.
However, PPC campaigns offer many pitfalls and often wind up costing lots of money without supplying proportional return on your investment for novice campaign managers. In the following paragraphs, I will discuss techniques that may help you decrease your cost-per-click and therefore, boost your online profit margin.
Before I begin describing the ways in which you can lower your cost-per-click PPC ads, I have to first describe the type of the advertising platform. Search Engines Like Google make nearly all their profit from companies paying to advertise through them. Therefore, the major search engines view your ad as being a commodity; should it be clicked they get paid, and in case it will not the opportunity cost of displaying it materializes.
Keeping this prospect in mind, Google, Yahoo, and MSN attribute a “quality score” to each keyword in your PPC account. This quality score denotes people’s propensity and willingness to click your ad, and can mandate how much of your maximum bid each click will cost. For example, should your maximum invest in a keyword is $3.00 nevertheless it
has a low quality score, you will most likely pay close to that particular amount per click. On the other hand, in the event the
keyword’s quality score is high, you will be rewarded if you are paying significantly less per click. Obviously factors like desired position as well as your competitors’ bids also play a big part within this calculations, but let us focus on the idea that you may be rewarded with lower click-costs and higher ad positions in case you have high quality scores.
When I mentioned inside the above paragraphs, viewing search engines as businesses vested in making money is extremely important to the prosperity of your PPC campaign. They desire your ad to be clicked as much as is possible. In the event you create an appealing and relevant ad that receives a high click-through-rate (CTR), you may be rewarded with cheaper click-costs and better ad rankings. This really is analogous to clothes in store windows: When a store uses up space upon an unpopular item in their front window display, it may miss out on a chance to display a much more popular item that can draw in more customers.
Solution – Raise Your Quality Score
Even though factors like keyword use in PPC ads and landing page content play a tiny role within your quality score, the most important deciding factor is your keyword/ad click-through-rate (CTR).
1. Include keywords in your PPC ads
If you are the keywords that were utilized to trigger your ad, these keywords will likely be automatically highlighted by the search engine on its search engine results page. This may also create a sudden familiarity with the possible customer because you are using the same keyword-specific language because they do.
2. Include calls to action within your ads
Short phrases like, “buy now and save” will do your ads wonders when it comes to CTR. This prospect has been shown over and over to produce interest in customers.
3. Highlight deals and promotions inside your ads
Just like calls to action, promotional phrases like “book now and acquire 50% off” have shown to fundamentally increase click-through rates.
4. Constantly test new ads
There is certainly always room for improvement, and split A/B tests or multivariate tests will allow you to epizrk quickly and efficiently get rid of ads with low click-through-rates and develop new optimally performing ads.
Follow these 4 methods as rules-of-thumb when building or optimizing your website and positive things will certainly follow; ignore them, and you will spend a lot of time scratching your head and wondering the best way to lower your cost-per-click.