A website owner was moaning to me about how much he had spent on pay per click (PPC) advertising and had got very little in return. This is probably because he had entered into the venture by himself, so obviously there were some concepts he was not using correctly.
To start with I would advise you to go see a Google Adwords expert, because this is the area they work in every day, so they understand how to effectively use this system and will get the best deal for you.
But if you don’t, then here are some things to consider. First, each PPC advert works on the effective use of keywords. You can find these out through sites like Wordtracker.com where you will see which keywords surfers on the net are using the most. But this means the most popular words cost more to use, so it is worth looking further afield or thinking outside the box to find more cost efficient versions.
Second, where are you sending your clickers? You may have produced an effective ad which get lots of clicks at a reasonable cost, but how can you maximise on converting them into paying customers? Consider the subject of your advert, and then look at the landing webpage. Is it relevant?
It’s no good having an advert on one particular subject, let’s say baked beans, and your advert’s URL directs your customers to the index page of Heinz. Your customers are looking only for baked beans, so give them a landing page which is solely about baked beans. Going to a more general page will not only put off your customers, they may get diverted onto another subject or leave through another link. Your landing page needs to be totally focused on the subject at hand.
Third, what is the objective to your PPC advertising? Your landing page should have one aim and that is to get your customers to do something: contact you for more information, sign up for a free gift or special report, fill in a questionnaire or whatever. Don’t expect people to respond to an unfocused or cryptic message, or just the index page of your website which doesn’t have the advert’s subject immediately available.
You need to effectively guide your customers to do what you want them to do, but without being condescending in your approach. Explain concisely and coherently the purpose of the advert, and limit the number of choices to achieve a more positive response.