Pay Per Click (PPC) marketing is one of the most effective ways to grow a business, yet also one of the most frustrating to implement. This is exactly why so many businesses are steering clear of PPC marketing, which is such a shame because it gives a business so much potential for growth if used correctly!
While there are a number of companies who can share success stories about PPC marketing, there are also some who wasted millions for nothing. So that you are not part of the second group, we’re sharing with you some of the things you need to know about PPC Ads so you don’t end up wasting your marketing budget:
Mistake #1: Getting obsessed with Cost Per Lead (CPL)
Let’s go straight to it: CPL is an indicator of PPC success, not a measure of it. There are some PPC campaigns with great CPL, but are actually not getting any profit from it. Why run a campaign if it’s not bringing in profits, right?
Some campaigns may look like they’re doing great with low CPL, but if you look closely, the leads may turn out to be low-quality; so they are not converting into sales. Instead of focusing on CPL, try focusing on profitability instead by tying your PPC campaign data with your bottom line. Find out which keywords give you the lowest cost-per-sale, or which terms return the most revenue, or copy that gets the best ROI.
Mistake #2: Ad Copy that’s blasé
If your ad copy doesn’t stand out, then don’t expect to get any sales from your PPC ads. The best ad copy addresses people’s pain points and gives a solution.
People are always in search of companies that understand their needs. Be one of those companies.
Mistake #3: Lack of tracking
Conversion tracking, that is. When running a PPC ad, it’s good practice to track conversions. This information will help you tweak your ads to perform better so you can yield higher ROI.
Mistake #4: Not creating a seamless funnel
One mistake that businesses make with their PPC ads is that they send their clients to their homepage. While this may work for some, it’s not very effective. The better route to take is creating a landing page where you can “catch” the information of a potential lead. Follow this through with an e-mail series, or give them a sneak peek of what your company offers by giving a freebie followed by a content upgrade.
Are you ready to try PPC Ads for your business? If you need to learn more about creating these campaigns, give us a call so we can discuss how BottomLine can help you!