Does PPC work?
I had a question today from a client who had a lot of clicks from their PPC (pay per click) campaign yet the conversions were disappointing so I thought I would blog about Pay per click campaigns.
Pay per click advertising is most prominent with Google PPC. You can, with a little training, get your keyword advertisements for your business at the first page of Google on the right hand side column, in the pink boxes at the very top of the first page, or their network on other similar websites, and they can be extremely effective if you know what you are doing.
Initially you will have already got a good conversion rate from your website from existing visitors before any advertising, I mean what’s the point of doing PPC otherwise right? The only time I would ever recommend doing PPC is when you site is picking up clients already, and it’s just numbers you need now.
It really depends a lot on what you are selling. Selling biro pens online for example, at £1 a piece then you would expect to sell 3-5/10 of all the visits to your site. If however, you are selling an appointment to sell a yacht, then 5-8 appointments a month is really good, regardless of traffic. This can only be achieved by strategic and effective content marketing these days. This should be where you are at before you consider PPPC.
When you are certain your site is good for conversion then let’s get started.
You need a Gmail account, how many times have you heard this? Now Google want everything in one place, your business’s Google map and You tube with Google plus, heaven forbid if you have a You tube channel with an email address other than Gmail I am still figuring that nightmare out!
PPC is as much about branding as it is about direct sales. You will never know exactly when or how many times a potential client has visited your site or seen your name online, before they decided to contact you. You can, and I would highly recommend doing so; ask them when they become clients, how they found you!
PPC is all about testing and testing to get it right. The first step is to learn how to get your keywords at the very top (payment does not guarantee this!!) and the trick is to make sure you have done your keyword research, when you know how people search, then you must have the keywords in the heading, the body, the excerpt and the back end (source code) keywords. If you are not a web designer, or you are not familiar with coding custom websites, then you need to get on an online marketing course in Bangkok to learn about Word Press sites as they are the next best way for you to have complete control over your web presence with professional looking websites and blog sites without learning Java script or html. In Word Press you can manage PPC effectively as you can place the keywords wherever you need easily.
See how much you need to pay for each click, and then work out how many clicks you need to break even. For example:
I run a Business directory in UK called Biz-find.co.uk I often run PPC campaigns for this site. For the key phrase ‘Free business directory UK’ the cost is roughly £1.50 a click. Click prices vary according to competition for the keyword. I read somewhere that Motor Insurance was costing £50 per click
I assume that the person clicking is a warm lead. During my campaigns I would spend £200 each month. You add your budget allocation to Google each month and they take your cash of your deposit for each click.
£200 divided by £1.50 =133 clicks (The advertisement runs as long as it takes to get your clicks)
The way Google sees it is; you have paid Google £200 for them to send you 133 warm potential clients to your website. That is as far as Google’s commitment goes, there are no guarantees any of those 133 clients will buy anything! That is up to you.
You landing page (The page the PPC visitor first sees) has to be done well, and I hope you have done your homework, because this is vital. Blogs and books have been written about the science of the landing page and eye tracking, and what words work, and where your buttons should be. Images and Videos can work very well. That’s my next blog.
I did my homework and made sure the PPC visitor knows exactly where to find what they clicked for and I made it simple for them to sign up to my online UK business directory.
Using your statistics to gauge how well you are doing is essential. Now there are blogs and blogs about hosting stats and Google analytics and why they differ so much, what I will say is take mean average between the two, or just concentrate on either whichever you prefer.
Out of those paid clicks that visited I had success with around 30% (45) of all the clicks so my conversion rate was fantastic. However the goals was to get free members to sign up to the site and from there I sold 1/5 to the upgraded listing, so 133 PPC clicks through, down to around 45 sign ups to 9 paid premium listings at £20 per/month, meant 9x £20=£180 per/month with a 89% recurring customer each month, so it was a huge success for me.
The often overlooked advantage of Google PPC is the branding. My sites monthly traffic grew by around 60% each time I ran the three month campaigns. so I had a lot more visitors due to the branding effect of being at the top of Google first page search, people were seeing the name of my website a lot more and this is a fantastic side benefit of any PPC.
So to conclude
- You should be getting good conversions before you even consider any pay for click advertising or even Facebook advertising.
- You should research the keywords thoroughly to see how people search your business
- Place the keywords in the right places where Google tells you i.e. Heading, body, excerpt, and source code keywords.
- Landing page should be simple, concise, have the keywords (what the potential client clicked for) right in the visitor’s nose, images and videos, and have a painless and quick call to action.
- Evaluate, test, and evaluate, every day, through analytics, and you should know what your breakeven point is, what the PPC cost is per click, and where you profit is, as many businesses differ between what the average order value is.
- Don’t forget to evaluate the campaign’s effect on your branding.
To get your website up to scratch before you run your campaigns contact Netmedia