Create Successful Pay-Per-Click Ad Campaigns

Here is what you need to know to make Pay-Per-Click ads highly successful for any business.  Whether you’ve never tried it or have tried it without much success, a few facts about how PPC works on Google should show how to make your ad campaigns successful.

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A large number of service providers such as real estate agents, mortgage brokers, consultants, freelancers, etc. have tried Pay-Per-Click (PPC) advertising. PPC is also an important strategy for product marketers and retail business.  

So why do many business people think that it’s a waste of money?  Simply, they just don’t know what they don’t know.  Below Ballen Brands walks you through how to set-up a successful Pay-Per-Click Ad.

Pay-Per-Click ads cost too much   

There is no argument about the competition involved in PPC, as you’re bidding against your competitors for a position.  The product or service being advertised and the keywords and phrases used can run up the cost per click (CPC).  The secret is that this cost isn’t just based on competitive bidding, and it can go down a lot and still give your ads great positioning once they have been running a while.

The Quality Score is more critical for CPC. When your ad first goes live on search, you will be paying the highest price per click, and your ad will not show if you do not bid high enough.  Google scores your advertisement based on several factors, many kept secret. Some you probably know about are:

Click-Through-Ratio (CTR)

The Click-Through-Ratio (CTR) is the number of clicks on the ad as a percentage of the number of times it is displayed (impressions). 

Why is this important?  You’ve written a compelling title and good ad text that grabs attention if your ad is getting clicked more than those of your competitors, especially when it may appear below theirs.

Relevance of the landing page content

When are the searcher clicks on your ad, are they going to find the information they expect on the linked page?  If they do not, or do not see it prominently enough, they will click away or “bounce” off the landing page.  That lowers your ad score.  If they stay, it raises your ad score.

What do visitors do after they arrive at the landing page?

Say that the searcher stays on your landing page a while to read the content.  However, they also find links to other relevant content on the site and click them to check it out.  This is good for your Google ad score, as  they want their searchers to get value from their search click.

Do they take an action on your offer?

You need to have a “special report” or other offer via a form and a promise of immediate email delivery to generate a lead. Google takes note and your pay-per-click ad score is improved when a visitor submits a form response.

There are many other factors in ad scoring, but these are some of the most important and influential in determining how high your ad will rank in paid results and what you’ll pay for that click.  The ad score can rise rapidly if you bid high enough to get your ad displayed when you first place it.

If you do all of the above , you should get clicks.  As well, the search visitors’ behavior on the site will combine to run up your ad score quickly, often within a few weeks.

You control what you spend

Perhaps the greatest value of PPC is that you totally control your budget.  Decide what you’re willing to pay per click and set a budget for the total spending amount.  You can set the budget for the month or per day.  There is no reason for your spending to get out of control.

You control who sees your ad and who clicks on it. This is arguably the most targeted marketing you can do.

Using the keywords and key phrases you know are of interest to the customers or prospects you want, you control when the ad displays and only those who you consider good prospects should be clicking on it.

Results monitoring  

Monitoring your results will allow you to adjust keywords and call-to-action if you aren’t getting results.  Are you getting a lot of clicks and spending money but you’re not getting that call-to-action?  Or, are you getting few clicks?

The problem(s) can be one or more of these:

Your key phrase may be too broad.

  • “Denver real estate” may get you lots of clicks, but it’s a broad phrase. As a result,  visitors may leave your site without taking the desired action.  By not taking action, Google lowers your ad score.
  • “Denver starter homes for sale,” or “Denver luxury condos for sale” are examples of more targeted key phrases.
  • Be sure to tailor the landing page and call to action to be relevant.

Too few clicks can mean a poorly worded ad or an ad title that isn’t catching their attention or drawing them to a click.
 One real-life example, again from real estate, was an ad that was titled “Search [townname] Real Estate.”  When the marketer changed the title to “Find All [townname] Homes for Sale Here,” the ad clicks jumped because people prefer “finding” to “searching.”

  • Look at the content and the call-to-action, as there is something not working to get them to take action.  Often it’s a poor offering and/or form placement.  A prominently placed form with a strong offer is necessary.

The next time you read about PPC being ineffective or too expensive, understand that it is often because the marketer isn’t taking this information and acting on it.  Doing so can result in a lot of cost-effective lead generation.

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Create Successful Pay-Per-Click Ad Campaigns
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Create Successful Pay-Per-Click Ad Campaigns
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Here is what you need to know to make Pay-Per-Click ads highly successful for any business.  Learn more about how PPC actually works on Google.
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Lori Ballen
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