PPC campaigns and especially Google AdWords can be very effective sources of contacts, and in some cases they can even lead to direct sales. However, for many companies these campaigns are also an unnecessary waste of money, as demonstrated in a recent study by WordStream. On average 25% of spendings on Google AdWords could be saved if advertisers followed the following rules.
- Sufficient activity. More than half of companies optimize campaigns only once per quarter. To make PPC marketing really effective, you need to browse partial results and adjust campaigns at least once a week.
- Being specific. Long-tail keywords have usually much less competition and thus are cheaper. The majority of companies fail to use negative keywords, which can easily filter out users who are not likely to convert.
- Relevance. Google gives marks called the Quality Score. It's a good feedback if a campaign (advertising and keywords combined) is set properly. Those who have a high score, save the CPC and also have up to 80% lower cost per conversion compared to the average QS of 5.
- Prepared website. Even the best campaign fails if the landing page is not adapted to convert. A number of companies only sends users to a single landing page, often to the homepage. On the one hand, one must measure the effectiveness of ads and keywords, on the other hand, it pays to experiment with the landing page until it is well adapted to convert.
- Mobile PPC. Most companies neglect tools suitable for mobile search. The click-to-call button increases the click-through rate by 10%, and still most companies don't use it. Remember, therefore, to adapt ads to mobile devices.
- Little by little, but continuously! Optimizing AdWords is largely a matter of practice and periodical updates that take only a few minutes per week. But first you need to invest time, when you test your opportunities and you will adjust them until you find the right combination.
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