Did you know that small businesses waste 25% of their pay-per-click budgets? That means that of the average $1,200 a month spent on PPC, $300 is going down the drain.
Even sadder than that fact is the reason why.
It doesn’t come down to complexities or major problems. Rather, it comes down to simple managerial and strategic errors. Things that are easy to fix with the right tools, team, and considerations.
One of the most important parts of PPC is the PPC landing page. This is the page that your visitors are getting led to. It must be trustworthy, significant, navigable.
But many businesses struggle with achieving this. Is your business one of them? Are you finding that the money you spend on PPC isn’t bringing you the revenue you expected?
It’s time to optimize your landing page before you lose another cent. Here’s how.
1. Fulfill Your Promise
Your landing page needs to be consistent with the CTA that brought your user there.
Imagine yourself in the same position as your viewer. How would you feel if you got duped into visiting a page that offered nothing of what it advertised? You need to stay consistent by delivering what you promise.
By nature, we humans are skeptical beings. This is good – but bad for those who are trying to “trick” people into something. And rightfully so.
This is an easy step to do, making it a great place to start your optimization.
2. Make Your PPC Landing Page as Navigable as Possible
What does this mean?
Your page needs a fast load time. It needs to be clear and concise. It needs to be navigable on desktop and mobile alike.
According to research, many people don’t even wait two seconds for a website’s content to load. That means if yours is taking three, they won’t even see it. Yes – two seconds.
There are ways to check your speed, though. So get your URL on a speed checker and see how your site compares with your competitors.
3. Optimize Your Keywords, Content, and Headlines
Your landing page is more than its aesthetic and general message. Like blog content (and so much else), it’s imperative to optimize keywords and headlines, too.
Use catchy headers. Find high-ranking keywords. Don’t settle for weakness on this front just because you have a sleek look.
The higher your keywords rank, the better your ranking on Google – it’s an obvious equation. When it comes to keywords, drop the underperforming ones in favor of profitable ones.
4. Be Specific
When it comes to your landing page, make sure it’s as specific as possible. What does this mean?
To put it simply, don’t allow users to land on a homepage.
This offers too much information, from “About Us” to products, services, FAQs, and more. The more content in your user’s face, the more overwhelming. Your message will get lost in the many available options.
Land on a blog post or product page. Whatever your intention, make it clear and specific. And speaking of specifics. . .
5. Have a Clear Goal or Message in Mind
The best way to be specific about your landing page is to know what you want from your users!
What is your goal and/or message? What do you hope to achieve with your PPC? Think about it; hone it in; and then follow through with it.
If you’re confused, then so is your user.
Of course, the bigger your ask, the bigger your landing page and vice-versa. There is no one-size-fits-all for this step. If you’re asking a lot, try and break it up into sections so as not to overwhelm.
6. Optimize for Mobile Use
We all know how smartphones are an integral part of our being. They follow us out of town, to bars and restaurants, to hotels and friends’ homes. That means you need to optimize for more than desktop users.
You need to account for load time as well as screen size. You don’t want to cut out potential customers because you didn’t think about mobile usage.
As well as your users, Google also checks out your mobile optimization. Google takes a look at your mobile activity and decides how to rank you. The more optimized you are, the more credibility you have to users and the Google gods.
7. KISS, or Keep It Simple, Stupid
As with everything else, don’t overwhelm. Keep it clean and calm. The more crammed your message, the easier it is to get lost in the disarray.
Because it explains why your product, service, or message is important. Why it’s useful. Why it’s different (and better) than the competition.
Hone in your USP and then use that to your advantage on your landing page!
10. Make That CTA Irresistible
And last but not least, the all-important Call-to-Action.
If a user has made it to your landing page, that means your CTA was acceptable. Make the CTA on your landing page just as amazing.
Have it apply to your style of product or service. If you’re a law firm, keep it professional. If you’re a silly putty distributor, keep it light and fun.
You get the idea.
Whatever you choose to spend time on, make your CTA a top priority. Without it, you don’t have the clicks to garner a PPC ad. After all, the whole point of your landing page is for people to take some kind of action.
PPC, CTA, SEO, ROI, USP – Oh My!
It’s all related – and all super important. These tips should bring out the best of your PPC landing page.
And now that it’s optimized, let’s take it one step further.
Pay-per-click (PPC) advertising has a steady foothold on today’s best digital marketing strategies. Why? Because the advantages are plentiful.
PPC ads have the ability to hone in on specific demographics and searches, as well as deliver real-time performance metrics to help you measure and adjust the effectiveness of your campaigns. In short, it gives you more control for better results.
Google reported that Adwords users receive a two dollar average return on every single dollar spent on optimized campaigns. It’s a strong return on investment (ROI) that has made it a go-to tool for many businesses.
But in order to achieve these kinds of results, you have to have a solid strategy. This includes an efficient click-through rate that supports your desired ROI.
What is Click-Through Rate?
Click-through rate, or CTC, is a key indicator of how well your digital campaign is performing. However, before we dive into this term’s definition, you need to know the basics of PPC advertising metrics, including its terminology.
Below is a list of key terms used in measuring every campaign:
Impressions: the number of times your ad shows up in a user’s search
Bid: the maximum amount you are willing to pay per click
Daily Budget: the amount you are willing to spend per day on an ad
Campaign: a collection of ad groups sharing the same target and budget
Clicks: The action in which a user clicks on your ad
Click-Through Rate or CTR: a measurement used to gauge how effectively you’re reaching your target audience by averaging what percentage of impressions lead to clicks
Cost-Per-Click or CPC: the average cost of each individual click
Conversion: the act of a user following through on your ad’s call-to-action, whether it’s a form fill, call, purchase, or other desired action
Conversion Rate: the average of conversion based on how many clicks follow through with your call-to-action
While there are numerous other terms used within the realm of PPC campaign creation and management, these terms are essential to understanding your campaign’s performance.
Identify your CTR by dividing the number of clicks your ad has garnered by the number of impressions its had thus far. The number received from this formula is the percentage of impressions that have converted into clicks.
Simply put, it tells you how well your ad is performing. An ad that shows up often but rarely garners clicks isn’t performing well. This is typically due to poor keyword choices or a weak message or call-to-action.
The Click-Through Rate Benchmarks
So how do you know whether your click-through rate is good or bad? One great Adwords tool to help you gauge your performance is a feature called Google’s Quality Score Formula.
This simple 1 through 10 scale lets you know how relevant your ads are to the individuals whose search it shows up in. The more relevant your ad, the higher your score.
This rating takes into consideration how others ads in your industry are performing, so its a great way to gauge your success in comparison with your competitors.
However, it isn’t the only way to evaluate your campaign. There are other important benchmarks to consider, such as Cost-Per-Click (CPC), Cost-Per-Action (CPA), Conversion Rate (CVR), and, of course, Click-Through Rate (CTR).
All of these benchmarks are ones you should monitor throughout the course of your campaign. Waiting until the end of your campaign to evaluate its performance prevents you from reaching optimal performance.
One of the greatest advantages of PPC campaigns is their flexibility. You can update and tweak your ad groups, ad sets, individual ads, bids, and more throughout the course of its lifetime.
But how? What should you adjust in your campaign in order to increase its performance?
This answer is the core of this blog, and we dive deep into it below.
How to Improve Your Click-Through Rate on Adwords
If you want to reap excellent results from your PPC campaign, you’ll want to do pay attention to three key elements: targeting, message, and keywords.
Identify Your Target Audience
Who you target is essential to your ad’s performance. Know your core audience.
What are their needs?
What attracts them to your product?
How do they prefer to communicate?
When you know the demographics and nature of the people you are advertising to, you can identify the best way to communicate with them. This is why it’s the first step and a very important one.
Craft Relatable Ad Copy
After you identify your audience, you can start to craft your message. Ad copy should speak to the user on a personal level.
Don’t hard-sell your product or service. Instead, talk to your customer in a way that connects with them on a personal level. Express empathy and provide a solution.
Establish and Maintain the Right Keywords
Last–but far from least–is building and managing your keyword list. Every campaign has a unique set of keywords that tells Google where to place your ad.
This list is constantly evolving as your campaign runs, which means it requires steady maintenance. Pay close attention to the keywords you input, as well as the keywords you acquire.
Are they relevant to your product and service?
Do they align with search terms users would use while searching for your product or service?
Never, ever fall into the habit of keyword stuffing. Quality is better than quantity. Zero in on the words and phrases that make sense and weed out the ones that don’t.
This will directly improve your ad’s performance by ensuring you don’t waste impressions on useless or irrelevant search results.
Improve Your ROI with PPC Management Service
Are you ready to improve your click-through rate and your ROI, but you don’t have the time or expertise to do it yourself?
We get it. Managing your digital campaigns is a full-time job. Sometimes it’s better to hire a third-party vendor to take the reins for you while you focus on running the business you know best.
Our emotions cause us to react to our environment and the people around us. Advertisers realized emotions can be used as an effective marketing strategy. When advertisements appeal to a customers’ emotions, this helps drive sales.
Emotions can be used in your PPC ad campaign. When you market to your customers’ emotions, they better understand your advertisements. This helps you gain sales, brand recognition, and devoted customers.
But there are common traits that can make or break emotional PPC ads. Here’s how to do emotional advertising the right way and if this advertising method is right for your brand.
Positive vs. Negative Emotions
Emotional ads are placed into two categories: positive and negative emotions. Positive ads convey an enthusiastic feeling in consumers while negative ads convey a problem and a possible solution. Here’s how to effectively utilize both.
Positive ads highlight good qualities. Whether the qualities are the product, service, or the company itself, positive ads convey feelings of enthusiasm and satisfaction.
Brand managers and advertisers use this method to highlight buying points to encourage consumers to use the product.
The goal of positive ads is to make the brand or product look amazing. This advertising sets brands ahead of their competition by proving their worth.
Effective positive advertising also makes consumers feel enthusiastic about the brand, encouraging their sales and devotion.
Restaurants use this advertising. They display tantalizing pictures of their food and encourage consumers to eat at their restaurant.
They’re using their delicious food to put themselves ahead of their competition. Since people love eating, they feel positive emotions when they see the amazing food advertised.
Common Types of Positive Emotions
When using positive ads, it’s helpful to understand positive emotions and how they can be used in advertising.
This is the most common positive emotion. Everyone strives to be happy. Happiness is intoxicating and makes people feel they’re on Cloud 9. Happiness connects people and helps people interact with the world around them.
Use happiness in your positive ads.
If you’re using stock models or actors, make sure they’re smiling and laughing in your advertisements. Use words that convey happiness, such as “amazing” and “fun.” Use messages that link happiness to your product or service.
Compassion is the feeling of selflessness. After you help someone or something, you feel good about yourself. Advertisers use compassion to help the consumer make a decision for the better.
Charities often use compassion, stating a donation will help those in need. Other companies use compassion as a way to prove you’re doing good for others, such as buying healthy food for your children or purchasing organic food for your pets.
Don’t let the name fool you — negative advertising doesn’t make the consumer feel negative. Rather, it conveys a problem and provides a solution.
The ad usually states a common problem that consumers face. This could be a bad situation or even a negative emotion.
The goal of this advertising is to offer a solution to a problem. They use negative emotions or a bad situation to provoke negative emotions, but offer a solution so consumers can use their services.
For example, many lawyers use this type of advertising.
You probably see ads such as: “Did you get injured in a car accident? Call us for legal support.” This ad states a common problem, such as a car accident. But then they offer a solution, which is legal support.
Even though you don’t want consumers to feel bad, tapping into common negative emotions helps enhance the problematic message. These emotions include:
Everyone feels sadness and depression. Some feel it occasionally while others are burdened with constant depression.
Advertisers use sadness to provide a solution. This could mean ending your depression, which is used in anti-depressant ads. Or feelings of sadness could even result in compassion, which is what charities commonly use.
At some point, people feel afraid. But horrifying images or details immediately puts people in fight-or-flight mode. Similar to how horror writers and filmmakers use fear, advertisers can introduce fear but then introduce a solution.
How do advertisers show fear? They use real-world situations and then offer a solution, which is their product or service. Examples include debt relief, protection from getting sued, or ways to prevent catastrophic events.
When using emotional advertising, you should know which advertising method works best for you. Some brands benefit more from positive ads and others benefit more from negative ads. Many use a combination of both.
This is why emotional analysis is key. You need to ensure your demographic will react to your advertising.
For example, certain ads bore consumers or even annoy them. But the right ads will influence your sales. If you use advertisements that don’t create leads, your campaign will fail.
How do you know which type of ads will work? This may take some risk. You can always try both and see which method works for your brand.
How to Measure Advertising Success
The easiest way to measure advertising success is to monitor your sales after you release your ad. But this isn’t always successful. Here are other ways to measure ad success.
Look at your demographics — certain emotions affect people of different genders, races, ages, and geographic locations.
Surveys and interviews
Face-to-face and client-facing advertising
Monitoring social media comments, likes, shares, and messages
Customer concerns, suggestions, and reviews
Gaining feedback on specific ad campaigns isn’t always easy. But when you study your clientele and monitor sales, you’ll understand which emotional advertising campaign works.
Time to Use Emotional PPC Ads
Are your PPC ads failing? If so, your consumers probably don’t feel an emotional connection to your brand. If you think this is the case, emotional PPC ads will help improve a connection between you and your customers.
Use positive and negative emotions to convey different messages and tap into different feelings.
Google uses your Quality Score to quantify and interpret your ad rankings as well as how much you pay per click.
In other words? A lower Quality Score means you’re probably wasting both time and money.
To check your score on Google Ads, click the Campaigns tab at the top of the page. Select the Keywords tab, and then click the white speech bubble to see the ratings.
Your conversion rate indicates how many people clicked through your ad and went on to complete the intended action on your landing page.
This is very important. After all, you don’t want to waste your time or money making an effective advertisement only for people to gloss over it. Furthermore, you don’t want to have a great product or service without a way of them finding your business.
Cost Per Conversion
That said, the cost per conversion matters tremendously. If you have to fork over more money to get a new customer than the customer is worth, you’re mismanaging your priorities.
Your cost per conversion refers to the total cost you paid to receive a sale or lead. If you spent $100 on clicks and got two sales, your cost per conversion is $50.
For some industries, this is a meager rate (if, for example, your product costs $10,000). For others, this may be astronomical (if you sell $5 greeting cards).
There isn’t a specific cost per conversion rate to aim for. It comes down to how much you value the sale, which means you need to assess your profit margins.
If your business has many repeat purchases, you’ll want to look at the lifetime value of customer acquisition. It may be beneficial to have a higher cost per conversion if you’re hoping to keep them long-term.
Total Conversion Value
Your total conversion value is an essential metric to use to determine campaign efficacy between keywords and ad groups. After all, some customers spend more when they look for certain products.
For example, let’s say you have an online clothing business. People click through your site, buy a dress, and leave. But, you may notice customers who are looking for a new jacket may also want to buy other products like jewelry, shoes, or jeans.
By themselves, the t-shirt and jacket may cost around the same amount. The total conversion value of your jackets is higher. That’s because the average order value tends to be higher.
Figuring out your total conversion value takes time. You need to understand how your inventory works and what people are buying. You also need to be willing to assess different trends over time.
Your impression share measures the percentage of potential impressions your ad generates. For example, let’s say there are 100 searches for one of your keywords. Let’s then say that 40 times, your ads show up for that keyword.
Using the formula Search – Ad Visibility = Impression Share, you have a 60% lost impression share.
Google looks at lost impression share concerning lost budget and ad rank. By using these metrics, you can determine whether you need to spend more money on your campaign or increase your Quality Score (or both).
Return on Ad Spend
Your return on ad spend (ROAS), refers to the performance you generate from your PPC expenses. You can simply calculate this figure by dividing the profit you yield from your ad campaign by the total cost of that campaign.
At the end of the day, this may be your most essential metric. It tells you how much your investment was worth – and what kind of result you should reasonably expect if you increase or decrease your PPC expenses.
Final Thoughts On Assessing PPC Metrics
When done effectively, PPC can be a dynamic and even explosive force for your marketing campaign. That said, you need to know how to interpret the PPC metrics to make the best decisions for your campaign.
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