ESSENTIAL PPC TIPS REVEALED –
SIX WAYS TO DRASTICALLY REDUCE
GOOGLE ADS SPEND USING SIMPLE LANDING PAGE OPTIMISATION
Effective PPC Marketing Campaign
You don’t have to be a marketing genius to see the benefits of PPC (Pay Per Click) marketing which allows a business to monetise clicks to the website.
PPC also allows you to hone in on the core demographics for your products and services. This means that it’s relatively easy to target consumers based in London wanting to hire a solicitor for example, or target people within a smaller area who have certain interests or associations.
1) Reduce Absurd Prices With A Good Landing Page
A big downside is that the cost of pay per click can be very expensive depending on the keywords used in your PPC marketing campaign. This is where the importance of your landing page comes in, and must be closely considered.
PPC for B2B and B2C is quite helpful in figuring out which page on your site can serve as the best landing page, by how much attention each page gets when compared and contrasted. Your goal should be to establish which version of your landing page converts the most users into customers.
When you find out which one achieves this, stop until you want to run a test again. Now, back to those outrageous prices per click. It can cost from a handful of pennies to more than £56 to get a click. This is why proper research is needed so you don’t waste money paying for words that no one is interested in.
2) As Always – Do Your Research
Choosing which landing page and which ppc keywords are the best and most affordable, requires diligent research. In conjunction with diligent tracking, paying attention to where traffic comes from and understanding the fluctuations, patterns, and rhythms that appear.
This is all so you can determine whether or not certain keywords convert well, if they do whatever it is you want them to do. You can figure this out by process of elimination. Apart from this there are other strategies you can utilise with your Google Ads campaign.
3) Work Smart By Setting Cost Per Click Limits
One of the first pieces of advice that PPC specialists always mention is to set a cutoff limit according to what you can and cannot afford. Rarely does it ever help someone to go above their budget with no guarantee for any viable return.
Be creative. If something does not seem to be working, don’t be afraid to pull back for a moment and readjust your concepts, Ad copy and landing page ideas then come back out with something new. You never know; you may be surprised with the results.
4) Be Exact
Try to hone in on the precise keywords you want to get traffic from. The more exact, the better. This method will also lower the overall costs, as the words should be inexpensive and if worked right, they should also bring about great results. Keep a close eye on your ‘match types’ generally as using ‘broad match’ is a really easy way to burn a lot of cash really fast with no results.
5) If You Can’t Get A Sale, Get An Email
If you get nothing else from a consumer, do try and get their email address so you can follow up. You can’t convert every lead immediately into a paying customer, often people are selecting from two or three suppliers and you may not always win the sale.
However, it is worth remembering they may not have a great experience with your competition the first time around and could come back to you later when they need to buy again. Collecting their email in the first place allows you to keep them warm over time making sure they don’t forget you in the interim period.
This creates an excellent second chance at the potential customer, and you aren't having to pay extra Google PPC to get them back into your funnel.
6) Landing Page Best Practice – What You Shouldn’t Do
Your chosen landing page should not just be a single page website. Google takes a dim view of this. Your landing page also needs to be what it says it is on the advertisement itself, meaning that whatever keyword is used in your Ad text should be very prominent on the landing page
If done incorrectly not only will Google reduce your quality score (and therefore increase your cost per click) but also the user who clicked on your ad will immediately click away once they see it’s not relevant to their expectations, which leads us to the next point…
The landing page cannot to be a page where you manipulate the person to click yet another ad. If so, there is good chance that Google will suspend your Google Ads account.
Avoid writing eye catching titles and other text to simply draw in traffic. Don’t be fooled into thinking that a click from anyone will suffice. Focus on the people who actually want to find what you're offering after they click your advertisement,.
Do not make ugly, unappealing landing pages that add insult to injury by not even being relevant to the original ad as that will be a complete waste of time for you and the consumer. Conversion rate optimisation is a key element needed in every Google Ads campaign.
Conversion Rate Optimisation And Landing Pages-conclusions
You’ve probably noticed the theme here: Landing pages. That’s because your success depends on it. Traffic must be directed to a landing page that efficiently displays what it is you’re selling. It should also be a place where the visitor feels comfortable including easy to understand benefits and customer testimonials which can make a huge difference to your overall conversion rate.
Your page can be one or two things: a page for transactions or one of reference. Each beckons a different response from the consumer. The former is meant to persuade a purchase, while the latter is used to bring in attention from potential partners and/or give the visitor a more rounded experience of what your site has to offer.
When you are in the process of making a landing page, keep in mind what it is you want the visitor to do. In fact, your landing page cannot truly be considered a success unless the potential buyer actually does something on said page, a conversion. It is your task to convince them to do this.
No landing page can truly be considered a success unless the potential buyer takes some form of action.
Getting the user to stay and convert on your landing page is no simple feat, especially if you don’t consider what a visitor would want to see when arriving on your page.
The desired result in most cases is to create a phone call or harvest their email address which is done through forms.
The process of filling in your form should be as simple as possible. It should encourage the visitor to see it to completion, instead of bailing out midway through. Keeping your forms as simple as possible is key to a good conversion rate. Most of the time you don’t really need their address or ZIP Code, just a name, email. and possibly a telephone number.
Minimalism is best practice for landing pages as well as the forms. Stick to the essentials.
For more help on how to optimise your Google ads account contact us today on 0800 110 5923.
Shane McEvoy is a seasoned SEO and inbound marketing expert with nearly 30 years of experience in advertising. He established Flycast Media, a specialist B2B digital agency, and is a published author of two well-received guides while contributing to several industry publications - read his complete profile here.
