Pay-Per-Click (PPC) marketing is a great method to direct targeted, qualified traffic to specific pages on the website. Whether you are looking to increase online revenue and sales or generate more leads, PPC ads give you a fantastic platform to market your merchandise and services. Many sites utilize this advertising platform to enhance their organic web presence or make up for the lack-there-of.
However, PPC campaigns offer many pitfalls and quite often find yourself costing a lot of money without supplying proportional return on your investment for novice campaign managers. In this article, I am going to discuss techniques that may help you decrease your cost-per-click and therefore, improve your online profit margin.
Before I begin describing the ways in which you can lower your cost-per-click on PPC ads, I have to first describe the nature of the advertising platform. Search Engines Like Google make nearly all their make money from companies paying to advertise through them. Therefore, the major search engines view your ad as being a commodity; if it is clicked they get paid, and when it can not the chance cost of displaying it materializes.
Keeping this prospect in mind, Google, Yahoo, and MSN attribute a “quality score” to every keyword within your PPC account. This quality score denotes people’s propensity and willingness to click your ad, and definately will mandate how much of your maximum bid each click will surely cost. As an example, should your maximum buy a keyword is $3.00 nevertheless it
features a low quality score, you will in all probability pay close to that amount per click. On the other hand, in the event the
keyword’s quality score is high, you will be rewarded by paying a lot less per click. Of course factors like desired position along with your competitors’ bids also play a large part in this particular calculations, but let us focus on the idea that you are rewarded with lower click-costs and higher ad positions if you have high quality scores.
As I mentioned within the above paragraphs, viewing search engines as businesses vested in making money is extremely important to the prosperity of your PPC campaign. They desire your ad to become clicked as often as is possible. Should you create an appealing and relevant ad that receives a high click-through-rate (CTR), you may be rewarded with cheaper click-costs and better ad rankings. This can be analogous to clothes available windows: When a store uses up space on an unpopular item in their front window display, it may miss out on a chance to display a far more popular item that will draw in more customers.
Solution – Increase Your Quality Score
Even though factors like keyword use in PPC ads and landing page content play a tiny role inside your quality score, the most crucial deciding factor is the keyword/ad click-through-rate (CTR).
1. Include keywords in your PPC ads
Should you range from the keywords that were used to trigger your ad, these keywords will be automatically highlighted by the major search engines on its search engine rankings page. This can also create an immediate knowledge of the possibility customer since you are utilizing the same keyword-specific language because they do.
2. Include calls to action within your ads
Short phrases like, “buy now and save” can do your ads wonders when it comes to CTR. This prospect continues to be shown time and time again to create interest in customers.
3. Highlight deals and promotions within your ads
Just like calls to action, promotional phrases like “book now and obtain 50% off” have been shown to fundamentally increase click-through rates.
4. Constantly test new ads
There is always room for improvement, and split A/B tests or multivariate tests can help you epizrk quickly and efficiently weed out ads with low click-through-rates and develop new optimally performing ads.
Follow these 4 methods as rules-of-thumb when building or optimizing your website and great things will surely follow; ignore them, and you may spend hours and hours scratching your head and wondering how you can reduce your cost-per-click.