Google PPC campaigns on their own tell me that it doesn’t work. I can tell you there are many reasons why their campaigns didn’t work for them, but the #1 reason they didn’t work came down to the structure of the campaign, not knowing what to look at, and not looking often enough (if at all) the first 60-90 days of their campaigns. Google wouldn’t continue to make BILLIONS of dollars each Quarter if its advertising platform didn’t work. There is a reason the larger national and regional companies have extremely large budgets for Google specifically while hiring the right people to manage the accounts. Simply put, if it didn’t work, their revenue wouldn’t continue to increase each quarter.
Track Your Success
Success is measured in dollars. That comes from conversions and customers you get from your Google AdWords campaign. It isn’t impressions or clicks, it comes to what converts from the clicks. Remember not all customers are created equal and neither are the clicks you get. Our initial strategy call will strategy call help us narrow this down to make sure we are successful for you.
Be Effective With Your Spend
Whatever you spend the budget, you have to be effective with it. Understanding your cost-per-acquisition and lifetime value of a customer helps in calculating your ROI. Ever watch Shark Tank? Why do successful billionaire entrepreneurs ask every person on the show about their cost-per-acquisition? If you don’t know, we will help you calculate the number. We can’t pay more per conversion than a customer is worth or you lose money on getting them.
KEYWORD PHRASE STRATEGY
Understanding your customers & the keyword phrases they use are important, and Google gives us some tools to help better understand that as well. Bid on the right keyword phrases with the right conversion rates.
“Think like a wise man but communicate in the language of the people” – William Butler Yeats
NEGATIVE KEYWORDS ARE JUST AS IMPORTANT
Keyword phrase targeting is important, just as important is making sure ads don’t show up for keyword phrases do not convert or are not profitable.
HIGH CONVERTING LANDING PAGES
Not only do quality landing pages that convert well help your quality score, it also lowers your customer acquisition cost. These pages must be relevant to what your customers want. If it isn’t, it won’t convert.
COST PER CONVERSION
S & S Business Consultants does conversion tracking analysis to make sure we are effective with each keyword phrase and campaign we are targeting. Don’t pay too much for conversions.
It’s a science. Simply it comes down to how relevant are the ads to the search being done, and then how relevant is the landing page to the ad to the search being done. The better the quality score the lower you pay-per-click. Over time your cost-per-click and cost-per-conversion can go down when doing it properly.
Track every phone call or form filled out on your website or from the ads for each campaign. Without tracking, you can’t measure success.
A way to hedge against wasting clicks that don’t convert immediately is by retargeting that end-user after they leave your website from the initial click. Statistics show that customers that are retargeted are 70% more likely to convert.
There are several industries that when a potential customer is doing a search, they buy a product or call a business at that point in time. Typically, it comes in emergency situations like when people are looking for a plumber, a tow company, taxi, needing their HVAC unit repaired or need to quickly get in to see a physician of some sort. For many industries dealing with contractors for roofing, restoration, home improvement, and others the percentage of people that call after they click an ad isn’t that high. That doesn’t mean they are not interested, it just means they are trying to get as much information as possible (in most cases) or are trying to get some ideas for what they are wanting. That doesn’t mean they can’t turn into a customer, it just means there is a longer buying cycle. A way to hedge against wasting that click is by retargeting that end-user after they go to your website. Statistics show that customers that are retargeted are 70% more likely to convert.