This is a continuation of an article I recently published about Proven PPC Strategies.
This time I’m just diving right into the good stuff…..
Standout Ad Copy
This goes hand in hand with A/B testing your copy, which I wrote about in the first article. Write ads that look different from the competition. Write something that will stand apart from the competition, drawing in eyeballs and providing more bang for your buck… higher CTR’s at a lower CPC.
One hack for crafting different copy from the competition is to simply monitor their ads. If you are selling blue widgets and you see that most of your competition’s ads focus on the quality of their widgets you should consider testing copy based on price, or some other feature. You can get a higher share of eyeballs if your ad copy, particularly your headline, looks different from the others. It doesn’t necessarily have to be better writing, or even good. Sometimes being different is all you need. Once you’re different you can start A/B testing to optimize your copy for conversions.
Keep Finding New Keywords
You should always be looking to add and optimize new keywords in your campaigns. It’s unlikely that you will ever be able to come up with all of the keywords relevant for a particular campaign, but it’s worth the effort to continue to grow. Once you’ve generally optimized your entire campaign you’re going to start looking for smaller, more incremental improvements… and consistent growth in number of keywords is one potential area to realize that improvement. If you take the time to identify and add a 6 word keyword that results in 1 conversion 3 months from now, it’s probably worth the effort.
This is a no brainer if you are selling a product locally, but don’t underestimate localization even if you’re a national or international advertiser. Many times national or international products will have few hotspot cities or states that they sell a lot to. Take advantage of those areas with localized campaigns.
Example time: You are a used book store that ships anywhere in the US. You’re based out of Florida but you notice that you do really well in the Chicago area. I would try creating a campaign just for the Chicago area. This will give you the opportunity to change your campaign settings just for the Chicago area. You could take advantage of this and try raising or lowering bids for keywords, or you could even try updating your ad copy to include terms related to “Chicago”. You may see that you can improve your conversion rates, grow sales, or save a little money while retaining sales. Lots of possibilities here, and lots of potential outcomes. Again, test test test.
Small Budgets Are OK
I wanted to touch on the fact that you don’t need a large advertising budget to be successful with pay-per-click advertising. Even if you have as little as $10 per day to spend you can get at least $10 worth of traffic. Sure, you will have to monitor your campaigns more closely and mistakes will result in next to no traffic for a few days, but it’s worth it.
Something that I’ve always believed but never really been able to quantify is that having a presence on search engine results for your industry is important, even if you’re low down in the listings. Every URL that gets seen has a chance of sticking in the customers mind… you want to be the one sticking with the customer. You don’t have to be at the top to be seen. You don’t even have to get clicked on to get seen.
That’s it for now. I’ll bring more PPC advice along and along. In the meantime, feel free to leave comments or questions here, or on Twitter @jimlast, or email me directly firstname.lastname@example.org.