Do you pay for the clicks of your AdWords campaign without getting the sales? Here are some points to consider when planning your next pay-per-click advertising campaign.
Pay-per-click adverts are not for free
Pay-per-click (PPC) advertising for retailers is similar than the advertising campaigns they do in the print media – they must pay for it. The retailer needs to plan her PPC carefully otherwise the people clicking on the ad may not find what they were looking for.
Depending how expensive your keywords are, a lot of money could be wasted when the wrong audience is responding to your ads.
Here are some points to consider before starting your pay-per-click campaign:
- Keywords – should describe the kind of website pages where the retailer wants her ad to be displayed;
- Ads – the ad needs to deliver the following messages in the shortest time to read it:
- The retailer’s website is the best source of information that will visitor is looking for;
- The benefits to click on the retailer’s website is clear; and
- The visitors know what is expected from them once they arrive at the retailer’s website.
- Bid prices – the retailer will quickly find what the cost of a keyword is once her campaign has started. She should adjust bids until the ad shows the required profit;
- Landing page – is the page that visitors go to when clicking on a retailer’s PPC ad. The best results with a PPC ad is possible when the landing page match the theme of the keywords and ad message;
- Conversion path – having decided to buy, a visitor must be able to give information about the type of product, where it must be delivered and how it should be paid for. If the conversion path is not clear, the visitor may leave your website.
A PPC ad campaign is much more than selecting a couple of keywords and bet on them. A successful campaign is one that is well planned, well measured and flexible.
Visit eBizplan to help you with your digital marketing strategy.
Szetela, D. and Kerschbaum, J. 2010. Pay-per-click search engine marketing: An hour a day. John Wiley & Sons.