Pay-Per-Click (PPC) marketing is an excellent approach to direct targeted, qualified traffic to specific pages on the website. Whether you are planning to increase online revenue and sales or generate more leads, PPC ads give you a fantastic platform to promote your merchandise and services. Many websites utilize this advertising platform to augment 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 investment for novice campaign managers. In the following paragraphs, I will discuss techniques that may help you decrease your cost-per-click and thus, boost your online profit margin.
Before I begin describing the ways that you can lower your cost-per-click PPC ads, I must first describe the type of this advertising platform. Search Engines make nearly all their profit from companies paying to advertise through them. Therefore, the major search engines view your ad as being a commodity; when it is clicked they get compensated, and when it does not the chance price of displaying it materializes.
Keeping this prospect in mind, Google, Yahoo, and MSN attribute a “quality score” to each keyword inside your PPC account. This quality score denotes people’s propensity and willingness to click your ad, and will mandate the amount of your maximum bid each click will surely cost. For example, if your maximum buy a keyword is $3.00 nevertheless it
has a low quality score, you will most likely pay close to that particular amount per click. On the other hand, if the
keyword’s quality score is high, you will end up rewarded if you are paying a lot less per click. Needless to say factors like desired position along with your competitors’ bids also play a big part in this particular calculations, but let us focus on the idea that you are rewarded with lower click-costs and better ad positions if you have high quality scores.
When I mentioned in the above paragraphs, viewing search engines as businesses vested to make money is really important to the achievements of your PPC campaign. They really want your ad to become clicked as much as is possible. If you create an attractive and relevant ad that gets a high click-through-rate (CTR), you will be rewarded with cheaper click-costs and better ad rankings. This can be analogous to clothes in store windows: When a store uses up space on an unpopular item in the front window display, it may miss out on the opportunity to display a more popular item that will attract more customers.
Solution – Increase Your Quality Score
Even though factors like keyword utilization in PPC ads and landing page content play a little role in your quality score, the most significant deciding factor is your keyword/ad click-through-rate (CTR).
1. Include keywords within your PPC ads
If you are the keywords that were employed to trigger your ad, these keywords will be automatically highlighted by the search engine on its search engine results page. This will also create a sudden knowledge of the potential customer because you are utilizing the same keyword-specific language as they do.
2. Include calls to action in your ads
Short phrases like, “buy now and save” will do your ads wonders with regards to CTR. This prospect has been shown time and again to generate interest in customers.
3. Highlight special deals and promotions within your ads
Just like calls to action, promotional phrases like “book now and get 50% off” have 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 will allow you to epizrk efficiently and quickly get rid of 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 internet site and great things will surely follow; ignore them, and you may spend hours and hours scratching your head and wondering how you can lower your cost-per-click.