We get this question a lot from clients. We all see the paid results at the top and sometimes the bottom of the search results every time we do a search in any search engine. It’s the main source of revenue for search engines. But, is paying for clicks by having sponsored results in the search engines worth the investment? The simple answer to this is yes, but with some conditions. Here are the things you need to keep in mind before you start throwing money in exchange for clicks:
- The first thing you need to have in mind when considering paying for traffic is conversion. What is conversion? Well, it’s probably the most overlooked aspect of any website and digital marketing campaign. It’s the process of getting visitors to your site to take a desired action. This can be purchasing a product or service on your site, calling you, filling out a form, downloading something, and so on. We could write several posts just dedicated to conversion optimization, and we will, but for know what it is and know it’s a top priority in creating a pay per click campaign. It’s important for two main reasons. First, you want to make sure that your site is prepared to take full advantage of the traffic you’ll be paying for so that you don’t waste any of the money spent. Second, by studying your conversion rates, you can properly assess your ROI (return on investment). And that leads us to our next item.
- If you look at your site analytics and see that traffic from the search engines converts at 1%, then you can work backwards from there. If you pay for 100 people to click on your sponsored result at $1/click. That’s $100. Then you need to find out what the average conversion (sale, lead, etc) is worth to your company. And based on our simple example, a 1% conversion rate would equal one conversion, which should be worth around $100 to get you a return on your investment. Now there are other considerations in this formula. Sometimes people search around a lot before they finally make a purchase. So even if they don’t buy right then and there, they may buy later. So it’s important to look at the behavior of unique visitors in your analytics, and not just per visit. Also, you’re getting brand recognition/advertising with each click. So even if they don’t convert at that point, you are getting your company in front of your target market, and better brand recognition is almost never a bad thing. Plus you can continue to tweak your ads and your site to raise your conversion rates. So even if the numbers don’t quite add up at first, with some help they easily can.
- The next thing to do is keyword research. Using the same Google keyword finder tool in your adwords account that’s mentioned above, you need to carefully go through a slightly different process. This time, you need to put in your own site, and see what keyword phrases it suggests for you. But don’t just take every word Google throws out there. Be very judicious here. Put yourself in the shoes of the person searching for that exact phrase. Is it a phrase that indicate high buyer intent, or the intent to take action. Or is it a phrase that could have the purpose of just looking up information and seeing what’s out there. Only add phrases to your campaign that make it sound like the person searching that phrase is probably ready to act. Error on the side of caution here. There’s always time to add more phrases later once you got a system down. Also, don’t forget to narrow down the campaign to a specific geographical area, if one applies to you. There’s no sense in paying for traffic from searchers in Florida, when you own a donut shop in Toledo, Ohio.
- The last main thing to cover is the ad itself. That’s right, you get to decide exactly what that little paid result says, and what page on your site it links to. Make sure they match up well so that the person clicking on your paid result will land on a page that has what they’re looking for based on your ad. And those need to match up with the keyword phrases you’ve added to your campaign. Now, you can set up different ad groups in a campaign, so that you can target different target markets searching for different keyword phrases with different ads for each one. Make sure to think this through as if you were the searcher, so that you specifically cater to each type of customer you want to target.
And that’s why most people hire professionals to do this process for them. It takes a bit of knowhow to make it a profitable venture. That’s not to say amateurs can’t be successful in ppc. It’s just difficult for someone with no experience to make it a worthwhile venture. In this post we covered the basics, as there are many other details to consider and watch over during a ppc campaign. If you have any questions, feel free to contact us here at Yellow Pages Digital, and we’ll always give you a free consultation.
Contact A Digital Marketing Expert