Convert More Clicks with Data Driven PPC
Do you get the most from your pay per click advertising? The importance of data lead iteration is critical and in this article KBB Digital explores how to maximise your conversion rate. With consideration to Search Terms Reporting, seasonality and peak traffic hours your business will maximise every dollar spent.
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There’s an old adage that says, “you can’t improve what you don’t measure” and this is definitely the case with pay-per-click advertising.
Tracking success on lead generation is a little bit harder as not all leads are created equal. Sometimes the cheapest leads – the lowest cost per action does not equal the highest converting (in dollar value) leads but nonetheless tracking is always the first step to get the most out of your PPC budget.
Once you know what’s working and what’s not, start cutting out the money-wasters. Look at locations and keywords that are under performing, time frames where no conversions are happening, states or countries which don’t perform well or are not relevant to your business and if you are an online businesses that doesn’t ship to certain parts of the country ensure that you remove those locations.
One high-performing and high-converting keyword is sometimes more effective than 20 different keywords that are only minimally successful. So pause under performing keywords or adjust your bids at keyword level to start yielding better profits.
Look at your Search Terms Report. This report will show how closely related your ad keywords are to the terms people enter into Google. Some keywords are affected by seasonality. For example, tissue manufacturers would expect a high uptake of ad clicks just prior to and throughout the winter months. Access your hourly segment report in AdWords to see when your highest performing periods are.
We also tend to find that splitting conversion data by device type (e.g. mobile versus desktop) allows for better results. If you split your conversion data and notice a low number of converted clicks on one type of device then you can add a negative bid adjustment on the low-performing device and save yourself money.
When evaluating the success of a PCC campaign, it’s important to use a relevant date range. Generally speaking, it’s best to look at the last 90 days of account history data. If you’re spending $20,000 annually on PPC advertising and getting 5 million clicks that sounds great. But what if those 5 million clicks only lead to $13,000 in sales. In that case you would be making a loss on your investment. If the majority of your poor-performing ads point to the same landing page, it may be that you need to remedy the copy (words, call-to-action etc) on that page.
The recipe for success will differ for each type of business, but the key is to know your data and continue to test and tweak until you get the results you desire.