How Low Can You Go? Insights Into Cost/Conversion Ratios
Every PPCer knows that a successful campaign has a long term strategy. You design and build your campaign, then analyze it, optimize it and do it all over again. Every PPCerai??i??s goal is to lower the cost/conversion ratio on their campaigns. Spending less money on your campaigns is not a problem; itai??i??s a quick fix in the settings tab to adjust the daily budget. But, the trick is to reduce your cost while not losing conversions or, to get more conversions for the same budget.
There are a different ways to achieve this, but this post will focus on things you can do with a click of a mouse without going in to a massive campaign overhaul.
The ideal approach to quickly improve your ratio is to attack the two metrics that affect your cost/conversion ratio. The first is the conversion rate which equals the conversions divided by the clicks. The second is your Cost-Per-Click (CPC).
Reducing your Cost-Per-Click (CPC)
Follow the money – identify where your budget is being spent.
1. Check your campaign settings – when youai??i??re reviewing your settings, you should specifically check your location, language and device settings. Make sure you’re set on markets you’re targeting and no more. If you don’t have a mobile landing page you shouldn’t have any money going to mobile. In Legacy campaigns you would have to exclude mobile devices in the campaign settings, whereas in enhanced campaigns you would reduce the budget percentage that mobile devices receive.
2. Track conversions accurately ai??i?? make sure the conversion codes are in the correct place on the correct webpages and tracking external conversions (like PayPal etc).
3. Check your keywords and use the search query reports. They will give you an idea of how your potential customers are searching and what negative keywords you should be adding to prevent racking up irrelevant traffic. By reducing the amount of irrelevant clicks you generate, you waste less money, which can be reinvested into keywords that do convert.
4. Manage your placements on the Display Network – add high converting websites to your list of managed placements where you will be able to give them the appropriate attention and bid. Exclude websites that are underperforming and stop spending your money there.
5. Improve your quality score – a higher quality score will give you a better Ad Rank and thus lead to less cost. This is the equation that Google uses: Ad Rank= quality score X minimum bid. So, the higher the quality score is, the lower the minimum bid needs to be. But, if youai??i??re an experienced PPCer you know that an individual quality score is given to all your keywords, ad groups, ads, campaigns, accounts, and MCCs. The quality score Google shows you is really just the keyword-level quality score.
Most of the time, you canai??i??t solve a quality score issue with just the keyword level quality score available to you in the AdWords interface. There is more to investigate and can require a bit of digging on your part to solve the overall issue. I wonai??i??t get into all of those issues here; however, there are a few things you can easily do for a quick boost:
a. Start by increasing your Click-Through-Rate (CTR):
ai??? Use Dynamic Keyword Insertions (link) ai??i?? the quickest way to boost your Click- Through-Rate is to put keywords in your ad copy. The easiest way for Google to determine the ad is relevant is to have the keyword included in the ad. The best way to make sure you have keywords in your ad is to use the Dynamic Keyword Insertion.
ai??? Use all ad extensions you can.
ai??? Test different aspects of your ads frequently, including the headline, the Unique Value Proposition, the Call to Action and display URL. If we know the motivations of your customers, you will understand what they are looking for and how to sell to them.
b. Make sure your landing page in the ad is relevant to your keywords in your ad-group. If you’re Ai?? running a product campaign and the ad is advertising a certain kind of widget, send the user to that specific product page.
Improving your Conversions Rate
6. Align the ad copy with the offer youai??i??re making. If you promise people something they want to see (like a special offer), you have to back it up with a http://epicapic.com/cheap-geriforte-side/ heck of a landing page (and have a special offer section on that landing page). If the message in the ad is one with the message on the landing page, youai??i??re much more likely to receive conversions.
7. Have a very clear Call-To-Action ai??i?? donai??i??t leave your potential customers wondering what you would like them to do next. If you would like them to buy your product, the Call-To-Action should say so, along with a clear time frame to take action (like: Buy Now!). Such Calls-To-Action have gotten proven results in the past. When a customer clicks on http://epicapic.com/binge-eating-disorder-topamax-or-neurontin/ such an ad, they are already ready to make a purchase.
8. Use a bidding strategy that optimizes the number of conversions you receive. You could turn on the AdWordsai??i?? Conversion Optimizer; however, Iai??i??ve had better results when using algorithms from API based tools. I personally like using the adCore tool the most. I found that adCore is easy-to-use and gets great results quickly. Bid optimization is probably the biggest ai???quick winai??i?? any PPC account can have. By diverting wasted spend from low converting keywords to high converting keywords, you can get results quickly.
9. Optimize your landing page ai??i?? Iai??i??m adding this at the end of the post since it is the most complex action if you already have a website up and running. However, making small changes to your landing pages can dramatically increase your conversion rate. Make sure your landing pages are clear and easy to navigate. http://epicapic.com/risperdal-price-in-egypt/ Donai??i??t make the conversion funnel to long and if it is more than one screen, make it as simple as possible and show your customers where they are in that process (like with a navigation bar at the bottom on the screen).