Are You Paying Enough Attention to Your PPC Landing Page?

Most of the tips you’ll find for successful pay per click advertising will focus on things related to keyword selection.  If you’re targeting the right keywords in the right way, they say, you’ll start getting the kind of results you want from your PPC efforts.  Some will give you a few recommendations about the actual writing of your ads, too.  A prperly written ad can, after all, improve your CTR and resutls.

One thing that’s often overlooked, however, may be the most critical aspect of effective PPC campaign management.  And has nothing to do with adjustments you can make within your Adwords account.  It’s not about how you’re getting traffic, it’s about where you’re sending it.

If you aren’t thinking about your landing page as much as you’re thinking about your keyword selection, you’re making a big mistake.  

The quality of your landing page is going to be the prime determinor of your profits, obviously.  If you’re landing page is a dud that doesn’t produce conversions, all of the successfully gathered traffic in the world isn’t going to save you.

But it goes deeper than that.  The quality of your landing page is also going to have a massive inmpact on the price you’re paying for ad clicks.  Google assesses keyword pricing based, in large part, on your landing page quality score.  Thus, even a “perfect” campaign in terms of ad structure and keyword bidding may be wildly overpriced simply because you’re landing page doesn’t meet Google’s expectations (which, by the way, appear to be inching higher and higher with each passing day).

Pay close attention to your keywords.  Right your ads the right way.  But don’t forget where all of that purchased traffic is going after the ads are clikced.  The quality and ability of your landing page to produce conversions must always be at the forefront of your planning.

The Funny PPC Mistake that’s so Easy to Avoid

If you’re buying PPC advertising, you know that the process really revolves around your ability to research and bid upon the right keywords. PPC is keyword driven and having the right search terms can spell the difference between a great ROI and a complete waste of cash.

Often, PPC buyers will maintain a list of keywords in a spreadsheet. That makes perfect sense. It’s a great way to organize them and to manipulate them, as necessary. When the time comes to insert those keywords into the pay per click interface, it’s easy to quickly copy and paste them.

It might be too easy. There’s a fairly funny and fairly common PPC bidding error that results from that simple Ctrl-C/Ctrl-V on a keyword spreadsheet. PPC campaign managers have a nasty tendency of grabbing all of the content in the keyword column. Including the column header. That header usually consists of a single word: Keyword.

Look at the picture accompanying this post. That picture is taken from a screenshot resulting from a simple Google search for “keyword”. It appears as if someone handling the health insurance company’s pay per click campaign is bidding on the term “keyword”.

I doubt anyone at Assurant really believes that folks searching for “keyword” are prime insurance prospects, do you?

Others have noticed this blunder before. Bill Hartzer refers to it as “the funniest pay per click mistake”. He argues that it’s indicative of a lack of attention to detail and states that “a lack of attention to detail causes companies thousands of dollars every month.” The blunder won the #2 slot on Apple Pie & Custard’s “3 Silly Mistakes You Might be Making When Optimising Your PPC Campaign”.

The moral to the story? If you don’t want someone dredging up your bidding error and/or having a chuckle at your expense, check your keyword list from top to bottom.

PPC Beyond Google… Adwords isn’t the Only Option

When someone discusses pay-per-click advertising, they’re usually talking about using Google’s Adwords program. Adwords is the biggest player in the PPC world and it it’s potential power is so great that most people focus their attention upon it.

Google, however, isn’t the only company involved in PPC advertising. It may be the biggest. You can even argue that it’s the best. But it isn’t alone. There is PPC beyond Google and you might want to explore creating a foothold with some other options.

Why? If Google is the biggest and the baddest, why would someone want to mess around with Yahoo or MSN? If Google is the center of attention, why spend time building a campaign for Mirago or Yell? There are actually a few good reasons to consider branching out beyond the confines of Adwords.

First, the options that don’t receive as much action are often not as competitive. Some niches are surprisingly under-represented on alternative PPC networks. That can create some strong value opportunities for smart advertisers. That click that costs you $5 via Adwords might be available for $2 on a competing network.

Second, you may be able to reach a different audience with different networks. In some cases, that can work to your advantage. Yahoo and MSN users, for example, profile out differently, on average, than Google users. This is your chance to reach the people who aren’t Googling their searches and, in some niches, the user demographics for alternate networks are a much better fit than is Google’s.

Third, developing alternate advertising venues provides some degree of insurance in case of problems. What would happen to your PPC plan if you experienced problems accessing your Google or Adwords accounts for a few days? What would you do if a new “bully” moved into your PPC “neighborhood” and you didn’t have the resources to fight back in an economically viable manner? You can avoid the sting associated with a variety of problems if you have back-up, or secondary, plans in place.

There is PPC beyond Google. Consider making it part of your overall plan.

Turning 95 Characters into Sales – Writing Ads for Adwords.

PPC marketing is probably the fastest way to drive traffic to your site and it can be one of the most profitable—if it’s done correctly. An important part of the PPC equation is actually convincing people to click on your ad. It doesn’t do you any good to have the ad displayed every time someone queries for your keywords if they aren’t clicking.

Unfortunately, Google gives you a mere 95 characters to construct an enticing ad. You don’t have a lot of space to write irresistible copy in the world of PPC. In addition to playing by Google’s rules with respect to grammar, spelling, etc., you need to be strong, succinct and tempting.

That’s easier said than done, of course. And there’s no way to turn an absolutely miserable copywriter into a PPC ad writing superstar in a single blog post. There are, however, a few things to keep in mind when writing your Adwords ads that will increase your CTR dramatically.

First, you need a call to action. The call to action is a critical component of traditional copywriting. Every sales piece is a funnel leading to that moment where the prospect is convinced to follow through with action. Your 95-character PPC ad might be a tiny copy project, but you can’t overlook including a call to action if you want to produce the best possible results. Don’t just impart information. Make a point of persuasively directing searchers to click on your ad.

Second, you need to approach your ads as if you were a potential customer. If you’ve done market research, this is the time to use it. If you have a strong sense of your potential customers and what they really want, this is the time to make sure you’re giving it to them. Too often, PPC advertisers think like business people or advertisers instead of “getting into the head” of the people who’ll really be seeing (and hopefully clicking on) those ads. Write for your audience.

If you put together an ad that will resonate with your prospects and you manage to craft a compelling call to action, you can expect great results for your PPC ads. Your CTR will jump and you’ll be getting the most out of your Adwords investment.