When it comes to Paid Search, especially on Google, understanding the science and benefit of advertising on different platforms is extremely important. I have had so many business owners in the past that have tried
Google PPC campaigns on their own tell me that it doesn’t work. I can tell you there are many reasons why their campaigns didn’t work for them, but the #1 reason they didn’t work came down to the structure of the campaign, not knowing what to look at, and not looking often enough (if at all) the first 60-90 days of their campaigns. Google wouldn’t continue to make BILLIONS of dollars each Quarter if its advertising platform didn’t work. There is a reason the larger national and regional companies have extremely large budgets for Google specifically while hiring the right people to manage the accounts. Simply put, if it didn’t work, their revenue wouldn’t continue to increase each quarter.
Success is measured in dollars. That comes from conversions and customers you get from your Google AdWords campaign. It isn’t impressions or clicks, it comes to what converts from the clicks. Remember not all customers are created equal and neither are the clicks you get. Our initial strategy call will strategy call help us narrow this down to make sure we are successful for you.
Whatever you spend the budget, you have to be effective with it. Understanding your cost-per-acquisition and lifetime value of a customer helps in calculating your ROI. Ever watch Shark Tank? Why do successful billionaire entrepreneurs ask every person on the show about their cost-per-acquisition? If you don’t know, we will help you calculate the number. We can’t pay more per conversion than a customer is worth or you lose money on getting them.
Understanding your customers & the keyword phrases they use are important, and Google gives us some tools to help better understand that as well. Bid on the right keyword phrases with the right conversion rates.
“Think like a wise man but communicate in the language of the people” – William Butler Yeats
Keyword phrase targeting is important, just as important is making sure ads don’t show up for keyword phrases do not convert or are not profitable.
It’s a science. Simply it comes down to how relevant are the ads to the search being done, and then how relevant is the landing page to the ad to the search being done. The better the quality score the lower you pay-per-click. Over time your cost-per-click and cost-per-conversion can go down when doing it properly.
Not only do quality landing pages that convert well help your quality score, it also lowers your customer acquisition cost. These pages must be relevant to what your customers want. If it isn’t, it won’t convert.
Track every phone call or form filled out on your website or from the ads for each campaign. Without tracking, you can’t measure success.
S & S Business Consultants does conversion tracking analysis to make sure we are effective with each keyword phrase and campaign we are targeting. Don’t pay too much for conversions.
We will work with you on a regular basis while sending you reports of the campaigns. In the first couple of months, we typically like to have called every 2 weeks going over the campaigns and looking at your results. It is important to take the data and massage the campaigns for improvement to work on being as efficient with your budget as possible.
While Google states running an AdWords campaign doesn’t help your organic rankings (Click Here), there are other factors that come from the campaigns that can boost the rankings based on how your end-user interacts with your website. Google actually had a white paper written several years ago about how running their ads help increase the traffic to your organic traffic (White paper Abstract). The basis of the white paper is they were looking at over 400 businesses over various industries that were running campaigns. They then paused the campaigns for a month to look at the results of their traffic via Google Analytics. What they noticed was that on average the organic traffic of these businesses received 89% more traffic when doing Google AdWords than when they were paused. Only 3-8% of people click on the ads, so the 92%+ that do not allow you to Brand your business with the impressions for free. Those impressions show you are a trusted and relevant business for the product or service they are needing. When they see you in the ads section, the maps, and organic section they are much more likely to choose you; especially if your reviews say you provided a great job or service.
There are several industries that when a potential customer is doing a search, they buy a product or call a business at that point in time. Typically, it comes in emergency situations like when people are looking for a plumber, a tow company, taxi, needing their HVAC unit repaired or need to quickly get in to see a physician of some sort. For many industries dealing with contractors for roofing, restoration, home improvement, and others the percentage of people that call after they click an ad isn’t that high. That doesn’t mean they are not interested, it just means they are trying to get as much information as possible (in most cases) or are trying to get some ideas for what they are wanting. That doesn’t mean they can’t turn into a customer, it just means there is a longer buying cycle. A way to hedge against wasting that click is by retargeting that end-user after they go to your website. Statistics show that customers that are retargeted are 70% more likely to convert.