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Menu¿How do you improve PPC Campaign?
I need ideas to grow up my Google ADS Campaign.
Answers
1. Select Advertising Platform. 2. Define your Goals. 3. Research your Target Audience. 4. Do ALOT of Research. 5. Have a Pros & Cons Lists. 6. Get a group of people you can trust/rely on to comment their TRUTHFUL thoughts about your Advertisement. 7. Have a unique, fantastic, never been seen relatable Advertisement.
High level:
- it’s not about traffic it’s about the right traffic
- ppc and the internet are built for testing variants, do that and learn and optimize
- focus in both your ppc copy as well as the journey your sending them to
- if you’re doing all this and its working then next is to apply this to broader terms or other targeted audiences to open up the top of your funnel.
- finally if your big enough and it makes financial sense, hire a credible agency as all digital marketing is moving at warp speed and these agencies live and die it 24x7x365 with power knowledge and tools*
PPC is the perfect “ad” vehicle for optimization. That it’s magic and is built for “test - learn - adjust - test - learn..”.
It’s less of a guessing game and more of a science process doing various ad copy and seeing results and tweaking.
Remember that mere clicks and traffic don’t mean your ads working, your copy should attract targeted qualified prospects vs anyone. Also your copy can be crafted to also “discourage” clicks as you pay for the click and you want to pay for the right people in the right mindset.
Next where are you linking the ad too? Point them to a place that help you move them to buy.. it could be a targeted right product page but best is a custom landing pages that is your best shot at educating your prospect as “why to buy” (from you or this item) vs “here it is” and should have simple easy “next action” (see product or?).
You can test various places and copy as to where you land you PPC traffic (even tied to specific ads).
Also if by “improve” you mean conversion, then obviously you value proposition for the product and buying from you needs to be solid vs competition (trust, quality, service and price (but price doesn’t need to be lowest it’s just a variable in your “value” to a customer).
Best to you on your journey,
B
*Discourse : i am Vice Chairman of top performance marketing agency www.wpromote.com
Related Questions
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Why did you pick that PPC/Bid Management Platform over the Others? (Marin Software vs. Acquisio vs. Kenshoo vs. Others)
I know you've already decided to use a bid management platform. However, I'd like to share with you my experiences. As an SEM agency managing $30 million+/year, we've invested tens of thousands of dollars into streamlining our work effort with a bid management platform. We've specifically used Marin & Click Equations (now owned by Acquisio). We also consistently demo the bid management platforms to see if there's anything eye opening for us. 1) We've always had an implementation challenge. Installing each one across multiple clients has been a pain. If you're just running it for your company - then it's a lot better. 2) Crappy Bid Algorithm's - they always (used to) try to pitch you on how sexy their bid management algorithms are. We had a client who came to us already on Marin, and we found that their bid algorithm consistently sucked. Honestly, bid management isn't rocket science, and once you have an equilibrium, it doesn't need to be changed much. 3) Google doesn't consistently update their API - many of the beta features that power users use aren't available via the API immediately, so the bid management platforms can't take that data in. We liked Click Equations years ago, because they were the only platform at the time that imported Quality score, and created alerts and reporting for you, even though it wasn't avaiable via API. These days, things like the Google Business Data center, Adwords Scripts & Labels etc. aren't available via the standard API, and therefore none of the platforms deal with it. 4) These platforms are ONLY good for reporting - I sat at a Google roundtable of 10 top SMB SEM agencies ($25 - $100 million/year in managed spend), and I asked them "do any of you use Bid Management platforms?". Only ONE of the ten said they use a bid management platform, and at that, only for reporting. 5) The real things Bid Management solutions should be doing - The real thing that bid management platforms should be focusing is automating the things that count (e.g. split testing ads), and they don't. You can however, find other vendors (e.g. Brad Geddes's Adalysis.com) that do ad testing in an effective manner. If you have further questions, please feel free to give me a ring.DJ
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Many of us sit in offices filled with brochures, flyers, handouts, manuals, and documents loaded with helpful information, but we do little to extend that information to potential customers on the web. Make a list of the content available to you immediately and start identifying which persona is most aligned, where they are within their sales process, and what pain point they are currently facing. Getting started, you can use what you have on hand. But I recommend expecting this low-hanging fruit to run out. You should plan on developing your own, unique content. For a number of reasons, search engines reward fresh, unique content. Further, your prospective customers will be looking for information that is not available everywhere. Your unique perspective and “voice” (the tone in which you talk, the way you communicate, and what you share) may be the first experience a prospective customer has with you. This is the beginning of a long business relationship. 4. 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