- Getting Clicks and Converting them into Customers
Google adwords is PPC (CPC) program provided by Google which is an excellent tool to attract traffic
on a website. Newly launched websites do not have organic / natural rankings for months, may be even a year so the
best way to attract quality traffic is to take help of Google adwords or similar PPC program.
Adwords give full control to you with various tools to optimize budget spend, maximize the clicks, and extract a
good ROI. Following are few tips on how to use your Google adwords campaign effectively.
Aim for getting customers / Sale / Conversions rather than getting clicks:
Every single click through adwords comes with a price tag. Remember this and take actions accordingly. If you are
getting clicks only and no conversions / sale / customer then your ROI (Return On Investment) is ZERO. You need
to develop campaigns, which not only attracts clicks but also the customers, which exactly is your purpose of choosing a
CPC program like Google adwords.
Track the traffic on the website:
Before you start and adwords campaign, you MUST place an independent tracking on your website to track the traffic
which is coming on your website. This will give you an idea of what you are paying and what you are getting. In addition
to this, you can track other traffic too which is landing on your website and the source of the traffic. Google analytics
can also be utilized for this purpose. Other independent tools are WEB-STAT and Statcounter.com
Budget, Bid, And Position:
The basic information you can get from adwords help center. You need
to know the importance of these parameters in order to get maximum
out of your campaign. The position is based on the CPC (bid) and
which in turn directly affects your click volume. You need to strike
a balance for the three things to arrive at an optimal combination
to match your budget.
CTR:
Click Through Ratio(CTR) is the figure, which gives you the ratio of number of clicks against the number of impressions. But this ratio is so not important as for primary keywords, you may get a high value and for secondary keywords this figure can be very small. This also signifies how good is your ad copy. Better the ad copy, more will be the value.
Keywords:
When you setup your campaign, start with few keywords. Then monitor
the impressions, clicks, CPC everyday and then keep on increasing
the set of campaigns, and keywords based on your observation. Keep
refining the campaigns, remove non performing keywords, add more
secondary keywords as they have less BID and your ad will rank
higher thus increasing the chances of conversions a low acquisition
cost.
Ad Copy:
Keep it simple and straightforward. The copy should match the
services you offer. Irrelevant references to the services will yield
in mere clicks, not the conversion / sale / customer and will dent
your ROI (Return On Investment).
Ad Targeting:
You need to be specific in targeting geographical location. You
cannot create a campaign selling electronic gadgets in Europe and
targeting the US customers. This again is very important in getting
quality clicks and affects ROI (Return On Investment).
Landing Page:
A good landing page is very critical in getting good conversion /
acquisition rate. Remember, home page cannot be a landing page. Your
landing page should provide comprehensive list of services and
offers you have on your website. This is the page where customer
will land when he / she clicks on the ad. The page should be action
oriented, literally should force customer to take an action. If it
fails to do so, you will only get a click not the sale / customer
and this in turn will affect your ROI (Return On Investment). Be honest on landing page and
the page content should justify the ad copy you are using to target
the customers in adwords.
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