Did you know that small businesses can easily waste as much as 25% of their PPC (pay-per-click) budgets? That’s an awful lot of money being flushed away with nothing to show for it.
The good news is you don’t have to sit, bleary-eyed in front of your computer trying to micromanage every single keyword or bid. By paying attention to these seven leaky holes and taking some proactive steps in managing your PPC account and its features, you can trim a lot of the waste.
Imagine you’re dropped from a plane and land on a foreign island with foreign people.
The first objective is simply to stay alive. To survive.
After that? Maybe you want to get the people on the island to trust you. You learn their language and do your best to respect their culture.
If you play your cards right, you begin to fit in and get comfortable. But you never want to get too comfortable. One slip up might have you in big trouble, and the last thing you want is to be a castaway.
A savvy business takes a careful approach into social media waters. Craft your strategy in just the right way, and you can end up with a legion of believers following your every move and promoting your products and services to others. Mess up, and...well…they don’t call them deadly sins for nothing.
A beautifully designed website can create a professional experience that puts you far above your competition because your website design is the foundation of how your business is perceived online.
Many businesses along with their web designers put a great deal of focus on how they can best utilize the space they're given to maximize their marketing message and to increase visitor engagement in order to pull prospects deeper into their website.
I mean it seems to make sense, right? Why wouldn’t you make the most of the space you have available and why wouldn’t you attempt to get visitors to engage deeper with your site?
Well, because sometimes commonly used design principles can actually be killing your conversions.
When it comes to conversion rate optimization, you may feel like you’ve got the basics nailed down. You’ve got your landing pages set up, and your offer is irresistible. You’ve got an unbeatable USP, and you feel like nothing can stop you.
You’ve even honed in on precisely what your customers want and have tailored your pages to match their language by having them describe what your product does and how it works, rather than filling your site with corporate tech-speak and buzzwords.
When you’re cooking dinner and everything is simmering away perfectly, do you walk away and leave it to cook indefinitely, or do you check on it periodically, to make sure nothing is boiling over, sticking to the bottom of the pot, or charring and burning?
It’s common sense to regularly check, stir, turn temperatures up or down, and so on—even when everything is cooking exactly as it’s supposed to.
The same applies to PPC campaign management. Even when all metrics are going well, regular monitoring is essential in order to maintain success and smooth operation.
Have you put some serious thought into how people perceive doing business with you while visiting your website? I mean, it really comes down to perception, doesn't it? Not to mention, your website is the first impression people have of your company when you do business online.
For example, if you’re giving indicators throughout your site that you’re available to answer questions through live chat—your visitors will perceive that you care a lot about customer service.
Any PPC and SEO marketer can tell you that long-tail keywords are where the money is at.
But when dealing with thousands to millions of unique variations, how can you begin to comprehend the information? Your eyes just cannot process rows upon rows and multiple columns. The eye can, however, use its grouping ability to understand relationships, allowing the brain to do its job of reasoning.
When you were creating your website, were you more focused on the look and feel or did you focus on visitor engagement?
Design is usually the first focus when it comes to creating business websites and building an online presence.
That's unfortunate because the main goal should be to get visitors to engage with your site. Your website is a fully automated marketing machine that is out there doing all the work for you.
So, how’s your PPC campaign going?
How do you know?
What metrics are you using to gauge your campaign’s success?
There’s certainly no shortage of PPC metrics you can look at to try to measure the effectiveness of your campaigns. But what’s the MOST important metric to look at?
That’s exactly the question a small business owner asked me recently.
If you’re managing an AdWords PPC campaign, you need to be familiar with negative keywords and the benefit they provide.
So what exactly are they?
An Introduction to Negative Keywords
Negative keywords are keywords you add to a campaign in order to exclude those words from the campaign.
Here’s how it works.