When originally released back in 2005 Googles Pay-Per-Click service ‘Adwords’ was seen as a cheat by most companies that we have worked with, a way of jumping the organic search results on Google and ‘buying your way to number one’.
Unfortunately, a lot of new customers we meet think the same thing today, the myth that for just a few pence they can jump the queue and ‘steal’ the top spot has not gone away.
When asked about Pay-Per-Click advertising we take an honest approach. Google’s Adwords is a great tool, it offers customers flexibility and when used with Google’s free Analytics service gives the ability to measure the success of campaigns in a way that has never been possible using traditional advertising methods.
Here comes the but…
Pay-Per-Click advertising should not be used in isolation.
We have seen customers that use Pay-Per-Click services they have configured themselves, paying large sums of money to drive new visitors to their sites with no tracking data at all. Just watching the visitor numbers increase and then wondering why the sales/enquiries aren’t rolling in!
We recommend customers with existing Pay-Per-Click campaigns link them to Google Analytics, then after the first week or month have a look at the bounce rate (visitors travel to your page then leave straight away or ‘bounce’) for visitors if nothing else. If your bounce rate is high for visitors from your Adwords campaigns you know that the content of your site is not what the visitor was looking for so your ad is not describing what your site offers accurately.
Just tweaking your ad description to give visitors a better idea of what your site/product/service is about can drastically lower your bounce rate and improve the return on investment for your chosen campaign.
Always remember that the page the ad links to still needs to be well thought out, look at your landing page and assess whether it is:
- Engaging to the Adword visitor.
- Relevant based on the ad that bought the visit to your site.
- Most importantly does the page have a clear call to action for the visitor; Buy This, Subscribe Now, Download This.
Pay-Per-Click advertising can give very good results if you are willing to dedicate the time effort to tweak each ads performance regularly.
Two Plus Two Multimedia offer Pay-Per-Click consultation as a one-off review or an ongoing monthly managed service. If you have found this information useful why not contact us today to see if we could help you to succeed with your existing or future Pay-Per-Click advertising campaigns.