One reason why business owners are drawn to pay-per-click advertising is its low cost that is very manageable. You can decide how much to pay for keywords and how many click you will pay for during a certain time period. However, your PPC spending is not the only consideration when looking at an effective campaign. Here are some other considerations:
- When you set up the PPC campaign, did you determine your goals? It’s easy too look at PPC as “set it and forget it” but don’t you want to get a return on your investment? If you don’t consider ROI, you are just throwing your money away. Decide how much ROI you need or want to make PPC worthy of your time and money.
- Are you looking at all the factors, not just the number of clicks? It’s great to know that a 1,000 people were directed to your site from your advertisement this week. But how many of them actually stayed on the site long enough to learn about your company. And how many of them actually purchased your product or service? How you feel about those numbers depends on the goals you set. If you are happy just knowing that a lot of people are visiting your site, the bounce and conversion rates may not matter to you. But if you are looking to generate sales through your PPC, you may not be impressed by a high number of clicks.
- Are you willing to adjust your spending and advertising in light of the results you see on your PPC reports? One thing you can never do when it comes to sales and marketing is make assumptions. You may have thought that you would see an increase in sales because of your PPC ads but you didn’t. You have to consider several factors when determining what you need to change. Your ad may not be worded in a way to attract attention. Or you may have purchased keywords that are not relevant enough or popular enough to reflect your business.
Make sure you are analyzing your PPC reports. As mentioned earlier, you want to make sure you are doing all you can to get the most of your PPC campaign.