Google Adwords and Yahoo/Bing PPC
How You Benefit from Our Adwords & PPC Approach
We have taken over enough Adwords and other PPC campaigns to see where campaigns are failing. One overlooked factor is the creativity of the ads. As you can see below, changing the ad text increases the clickthrough rate by 341%. This also increased the conversion rate from 0.2 % to 11.7%. This is very important in competive markets where each click cost over $15.
Optimizing for Sales/Leads Can Cost You Money
Many ad campaigns are optimized to increase the number of leads and sales. Although this can increase revenues, it can still leave a lot of money on the table.
How do we optimize our Adwords and other PPC campaigns? For profits!
How is that different than optimizing for Leads or Sales? Simple. If you are optimizing for leads which are increasing you may think that everything is ok. But it may not be.
You have to dig deeper and find out about the quality of the leads.
- Which ones lead to sales?
- Are the leads from China worth the same as the leads from the USA?
The right questions lead to shutting down or scaling down different parts of different campaigns. Other campaign sections will have to be ramped up. This has to be done even when it goes against the metrics that have been set up. The metrics don’t always tell the whole story. After determining the quality of different segments the metrics can then be adjusted to reflect the true worth of leads from the different segments.
Ecommerce Adwords Campaigns
With ecommerce sites the decision making is much easier. Almost all the information you need can be set up in your web analytics program. Revenues are easily integrated into your dashboard. However there are potential obstacles here too.
- Are the revenues of a product with a low profit margin skewing your metrics?
- Does one country have more repeat customers, increasing their worth to you?
Here too, the metrics don’t tell the whole story. We dig deep until we find it.
Ad testing is not just done for the sake of testing. Too many ad tests that we have seen are just going through the motions and not showing any creativity or boldness. If the ads are not significantly different in approach you won’t find much of a difference in click through rates (CTR), conversion rates or profits.
If you are brave and bold you can really see a difference—we have seen improvements of up to x10!
What drives us to increase your profits?
Paranoia. We don’t ask for long term contracts. We work from month to month. We know that if we don’t deliver for you month after month you will leave us. This state of paranoia focuses us on what you really need to succeed—increasing profits.
Read our success stories