Improve Click Through Rates - Better PPC Management
by: JoshPrizer |
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Click Through Rates (CTRs) are one of the key components of the paid search algorithms. Fine tuning those will not only help you rise in the search engines, but they can even lower your costs per click.
Let's look a little closer at some of the things you can do to improve those Click Through Rates (CTRs). There are several techniques and areas to look at but many of these require some continual effort on your part. If you are not up for it, think about hiring a PPC company to do the heavy lifting for you. A good PPC management company can double or triple or CTRs.
Relevant Keywords
The tighter you can focus your keyword to your ad, the higher you can drive those click through rates. Often, this may mean using the keyword in the ad copy. This can also be difficult to do if you have a few ad groups with a wide range and long list of keywords. But you want to speak to the person doing a search...the more you can do that, the more relevant you become to them.
If your account is structured poorly with too many keywords into too few ad groups, then you should consider ditching it and starting over. Yeah, I know, that sounds extreme, but the results may be worthwhile in the long term. If it's too much work for you to re-do, then definitely consider outsourcing.
Negative Keywords
Click Through Rates are determined by the number of ads that get clicked divided by the number of impressions that were served. With that in mind, you want to make sure you are not serving up ads on keywords you don't want to appear on. When you search for keywords that you want to advertise on, also take note of those other variations that you don't want to appear on. Compiling these and using them appropriate can help drive up your CTRs.
Ad Copy Improvement
One of the bigger items to look at is your ad copy. Do you have a compelling ad? Is there a call to action or a value statement of some kind? You want to push the right buttons. And while there are a number ad copy tricks that can do this, the best method to improving your ads is split testing.
Split tests are simply running and testing multiple ads on the same keyword. This may appear easy, but there are a variety of factors that come to play. What to test? How long to test them? How often to run split tests? Etc. We could get into discussing mathematical formulas to determine when is a valid split test done, but your eyes may glaze over. If you can commit yourself to daily testing, for continual effort and time...you will make an impact. Sure, you might make mistakes, but the real key here is effort. It will pay off.
There are a variety of tricks and secrets to optimizing your PPC accounts. Putting added focus on those Click Through Rates is a good place to start. If you are in an especially competitive business and keyword marketplace, consider outsourcing to a professional. If you can't afford that added expense (although a good PPC expert will more than pay for himself), roll up the sleeves and get to work. Intelligent effort pays off.
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About the Author
Josh Prizer is a Senior Account Executive and PPC Expert who works for Zero Company Performance Marketing, a ppc management firm. Go to his site to learn more on how to improve your PPC ad accounts and results.
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