Increase site traffic with pay per click advertising

Pay per click advertising (PPC) can be a great way to attract traffic to your site very quickly whilst waiting for your site optimisation efforts to take effect.

Pay per click is does exactly what it says on the tin, ie you only pay when someone actually clicks on your advert. Setting up a campaign requires careful planning as it’s very easy for costs to spiral out of control (although you can set both a maximum limit per click and for the campaign overall). Some of the key areas to be considered whilst setting up a PPC campaign are:

Keywords

What keywords do we want to use to attract consumers to our advert? Are there keyword phrases we don’t want to show an advert to (eg if you’re selling designer ladieswear, you’ll probably not want your ad to appear when someone types cheap tops into Google). The information you gain from keyword performances can provide practical help with your SEO strategy.

Pay per Click Budget

How much can you afford to pay to get someone to click on your site? Here’s a simple way to work this out:

Target profit per brand new customer                      £5.00

Average profit per brand new customer                    £12.00

Site conversion rate (ie you get two sales                  2.0%

per 100 visits to your site)

So, for every brand new customer ordering from your site, you can afford to spend £7.00 (average profit less target profit) to attract them.

At a site conversion rate of 2.0%, you will need to attract 50 visits to your site to achieve one sale. Therefore, you can afford to spend £7.00 to attract those 50 visits ie 14 pence per click.

Campaign settings

You can adjust a number of variables in your pay-per-click settings to ensure you make your campaign is as effective as possible. One of the key settings which can often be overlooked is match type which allows you to only show an advertisement when a specific phrase is entered into the search engine. The more tightly-defined you can be with your keywords, the more likely you will be to attract the right sort of audience. For example, if you’re selling outsize ladies clothing, you may want to specify an exact match with outsize ladies clothing otherwise a size 6 girl inputting just ladies clothing may be shown your advertisement (and you’ll still pay if she clicks through). Likewise, if you only operate in a certain geographical area, you can define this – so plumbers in Lancashire don’t have their adverts shown to homeowners with a blocked drain in Los Angeles!

Landing Page

One of the biggest causes of customers leaving a web site is because the they don’t see what they’re expecting (ie content is not relevant). Often, pay per click campaigns fail because as a default, clients send all potential customers to the Home Page. If, for example, customers have clicked on your advert because it offers 20% OFF for all new customers, make sure you present them with a page that reflects that message.

 

Give the pay per click campaign enough time

Don’t be tempted to chop and change your campaign after a day; allow a budget you’re comfortable with and give it time to perform. It’s much more difficult to analyse the results if settings have been constantly changed rather than if they’ve remained the same (initially at least). If you’re uncomfortable with any aspects, you can always pause a keyword or even the total campaign, whilst you analyse what’s occurring.

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