3 Tips for Increasing Your Pay Per Click ROI
Pay per click is one of the hottest advertising strategies available to business owners and managers today. It allows you to drive real traffic to your website immediately, with no waiting period whatsoever. When most managers or business owners start off using pay per click as an advertising channel, they usually blow through budget very quickly due to lack of experience, over bidding on keywords/key phrases, or because they don't have the necessary expertise to efficiently manage their campaign (lack of time and resources).
So here are a few strategies the team at LookSmart has put together for those of you trying to manage your pay per click campaigns in-house.
Utilize Your Negative Keyword Options
This is a fantastic tool but most people don't use it because they really don't understand what it is and what it will do regarding their campaign. Basically, negative keywords are words that you DO NOT want to trigger your ads. For example, if you are running an ad for car purchases, then you might want to place "car rental" and "car leases" on your negative keywords list because obviously those users are not interesting in purchasing a car, they are interested in renting or leasing a car.
Utilize Your Location Tools
For those that are using a pay per click ad to target to their local audience, this tool is amazing and can really increase your ROI. If you are targeting Manhattan Beach, California users who are intersted in buying a car, there is aboslutely NO point in targeting ALL of United States. So adjust your settings so that you only target the main city - in this case it would be Los Angeles. This will not only drive more targeted traffic to your landing page, but it will also help you in reducing your click waste.
Use Offers in Your Call-To-Action
When most people are designing their ads to run in their campaign, they usually use a very generic call to action such as "Click here". However, most consumers react most positively to free offers or basically anything that is of VALUE to them. For example, if you are targeting those who are interested in buying a new car, you might want to use a call to action such as "Get Your FREE Quote Today!" or "Get Financed Today!". It lures them in by creating value to the visitor.
Hopefully these tips have helped you and stay tuned for more pay per click management strategies and tips next week! Don't forget to follow us on Twitter as well for up to date information!