PPC Advice
by Rohit WillPPC Advice 1: Ask yourself, “What would I (yourself) do?” Really! What would you do if you are buying online? Would you buy from the first ad you see? If not, it’s not really smart to expect other people to do so. If yes, hmmm, try to remember what’s so special about the product or the ad that gave you such an urge to purchase
PPC Advice 2: Research your target market whom you will be advertising to. If your target market is price sensitive, include prices on the ads assuming you have the best prices.
PPC Advice 3: Research on your competitors. I’m not talking about running a thorough background check or stealing their business secrets. Instead, just spend a little time trying to find out how your competitor ads are written. Your competitors might be selling at a higher price, but they might have better conversion rates by offering free shipping, lifetime warranty, and stuff that you are not offering.
PPC Advice 4: Optimize your landing pages. Testing various elements of the product landing page and using the test results to improve the landing page by making the changes is sure to guarantee better conversion rates and lower cost per acquisition.
PPC Advice 5: Test your ads. It’s always best to use A/B testing (i.e. testing a single element of the ad) as you will able to easily interpret the results. If you test more than a element, you will not be sure if an ad is performing because of the element 1 or 2 within an ad.
PPC Advice 6: Use Google Analytics Reports to see what position you ads perform the best. For one of our clients, the best position seems to be at is around position 3 to 5, give and take. The client sells to price sensitive target market who are one time buyers. They do not check more than 7 or 8 ads, or even less. By the time they reach ad at position 5, they will already have an idea how the market is like, and they make a decision to buy the product. So not always does top position helps. But again, this is not a set rule. Each industry is different, and within each industry, each product can be very different as well. So use Google Analytics to determine the best position for your ads.