When having to manage the paid campaign for any business, it is necessary to take some immediate decisions as per the objectives, budget and target cost per conversion of the campaign. To take in rational steps it is necessary to consider the factors mentioned in this article. Beforehand, however it is necessary to go through some of the basic terms for the newcomers in this arena.
What is PPC (Pay per click)?
Pay Per Click is a digital Advertising model where the advertisers only pay when someone clicks on their ads. Popular PPC channels are Google Ads, Bing Ads, Facebook ads, Twitter ads, LinkedIn ads, etc.
What is cost per conversion (Also known as Cost Per Accusation)?
When running the PPC ads, it is convenient to check on how many clicks each of the ads do generate, the average cost per click and the total spend on any campaign, with conversion tracking in place it is easy to find out on how many clicks would lead to the conversion. The information along with the costs incurred divided by the number of conversions will give an average on how much would a new lead cost.
Google AdWords has introduced a new feature that will allow call reporting for calling only campaigns and call extensions in their account. You can find out details about a call reporting and how to use the settings that have been introduced for account level call reporting.
Tips to reduce CPC
Here in this article, we will talk about how to achieve the aim of reducing the cost per conversion to keep the PPC budget under the control that is being followed by several renowned PPC agencies around the world.
a) Pause low converting keywords- Analyze the keywords. Although all the keywords can generate sufficient conversions the rate is not equal for all. Identify the low converting keywords (those generating lower no of conversions), pause them and carry along with the others for the strength your business venture.
b) Increase bids and budget for High converting keywords- After pausing the low converting keywords, then there are more chances of spending on the high converting ones. A great way of doing so is using the “Search terms” tab and find out more on the customers feedback on your ads.
c) Ads scheduling is important- Find out the best time to display the ad. Initially, try to run it every day, for 24 hours and then examine the results to see when he clicks on the page at the highest and then carries this research on to test around which period of the year, you have the maximum number of conversions. Altering the promotional campaign, according to the season will finally help lower the costs per conversion.
d) Dedicated Landing Page for each campaign- You should aim every ad that is prepared must take the user to a particular landing page that will make fetch them exactly where they can perform the next task to become your customer. For example, instead of taking the customer to the product page from the ad you take your customer to the homepage, your potential consumer might lose the interest to navigate the product page later on by themselves and the PPC cost will count as a loss.
e) Add Negative Keywords- Negative keywords stops from targeting users unlikely to come across the page. Every PPC has a list of negative keywords in the list, but if the campaign doesn’t have it, then it is better to add a few basic ones. A good way of identifying the negative keywords is to set up the target audience of your business. For instance, if the site is e-commerce toy store, then omit any keywords related to clothing so that only interested people will have access to this page.
These changes can have a positive effect on how you market your business, both economic and profit generation wise.
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