Advertising through a pay-per-click campaign can have some of the highest return on your investment, but it has to be done correctly to produce great results. If you aren’t paying attention, you can end up wasting money on a PPC campaign that falls flat. Consider the following questions before you begin your PPC campaign to determine if you are truly ready.
Is Your Site Ready for Mobile Use?
As more and more people are using their mobile devices to browse the web, companies need to make sure that their website is mobile-friendly to accommodate those visitors. To help keep your content optimized for mobile, make sure that you:
Keep your headlines short.
Minimize the content on your landing pages.
Have a clear call to action.
Always include a phone number that your customers can simply click to call.
Check your website’s loading speed and make it as fast as you can.
Google’s Accelerated Mobile Pages (AMP) is a great resource to help mobile-optimized content load instantly on all devices. This is a great strategy to focus on to deliver the best mobile experience to your visitors.
Have You Tested Your Ads?
Your campaign success hinges on your ability to test your ads to see if they are effective. Look at one element of your ads at a time, utilizing the A/B testing approach. To start testing your ads:
Find your most successful ad group.
Write another ad that is similar, with a few small changes.
See what ad generates more traffic. Choose the more successful ad.
Do the process over again using the winner of the two ads.
Continued testing throughout your campaign will ensure that you are creating the best possible ads for the goals you are trying to reach.
How are You Going to Reach Potential Leads?
If you just send people to your site without developing a way to reconnect, you are missing out on a valuable opportunity. This is where you create an opt-in texting campaign and get customers to sign up to receive marketing texts from you. You will be able to nurture those leads and engage your customers to build stronger relationships. Text messages have a high open rate, much higher than emails, and are a more effective way to reach your customer base.
Here are some interesting stats about the importance and strength of text messages:
These numbers prove that text messages are the way to go regarding communication with your potential leads. This method will also keep your potential visitors engaged and decrease the chances of your PPC campaign falling flat.
Are You Working on Organic Traffic Methods for Your Landing Pages?
Paid traffic to your landing pages is one way to get traffic, but so is optimizing your landing pages for organic search traffic too. Make sure that your content is easy to share on social media, and work on the search engine optimization (SEO) of your landing pages. Build links between your content and other reputable sites. When you focus on getting traffic to your site organically, you will help build up your company’s credibility and boost the efforts of your PPC campaign without costing you additional advertising money.
Are Your Maximum CPA Limits Reasonable?
Your maximum CPA is the amount of money you are willing to pay for a conversion. You have to look at the price per conversion vs. your profit on a sale. Even though you are looking to start a conversation, you don’t want to lose money on a sale because you’ve eaten up your profits with a high CPA.
It is crucial to ask yourself these questions and make sure you are going in with the right strategy to optimize your PPC campaign. A PPC campaign can produce a high return on investment as long as you have quality content and a strong supporting text marketing strategy to ensure your campaigns success.