Is Your Paid Keyword Campaign Costing You Money?

Is your PPC campaign making or costing you money?

We often see paid keyword campaigns (PPC) not delivering leads that marketers expect. Using well managed keyword campaigns, ROI can be dismal even with many clicks being generated. A quick check of your website analytics could help uncover the problem.

First marketing issue is your PPC bounce rate. We like to work in the below 20% bounce rate range. Higher rates indicate that the destination page does not connect with what enticed them to click in the first place. If the arrival page does not quickly connect with the just seen and clicked on text ad, the prospect will quickly click away from your site (i.e., “bounce”). The most common error we see with our clients’ unoptimized PPC campaigns is that they direct all clicks back to their site’s homepage. Few homepages connect the arrival page with the clicked-on keyword message. You will need to set up conversion tracking to monitor keyword clicks to the site. If the bounce rates are too high, it means that you’re not connecting the dots for your readers, and your marketing expenses and opportunity are lost.

Solving the problem can be as easy as either linking the PPC ad to more relevant pages within the site’s existing structure, or specifically creating landing pages that more closely connect to your keyword ad messages in your visitor’s minds. Really great landing pages can convert business by themselves. They deliver the clear “call to action” about your product or service and build excitement, provide more information, outline benefits or features and close the sale. Optimizing these landing pages can generate organic search traffic, increase quality score, and drive more ROI to search marketing.

Marketers who have failed or have limited PPC results should re-examine their programs and go beyond keyword selection to address the entire PPC conversion cycle and all its marketing points. Understanding the entire PPC process can take a paid keyword program from an expense to a ROI superstar.

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