Watch Out for Pay Per Click Traps

PPC trap To many people, pay per click is a mysterious method of online marketing. There are many quality guidelines that change often – not to mention that highly competitive campaigns/budgets need constant monitoring. Before you choose a PPC company and invest time and money into paid campaigns, here are some things to look out for:

No detailed reports – Almost anyone can set up an Adwords account and set it on auto pilot to spend a certain budget. That’s just not what we do. One of the most horrifying things I’ve heard is from a client who had a massive pay per click budget, only to get a “report” with keywords and the amount spent on each one. The worst part is that he claimed to not get any good calls from these clicks and continued to blindly spend thousands of dollars a month!

At the least, you should work with someone who is willing to provide detailed analytics with specific information about what was spent, when and what can be done to improve. You’ll also want to dive into keyword data and ask questions about that.

If you feel uncomfortable or have any questions, a reputable company will be more than happy to explain the process to you or even help with a test period to see if the strategy will benefit your company in the long run.

Pay per click landing pages that aren’t relevant – If a PPC company doesn’t explain landing pages to you, this is a big red flag. You should see what your customers will see when they click on your ad. Your business will be more in the loop if you see the type of language and keywords used in the ads. This way, there is no surprise when you see the results and you can work together to see which ads performed better than others and why. On the topic of relevancy, when your customers click on an ad, they should be led to a page that they expected to see. Using broad keywords can be confusing, misleading and lead to a higher bounce rate – which means money wasted on your part because the ad did not deliver what was promised.

Not addressing what happens after customers click – So, your pay per click keywords are receiving clicks. Now what? Is there a strong call to action and are customers taking that action? An experienced PPC company can help you address what customers are doing or are not doing after landing on your ad. Whether you expect a call or a way to get contact information, your paid search campaign is not successful if you’re not getting a good ROI on any “relevant” clicks. This means having a good way to follow up once you get this information and retaining a potential customer that will use your services/products in the future.

If you need help with your campaign and are looking for a Google Adwords qualified company, look no further! Call us today for a free consultation – (323) 340-4010.

Here are some more helpful resources:
10 Mistakes To Avoid When Starting With PPC
Avoid These 5-PPC Pitfalls
How to Avoid 7 PPC Analysis Pitfalls
145 PPC Must-Do’s for 2012

Optimization for a Lower Bounce Rate

bounce rate How high is your website’s bounce rate? Obviously, a lower bounce rate is desirable. But depending on your industry, the “norm” can greatly vary.

If you take a look inside your Google Analytics account, it’s important to remember to look not only at the OVERALL bounce rate, but the bounce rate of individual landing pages. This applies whether you’re reorganizing your website or setting up new pay per click landing pages. Let’s say that your overall average is around 40%, but if you take a look at your home page, you find that the bounce rate is 80%! This means that 80% of customers aren’t finding what they need and leaving very quickly.

As a starting point, here are a few things you can look at:

Page load time: Let’s face it, who likes sitting around waiting for a page to load? If your site is slow, you can make it more effective by optimizing photos, your layout and cutting down on unnecessary content.
Design – Do you have a search engine friendly web design? Sometimes, a more complex design might sound appealing to make your site stand out while squeezing in all the information you want customers to find. But this won’t help your website unless it’s something that your customers are responding to, and not what you’re personally partial to! Take a step back and do some testing between some more simpler designs to find out for sure.
Relevancy – Here’s one more reason not to use broad keyword terms all over your website. Although you may want to rank for a variety of different keywords, your customers will want to find exactly what they’re looking for. If a certain keyword brings them to your site and they find that it’s irrelevant, your site is not useful. The last thing you want to do is to mislead potential customers. The best solution is to optimize per page/section and use specific keywords that describe exactly what they can expect to find on that page.

In the end, remember that a bounce rate is only one of many factors you can use to gauge your progress. But it is an important one as optimizing for a lower bounce rate can also improve your content focus, site design and even SEO.