Managed PPC advertising campaigns to instantly attract qualified visitors to your website
Pay Per Click (PPC) is undoubtably the way to reach your target audience extremely quickly. Within hours, your advertising campaign can be achieving results across a number of channels - providing an instant flow of qualified visitors to your website.
How we manage AdWords campaigns for profit
Some points to bear in mind
- Traffic, per se, to your site is essentially just that - numbers. Conversion of those visitors is the key thing.
- A conversion occurs when someone clicks on your advertisement and then does something positive such as signing up for a newsletter, phoning you or even better buying something immediately. Essentially anything that gets them engaged with your business.
- Anything spent on traffic that doesn’t do this is wasted - sounds obvious right… But you need to understand the next point…
- Money not spent on traffic that would convert is a lost opportunity. So you need to ask whether you should be spending more as well as asking whether you should be spending less. This is where most advertisers go wrong because what you never get in extra sales you can't measure and you can't see.
- But it is a real cost to your business. It's money you are leaving on the table.
- If your ads are invisible at the time hot sales prospects are searching for what you sell because you are not spending enough with AdWords, they'll go to one of your competitors.
- You won't see the search in your AdWords campaign stats.
- You won't pay for an AdWords click.
- You won't get the sale.
- You won't get the profit.
- But your competitor will.
- So if you are making a good profit on your Google advertising and have the cash flow and the production capacity, you should simply spend more.
- Breaking even with AdWords? Then you are probably much more profitable than you think if you ever get repeat business from your customers.
Focusing on AdWords ROI is wrong! It really is. ROI is Not Profit.
Another error businesses make with AdWords is to focus on Return on Investment. AdWords ROI is the wrong Key Performance Indicator for a business. To understand more, read AdWords ROI explained.
The biggest mistake businesses make with Google AdWords
The biggest mistake businesses make with AdWords is nothing to do with AdWords at all. It is that they don't design their websites to convert visitors into paying customers. I know why this happens so often - it's because the four skills sets you need to build a converting website are rarely found in one web design business. You actually need
- design skills - to make your site look respectable. But beware of using too much Flash animation and so on that makes the designer look clever at the expense of your wallet and your sales
- internet marketing skills - to make best use of effective online marketing techniques,
- copywriting skills - to get people on your site to take an action that is of value to you such as picking up the phone etc. Many sites fail because they are "brochureware": they look like online brochures. Instead you need to make your site sell hard. It really needs to be designed like direct marketing material.
The majority of web design companies provide just two of these and also get in a complete muddle when it comes to things like search engine optimisation.
Conversion - what internet marketing is all about - is a problem that we meet all the time: you drive top quality targeted traffic to a client's website and it just bounces off.
Remember - Websites that don't convert - don't convert with AdWords either! Or with any other source of web traffic.
It is the equivalent of running a highly effective series of ads in a newspaper to get people to visit a new shop that is dirty, only partly stocked, badly lit, run by unfriendly staff, in a depressing part of town and often closed!
You just won't make sales.
AdWords ROI - the Wrong KPI
Google AdWords advertisers often focus on their Return on Investment. They like to spend £x and make £5x profit or more.
But to focus on ROI is to miss a fundamental point about pay per click advertising: profitable advertising is profitable advertising. ROI is the wrong Key Performance Indicator.
The easiest way to see this is to work through an example.
Calculating AdWords ROI
Suppose each sale makes you £10 in profit and that you need 10 visitors to your site on average to make one sale. Suppose too that you are buying traffic for 10p a visitor.
It is costing you £1 per sale (10 visitors) and you are getting a return on investment of 1000% because for each £1 you spend you are making £10 in profit.
That's a good ROI.
But suppose that you could double your traffic by doubling the amount you pay for each click and moving your ad up the ranks.
Your cost per sale has shot up to £2 because clicks cost twice as much and you still need 10 of them on average to make a sale. So your profit per sale has reduced to £9.
and your AdWords ROI has been slashed to 450%. Disaster!
Except it's not. Let's look at the profitability.
Where we were getting £10 in profit we are now getting 2 x £9 in profit. So we are making £18 instead of £10.
Our ROI is worse but the profit has jumped by 80%.
Thanks to our friends at Commercial PPC for helping with this content
Our Pay Per Click service includes:
- Set up of multiple advertising channels
- Keyword research and budget planning
- Creative advertisement writing and advertisement design
- Advert and keyword optimisation
- Monthly reporting and conversion tracking