Even though many people have tried pay per click advertising with Google AdWords, many advertisers find it unproductive and ineffectual. Frequently, though, advertisers' campaigns fail not because PPC advertising doesn't work, but because their pay per click approach is flawed.
In this article, we will identify three methods that will increase the click-through rate, the conversion rate, and the overall effectiveness of pay per click advertising. By implementing these approaches, an unsuccessful campaign can suddenly become the most valuable component of a company's marketing program.
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Of course, missteps can lead to failure, so be certain to engage professional PPC management assistance – if necessary – to ensure your company's pay per click program really clicks.
As an example, consider a surgeon who wants to promote her bariatric surgery program. She knows that prospective patients use a variety of terms to refer to the type of surgeries she performs: "gastric bypass," "lap band," "weight loss surgery," etc. However, creating a campaign that bundles these search terms with the same ad is likely to fall flat. Why? Because successful PPC advertising needs to precisely target a user's search terms.
Therefore, if a prospective patient enters the term "bariatric surgery," and an ad appears with the headline "Gastric Bypass," the user is more likely to skip the ad until he or she finds an ad with the words "bariatric surgery" in the headline.
To address this issue, advertisers need to create multiple ad groups. For instance, it makes sense to have a bariatric surgery ad group, a weight loss surgery ad group, a lap band ad group, a gastric bypass ad group, and so on. And for each ad group, the advertiser will need an appropriate set of keywords to trigger the ads to serve.
Yes, this kind of specificity is labor-intensive. Yes, it requires a great deal of time, effort, and thought. However, this kind of specificity is an essential ingredient in developing an effective PPC advertising program, and it's the kind of advice that a knowledgeable provider will prescribe as part of its pay per click services