Google Ads - also known as Pay Per Click (PPC) – is a proven tool when it comes to driving a quantity of targeted traffic to your Website. However, just like everything else in Business, once you’re up and running, you need to set aside some time to see how you can really maximise the return you’re getting for spending those hard-earned dollars.
The tips below give you a pretty good guide to some of the key areas you need to be addressing if you’re wanting to increase the profitability of your Google Ads.
Forget Your Ads, Get Your Site Right!
It may seem counterintuitive, but the best place to start when it comes to increasing the margin you’re making on your Marketing is with your Site itself. You could have the best Campaign, with the fanciest Ad copy ever seen, but if your Site isn’t up to par, you’re probably wasting your dollars. Similarly, if you’ve got a great Site but aren’t set up to convert, you’re not going to be turning as many of your visitors into Customers as you should.
Remember, people are time-poor, inattentive, and confronted with a thousand alternatives to you. Make sure your Site presents everything it needs to in an easy to navigate manner, and paints your Business in the best possible light.
Open Your Door To Mobile Users
You’ve got to think of the rise of Mobile devices as a gift to you and your Business. Your ability to hoover up Online Customers got a whole lot easier as soon as people were able to do things like browse for that killer holiday bikini as they sat on the tram after a rainy day at work.
If you’re smart, you’ll be using your PPC to target the horde of Mobile users across Australia. Whether it’s through call extensions that allow people to simply hit your Ad and get straight on the phone to you, or taking advantage of the fact that you can choose to show certain campaigns only to Mobile browsers, there are a ton of ways for you to get creative and wring every last cent out of your spend.
Drive Down Your Cost Per Click
One of the most logical ways to increase your margin is to decrease your Cost Per Click. The first way to do this is to conduct a review of the Keywords you’re currently targeting. Draw up a list of what you think your essential keywords are, and then see if you can come up with any synonyms or alternative phrases. Although the amount of traffic - and the strength of the lead coming through - might be the same, you might find that it’s far cheaper to bid on ‘dress amendments’, rather than ‘dress alteration’.
Similarly, if you’re in a highly competitive industry, it’s wise to try a couple of different options when it comes to the types of phrases you’re targeting. Rather than blowing your entire budget on ‘dress alteration’, it might pay to go after something a little cheaper like ‘cheap dress alteration near me’. Not only will this drive your Cost Per Click down, but it might actually deliver a better strength of Page visitor.
There’s Limitless Potential
When it comes to your Google Ads, there are thousands of hours you could spend on lifting your profitability. However, if you’re anything like us, you probably don’t have that kind of time spare. Start with the points above, try to always remember that Google Ads is an ongoing process, and you’ll be on the right track.