Your PPC Marketing Campaign is Awesome

So you are getting your feet wet in Google PPC to drive traffic to your website. You did your research and set up a few campaigns. You even took the time to geo target and have a nice landing page that clearly states the next step for the visitor to lower your bounce rate. These things are the no brainer 101 things that everyone does and you did so much more because you are smart, popular and everyone wants to be you.

I mean, let’s just take a look at all the brilliant stuff you did to make yourself look so good at the end of the quarter:

  • You went back and 3-4 days after starting and checked your search terms report to see what you are paying for and removed a lot of keywords that were a waste of money. You added hundreds of negative keywords to prevent paying for things you never expect a person to search, but they do. You used this default list as a starting point of common negative keywords to block.
  • You were smart enough to put the remarketing code on your website from day one. You had the foresight to know that it takes time to generate a good list and starting now will have you ready when it is time to use it.

Get used to checking your search report and blocking more terms. Every round of blocking is removing non converting clicks you paid for. The simple math of this action is that your cost per conversion will drop with every round of blocked terms.

  • You are even so smart that you set up two dueling landing pages for Google Analytics experiments to see which would convert at a higher rate over time so you could select a winner. You knew this process would randomly serve up two different pages and you could see the analytics like bounce, conversion rate and time on site for each one.
  • You were smart enough to know that you should “isolate the variable” during these tests. You knew to only change one element of the page at a time in each test to get useful results.
  • You used analytics to decide if mobile ads were worth it. When you saw only 9% of your visitors from Mobile devices you adjusted the bid down 90%. OR Did you realize you have a responsive website with a cart that is mobile friendly and leave that alone?
  • You were a regular reader of Abtests.com to see the results and strategy of others who are testing landing pages. (or you did till Hubspot took it offline or bought it this month)
  • You read everything by the masterful Oli Gardener of Unbounce.com. You have read posts by Oli like this one, this one and this one.
  • You have long ago completed the best book ever written on user behavior: Don’t make me think by Steve Krug.
  •  You have great analytics dashboards set up like the ones you downloaded from here or here. You make sure you have instant information that is the exact KPI’s you set out to grow and improve on from the start.
  • You took all that great Steve Krug information and minimized your sales funnel to as few steps as possible and you are monitoring the drop out rate of each step of the sales funnel. You even set your conversion goals with funnel steps to better visualize the steps.
  • You took half the information on each of your landing pages and threw it out, then threw out half of what is left.
  • You color coordinated the actionable parts of your sales funnel like the button that moves to the next page or step so each step catches their eye and they continue forward.
  • You used encapsulation around the actionable parts of your funnel pages (highlighted or surrounded them in a way that they do not blend with the content next to them).
  • You let everything run for 60+ days before you started jumping to conclusions and changing things before you had enough data to be confident in your conclusions.
  • You ran a display ad campaign based on your remarketing list and found that remarketing gets click trough’s 4-5 times higher than normal banner ads (my experience recently).
  • You created creative that speak to your most likely visitor and made separate creative for each remarketing list based on what they originally shopped for.
  • You made sure people who viewed blue widgets got banners that speak to blue widgets.
  • You easily imported your amazing campaigns in Bing Adcenter, checked a few things and let them run. You discovered you could get traffic for 50% cheaper from Bing text ads and that this is a great way to add to your remarketing list, the one that is getting high response rates.

On second thought, you didn’t do these things. You hired a smartass like me and he did these things…. Either way, you did something super smart.


About author

Todd Kron

of Sellaholics is a veteran of Analytics, PPC, Display, video, UX, conversion optimization, affiliate programs, web design and web programming since 2002. My background includes affiliate sales to 6 figures, director of a web design agency, and currently the digital manager for a leading energy company located in Huntersville, NC. From search to sale 1000 different ways is my background. Sellaholics is a Google Partner Agency.