Y’know we’ve talked about the importance of testing Google
ads too many times but I’ve just gotta tell you this story.
For many years we targeted new businesses to handle their
search engine marketing. As time went by we unearthed
a whopping number of companies that have tried PPC and failed.
So we started analyzing different company’s PPC campaigns
and were very surprised at what we found.
99% of the time these ppc campaigns were a complete mess.
There was no way these companies were going to make money.
“They were dead men walkin.”
These companies were over bidding almost to the company. They were sending prospects to the wrong landing pages. They were paying for the wrong keywords - even over-paying for them.
More importantly they had absolutely no idea which keywords
were actually converting to sales. (The ones lucky enough to
be getting any sales).
You see if you don’t know which keywords in your niche
actually convert to sales, and at what cost, you don’t have a chance.
You’d almost do better buying a lottery ticket.
The companies we looked at weren’t using any of the tools available to them to optimize their ppc campaigns. Hell, most of them weren’t even aware they
- could
optimize their pay per click campaign.
These companies were so busy trying to optimize for seo they were
ignoring the fact that they were leaving tons of money on the table with their ppc campaigns each and every day.
It soon became abundantly clear that we had stumbled into a gold mine.
All we had to do was target the companies that already had PPC campaigns and fix them.
So we immediately started writing ads to target these companies.
These are some of the first ads we ran;
Stop Suffering With Your PPC Mgmt
Get Results You Can See, & Feel.
www.leadpros.com/Free-PPC-Audit
How’s PPC Working Out For You?
It Really Doesn’t Have To Be A Pain
www.leadpros.com/Free-PPC-Audit
Gave Up On PPC? Find Out What You
Didn’t Know That Cost You Money
www.leadpros.com/Free-PPC-Audit
Has Your Pay Per Click Campaign
Been A Bust? Here’s An Easy Fix.
www.leadpros.com/Free-PPC-Audit
These ads did less than 1% clickthrough on average…certainly nothing to write home about. This caused a bit of concern.
Maybe we had misread the market and the number of unhappy ppc customers wasn’t as substantial as we thought it was.
But since we’re always testing, we made a small change that completely transformed our results and the amount of our orders.
Can you guess what it was?
It’s just 3 little words.
We replaced the display url from www.leadpros.com/Free-PPC-Audit
to www.leadpros.com/Save-On-PPC.
We didn’t change anything else except the name pf the landing page to:
http://www.leadpros.com/save-on-ppc.html
The word, “Audit” was killing us. We should’ve known that. It’s Common-sense now. What businessman wants to see the word, “audit”?
For that matter what regular person wants to see it.
Let alone actually click on the word to find out more.
DUH!
Once the change was made we were getting click-through rates of 5%, 16% 33% and in some cases 50%.
This is what I’ve been explaining to you guys all along. Without further
testing we might have assumed there was no market and left buckets of money on the table.
The reason most companies don’t make money with PPC is not Google, Yahoo, Bing or AOL.
The reason is because these companies aren’t using all the tools available to help them:
First tools to pick the right keywords;
Second tools to not overbid for those keywords;
Third tools to know the right ads that attract the prospects typing in those keyword queries;
Fourth tools to send prospects to the right landing pages that motivate them to order today;
If you’re not using these tools that give you this information or haven’t hired someone to use them in your behalf… You’re dead in the water.
Because if you’re not using these search engine tools, the companies we represent are, and if we happen to be your competition… you’re toast.
But I digress. I just wanted to make the point of how important it is to spend less time on optimizing seo and more time optimizing your pay per click.
I’d like to highlight one Google tool today called the Google Conversion Tool. Once you install the Google conversion code on your “thank you” pages you can tell exactly what keywords led to a conversion and at what bid price.
That’s lethal information to have at your fingertips. When you have information this powerful your pay per click campaign can thrive and now you can begin to see what separates the “haves” from the “have-nots”
Y’see you might think a keyword like, “pay per click” would bring a company like mine a lot of business but would you be surprised to know that the keyword, “sem strategies” converts better at a lower price?
Get serious about your pay per click campaign and change your life.
To your success.
Posted on July 13th, 2010 by admin
Filed under: Uncategorized
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