November 24, 2015

PPC Audit Advertising

If you are running, or planning to run, a pay per click (PPC) campaign, it is vital to maximize your returns from the campaign. To do so, you must understand how Adwords works. The ads you see following search results, or embedded in web pages, are the ones that have successfully gone through Google’s bidding process. The ad that appears first is not necessarily the one that has made the highest bid, as many people believe. Don’t just take my word for it. The short video below will give you a little insight on how Adwords works. Let me know your Aha moment if you are paying too much for your clicks.

So, how is your PPC ads performing?

Google constantly monitors user actions and the performance of ads shown. They do this to improve the relevance of ads. If more users click on say Ad B than on Ad A, then Ad B will get a higher Adwords ranking from Google. In future searches, even if Ad A places a higher bid than Ad B, the latter can display before the former because Google deems it to be more relevant.

What makes users click on an ad?

There are many different reasons why a user might click on an ad. Here are a few of them:

a) Quality of the ad — Users are more likely to click on a well-presented ad.

b) Relevance of the ad’s text — Users are interested in what the ad promises.

c) Mistake — Many websites are designed to place ads where they can easily be clicked by mistake. For example, you may see a block of ads near the bottom of the view port, right beside the scroll button.

d) Curiosity — Sometimes, your ad will appear on a site that has content that matches your ad, but that site has nothing to do with what you are offering. People who see your ad may think it is connected, and will click through to your site.

e) Fraud — Google has many anti-fraud devices in place, but a certain level of fraud is inevitable. Fraud occurs when an advertiser induces others by some means, perhaps payments, to click on that advertiser’s ads.

f) May have dealt with the company before — Users will often click on ads from businesses with which they have previously dealt.

While you will never know exactly why a user clicks on your ads, you have to monitor what people are clicking, and whether or not users do what you want them to do when they arrive at your landing page. You may want them to buy something, or want them to sign up for something. You have to pay per click, but if very few of them do what you want them to do, you are throwing your money away, and you need to refine your Adwords campaign.

Your ad must be of a quality that attracts users to click on it. You want targeted traffic, so your ad must try to be as specific as possible. For example, if you are selling vitamin tablets high in iron, you do not want to attract people who are looking for scrap yards.

Your landing page must be well designed, and must generate a reasonable conversion rate. You should view ads and landing pages as dynamic rather than static instruments, and you should constantly adjust them until you are achieving maximum returns.

Google provides many ways for you to refine and track your pay per click ads. It can be time consuming to monitor ad and landing page performance, but if you don’t do it, you are almost certainly wasting money. If you cannot find the time yourself, consider outsourcing your pay per click campaigns.

What next?

You need to be measuring ad metrics, what you don’t measure can’t be improved! You will not even know if you are paying for fraudulent clicks, are you? Are you?

Call Huey today at 08-6336-9990 to discuss how we can help you to audit and improve your PPC spending. As well as monitoring your AdWords campaigns against Click Frauds!