The conductors of the study listed a number of reasons for the missed
opportunities and wasted spending. Some of them are as follows:
·
Poor selection of keywords i.e. keywords
not really related to the business
·
Clicks occurring outside the target
market
·
Less than optimal quality score and ad
relevancy
·
Insufficient time or expertise for PPC
performance optimization
The study considered the results of AdWords advertisers who had static
budgets over varying time periods. It listed the primary high-impact areas that
PPC optimization of small and medium businesses should focus on.
Spend a few minutes every week for optimization
According to the study, about 53% of small and medium business
advertisers went in for ad optimization just once every quarter. As little as
1% did weekly ad optimization.
The PPC advertising space is dynamic and constantly evolving. You simply
cannot afford to sit still while your competitors are optimizing; you're going
to be left way behind.
Hunt for the best keywords
In order to have low costs per click, a larger number of qualified
clicks and lesser competition, long-tail keywords are the way to go. In spite
of this, almost one fourth of small and medium business advertisers solely
depend upon broad match keywords. One fifth of them do not use even one
negative keyword.
If you use all the available AdWords features, your keyword research will
be smarter and you’ll be able to get more cost-effective and better targeted terms.
Improve relevancy of ads
When relevance improves, your quality score and CTR
(click through rate) also improves. It was reported that businesses having
lower quality scores had an increase of up to 400% in their cost-per-click and that
of 64% in the cost per action.
By improving relevancy via tighter and better targeted copy, advertisers
can increase the quality score. The study showed that when this score approached
10, the CPC of advertisers fell by 50% on an average.
Create awesome landing pages
We’ve seen many small businesses lose out because they don’t have killer
landing pages. The study showed that above 25% accounts direct their entire PPC
traffic to a common landing page and 20% direct it straight to the homepage.
It was also reported that not even 50% of landing pages of small
businesses had conversion tracking. This is truly required
not only to get the right visitors but to also convert them and gauge the
effectiveness of your entire campaign.
Consider mobile best practices for PPC
A call extension facility on campaigns can result in 10% increased CTR.
In spite of this, not many small and medium business advertisers offer it. The
study showed that only 1 in every 20 had call extension set ups on their
campaigns.
People today spend almost 141 minutes each day on their mobile devices
and advertisers looking to maximize their ROI must put optimization for mobile on
priority. This is all the more important for small and local businesses which
have customers searching for their services on the fly.
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