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 Looking to grow your email marketing list using Google AdWords? This might sound overwhelming when you think of all the variables - your AdWords campaigns may have hundreds, if not thousands of keywords, bidding options, match types, ads … the list goes on and on. As a busy online marketer, time is scarce, so you need to be able to improve your pay-per-click (PPC) campaigns quickly and easily.
In this post, I provide four tips about how to increase PPC conversions and subsequently grow your email marketing list. Speaking of conversions, if you haven’t setup Google Conversion Tracking, you should do so.
1) Segment High vs. Low Performing PPC Campaigns
Typically a small percentage of keywords are driving most of your traffic and conversions. I once managed a PPC campaign where 3% of keywords made up 97% of conversions. This is an extreme case, but you get the idea. One of the many benefits of separating your high performing PPC campaigns from the low is that it allows you to easily identify which ad text and landing pages can be optimized for increased clicks and conversions, respectively. So testing and making changes to the ad copy and landing pages just for your high volume/high ROI keywords can produce staggering results.
2) Optimize PPC Ad Copy
I’m a huge fan of PPC ad copy optimization. There’s no need for enlisting the help of a Web designer or delving into the minutia of keyword research and bid management. It’s just you and 140 characters for you to fill. I recommend always testing at least two versions in an ad group. In campaign settings, set your ad scheduling to “Rotate: Show ads more evenly”. As you test and optimize your ad copy, here are some tips:
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Include the keyword in the display URL – Google bolds search terms in the ad text:
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Have a clear call to action – for example, "Download for Free Today!"
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Numbers don’t lie – I performed an A/B test with one ad showing the number of customers while the other ad provided a general product overview. The ad copy featuring the customer count easily won out. If you have great user numbers, don’t be afraid to show them off. Data tends to instill confidence in your prospects.
Learn more about writing PPC ad copy at Search Engine Watch.
3) Optimize PPC Landing Pages
Identify your highly trafficked landing pages and optimize accordingly. Remember, landing page optimization is “after the click” and therefore isn’t going to incur additional cost (vs. raising bids or adding keywords.) A couple tips for landing page optimization include:
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Use "trust symbols" – include client logos, user testimonials, or a secure sign-in form on your landing page. You want the client to trust you and take the desired conversion action. The NetFlix landing page does a great job of this highlighting the “FREE TRIAL” and “Secure Server”. (click on image to view full size)
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Don’t send traffic to your home page – There’s too much going on at most home pages. Create a custom landing page with minimal fields so that prospects take the desired action without distraction.
The available click inventory in the Content Network is growing at a much faster pace than search engine marketing. The key to keeping the Content Network under control is monitoring the placement performance report so that you can:
a) use the site exclusion tool to eliminate ads on unwanted, budget-draining sites
b) place targeted ads on sites that are converting.
For more information read: Prune Your Content Campaigns and Bear More Fruit.
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