4 Best Cost Per Click (CPC) Tips for successful Advertisements 2020
Increasing conversions is the point of any form of advertising since ultimately conversions are synonymous with sales – that all-important revenue that keeps your business going. So naturally, it’s tempting to read up on CPC tips and incorporate every good idea right away. But while learning is always good, CPC requires a more careful strategy if it’s going to pay off for you.
Cost-Per-Click is prized for the outstanding control it offers. You can efficiently target your precise audience and quickly see exactly what’s working or not. But in order to maximize your CPC budget, you need to exercise some self-control, too. A systematic approach based on incrementally adopting the CPC tips you’ve learned will also incrementally increase conversions.
Also Read: 5 Tips & Tricks for AdWords Editor.
CPC tips can apply to so many variables.
Every aspect of your ads – the headline, text, and URL, which keywords you select – can make a significant difference in your conversion rate. Keywords themselves are awash in variables, from match types to the potentially positive effects of negative keywords.
Your landing pages have to be smartly on point, well-matched to your CPC Advertisements, so searchers see what they want and expect when they click through. The colors you choose, the size and placement of text or graphics, your call to action and even how you present it can seal the deal or cause a bounce.
You have to consider tactical details that affect ad placement and bidding strategy. Should you focus on Cost-Per-Click or total spend? Which days of the week or times of day are best?
PPC (Pay Per Click) tips abound, but simply because there are so many variables, you can’t expect your ad campaigns to perform at peak levels right off the bat. Besides, if you make a lot of changes at once, how will you ever determine which of those changes worked for you and which failed? Even the metrics you use to make decisions can’t all be addressed at once. Frustrating as it may seem, you’ll get the best results if you pick one at a time to work on.
Which makes more sense to you?
Just as it’s cheaper to develop repeat business than attract new customers, it’s far more cost-efficient to incrementally increase conversions from your existing traffic than to keep increasing your spending until your total conversions reach your sales goals. That end revenue number might be what you want, but simply spending more on marketing increases your Cost Per Click and actually lowers your overall conversion rate.
You’re earning more revenue, but you’re spending the profits. Not the best business plan.
Instead, increasing incremental conversions from current traffic result in a lower Cost Per Click. By doing more of what works best you get two great, budget-friendly results – lower costs and greater profitability.
A/B testing is one of the best CPC tips. The best, actually.
Changing just one element at a time is the only way to clearly compare results. That’s true whether you’re working to improve elements of your ad, your landing pages, your placement or the bidding strategy. Tiny changes are the easiest and fastest to apply or remove if they aren’t productive. Refining your ads in manageable “bites” enables you to build slowly – incrementally if you will — so you can maintain control as you grow.
Your goal is to understand the relationship between your ad campaigns and results. As you get better at it, you can use a process called “bookending” to actually help predict the value of future changes you may want to make. Bookending can be especially useful for bidding strategy and keyword changes.
While we’re talking about PPC tips, here’s a hot new one.
You can incrementally increase conversions by specifically targeting tablets. According to Google, 79% of online shoppers use their smartphones when searching. 41% of respondents in one survey said the only reason they purchased a tablet was to assist with shopping. Tablets have full-screen browsers and many websites aren’t yet optimized for smaller mobile devices.
Capturing this trend, Google now allows you to direct PPC Campaigns only to tablet-users. You can compare the results to those from mobile devices and also to non-mobile sources to see even more clearly which technologies your strongest conversions are using.
It’s all about continuous improvement. Since you know that making the right incremental changes produces greater incremental conversions, you’ll want to be sure and carefully analyze the return on your PPC investment as you make those changes. Understanding how changes affect your overall cost per conversion – that’s final conversion, to sales — will help you set priorities to make the best PPC decisions and generate incrementally improving profits.