- 6. Consider Using Paid Advertising
- Rule 4: Analyze Your PPC Ads
Rule 4: Analyze Your PPC Ads
HIGHLIGHTS:
- You should always analyze your Cost Per Conversion at the keyword level to know whether each individual search phrase is profitable
- If your actual Cost Per Conversion exceeds the Maximum Cost Per Conversion you're willing to spend, the search phrase (or ad group, or ad) should be discontinued or greatly modified
- In addition to the changes you make to the content of the ad itself, remember that adjusting the PPC bid amount (up or down) can make a big difference in your Click-Through Rate and your ad's performance
- Typically, you'll need to have a higher PPC bid for long-tail phrases with a high intent to buy to ensure they display on page 1 of Google results page
- Use A/B split testing to improve the quality and performance of your ads over time (version A vs. version B... winner goes on)
- Don't determine the "winner" too soon; you can't trust the numbers until you've gotten at least a few dozen clicks (i.e. a decent sample size)
- Always remember that cost per conversion is king!
- Make sure to read the articles to the right to learn how to analyze your ads' performance and track cost per conversion
- Download and use this PPC Analysis spreadsheet to help you track your ads' performance and carry out effective A/B split testing
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