Pay Per Click
- I have been doing pay per click advertising for a few months now, with very low click-through rates. How can I increase my click-through rate for my PPC campaigns?
There are a number of things you can do to increase your click-through rate. Start by making sure that you are bidding on the proper keywords. If you are bidding on broad keywords then it may be that you need to target your keyword list and be more specific. Your PPC account may be unorganized with lots of keywords in one campaign. A best practice is to create lots of targeted campaigns for each group of related keywords. Make sure that you are also landing them on the most relevant page on your site. If you sell sporting equipment and you are bidding on “baseball gloves,” land them on a page that talks about baseball gloves, not just the homepage. Use the keyword you are bidding on in the ad copy. If you are bidding on “baseball gloves” your ad quality score will be much higher if you use that keyword in the ad copy and are placing the user on a relevant page. Also analyze your analytics to see when people are buying. You may see that most people are purchasing during normal business hours. You may want to pause your campaigns during the weekends and at night.
- April 6, 2009