We regularly get email something similar to this:
I'm just one guy running my business. I want a great PPC program and I heard you can cater to someone like me. Can you help me?
I typically respond to questions like this very carefully because there isn't a simple yes/no answer. I don't want to provide false hope because yes, I do create great PPC programs, but much of the success is going to depend heavily on the website. Let's look at a few things relevant to the campaigns first.
What constitutes a "great" PPC program?
When evaluating the effectiveness of a PPC campaign / ad group, I tend to look at these three elements:
I can create relevant ads matched to the keywords. I know how to use calls to action in my ads. Taking a relevant keyword list, adding it to a relevant add text, we get a strong CTR.
What I can't control, when hired strictly for PPC management, is what happens after the searcher clicks the ad. A strong CTR doesn't mean anything if you've paid for the click and get nothing in return. It is the conversion rate, and ultimately the cost per conversion that matter most. Those elements are dependent on the landing page experience.
The landing page experience.
What happens when the searcher lands on your site? Unless the goal of your campaign is strictly to drive traffic to your site, once the searcher is on the landing page, it's up to the page to capture the conversion. No matter how many people land on the site, a good percentage of them need to follow through and purchase, or complete a contact form. What are the important on page elements you need to consider in efforts to have a successful PPC experience?
In getting back to the original question "Can I create a successful PPC program," the bottom line answer comes down to how you answer my question: Do your landing pages support success? If your landing page can't answer YES to each of the above questions, don't waste any money on PPC until it does.
Diana Adams is a Pay-Per-Click Manager, SEO Specialist and all around "get-er-done" authority. Diana helps clients achieve high ROI with their PPC campaigns by providing detail oriented attention to their Pay-Per-Click ad management.
Outside the office, Diana enjoys rock climbing, skiing, hiking and camping, and has tried river kayaking. She and her husband were high school sweethearts, tying the knot 20 years later. They have five (nearly) grown children.
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