Advertising is part of the game when it comes to making your business really stand-out among the competition, but things really changed once the internet became the biggest player on the scene. Whereas you used to have to contend with print media circulation and word-of-mouth, you now really need to be able to have a tremendous pay per click advertising campaign to help get people on your website. What’s more, you also need to have some amazing content so as to make those clicks turn into full-fledged conversions, a.k.a. sales. Otherwise, all you’ll have is visitors.
Don’t dismiss the idea of website traffic as nothing because anytime you can get eyes on your business is usually a step in the right direction. The thing is that when it comes to pay per click advertising, you’re paying for the clicks. You know the old saying, “You gotta spend money to make money”? Well, that is PPC advertising in a nutshell. Therein lies why it is so important to make the clicks you’re paying for actually pay-off in terms of sales, enrollments, or whatever particular conversions you’re looking for in your business.
One major obstacle folks face with this stuff is that PPC advertising campaigns feel like another language. For most business owners, it technically is, and that’s where the trouble starts. Many business owners usually take on PPC work themselves since there are so many accessible tools at their disposal for a magic price — free. The problem? The software and programs associated with the tools are full of recommendations that are easy to click on but hard to fully grasp. Before you know it, you’ve got a campaign in full-swing, but you have no clue what to do with it or how it works.
Do you think your pay per click advertising campaign in pretty good shape? Here are a few ways to help you see if it may be time to change things up:
Your PPC Person Is Spread Too Thin — If the person you’ve got running your PPC advertising is also running your social media, as well as doing a million other jobs around your business, they’re not thinking as clearly as you need them to be. Granted, having a PPC-exclusive person on staff isn’t exactly manageable for almost anyone, but the idea is if you spread someone too thin, all of their duties will suffer.
Spending Is Up But Conversions Are Down — You might start seeing the clicks go up, and impressions are showing signs of moving in the right direction, but are you getting the sale/conversion? If not, you need to get into the campaign, and find out what’s triggering the clicks tweak as needed.
Overall Campaign Budget “Off” — What is your budget? Why that number? Can that number change and if so, by how much? How much time are you giving slight changes to show results? If you can’t answer these questions, then your PPC budget is in disarray.
Lost Track Of Numbers — Aside from budget, do you know how results looked in previous weeks, months, or quarters? You need to be paying attention to the campaign.
You Don’t Buy Into It — As with most things in business, if you aren’t behind the PPC work being done, you’re not going to put any effort into it. This means it’s time for a new campaign or someone else to take over.
A strong pay per click advertising campaign can be the perfect way to bring great traffic to your business’s website & to generate conversions as you define them. The first step, though, is knowing whether your PPC work needs help. It may also mean working with a dependable and well-versed agency to help provide input on your campaign structure based on their years of experience.