Go from Clicks…to Customers! (Part 4)
Feb 4th, 2013 — by Lucas
Throughout parts 1-3 of this blog we have covered various best practices on how to appropriately manage a pay-per-click (PPC) campaign, including:keyword development, text-ad composition, ad-group organization, destination-page logistics, landing-page optimization and presenting online leads with the path of least resistance in order to increase the likelihood that they will make a purchase…we are now in the final installment of the “Go from Clicks…to Customers!” saga, where we will discuss the “Why?” of F.L.O.W.
The “Why?” is what truly separates a decent PPC campaign apart from a supreme, industry-leading, comprehensive, lead generating machine! It is also what separates high-caliber digital marketing companies around the world, from digital marketing companies who only do the bare minimum or who are just pushing product with default keyword lists & text-ads. The “why?” can be summed up in 2 words: deductive analysis.
Employing these fundamental best-practices when structuring a PPC campaign, will later allow for clear and comprehensive measuring of the campaign(s) success. One will be able to diagnose why areas of the campaign are working extraordinarily well, and also why other areas may lack desirable results. Using deductive reasoning to continuously optimize any PPC campaign is absolutely paramount if one desires to reach optimal performance all year-round, year after year.
When a PPC campaign encounters performance issues, experts in the industry examine several factors within the campaign. They utilize analytical software to determine and explore possible tell-tale signs with the aim of discovering the root cause of the problem. An example: if we find that there is a high bounce-rate on a certain keyword, switching from broad-match to phrase-match may be a minor adjustment but might reap major rewards (i.e. narrow the amount of traffic we are soliciting, to be more relevant and maintain a more targeted group of end-users). By using Google Analytics, Adwords or other analytical software, one can also take advantage of a feature called goal setting and other useful features that allow us to see the footsteps, so to say, of the website visitors, for instance: monitoring the website for certain pages that are seeing higher than normal page drop-offs, would probably lead us to analyze the page and ask ourselves, Why are people leaving? Is there something not flowing right on the page? Or is something else out of whack?
The internet is literally a living, breathing animal, made up of human decisions and behaviors that are continuously changing. There are a multitude of moving parts in the digital marketing world but the good news is, we are able to feel this “living breathing animals” pulse via analytics; and if done right, we can make appropriate adjustments based on these analytical insights and shadow the trends or changes that occur, with the end goal of reaching optimal balance between dollars invested and results attained. The real trick is to either learn how to execute that process yourself, or find a company that employs individuals who are truly experts in the digital marketing space and more yet, in tune with your specific industry and your industries customer’s tendencies.
Image courtesy of www.deloitte.com