In PPC, you are handsomely rewarded for helping people to find what they are looking for. If you want to be successful in PPC – keep that in mind.
When you fail to satisfy your visitor (ie. your campaigns suck and you are going broke), it’s usually because:
1) Your ad promised something that you didn’t have (ie. you used the keyword as the title of your ad, which was inaccurate)
2) You failed to provide visitors with the information they were searching for (ie. poor or untargeted landing page/post click experience)
3) They are confused. They don’t know who you are or why they are on your website (ie. your ad or landing page was misleading or confusing).
4) They are not ready to take action or buy (ie. you targeted someone at the wrong stage of the buying cycle)
5) Your offer sucks.
These are common problems to every PPC campaigns. You can learn to reduce these errors by:
1) Have an outsourced person from the Philippines write custom ad titles for every keyword
Use 1 to 3 keywords per ad group. Do not use the keyword as the Title of your ad (yes, I used to advocate the “keyword as the ad title” approach when launching a campaign, but I’ve realized this is lazy and undermines your success).
2) Test multiple versions of your landing page.
Don’t be afraid to have your designer create 3 different landing pages right off the bat.
Start collecting split test data the second you launch your campaign. Make sure to have 2 ads in each ad group.
Make sure Google analytics is installed AND GOAL TRACKING IS IN PLACE**. Don’t wait until after you launch your PPC campaign to do this stuff or you will be losing valuable information.
3) Provide custom copy on each landing page for all high volume keywords (this is the future of PPC/affiliate marketing).
Custom copy means a unique headline and intro body copy. Dynamic keyword insertion on your landing page is not enough.
3) Make sure you start your campaigns (and focus your time) on keywords that are highly relevant to the product/service you are promoting.
For example, if you are promoting a product on weight loss, it’s not necessarily a good idea to advertise on “recipe” keywords (ie. ‘chicken recipe’).
I suggest starting with 1000 to 5000 highly relevant, directly related keywords.
These are the top 20% of keywords in your niche which get 80% of the traffic as determined by the Google Traffic Estimator.
Once you get these keywords converting, expand outwards to cover a broader (less relevant) keyword base to see how it converts.
4) If you are an affiliate, split test your offer.
You can do this by rotating the offer on your landing page evenly, so that you are split testing the same offer across different affiliate networks. Or you can rotate in very similar offers.
Anyway, following these simple rules will improve your PPC success rate by 50% or more.