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One often overlooked aspect of pay per click management is page speed. Not many people realize that page speed actually plays a role in paid ad effectiveness. This is because Google places emphasis on user-experience of a website. The more user-friendly your site is, the more likely Google will display your ads.
How does Google know if your site has a poor user experience? If, after clicking on an ad that leads to your site, visitors leave it quickly. This may be an indicator that your page is taking too long to load.
– Whether or not the content is original, useful, and relevant.
– How easy the website is to navigate.
– If you promote trustworthiness. For example, if you take the time to explain your products/services before having visitors fill out any forms or provide any information.
– Encouraging visitors to spend time on your website.
– If the site is friendly to every type of web browser and device, including PCs, smartphones, tablets, notebooks, and so forth.
– Keep in mind that the Google AdWords system visits and evaluates landing pages regularly. This is another reason to ensure that your site is running smoothly.
Making your website – particularly your landing page – as user-friendly as possible should be your #1 priority. If you’re still not seeing an increase in visitors and conversions, even after making improvements to your site, then you need to work on the actual campaign.
– Always start small, and slowly scale your way up. Research your demographic if you haven’t done so yet. It’s okay to use a restricted campaign until you know for sure what works and what doesn’t. You definitely do not want to spread your budget too thin if you haven’t yet made your website user-friendly.
– Know how to adapt. Just because one of your ads is performing well now doesn’t mean that it will forever. You can be sure that your competitors are bidding for some of the same keywords as you, and they might have a bigger budget. You can prevent bidding wars by knowing when, where and how to refocus your attention.
– Make sure that the URL of your landing page is relevant. Since it’s most likely going to appear in the results, you don’t want the URL to be a bunch of random, meaningless numbers or letters. It needs to be keyword-optimized.
– Each individual ad should be relevant to the specific landing page to which it is linked. Don’t use a generic ad for all of your landing pages. When a visitor clicks on any of your ads, they should be taken to a page that represents exactly what they clicked on.
– Know your budget and have realistic expectations. There are going to be limits with any ad campaign. There are going to be keywords that you simply won’t be able to afford to bid on. Good pay per click management means knowing your limitations and making the best of what you do have.
You can still have a successful campaign even if you can’t afford to bid on the most popular keywords – you simply need the right strategy.