PPC – The Cost Per Click is Rising
Pay Per Click (PPC) advertising is on the increase. I know this even without the latest stats because Cost Per Click prices are soaring as advertisers increase their bids to gain the top keyword spots. I do this for clients if necessary.
But it isn’t always necessary. Sometimes business owners want the top spot for a given keyword without assessing what happens after the advert has been clicked and the visitor arrives on the landing page.
As a PPC advertiser at this point you should be asking a few pertinent questions:
What happens next? Is the visitor staying to view the site? If not, why not? What is the Landing Page Bounce Rate? What pages are viewed next? And the most important question: What do you want the visitor to do? View a certain page, buy something, download a file/brochure/newsletter?
If you don’t know the answer to these questions you could end up paying for keywords with a high CPC pointing to a page with an 80%+ Bounce Rate. Yes, you are winning the bidding battle but you’re loosing the war, and wasting money in the process.
So if you are running a PPC campaign try asking yourself:
- Am I targeting the best keyword(s) for my business?
- Are there less competitive keywords with a better Click Through Rate (CTR)?
- Is the advert giving out the right message?
- Is the Landing Page designed to serve the advert?
- Is the Landing Page performing?
- Am I getting value for money from my PPC advertising?
You need to be able to answer these questions in a positive way, and not just once, but on a regular bass.