PPC Success Depends on Your Website


There are many platforms for Pay Per Click (PPC). Some familiar platforms include: Google ads (AdWords), Microsoft ads (Bing ads), Facebook ads, LinkedIn ads, and retargeting services like AdRoll. Which ones should your company use in order to achieve greater PPC success?

Many companies Corporate Conversions works with have tried to manage PPC in house with little or no experience. They tell us, "It feels like it's working," but that is like saying, "I think I can make it there" in a vehicle with a broken gas gauge. Simply put, throwing money at these platforms will not solve your lack of traffic and low conversion rate. In fact, before you start a campaign on any PPC platform, you should first examine your website and your tracking methods carefully.

Take a Careful Look at Your Website

By examining your website, you can determine whether or not it represents your current business and its goals. What are the keywords, services, or products that you are trying to target through the use of PPC ads? Here are some sample questions to ask:

  • How much content is on the page?
  • Is the page optimized?
  • How fast do your pages load?
  • Do you have a dedicated landing page for each product or service?
  • Is there a call to action on each page?
  • Is there a form, phone number, email, or tracked goal/event to measure success?

If you are not considering these items and more, you will likely have a lower quality score.

What Is Quality Score?

"Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process."

A low quality score results in a higher cost than for the same ad with a higher quality score. Essentially, a quality score measures the relevancy of the landing page to the ad. These platforms do not offer a checklist to help companies in their efforts to get a higher quality score, so that is why it is important to work with a digital marketing team or manager to get the most value for your advertising buck.

Determining PPC Success

Ultimately, the only way for you to really know if your company is getting a solid return on investment (ROI) for its advertising dollars is to regularly monitor and track the success of the campaign on the platform itself and through Google Analytics. If your company isn't monitoring Google Analytics, you are missing out on key information, not just for PPC, but for every aspect of your website. Google Analytics will tell you who your website's audience is and how exactly they are viewing and using your website. This has implications for every aspect of your online presence, but it's crucial for determining a PPC strategy and achieving PPC success.

If you have any questions about how PPC works and how you can incorporate it into your company's overall strategy, direct traffic to your site, and convert more views into sales, call us. We would be happy to give you the answers you need and help design ad campaigns for your company that will result in better PPC success. 

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