PPC advertising is an ongoing process. A campaign should never be launched and put on autopilot. If you do this, you should expect an angry client or to be looking for another job in the near future. In order to run a successful campaign (and actually do their job), a PPC manager must be in the campaign daily to manage, optimize, test and analyze every aspect of it.
Just like a runner, a PPC campaign can hit “the wall”. All is going well and you’ve got the finish line in sight. But traffic has seemed to drop off considerably or you see a trend of absolutely no growth. PPC managers dread this. What can you do to effectively increase your PPC traffic?
A PPC manager must be careful here. Changing your keywords to broad match, opening up the campaign to a bigger geo targeted area or turning the campaign on to run all hours of the day will definitely increase traffic. Some things can go right with this approach, but a lot can go wrong. Without careful consideration and planning, this type of strategy will send a bunch of junk traffic and be a waste of your client’s money.
Here are three ways to effectively increase relevant PPC traffic for your campaigns:
1. Launch a Remarketing campaign
Remarketing is a strategy that enables you to reach or re-engage with people who have visited your site in the past, and show them relevant ads when they visit other sites on ad networks like Google’s Display Network. It’s great to send relevant traffic to your website, but not all of those visitors complete the desired action you’d like them to make. Would you rather forget about your products and services forever or show them a relevant ad reminding them you’ve got what they need?
Remarketing should be in every PPC manager’s tool kit. It’s a great, cost effective way to not only generate more traffic, but remain relevant to past site visitors.
Though, it’s effective and at this time, still “cheap”. There still needs to be some data that suggests it would help increase traffic. To do this, travel on over to your handy Google Analytics account. Under the Audience tab, then Behavior, view New & Returning visitors. If the numbers show there is considerably larger amount of new visitors compared to returning, this is a good sign remarketing would be effective.
2. Consider adding Bing & Yahoo to your PPC arsenal
Though it doesn’t come close to the market share Google has, Bing is the second most used search network. They have spent a lot of time listening to PPC agencies and have created a ton of unique features that cater to them. Also CPC’s are a lot cheaper compared to Adwords (a huge plus!). In Google Analytics, go to your traffic sources tab. Under All Traffic, check out visits coming from Bing & Yahoo. Is there a considerable amount of organic traffic coming from the two search engines?
In this case, there is a solid amount of traffic coming from the two sources. It warrants further analysis and if the client’s budget allows it, a dedicated campaign.
3. Review organic traffic for new keyword expansion opportunities
Ever sit there with nothing to show for your hard work after hours of brainstorming or using keyword tools trying to find new keywords? Well I, along with other PPC managers, have found that a lot of the time keyword ideas and expansion opportunities are right under your nose…in Google Analytics! Pull an organic keyword report. From here you can see if there are any keywords bringing in traffic you may have missed or completely overlooked when you launched your campaign. Adding these keywords will not only help increase your PPC traffic, it can also help your brand’s visibility on those keywords while your SEO team works on improving the organic ranking.