Should I do pay-per-click advertising?
It’s question I get a lot and I’m going to answer it. I talked with a lot of
business owners working on their marketing plan, and asking me if pay per
click is a good strategy. Now let me preface this by saying I am NOT a
pay-per-click expert. I know some people who are, so if you do choose to put the
strategy place your business I can refer you to them. But as a business coach’s
perspective, what I want to help you determine is, is this the right strategy
for you the first place and how do you know whether or not it’s working? Or how
to make it better? First of all, consider your target audience. Are they
actually searching for you online? What kind of keywords are they searching for?
But more importantly is, what do you want them to do as a result of clicking on
your ad? They’re going to land on your website or maybe a landing page and then what? You want them to call you, email you, fill out a web form? How are
you going to make sure you actually monetize on it? That these leads who
click on your pay-per-click ad, get through your website, and actually
convert. That’s the process. I’ve heard some business owners say, “Yeah, I tried that it didn’t work.” Well, we dig a little deeper we find out that the
pay-per-click ad actually got a ton of clicks, but none of it converted into
sales for them. So they feel like it didn’t work the truth is the pay-per-click
ad actually did its job. It drove people to their website, but that’s where they
lost some. So look at your website, is your website set up to convert, is it set up to capture the lead? There’s a tool that I use in my
business that might help you determine whether or not this is happening in
yours. It’s called google analytics and there’s lots of comparable tools this is
just the one that I use and it’s free. You can install some code on the backend of your website that tracks some user data gives you some really basic
information, such as how many people view your website, how long do they stay, what
pages are they looking at, what’s the kind of flow of traffic. For example
if you find out that a lot of people click on your pay-per-click ad and then
they get to your homepage and they look around for a little bit but they don’t
call you, well now you might know what needs some work. You might also see that a lot of people actually make it as far as your services page, but then they don’t call you. Well now you know that maybe that’s
the one that needs some work, or to put in place some calls to action, or to help
them take the next step. You might also look at what’s called the bounce rate.
Which means that somebody looks at your website, and within just a couple of
seconds they leave. They hit the back arrow because it’s not what they
were looking for. That could mean two things, it could mean that you targeted
wrong for your keywords, meaning that when people clicked on your website it
wasn’t what they thought they were going to get when they typed in that keyword
into the search engine, or it could mean that your homepage sucks and the
people just leave instantaneously. Know what results you want them to get
and have a process, not just for driving traffic, but for converting traffic, and
test and measure all the way through so that you know sometimes it’s just as
simple as tweaking your headline on your website or having a clearer call to action.
How are you going to get them to engage with you is just as important,
actually more important, than how can you drive traffic there in the first place.
I hope that helps you make some decisions as to whether or not the
strategy is right for your business. I’d love to hear your comments, your feedback, your questions, leave me a comment below and have a great day. Happy clicking!