Maximize the Returns on Your PPC Campaign with These Tips

More so than anything else in the marketing ecosystem, I get asked by potential clients about Google Pay per Click. Google PPC is an extremely effective way to grow your customer base by bidding on specific keywords/phrases within Google search. Google places you in the first three sponsored results—which is the highest and most active part of the page for users. 

The crucial component of PPC that makes it extremely ROI friendly is the concept that you only pay for clicks or calls. Not impressions. 

But there can be a downside. PPC lacks the guardrails of traditional advertising spending and can also result in “paid leads” that aren’t really leads at all. 

Here’s an example: An exterior painting company is running PPC ads. If not set up properly, they might be getting painting requests for things such as interior rooms, furniture, etc. These are not their target customers. But they’re paying for these clicks/calls. 

So what’s the best way to maximize your ROI on PPC? Here are three crucial elements: 

1. Have a Solid Organic Search Strategy 

The obvious downside of purely paying for leads is diminished returns. Frequently, I hear from potential clients that their “PPC spend is out of control” or “they just keep spending money”. This is in part a byproduct of the fact that they don’t get any organic traffic. 

If there are keywords or phrases that are more expensive, ranking organically makes a ton of sense. Organic traffic is free traffic. Balancing your paid strategy with a solid organic strategy is the single most overlooked mechanism to keep PPC budgets in check. 

2. Build Your Own Campaign 

It’s tempting to take what seems like a more time efficient method and let Google’s AI build your PPC campaign. The downside is that Google’s AI cannot fully grasp the intricacies of your business. 

Let’s say you’re a plumber who specializes in leak detection. Without building your own campaign, the keywords and phrases implemented into the bidding strategy might not adequately reflect what your business does—such as by driving water heater installations. 

Remember—Google does not have support agents. They have sales agents. Their answer is almost always to spend more. The real answer is almost always to refine your campaign.

3. Set and Monitor a Budget

This one sounds self explanatory, but paying for visitors to your site that aren’t your customers is a waste of money and time. Google charges in $500 increments. If you’re not monitoring your budget, it might not seem like you’re spending anything at all. Next thing you know, you’re hit with two or three $500 bills from Google. 

Runaway PPC budgets are often the largest source of marketing waste for trades and services. If you’re not monitoring your budget and spend, you’re also likely not tracking where your leads came from within your PPC campaign. 

For trades and services, there’s no reason to shy away from PPC. But buyers beware. If you’re running a PPC campaign without first taking into account the three most crucial elements to an effective PPC campaign– reach out to us today and we’ll get you back on the right track and in the black.