Doctor's Search

Is PPC Just A Waste of Money?

August 13, 2015
[vc_row][vc_column width=”1/1″][box_header title=”The Real Perils of PPC Marketing” type=”h3″ bottom_border=”1″ animation=”0″ top_margin=”none”][vc_empty_space height=”32px”][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text]PPC marketing can be a complete waste of time and money for many if not properly orchestrated. Many on-line marketers will have dabbled in PPC marketing and many will never see any real tangible results, only a huge bill at the end of it and no sales, but how do you combat this?

Be smart is a start..

Do your KEYWORD research before you do anything, I mean how can you expect to jump into a new marketplace without researching your audience.

Create more than one ad to split test which ads convert better then keep doing this. Do not use Google broad matching

Here are three example searches in Google:

1. Manchester teeth whitening clinic
2. how much does teeth whitening cost
3. do home teeth whitening kits work

Obviously the 1st example search is more beneficial and relevant to a dentist offering teeth whitening in Manchester.  The other searches are more general information type of searches and will most likely not produce any sales or new customers.   If you enter the Google AdWords default settings as : teeth whitening …and your ad will show up (in what is called Broad Match​) for all of the above searches, as well as thousands of other possible searches including all sorts of much less relevant terms. All this will accomplish is to eat up your budget.

Sending all clicks to the homepage. 

This is a big no no and will burn up your money extremely quickly with higher click costs due to poor conversions. The homepage is the SHOP WINDOW of your website and is somewhere that a user can navigate around your website from. However if a user is searching for “teeth whitening” then they should be taken to a page about “teeth whitening and not have to navigate around your website to find the information they are looking for. This is annoying from the user perspective as they want that information NOW! Conversions are much higher for sending traffic to relevant pages, simple but effective.

Bidding for EVERY keyword

To ensure guaranteed failure, use the Google Keyword Tool. Generate a list of every keyword related to your product or service. Bid for these keywords within the same ad group. Then, fail. Oh, and don’t forget to bid more than your competitors to ensure you fail in style.

Being smart with your Adwords budget is not that difficult but failing to grasp it will destroy any chance of making it a success. First things KNOW your audience, DO YOUR KEYWORD RESEARCH, and don’t send all that traffic to your homepage. Create new bespoke landing pages for each of your PPC Marketing offerings and in general you will benefit from higher conversion rates, lower costs per click and more importantly more profit.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″ top_margin=”page_margin_top” css=”.vc_custom_1439462153366{background-color: #ffffff !important;}”][vc_cta_button call_text=”If PPC excites you and you want to find out more then give us a call on 028910 310010 ” title=”Get in Touch” target=”_self” color=”#000000″ icon=”wpb_arrow” size=”btn-large” position=”cta_align_bottom” href=”” css_animation=”appear”][/vc_column][/vc_row]