Improve Your PPC Campaigns with a Little CRO Magic!
There’s generally two goals when it comes to PPC.
- Increase the CTR of your adverts
- Reduce the cost per click / increase the average customer value of those who do click.
No matter how you cut it, it’s all to do with getting the most value for the budget you’ve got to play with. It’s why I find it so strange that I see so many generic, uninspiring and frankly boring PPC adverts when browsing the web.
It seems as though marketers out there think Google’s matching algorithms will take care of everything for them. All you need to do is create an advert and Google will handle the rest. Unfortunately, this just isn’t true.
Sure, Google’s algorithms might get your message in front of potentially interested prospects. But if the advert itself is crap, why should they click it? They won’t. I’d go as far to say that they’ll likely not even notice your advert. (more…)