Improving Pay Per Click ROI in 8 Steps
Ian Lurie Jun 6 2007
The most common pay per click error I see is waste: Spending too much on keywords that don’t perform, and too little on those that do. If you’re a novice, and you have limited time to work on your pay per click campaigns, these 8 steps will help you start improving their efficiency:
- If you don’t already have one, set up a Google Analytics Account. Don’t be shy. It’s easy.
- Figure out what your site’s goal is. Then set up goal tracking in Google Analytics.
- Let your pay per click campaign run for a few days.
- In Google Analytics, go to Traffic Sources >> Keywords. Select the ‘Goal Conversion’ tab, and select ‘Show: Paid':
- Now, open up your pay per click account. View the keyword performance for a relevant ad. I’m using Google Adwords as an example:
- Compare the keyword performance in your pay per click account to the conversion rates in Google Analytics.
- If any keywords generated zero conversions, reduce their bids by 50%.
- If any keywords have a conversion rate higher than 10%, check their bids. If you can afford it, move ’em up.
Keep an eye on conversions, and repeat as necessary. Follow these steps and your campaign will steadily improve.
If you’re a PPC expert, you’re about to write a nasty comment about the 500 steps I’ve missed, how I’ve arbitrarily assigned 50% and 10% as thresholds, etc. etc. blah blah blah. Relax. These are the absolute basics, for folks doing it themselves. Move along. Nothing to see here…
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More