How much are you spending on SEM every year? North American advertisers spent nearly $20 billion in 2012 alone. With that much money being thrown around, it’s important to focus on SEM and PPC marketing campaigns that produce real results, year after year—in other words, ensuring that the money you spend provides you with a significant ROI.
If you’re a digital marketing manager or CMO, you need to possess the resources and knowledge to properly measure ROI to be successful. Here are 5 helpful practices to improve PPC results, year over year.
How to Track ROI From PPC
To properly track ROI from PPC campaigns, you’ll need to have robust tracking tools (not just conversion tracking on Google AdWords), the latest technology, an experienced team, lead scoring and a detailed reporting system. The technology should be able to track specific keywords, ad copy, landing pages, ad position, and other factors that determine which visits lead to conversions. From this point, you can include these keywords into your CRM.
To elaborate take this example into consideration. AdWords will show that the keyword “refi Mortgage” led to the conversion and it stops there. What you really need to be tracking is:
• Keyword: “refi mortgage”
• Match type: exact
• Ad position: 2
• Ad Copy: “Lowest Refinance Rates”
After, your sales team has spoken to each lead, they must give it a score (we like to use a 5 star system). All this data together ties the loop to properly track ROI.
Launching an ROI-driven PPC Strategy
So you’re ready to launch a new PPC strategy that focuses on ROI. You’ll need to focus on three specific areas:
• Effective & Insightful Tracking
• Proper keyword targeting
• Relevant & Conversion Oriented landing pages
Part 1: Proper Tracking
Tracking goes above and beyond merely slapping a tracking code on your website and assuming the situation is now being handled. You may get some basic statistics from doing this, but how can you boost ROI based on this alone? As mentioned, you need to have the proper technology to really track effectively.
Part 2: Keyword Targeting
Keyword targeting is critical. Once you discover which keywords are generating the best leads, you’re well on your way toward developing an ROI-centered marketing campaign. In addition, there are multiple programs out there that can assist you with new keyword ideas, variations on keywords, and synonyms.
Part 3: Landing Pages
If executed properly, your landing page will be clear, concise, and conversion oriented. Verify that the landing page is not linked from anywhere except your PPC campaign to ensure effective tracking. By developing unique landing pages for specific ad groups/keywords and utilizing Dynamic Keyword Insertion (DKI), you will increase your conversion rates.
Know Your “Money Keywords” to Convert Conversations Into Customers
When it comes to budgeting SEM, most people have their bidding strategies backwards. Your campaign needs to be built around the understanding of what ROI ratio you are trying to achieve. If you are bidding a specific amount of money because you know what position it will put you in and what kind of traffic it will generate, and then multiplying that number by the conversion rate, you are going at things completely backwards.
Are you properly tracking ROI from PPC? If not, we would love to help you get all set up, get in touch with us today.