Google provides the sunlight (impressions), you provide the water (budget) and this will start getting you results. However, to maximize the growth potential of your PPC, you need some Miracle-Gro.
Fertilizer = Testing
Just as fertilizer helps plants grow larger, faster and produce more, testing helps your PPC efforts to get more clicks, better QS and more conversions. Here are some areas of your PPC accounts that you should be fertilizing:
- Keyword Match Type – For short terms (ie organic shampoo) test both phrase and exact match to see what works best. For longer terms (ie Utah Grass Fed Beef) test broad, phrase and exact.
- Keyword Bids/Position – These two concepts are linked, but test your ad in different positions to determine the “sweet spot”. You may be able to deliver more profit in positions 4-6, or if you want volume target the top 3 spots.
- Ad Copy – ALWAYS have at least two ad versions in an ad group. And don’t just test little differences like “Buy Here” vs. “Shop Here”. Try radically different ideas. Even ones that seem a little crazy because this is where you can really learn what messaging resonates with your customers.
Constant testing and improvement is why PPC should be managed by a qualified in-house resource or outsourced to a qualified contractor or agency. Your competition is always changing, PPC platforms are changing themselves and you can’t afford to just “set it and forget it” with PPC.