How to Unlock Growth in PPC – Turning bad keywords into good keywords

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How to Unlock Growth in PPC – Turning bad keywords into good keywords

Like just about anyone who has spent time on a PPC strategy, you’ve probably come across targeting options on Google (keywords) and Facebook (audiences) which you know have conversions in them, but you just can’t get these targeting options to perform at the required level.

While you should always go after the targeting options which seem immediately most profitable, this blog post is about how to unlock the unattainable, high volume targeting options too. Because, at Web Atomic, we have found that you can increase your ROI by five times and more on a campaign, by unlocking the “other” targeting options in your strategy and carefully following some good practices.

Conversion rate optimisation

Conversion rate optimisation, or CRO for short, of your website is one of the most important aspects of your PPC strategy. It is a system of continuous improvement for enhancing conversion rates on your website, and so getting more out of your PPC spend.

You can create two different pages and begin split testing to see which has the highest conversion rate. You can test anything, like the form layout or the call to action button for example. The benefit of CRO is that it increases conversion rates, because you are always opting for higher performing variables as you uncover them. This makes the PPC campaign more profitable generally, but also allows you to bid on keywords it didn’t  previously make sense to bid on – because your campaigns become more efficient.

Let’s see how this can work. We’ll now focus on the impact that CRO can have, rather than an overview of CRO itself.

A tale of two keywords

You have two keywords, one immediately converts profitably, the other doesn’t. You correctly reap the returns you are getting from the successful keyword and ditch the one that isn’t working. This is the right thing to do.

How CRO can transform your campaign

By taking a scientific CRO approach we can both improve the performance of the keyword that is already working and also make the second keyword a viable target.

Step by step, we test every conceivable variable (e.g. the CTA buttons, headlines etc.) on the page. Each “winner” is fed into future iterations of the page and eventually tested against other possible improvements. Over time each component of the page becomes more and more efficient for your campaign. You could say it is like a turbo-charged form of Darwinism.

Two interesting developments

Taking this approach does two interesting things. First, it turns good initial results on keyword A into great (and ever improving) results. And second, keyword B, which we can now test again, starts to deliver profitable gains.

 

This is the platform that’s needed to really start growing that ROI. Because once you have a bit of traction with keyword B, you can continue optimising it’s performance too. This will drive further profitability on the account.

And all from taking a scientific approach to improving conversion rates, and re-testing a keyword that previously didn’t work for you. It is no exaggeration to say that you can grow your return on investment fivefold by executing this kind of strategy well. Just what any high-growth business should be demanding from its PPC spend.

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Wayland Coles

Wayland has been working in PPC since the launch of AdWords in the UK back in the early 2000's.As a PPC veteran he has manged PPC campaigns for everyone from the RBS group and a wide range of household brands through to SMEs.An experienced speaker, including lecturing at universities, he is available for speaking.

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