PPC Optimization: Tips from your peers on regional differences, Google Product Listing Ads, distracted visitors and offline conversion
With pay-per-click (PPC) advertising, you pay money every time your ad drives someone to your landing page, so improving conversion is crucial to a healthy ROI. After all, you’re directly paying for this traffic, therefore each bounced potential customer seems to hurt just a little bit more.
Flint McGlaughlin, Managing Director, MECLABS, will share our discoveries about optimizing landing pages that receive traffic from PPC ads on today’s free Web clinic – Converting PPC Traffic: How strategic keyword placement increased conversion by 144%.
But before we share what we’ve learned, we wanted to hear from you. Here are a few PPC conversion optimization tips from your peers …
Pay attention to regional differences
We market on a regional local basis. Establishing a persona per market has worked well.
Also, messaging by market has worked well. The lesson we have learned is, regional differences do exist, and experimenting to find those differences is key to optimization.
– Ben Joslin, VP of Marketing, MD Connect
5 tips to optimize Google Product Listing Ads
Here are some tips to improve your Google Product Listing Ad (PLA) program:
1. Reliable Google Merchant Center integration
Continuously maintain and update the product feed and use the resulting performance data as the basis for future optimization.
2. Manage PLAs at the product, category and sub-category level
A combination of broad and more specific product targets will result in the best balance in traffic and efficiency.
3. Leverage text ad performance to improve PLAs
Product-related keywords and queries that have been successful in your PPC program may translate well into PLAs, and vice-versa. Continuous search query mining and expansion of coverage is critical to PLA growth.
4. Match terms to customer intent and negate ineffectual terms
Mine queries for those that are successfully converting, and negate search queries that are not performing well.
5. Optimize and test landing page and PLA ad text
Use Google to promote text and promotional pricing in the feed. Design and test various landing pages on a product-specific level to determine what converts [the] fastest.
– Auburn Rutledge, Client Manager, Adlucent