Pay Per Click (PPC) advertising, when used correctly, is a great tool for generating leads and revenue with a great return on investment. However, if you’re not careful, you can end up paying for clicks from leads with no hope of generating sales and revenue from them. This is what I call a dead-end lead. I recently had my own run in with dead-end leads, and it can serve as a cautionary tale…
I am the Chief Marketing Officer at a company called PostcardMania http://www.postcardmania.com/. One day, our PPC expert came in and told me we had paid for a click by someone who typed “How to Get on McDonald’s Mailing List” into Google. That’s a dead-end lead, folks. That guy isn’t looking for a targeted mailing list for his direct mail campaign. He wants coupons for Big Macs. Dead-end leads like this one were sapping our return on investment, so I had to put an end to it. I came up with two strategies that got rid of all our dead-end leads and helped us zero in on only the leads that were generating revenue. Our ROI went through the roof as a result.
If you want your ROI to go through the roof, try the following two PPC strategies...
1. Use Negative Keywords to Block Off Dead-End Leads
Your PPC ads are targeted at quality prospects based on the keywords they use in their Google searches. We call these keywords your positive keywords, because they are targeting quality leads. Negative keywords are the keywords that may lead non-quality leads to see your ads. Our own esteemed non-quality lead was shown our ad because his keywords included “mailing list.” However, he had no interest in buying a targeted mailing list, so this was a wasted click. We paid for the click, and we got nothing in return. That’s not ideal in the business world. Luckily, I found a solution.
Google gives you the ability to block your ads from appearing for users using negative keywords. You can find good negative keywords the same way you research positive keywords. You enter those keywords into the negative keyword area, and your ads are only showed to prospects likely to bring in money, not the other way around.
2. Use Analytics to Guide Your PPC Strategies and Maximize Revenue
Once you set up negative keywords, you won’t be showing ads to the wrong prospects, but that doesn’t mean all your positive keywords are bringing in maximum revenue. To find out which keywords or ad designs are generating the most revenue you need to use analytics. It tracks the results of your PPC campaigns and breaks down how effective each is being. To make your PPC advertising operate at its maximum, giving you the best return on investment possible, you need to block out the dead-ends; but you also need to use tracking and analytics to make sure you are moving your campaigns in the direction of maximum revenue production.
Every business owner strives for a better and better return on investment. These two PPC tactics maximize the revenue you get from your PPC ads, and get rid of the money-wasting, dead-end leads that sap your return. Implement both strategies and start enjoying Pay Per Click advertising at its finest.
If you would like more advice on maximizing your PPC efforts, download this free report with 12 more tips for increasing PPC targeting.