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03.19.10 Keeping Focused On Your PPC Campaign After It 'Succeeds'  By Marta Turek It appears that there are still a number of people out there who implement a paid search campaign in AdWords and then once it is operating at an acceptable level proceed to switch their minds off and forget about it. Once they have ascertained that the existing CTR is acceptable, CPC is not bad and conversion rates going well, depending on their relative definition of 'well', they become opposed to the idea of changing anything, to avoid disrupting this status quo. What this means is that ad copy goes through little revision, if ever, and landing pages, well, let's just say landing pages are as new as the 90s. In the game of paid search where incremental changing, testing and analysing are required elements to increase performance, this can be a major setback. How do you deal with a client who simply does not wish to send a ripple through calm waters? 1. Persevere & Educate - It is imperative that you show your client the value of testing in PPC. Present them with white papers, industry citations, case studies that discuss the importance and successes of A/B Testing, of both landing pages and ad copy. 2. PPC Success is Relative - Help your client understand that 'good' in paid search is relative. How do you know that your current 'good' conversion rate is the best it can possibly be? You don't. For this simple reason you should at every opportunity push forward the performance of the account. 3. 'Help me, Help you' - Every client will have paid search goals that tie into bigger business goals. If the goal for the quarter is to grow or reduce customer acquisition cost, help them see how revised landing pages that obey best practices may be exactly the change required in order to reach those goals & KPIs. 4. Testing is Safe - With technology such as Google Web Optimizer, you do not have to forgo the current 'good' landing page. It is as simple as setting up a Google Optimizer test - the winner takes it all. If you see the new design blow the old landing page out of the water, the business case for changing the landing pages becomes a lot more compelling. 5. Make it Easy - Some clients are so busy that the notion of organising new landing pages is a task with which they simply do not wish to deal. If this is what is preventing the recommended changes from moving forward, try to present alternatives. Ask the client whether they would be open to outsourcing landing page designs rather than doing them internally. If this is compelling to them, put together a quote and take this task out of the client's hands. You can then have more control over the design process and you remove the burden for your client. Comments About the Author: Marta Turek has been involved in the Search Engine Marketing (SEM) industry since 2007. She spent her first 2 years working at an SEM agency in Melbourne, Australia. It was in that time, working closely with clients that her passion developed for educating people and helping them gain a broader understanding of SEM. An advocate of SEO standards, she shares her perspective on her blog: http://semstreetcred.com. |
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