Improve Your Sales Via Pay Per Click (PPC)

Hey Losers,

Got another good question from one of you morons.  Check it out…

I need some help on how to get clicks to convert into sales! I have used the AdWords demographic strategies and have had over 2000 Clicks between 5 campaigns. I ran each campaign until it had around 350 clicks. I need some help as to how I can improve my sales via PPC.

-Steven

Conversions are about two things - the quality of your traffic and the quality of your sales page.

Obviously, I know NOTHING about your sales process.  But if you want to improve your shit, you need to start SPLIT TESTING those mothers…

Here’s the deal…

You’re setting up your campaigns in Google, and it sounds like you’re doing a good job at it.  Your ads are getting clicks.  But are you split testing your ads?

If you create better ads, you attract better buyers, get a higher click through rate, and a lower cost per click.  You always, always, ALWAYS want to split test your ads!!!!

To do this, go into campaign settings and choose to “Rotate” your ads instead of “optimizing” them.  Optimizing your ad rotation is just a way for Google to rape you on fees.  Don’t do it.  Always create two ads for every adgroup you have, and make sure they’re evenly displayed.

Next, sign up for Winner Alert.  This will help you keep track of what ads are doing the best.  Do at least 3 split tests per adgroup before settling on the winning ad.  But if you’re anal, or you can hire people to handle this for you, do continual split testing with your ads to constantly improve CTR.

As you’re split testing your ads, make sure you’re tracking conversions of your campaigns.  Use negative keywords to make sure your ads only show up for relevant keyword terms.  Pause adgroups that get 200 clicks but no conversions.  If an adgroup hasn’t converted by the 200th click, its a loser and needs to be shut off.

Use Google’s ad placement feature to make sure your ads show up on the first page of results.  If you’re doing a test, set this for a maximum of 1 and a minimum of 8.  If your ad isn’t showing up on the first page of results, chances are your test isn’t going to be very accurate.

Next, make sure your landing page is being tested so it converts at an optimum level.  You can use Google Website Optomizer for this.  It’s free and pretty accurate.  If you’re promoting an affiliate product, create a split test link that rotates between two different affiliate offers, and see which one converts the best for you.  Go for the offer that makes the most sales.

Too many people are in a rush to get traffic, and they never think about conversions.  That’s B.S.  You have to think of BOTH.  The testing phase is always a bitch because you’re shelling out money and trying to find out what works.  But once you find out what works, you can now focus your efforts on the winners and ramp those up to get even MORE of that type of traffic, and that’s when the money starts flowing.

I recommend testing anywhere from two weeks to a full month.  Usually, you’ll know what’s working after 30 days worth of data.

Later Losers,

-RJ