Do You Have A Love-Hate Relationship With PPC?
PPC can deliver traffic very fast but it’s also a good way to spend your entire budget fast if you don’t have the knowledge & not all PPC managers are good.
Which PPC Platform Is Best?
Facebook and Google AdWords are the two biggest PPC platforms but whether one of these two or one of the many others is best is very subjective and it depends on your advertising goals, target audience and budget.
Almost every advertiser that I know uses multiple platforms when they do paid advertising. Each platform reaches a slightly different audience and unless you test multiple platforms you won’t know which one will work best for you in any given situation.
Be Prepared For Change
Facebook, Google AdWords and other PPC platforms are constantly changing their rules and the interface that you use. Some changes make the interface more intuitive and others seem designed to frustrate you.
These platforms were created to make money for the company so the default settings are usually in their best interest instead of the best interest of you the advertiser.
This advertising platform has the potential to reach billions of people but the interface is not intuitive and the default settings are definitely geared to make money for Google instead of to help you make money.
You need to go through the various settings to make sure that each campaign is targeting the area of the country or world that you want, that the campaign is optimized for the devices that you wish to show it on, that your ads are set to rotate evenly so that you can split test each ad to see which is going to work best, that you are targeting the devices that you wish to target and more.
Many websites still aren’t optimized for mobile devices so it’s a good idea to target mobile devices separately from computers, laptops and tablets. By optimizing for the different devices, you can make sure that your landing pages are made so that the page looks good on the device on which it’s being viewed.
Depending upon your niche and the Google property you are advertising on, 30% to 50% of your ad’s impressions may come from mobile devices. AdWords advertisers for YouTube often have a very high percentage of their ads delivered to a mobile device.
A high percentage of Facebook users access the social media network using a mobile device and their settings plus your ad settings will determine whether your ad shows up on their device.
In some ways, this platform is easier to use than AdWords because they are very good at letting you target by interest instead of by keyword.
In the campaigns that I’ve run on that platform, I found that I had to run an ad quite a while before the cost per click came down to an acceptable level. (The CTR you have on your ad affects how much you pay for each click. If the CTR is low, the cost per click is higher.)
It seems that your cost per click is also affected by whether or not the landing page is within Facebook or taken to a website outside of Facebook.
As with Google AdWords, you must test your Facebook ads and landing pages to optimize conversions.
In addition to testing ad copy, you need to test a variety of images used in your ads to see which image works best for your ad.
The bottom line with these two platforms and most of the other PPC platforms is that you must not only test the ad copy that is used but you must test every aspect of your landing pages by changing one element at a time to see whether the change increases or decreases conversions.
Changes that you make to your landing page that increase conversions can have a far greater impact on the success or failure of a paid advertising campaign than creating and tweaking ads.
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