Search Engine Marketing – How to Set Up a Local AdWords PPC Campaign That Kills the Competition (Part 2 of 2)

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See part 1 of this article here.

Other Considerations When Building Your Landing Pages to Increase Conversion

When creating your landing pages, you need to ensure that the pages generate a high conversion rate.

Don’t use generic, untested web designers to create your landing pages; they don’t get paid to care about your page converting. Building a successful page is a detailed process that takes years of experience to master. You want a landing page that tells the user in eight seconds that you’re a professional, trustworthy service provider that doesn’t cut corners on your sites or services; customers will mentally associate these two elements, essentially judging a book by its cover (unfair as that may seem). Eight seconds is all the time your user will give you. Hire a professional.

A skilled designer who understands the psychology of conversion will know how to use things like trust elements, attention-grabbing calls to action, and a whole list of other components that help your pages convert well. (See examples of well-converting pages.) A page that performs particularly well can convert up to four times more than a poorly designed page.


A great example of a landing page: trustworthy items, great information, visual flow, contract, etc.

Step 3. Google AdWords Campaign Conversion Tracking

Even with the best campaign and landing page strategy configured for your business, we still need data to further refine our campaigns. We need to know exactly which keywords are generating inquiries and at what price. This data becomes available in your Google AdWords account with the correct tracking setup.

AdWords and Analytics integration

Phone calls generated by our AdWords campaigns are tracked using the call forwarding numbers we obtained from CallRail that we set up earlier. CallRail gives you a code to put on your landing pages that will keep track of every time a call is made as a result of your AdWords campaign, and pass that call data to Google to match the data it has with your call data offline.



Dynamic phone call tracking on your website requires only one string of code



With phone conversion tracking setup, our call data is displayed
directly in our AdWords account

Visitors who turn into leads through your website can also be tracked in the same way through the Google AdWords interface.

For the campaigns I work on, I treat leads from phone calls and completed forms as one for campaign optimization purposes. I would recommend doing the same for your campaigns.

Over time, you can adjust your bids to promote keywords that provide better campaign performance more heavily, and less for keywords that don’t.



By knowing which keywords are highly profitable for us and bidding more, we
now be eligible for twice as many profitable ad impressions, significantly increasing our
ability to increase market share

Step 4. It’s time to make the change

Once you’ve set up the best PPC/landing page pairs to generate leads for your local business, it will take a significant amount of time to see your account perform as expected and take full advantage of the changes you’ve made.

There will indeed be an immediate increase in the number of leads that come to your business via increased clicks after your account redesign, but Google will also provide you with two other major sources of benefits once your word quality scores keys will have been readjusted:

  1. Ad clicks at a lower cost
  2. Increase in the total number of ad impressions or “search impression share” (percentage) your ads actually receive



The impression share increases while reducing the bids…

Higher ad frequency with lower cost per impression will get you the best ad placement on Google and keep you there all the time. The longer you stay, the more market share you gain, thus “killing the competition”.

Quality Score adjustments take a long time

Since Google cares more about its business goals than yours, new untested ads and landing pages introduced into its ad serving algorithm will perform quite poorly, even if they are better than the ads you were using before.



Keyword Quality Scores start at six by default, regardless of how good your ads are
and landing pages are

To reduce the risk of declining Google revenue, Google will slowly test your ads and scale them only when it has positive supporting data to do so.

Expect it to take three months, on average, before you consistently see an increase in profits from setting up your new account due to the time it takes for Google data to learn about your new account and fully calculate the value of the positive changes you have made.

How long it actually takes to gain in your profits will depend on the monthly search volume of the keywords you are bidding on. Higher keyword search volumes will allow Google to understand your ad behavior more quickly.

Don’t let this algorithmic bias deter you from improving your campaign; you need to make a change to achieve superior long-term campaign performance: 50-100% increases in campaign ROI are well worth that 1-12 week campaign transition period.

Current negative keyword lists

Once you’ve set everything up as described, you’ll need to continue adding negative keywords to your account to continue improving your ads’ relevance to Google. There seems to be no end to the variations someone can use to research something, so it will be a never-ending process.

The more negative keywords you add to your account, the better your account will perform in terms of total leads received and actual cost paid for each lead.

Conclusion

While it may take you time and money to set up this sophisticated funnel for your business, the results of your actions will be there when it’s done.



If you work the plan, these types of online market increases
part are typical…

The more you continue to optimize your sales funnel using these methods, the more work it will take for your competitors to catch up to you once they realize you’re beating them at their game.

Your goal should be to make sure your competitors have no choice but to try to catch up and invest in their own revised PPC funnel once their revenue numbers have been hit hard by your new “Preferred” positioning in Google.

If within six months of making these changes, you’re not laughing all the way to the bank, you need to review how you executed this four-step plan… Simply put: it works!

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