If you run a for profit website, you are probably already familiar with paid search traffic. This is website traffic that you pay for either per click or per impression with a company like Google. Per click is paid each time a person actually clicks on an ad to reach your site. Per impression is paid each 1,000 times the ad is loaded. According to Bloomberg, online advertising was a nearly $60 billion industry in 2015.
However, just because you place an ad on Google search results doesn’t mean you will actually get any traffic out of it. You still have to be smart about how you deploy your ads. With that in mind, here are some strategies you can use to effectively increase your paid search traffic.
1. Consider the Landing Pages You Use
One common mistake people make with paid search results is only using a single landing page. A multitude of ads are contracted for, and they all end up pointing to the home page of the company’s website.
However, this is a short sighted strategy if you want to advertise different products. For example, you may run an online pet supply store. If this is the case, you may have different ads for different products you sell. Obviously, it would be best for ads for flea sprays to have a different landing page than the ads for dog food. Instead, they should obviously go to pages that will load those products automatically. Forcing the user to navigate through the website from the home page to find those products after clicking through an ad just doesn’t make as much sense.
2. Track the Device Used
Another mistake many website owners make is only tracking the conversion rate for ads regardless of what device was used to navigate through an ad to make a purchase. What device was used is a very important piece of data you should stay cognizant of. According to Forbes, mobile internet usage now outpaces desktop internet usage. If you find that your mobile conversion rates are low, it is probably good evidence that a specific ad isn’t optimized for mobile.
However, just because mobile is currently more popular doesn’t mean you should write off desktop internet traffic. Desktop users have certain spending habits that mobile users may not have. For example, if what you sell includes video cards and hard drives, desktop internet traffic would obviously be integral to your success. Desktop users may also skew older and thus have more buying power.
3. Avoid Overly Broad Keywords
A common mistake companies make is relying on overly broad keywords for their Google AdWords campaigns. They use the strategy of broad keyword matching in AdWords to help formulate their ads.
However, this can produce rather inefficient results. For example, a clothing manufacturer that wants to advertise a new line of jeans would probably be best served focusing on jeans and pants as keywords as opposed to matching jeans with the broader keyword of clothing. If jeans and clothing are used in broad keyword match, the ad could load anytime clothing appears in a search string. The searches could cover include everything from lingerie to children’s pajamas as long as clothing is in the search box.
There is also the fact that the more broad a keyword is, the fiercer the competition probably already is for the right to use that keyword to gain ad placement in Google. Click Precision said, “More niche keywords will probably be far less expensive to pay for via click or impression.”
4. Time Your Ads
As you may eventually notice while tracking your stats in Google AdWords or another paid search traffic platform, traffic for certain keywords tends to be busier during certain times of the day or days in the week than others. It’s not hard to understand why. People tend to only make online purchases when they have the free time.
Thankfully AdWords and other programs have features that allow you to take advantage of this. You can bid higher for keywords during times that click-through and conversion rates are higher for your ads. The downside to this of course is you will end up paying more money since other companies using the service to launch their ads probably experience the same increase in clicks during the same time frames.