PPC Grapefruit Exam
You’ve gotten the green light on starting a new Pay-Per-Click campaign. Your SEO client’s business involves shipping little wrapped boxes of grapefruit by mail to grapefruit-lovers worldwide. You want to keep this client happy. (Plus you like grapefruit.)
Week-one: Your PPC campaign has been implemented. You have a somewhat-limited budget to work with and you’d like to see large increases in international grapefruit trafficking soon. You want decent early conversion rates. Your grapefruit expectations are high.Week-two: Your clicks are through the roof. Everybody and their grandmother are clicking on your grapefruit ad. However, your client’s conversion rates are in the toilet and you’re flying through your budget. Your PPC campaign has quickly hit an impasse. What’s going on here? What should you do next?
Look for Pay-Per-Click Text Issues
What’s going on with your ad text? Are you being clear about the client’s product? Is it well worded? Can customers tell immediately what the product is from the ad?
Boldly Going Places You Didn’t Want to Go.
If your writing is good then basically your PPC campaign plan itself has keyword problems that have temporarily gone out-of-control. The campaign keyword list you started out with seemed like a good idea at the time. Your red-hot keywords: “grapefruit,” “grapefruits” and “buy grapefruit” didn’t turn out like you expected. These broad (but topical) keywords have flung you into the final frontier, where you explored strange new worlds. Basically, you boldly went places you didn’t want to go.
Your Dismal PPC Grapefruit Exam Results
You had no idea grapefruit was a lotion, a soap, a candle, a hugely popular diet, a fruit tree, a juice, plus, plus, plus. Grapefruit soaps and trees have absolutely nothing to do with your client’s product. Your client is clearly not into juice or candles. He doesn’t even use lotion. You might as well have clicks beaming in from outer space. Let’s face it; you were out of the grapefruit loop and had been living in a jungle this whole time. What’s needed here is aggressive SEO pruning.
Fertilize Your Pay-Per-Click Campaign
Cut those keywords down. Take out those bad, broad grapefruit terms before they cause any more budget spillage. With you ripping through this client’s money like there’s no tomorrow, there may be no tomorrow with this antsy customer. Bring in narrower terms that real grapefruit-package buying citizens would use if they were in the market for buying and shipping citrus fruit. Your PPC’s keyword list should be narrowing and shrinking and your negative keyword list should be flourishing and growing. You just may have more conversions in your future.
Keep Your SEO Eye on the Grapefruit!
As experienced SEO Professionals know, PPC is the art and science of quickly streamlining your ad campaign into conversion-generating material; a process consisting of painstaking, daily, ongoing adjustments.This grapefruit scenario may seem pretty self-evident to everyone but consider the real-life clientele of SEO Professionals. We work for clients who represent highly specialized products and services every day. “What is the product? How is it used? Is it animal, vegetable or mineral?” With these kinds of PPC accounts, you’re as clueless as the jungle guy. Choosing the best initial keywords and negative keywords right from the beginning is unlikely even with detailed client interviews. With new Pay-Per-Click accounts- staying on top of new campaigns almost hourly in its first few days is de rigueur. This early input can clue you in early as to whether you are on the right track or the wrong track. You can avoid extraneous spending and improve your client’s conversion rate faster. When you get PPC money channeled in the right direction, your grapefruit can get where it’s going.
