Common Sense PPC Tips for Singapore Marketers

Singapore business owners must sometimes take a common sense approach to their PPC strategy

If done the right way, PPC has the ability to generate leads, increase conversion rates, and send your websites loads of traffic. Yet and still, there are many Singapore businesses that struggle to earn an ROI from it. And many start to panic when they see that all of their advertising budget is wasting away and decide to do away with their SEM marketing altogether.

 

The truth is PPC isn’t that difficult. Here are some PPC Tips.  You need only to tap into the right keywords and draw up your specific ad group until you discover the searcher’s intent. Let’s discuss a few of the most common mistakes that Singapore business owners are making with their campaign and what you can do differently.

 

1. They are going overboard with keywords

 

In most cases, only a handful of your keywords will lead to most of your sales. The rest simply feed off of your budget. They also work on your quality score. Most companies assume that the more keywords they bid on, the better their chances of increasing their conversion rates. Of course, you may see a few extra clicks here and there, but for the most part, you’ll show up for keywords that are irrelevant.  There are three things that you can do in order to prevent this from happening to you.

 

Step 1: Stop bidding on keywords that are a broad match. Broad match keywords are chosen by default and they usually don’t offer the best click through for your website. Exact match keywords tend to get you the most conversions.

 

Step 2: Get rid of keywords that don’t offer a return on investment. Log in to your Adwords account and view ‘All Campaigns,” export the data on an Excel sheet, and then remove the words that don’t convert. Yes, you’ll see a decrease in traffic, but it’s traffic that’s unqualified.

 

Step 3: Pay double for keywords that are of high value. When you take the time to get rid off the keywords that were not converting for you, this means that you will have more to spend on the keywords that actually are. So redirect these funds and invest more in the keywords that will give you a return on your investment. 

2. Their ad copy doesn’t match their landing page or vice versa

 

Studies have shown that people tend to have short attention spans these days. This is especially the case when it comes to online behaviour. And that means that Singapore business owners have to be able to demonstrate the value they offer within a matter of seconds. You add needs to be clear, concise or else your ad will get lost in the shuffle. Ideally, you should demonstrate value in the headline. If you want to ensure that your copy is compelling, then you need to find out what the searcher’s intent is and then make your ad benefit oriented.

 

Just keep in mind that you need to keep your promise. Always gives users what they expect or it will have a negative impact on your brand. For instance, if your ad copy says that you offer a certain free service, don’t get them to your website only to give them a free trial. This only ends in their becoming frustrated.

 

When creating your landing page, make sure that you don’t bury the solution to the visitor’s problem. Think of the ad as starting the conversation and the landing page as continuing it. If your visitors have to read through a lot in order to get to the point, then this could lead to your losing them. Remember, you only have 15 seconds to convince the user before they leave. Also, make sure that the headline of your landing page matches the headline of your ad copy.

 

Setting Up Your Ad

 

Google will recommend that you set 20 – 20 keywords, however, it’s best to do no more than 5. This ensures that your ad will always be relevant. It’s ideal to create an ad centered around a single keyword. When your ad copy and landing page match, this creates the ultimate campaign.

 

3. They’re focusing on leads instead of profitability

 

It can be exciting to have an ad that gets a large number of clicks. But the question is, have you investigated the traffic that came from that ad? While you may earn a lot of clicks for an ad, it doesn’t always mean that these clicks are coming from qualified leads. And when your clicks are low quality, it ultimately results in your losing money. So instead of focusing your attention on leads, you should focus on increasing your conversions. Take into account how your PPC campaigns are affecting the bottom line.

 

A good trick for tracking your ROI is measuring the number of phone calls you receive. This is especially the case when it comes to lead generation. This will give you a better idea of which channels exactly your prospects are coming from.  

 

4. They’re  investing too little in your testing phase

 

Perhaps you are new to search engine marketing and aren’t working with a qualified SEM agency. You may be unsure about how everything works because you don’t have any data about your conversion rates. In this case, you may decide to set a budget that is low just test things out. Unfortunately, your ads will stop showing by a certain time which means that you will not have received an ROI in time.

 

You can avoid this by biting the bullet and investing more in your campaign. If you want to get the most out of your testing, then you need to spend enough to find out which keywords, ad copy, and landing pages are the best for you. Testing is where the true value of your campaign comes in. Don’t bid low and increase your bid as time goes on. This will only lose you money. Instead, get more clicks by bidding high from the very beginning. This will also help your quality score.

 

5. They don’t put enough time into their campaign

 

Research shows that over half of all small business owners only do ad optimisation once every quarter. A PPC campaign isn’t the type of advertising that you can put together and then walk away from. You must keep a weekly eye on things or else you will notice that your quality score is steadily decreasing. The more time you invest in your campaign the more you will learn about your audience and how to better get their attention. This means that you will spend less money.

 

Conclusion

 

There are many Singapore business owners who are going about their search engine marketing the wrong way. Instead of focusing their campaigns on keywords that convert, they go for as many as possible. Instead of ensuring that their ad copy and landing page match, they confuse the user with two different conversations. Rather than focusing on profitability that put more of their attention towards leads.

 

Also, they don’t spend as much time as needed on their campaign overall. The best part about the strategies that we have just discussed is that they are intuitive. They are also easy to implement and will really do a lot to help your bottom line. With a little effort and common sense approaches, you can execute one of the best campaigns you have ever had.

 

Author Bio

Tom Koh

Tom Koh is the CEO of MediaOne, a leading Asia digital agency. He comes packed with 2 decades of international digital marketing experience. In his spare time of maybe 20 minutes a day, he loves coaching, blogging about all things digital and trying to figure out how to make his dog do the roll.
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May 14, 2018

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