Regardless of whether your ultimate PPC goal is to rack up clicks on your web site’s “Submit Order” button, to have your phone ringing with customers ready to place orders or to have new customers walking through the door of your store, you need to make sure that your campaigns are both effective and efficient at getting customers to visit your web site.
In my last post on this series, I covered some tips on lowering your advertising costs. The reason I chose that as my first topic is because it’s quite common for PPC newbies to figure out what works and what doesn’t through trial and error. Once you’ve got the basics down on keeping your costs within the range that works for your budget, you can shift your focus to getting your campaigns ramped up to their full potential in terms of bringing in web traffic.
Ad position. When thinking about increasing traffic, typically one of the first actions advertisers take is to evaluate their ads’ positions and make adjustments accordingly. If your ad is not showing up within the top 3 positions and you’re not hitting your daily budget targets, consider increasing your bids to achieve a more prominent placing. If increasing bids to make it into the top 3 is not an option for your budget, then at least try to make sure you’re showing up as high as possible on the first page of Bing search results.
Targeting. Depending on your business and the areas you’re able to provide service to, you might consider broadening your audience. For example, let’s say you sell sporting goods in an area known for mountain recreation and you initially set your campaign up to only target the immediate area near your store with the intention of driving walk-in sales. While that would seem to make sense if walk-in sales are your goal, you might consider opening up that target to include areas a bit further away, e.g. where a lot of the tourists who visit your store come from when they’re on vacation.
Keywords. Even if you think your keyword list is complete and absolutely perfect, chances are, your competition can prove you wrong. Popular words and phrases are constantly shifting as interests, news and pop culture bring some to the surface and shove others away from the spotlight, so be sure to keep your keyword lists fresh and updated. Don’t forget about those less common words, which can also help keep your return on investment right where you want it – less common means less competition. If you haven’t yet, check out the Bing Ads Power Tools series post on the Campaign Planner for more on this topic.
Broad match. If you’re taking a conservative approach with your match types by focusing only on phrase and exact, adding broad match can help cast a wider net to capture more web traffic. Just be sure to keep an eye on your reports and monitor them to ensure your return on investment is within the range you want it to be.
Sitelink Extensions. Enabling Sitelink Extensions can help drive more traffic to your web site because it provides your potential customers with links to specific pages within your site, which helps them locate the information they’re after faster and more efficiently. Because they’re able to see that your site offers the level of detail they’re looking for, they’re more confident in clicking through to learn more.
Ad copy. Ad copy is one of the most important aspects of a PPC campaign, but sometimes it will take a certain degree of trial and error before you find a winning combination of words that makes your ads irresistible to customers. Try experimenting with different versions of ads that highlight different benefits to customers, different solutions to the problems your product will help solve for them.
Mobile friendliness. This one has less to do with your PPC campaigns and more to do with your web site. As mobile devices become more ubiquitous, more and more people are using them to find the things they’re looking for while on the go. If you’re not optimized for mobile, you could be losing customers to your competitors who are.
For more information on how to increase web traffic to your site, be sure to visit the “Increase your website traffic” page here on the Bing Ads site. If you have other goals in mind, keep an eye here on the blog for the next installment in this series, or you can visit the "Solutions" page.