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» Online Strategy, Paid Search in General » The “After The Click” vs. “Before The Click” Tug of War in PPC Marketing

The “After The Click” vs. “Before The Click” Tug of War in PPC Marketing

What’s looks better in a report, does not mean it’s good for the client. One of the biggest misconceptions in PPC is “before the click” performance. There is so much attention being placed on traffic quality than actual conversion quality. The industry is lacking in “bridging the gap” between the before and after experience of effective PPC Marketing. Now let’s be honest here. When most people talk about PPC Marketing, they measure success around Quality Score, CTR%, Keyword Research, etc…. However, not many agencies will go beyond the click for their clients and that is a real problem area. If the client’s phone does not ring or orders are placed, they will not understand the benefits of PPC Marketing. In this article, I will discuss some of the myths as well as the importance of “post click” performance and what it means to a successful PPC Campaign.

The single most important phrase of any PPC Client-Agency relationship is the Discovery Phase. This is where all of the questions are answered so the agency can  start mentally preparing a strategy. However, where most agencies fail, is that are hired to drive qualified traffic to the client’s website and if conversions do not follow, they will cut keywords, lower bids, rewrite text ads and do everything they can do with the search engine platform. That might be the biggest mistake an agency could make. Let me explain.

Here are a (3) Three Common “Before the Click” PPC Myths.

Myth #1: Good Quality Score means Success.
False.:I have seen countless keywords and text ads with a low “Google Quality Score” rating, yet they possess a high level of conversions. Would you change anything? Probably not.

Myth #2: Using DKI (Dynamic Keyword Insertion) to improve CTR%
False.: While, you may have an improved CTR%, you are limiting yourself with persuasive messaging tactics, which is crucial for not only getting that click, but converting on that click.

Myth #3: Having lots of Impressions is a good thing?
False: Unless you are running a Display Banner on the Display Network, Impressions are a bad thing in the Search Network. It’s simple math. The more impressions you have, the lower the ctr% and lower your Quality Score. Furthermore, Google’s Impression Share Ratio is an interesting metric to look at, but not of it matters unless you are getting conversions.

Monetize Everything for PPC.
When I speak to either a Prospect or a new client, I always ask them about conversions online as well as offline. I need the advertiser to understand that if they are doing PPC, we need to track everything aspect of the website which triggers an interaction with the visitor. This includes Orders, Order Value, Newsletter Signups, Contact Forms, Live Chats and Phone numbers. All of these conversion elements should be tagged before any money is spent on PPC.  If these interaction points are not tracked, then ongoing strategies will fail.

Landing Page Usability
When people are searching online, their behaviors are not the same as if they were driving from store to store looking for the best price. There is a level of “instant gratification” that needs to be addressed and that starts with Text Ad and continued with the Landing Page. Meaning, if they are looking for a specific product of service, the Landing Page must have every possible element visible to them as well as interaction point for them to engage you. Landing Pages are the end result of all of the hard work to get them there.

In Conclusion:
Advertisers should not just care about clicks. All they should care about is conversions. They will spend more if they make more. The agency/consultant has a responsibility to communicate to their client that if they see an opportunity to increase conversions. Advertisers hire PPC geeks to make them money online simply because they don’t know how to or don’t have the time to do it themselves. As long as there’s 100% transparency and the agency is continuously optimizing, testing and coming up with new tactics and strategies, what happens “before the click” is an after-thought.

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One Response to "The “After The Click” vs. “Before The Click” Tug of War in PPC Marketing"

  1. Nathan says:

    Good post, I just don’t totally agree with all your Myths.

    Myth 1, most accounts I’ve worked on, a low QS normal leads to low conversions but I do agree, if you do have a low QS and a high conversion rate, would I change it? No I wouldn’t.

    Myth 2, I find using DKI helps find new keywords and helps create a good negative keyword list. I understand what you’re saying, would you like that search query to appear as an impression or a click? In time I’ve find using DKI works to my advantage, it helps lower the CPC, increases CTR and conversions. If you optimise your account regularly then you’ll be able to prevent negative search queries from showing your ads.

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