Does Your Digital Marketing Smell Like Skunk? (and 5 tips for optimizing PPC ads)

Does your digital marketing smell like skunk

We have an outdoor cat. 

He is free to roam, visit the neighbors, and catch chipmunks, mice and other fun living toys, but he always has a dry, warm place to come home to at night in the garage—safe from the coyotes that run up and down my street when the sun goes down. His cat-pad is stocked up with water, food and, of course, his bed. 

As far as cats go, he’s got a pretty sweet life. 

But…he doesn’t always adhere to the curfew (because cats do what they want). Occasionally, he’ll spend the night out on the town, doing who knows what (although he is neutered, so we know what he’s not doing;) 

Anyway…my son hates it when he’s not home at night, all safe in the garage. And I’m sure he’s not alone in this feeling. Any cat lover reading this is likely cringing. But that’s not the point I’m trying to make here…

When the cat stays out, the garage door stays open (we’re marketing with a delicious smell of cat food).

The other day, I went to shut the garage light off at night before bed and check to see if he came home. I open the door and right in front of me is a different looking cat—a black and white cat with a big fluffy tail—A SKUNK! In my garage! Only a foot away from me. 

Thankfully, he was completely uninterested in my presence and totally invested in eating my cat’s dinner. 

I shut the door, went to bed and fell asleep to the faint odor of skunk. Mmmm:)

A couple nights later the same thing happened, only it was a possum this time. 

The point is…our marketing strategy stinks—literally—like skunk. 

What we need is targeted marketing. 

Now on some level, we are implementing targeted marketing, right? We have “cat food” thus we are targeting cats. The problem is, skunks (and probably like every rodent ever) like cat food also.

Is your PPC campaign eating your lunch?

A poorly optimized PPC (pay-per-click) campaign will produce similar results.  And if you set up your own campaign with Google’s “guidance,” this is exactly what is happening. You have skunks eating up your ad spend before it ever makes it to your target market.  

Google makes it very easy for anyone to set up a PPC campaign. Just put in your goal, business details and a few keywords and you’re off to the races—spending money like hotcakes—with little ROI.

If you’re in this boat, you might be thinking PPC doesn’t work, or isn’t tailored to your business. The truth is, it’s just that the campaign isn’t optimized well and targets people with low buyer-intent.

Tips for optimizing your PPC campaign (brief version)

Mos Web Design LLC | Does Your Digital Marketing Smell Like Skunk? (and 5 tips for optimizing PPC ads)

If you’re a small business owner with time to manage your own PPC campaign or one who has the employee resource to manage it, there are plenty of helpful tutorials on YouTube that take you step-by-step through the process of do’s and don’ts. But here is a (short!) list of a few things to consider when optimizing your campaign. 

1. Keyword Research and Selection:

Update and expand your keyword list on a regular basis according to research and performance data.

Don’t use the “broad” keyword match type as doing so will get you more clicks, just not the ones you are looking for. Instead, use “similar phrase” and “exact match.”

This will ensure that your prospects only see your ad when they are looking specifically for your product or service ***if you did your keyword selection well, that is***

2. Negative Keywords:

Continually review search terms used and add negative keywords to prevent irrelevant clicks to your ads. 

This helps you avoid wasting budget on users who are unlikely to convert (the skunks).

3. Landing Page Optimization:

Where you send your prospects after they click on your ad is essential to conversion. Ensure that your landing page is relevant, user-friendly, and loads quickly. 

Have clear call-to-actions that don’t require many steps and regularly test and refine your landing page to improve conversion rates.

4. Budget Management:

Adjust your budget allocation based on the performance of individual campaigns and keywords: increase the budget for well-performing campaigns and reduce or pause underperforming ones.

This is something that can only happen over time. You need data on your actual campaigns to know how to best optimize your budget. Good ROAS (return on ad spend) comes over time with patience and persistence. 

5. Ad Copy Optimization:

Test out different ad variations to find what resonates best with your audience. 

Keep in mind your unique selling points, benefits, and have clear CTAs in your ad copy. Also consider confronting roadblocks that might keep a prospect from conversion. BUT BE CONCISE.

Need Help Optimizing Your PPC Campaign?

Obviously, this is a very short list and not designed to fully train someone in PPC ads—just some helpful tips to stave off a few errors for the DIYers. But if you don’t have time or the desire to learn about optimizing your Google ads, you can always work with a professional who has the experience and knowledge to produce the ROAS you are looking for. Contact us today to find out how we can help you meet your marketing goals.

Looking for ways to further reduce your ad spend?

Consider SEO to improve your organic search results. With SEO you can drive traffic to your site organically and reduce the amount of clicks to your ads necessary to meet your goals.  


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