5 Strategies to Get the Most From Your AdWords Budget
It’s 9:35 am Monday morning. Your Boss, Toby, storms over to your desk clutching your team's KPI report and demands you start getting more out of your PPC ad spend, otherwise he’s pulling the plug on paid ads completely.
You sit there stunned, thinking about what more you can do.
You’ve already A/B tested all of your ad copy, and you’ve worked tirelessly on tracking down different keyword sets.
So what else is there?
Maybe it’s time to start thinking about how you can optimize your campaigns after a user clicks through on one of your ads.
It’s not enough to just drive traffic, you have to have systems set up to optimize for, capture, and track that traffic.
This article will break down 6 post ad click strategies to help you get the most from your Adwords budget today.
Let’s get to work!
Add a Popup
When a user arrives on your landing page, usually you can let the content do the talking. But sometimes people need that extra little push in order to convert.
In this case, popups are the perfect tool for the job. Generally speaking, there are five main types of popups:
- Entry popups
- Exit popups
- Scroll popups
- Timed popups
- Click popups
Each popup has it’s own unique advantages and disadvantages, but they all serve the same core function of nudging users towards conversion.
Take a look at this exit pop up example from behappy.me that prompts users with a discount as they attempt to leave:
Using an exit popup this way, behappy.me is able to stop a percentage of AdWords traffic that would have otherwise left by offering a last minute discount offer. This means more overall conversions and less wasted ad spend.
Let's do the Adwords ROI math:
Say you’re paying on average about $5 dollars a click to get users to your landing page. The product you're selling costs $30 and your landing page is converting around 25%...
That means that for every $20 you spend you're making a $10 profit. Over the course of the month you spend $10,000 on PPC ads and are walking away with a cool $5,000 profit.
Now imagine of the 75% of people who leave your site every month, you could convert just 10% of them with an exit popup offer for 10% off.
Even after accounting for the additional 10% discount, you’d be looking at $1,350 more in sales each month from a single pop up.
Not too shabby!
To find out more information on the different types of popups and how they work, check out our article 5 Ways to Use Popups on Your Website.
Match Your Landing Page Headline
After a user clicks on one of your ads, what is the first thing they see?
Hopefully your answer will be a dedicated landing page related to what was mentioned in your ad copy.
If you are using landing pages though, the next step is to make sure that your landing page copy corresponds to what you're offering in your ad.
For example, if your ad copy reads “Win a Free Trip to Mexico”, then naturally users would assume to see a landing page related to “Winning a trip to mexico”.
Mismatches between landing page content and ad copy are one of the primary reasons users bounce from web pages and can be one of the primary sources of wasted ad dollars.
To avoid this, one strategy is to match your landing page headline to your PPC headline.
Take a look at a good example of an ad and landing page combination from the Wall Street Journal.
Notice how the offer for “$12 for 12 Weeks” is displayed prominently on the landing page as soon as a user arrives? This way there will be no mistake that they have arrived on the wrong page and will increase the probability of engagement.
If you're focused on getting the most value from every PPC click, ensure that you provide a cohesive experience to your users across your ads and landing pages. Matching your ad copy to your landing page headlines is one of the best ways to accomplish this.
Post sign up page offer
In sales you need to strike while the iron is hot. And nothing radiates heat like a user who’s just converted on one of your forms.
Use a post sign up page offer to maximize value from every AdWords click by offering additional products, content or services.
Using this strategy won’t reduce your overall cost per acquisition but can increase the overall value of each customer.
Here’s how it works:
Step 1: A user converts on one of your forms.
Step 2: You prompt the user with a secondary CTA on the post sign up page.
Using this strategy you can offer upsells, related products, educational materials, or links to signup pages or free trials.
Here’s a list of post sign up page offers you can start implementing today:
- Prompt users to invite a friend after registering for an event
- Offer a coupon related to a similar product for future purchase
- Ecommerce upsell page for a related product
- Prompt users to leave a review
- Free trial sign up link
- Email list signup form
- Webinar registration form
These are just a few of the hundred of options available to you. If you’re ready to get rolling on a post entry page offer, feel free to check out one of Wishpond’s 50+ drag and drop landing page / post-entry page combinations today.
So a user passed on your form and then managed to duck out on your exit pop up.
I guess that means they’re gone now, right?
Not exactly. Using remarketing you can drop a cookie into their browser and continue to market to them around the web until they’re ready to buy. You can even tailor your ads based on the pages they’ve viewed or the different types of content they’ve consumed.
Take a look at this remarketing example from Freshdesk, a help desk software platform, targeted at following up with users after they’ve visited one of their product pages.
Remarketing is one of the most effective ways to advertise on the web as remarketing ads themselves have been shown to convert up to 3X better than non-remarketed ads.
For more information on remarketing, check out our article on 5 Great Retargeting Examples and Ideas for Inspiration.
Facebook Custom Audience
Depending on where you’re driving your PPC ad traffic to, often the landing page that users will convert on will not be your final point on the customer journey.
This is especially true for educational materials such as ebooks, whitepapers, case studies, and a ton of other content types used throughout your sales cycle.
That means that following up with these new leads is important if they’re going to make it to the next step in your sales funnel.
One trick to target these types of leads is to upload a Facebook Custom Audience to the Facebook ads manager. By uploading a CSV file of leads, you can deliver relevant ads to users who have already shown interest in your product or service.
You can then start to create ad groups based on the type of content that they’ve engaged with. For example, if you have different leads downloading different ebooks (for example on, snowboard, golf, or mountain biking), then you could upload those specific leads from each ebook as a different Facebook Custom Audience to display Facebook Ads relevant to the topic of snowboarding, golf or mountain biking.
For more information on Facebook Custom Audiences, check out our article How to Target Facebook Ads Based on Email Address and Phone Number.
Getting the most from your AdWords budget doesn’t have to mean bidding on different keywords or even optimizing your ads. In fact, if you're a seasoned PPC pro, you’ll reach a point of diminishing returns optimizing the front end of your PPC campaigns. When you do, start looking at back end optimizations such as upsells, landing page CRO, popups, and different types of remarketing.
You can implement any of these strategies on their own or you can combine them together for maximum conversion.
- 10 Google AdWords Mistakes You Need to Avoid: Beginners Guide
- Google AdWords: 25 Glossary Terms You Need to Know
- 10 Questions: How to Plan a Successful Google AdWords Campaign
- 21 Ways: How to Create Landing Page/Google AdWord Combos That Convert
- How Do I Optimize Keywords [and ROI] for My Small Business AdWords Campaigns?