Comments on: What Keeps Someone From Clicking on Your PPC Ad?

By: Rob McCance

Rob McCance — Tue, 15 Dec 2009 23:04:06 +0000

If you just stay true to the entire intent, CTR should not be an issue.

If you are offering what they are searching for and your AD reflects this, that’s as good as it gets and or needs to be.

By: pravakar

pravakar — Tue, 15 Dec 2009 18:27:04 +0000

You are absolutely right, it is too much difficult to write add text. If we are not able to create wisely add text, then our add will fail to stand in crowd and nobody will visit or click our add. The title and body should be relevant, Add text should be most relevant in landing page otherwise we are able to loose visitors faith as result we will loose traffic and also money

By: Robert Brady

Robert Brady — Mon, 16 Nov 2009 22:55:48 +0000

The key to this whole process is putting yourself in your customers shoes (or more importantly, their mindset). Often this is difficult because we know much more than the customer or we are just too close to the situation. Either way, taking the time to follow this process will yield improved results. Great post Joe.

PS David Szetela mentioned your blog at PubCon.

By: Rob McCance

Rob McCance — Sat, 14 Nov 2009 15:18:23 +0000

Joe:

Great post.

I’m lucky in that I sell houses and just ONE sale pays for everything and then some. I’ve got friends in other web based businesses that sell flowers, widgets, etc., and they have to be very careful with their ROI numbers.

Even so, I am very conservative with my CPC and am constantly tweaking the entire machine to find the right balance between all the variables.

One thing I’ve been bad about though is testing Ad copy. Currently my CTR is somewhere between 0.6% and 1.0% and I would like to double that.

With 10k impressions per day and a CPC arounf $.08 this is all working fine, but I would like to double my CTR.

Are there any historic “good” or “bad” CTRs or is it all based on industry and what one is selling?

By: Joe

Joe — Wed, 11 Nov 2009 18:26:00 +0000

@Matthew: Thanks! Yes, I think sometimes people forget the human element of PPC management. Don’t get me wrong; I love stats. But you gotta keep grounded in humanity.

@James: The ROI that each PPC campaign is going to vary. It depends on what YOU want out of your campaign and works for your business. Right now, it sounds as if your campaign isn’t knocking it out of the park. You’re basically breaking even, with a small return. $50,000/month is a good-sized budget and I am sure you can enhance your ROI. However, I don’t know your account so I can’t give specifics, but with this monthly budget, you should be seeing a higher profit.

By: James

James — Wed, 11 Nov 2009 16:38:52 +0000

Hi,

Great article Joe! Just a quick question regarding PPC ROI. If i’m spending $50,000 per month on PPC and bring in $56,000 in total revenue ($6000 profit), is that a good return? What ROI should i be aiming for?

By: Matthew Umbro

Matthew Umbro — Wed, 11 Nov 2009 00:30:15 +0000

Hey Joe,

Too often when writing ads we think in a strategic manner instead of asking the question you pose in your entry. Do I have the targeted keywords in the ad copy? Do I have a clear call to action? Is my headline enticing enough? These are all questions that we as PPC specialists have to answer. It can be a challenge to set aside what we know and think as a user would. You do a good job of setting aside the numbers and bringing the human factor into play.

-Matt