Like a good Ben Roethlisberger/Antonio Brown stack, your fantasy sports business’ landing pages and PPC campaigns should always work together for maximum impact. Pairing the two is the best way to obtain a high conversion rate. That is, IF they’re working together for a common goal.
Are you finding that your PPC campaign is driving decent traffic to your landing page but your overall conversions suck? It’s most likely because your PPC campaign is really driving poor quality traffic to your page. Here are four PPC mistakes that are hindering your conversion rates, and what you should do to fix them.
You’re keeping poor-performing keywords around
If you’re like most marketers, you’re awesome at adding new keywords to your PPC campaigns. And you’re probably already closely monitoring these keywords and their effectiveness. But what are you doing with the low-performing keywords? If they’re still lying around, they’re causing issues with your overall campaign success.
Periodically cleaning out poor-performing keywords is a must. If you’re not, you’re creating a poor experience for prospective leads who click on your ad and end up in an Internet no-man’s land. And for your fantasy sports business, this mismatch of keyword and landing page leads to lower conversion rates with a higher cost per click and lower quality scores across your entire PPC account.
The keywords you’re using need to be reviewed regularly. In your mind, you should have a good indication of a good click-through-rate (CTR) or ideal cost per acquisition (CPA). Both are great indicators of success. If you have a keyword with a CTR of less than 1 percent and a CPA that’s twice the cost of your product that the keyword matches, consider it an “expensive” keyword. Consider ditching those immediately.
You’re not strategic about your daily budget spend
Ever notice what time you daily ad budget runs out? If you’re not making it through the day, you have a volume and cost issue within your PPC campaign. And if you’re not efficient, the number of quality leads will go down significantly. Nothing is worse than NOT reaching your qualified customers when they’re online the most.
To be fiscally responsible with your PPC budget, use some type of ad scheduling to make sure your ads are available during peak times. And peak types are going to fluctuate based on whether your fantasy sports business caters to a B2C or B2B crowd. Adjusting your bids to be lower, or in some cases completely turned off during certain times of the day, your PPC budget will be appropriately stretched.
Your daily budget can also be stretched by applying negative keywords to your campaign or implementing a short keyword list. And don’t forget to pay attention to mistake No. 1 above. Dump those poor-performing keywords.
You’re not matching your PPC ad to your landing page
Message mismatch is annoying to your customers. Extremely annoying. Think back a couple of years ago. Target and Amazon used to create message mismatch all the time, using dynamic keyword insertion in their ads and practically bidding on every keyword possible. They were attempting to drive traffic to search results pages for products they may, or most likely, may not have. The end result is a frustrating experience for customers and potential customers and became a real turn off in the search world.
Your PPC ad and landing page need to go together. If your CTR in on the high side (5 percent or higher), but your conversion rate is less than 5 percent, there’s a strong disconnection between your ad and your landing page.
The solution is simple here. Mae sure your ad text is reflected on your landing page copy. In other words, try having the headline of your landing page be the exact same as the keyword headline in your PPC campaign. This match will lower your cost-per-click and will ultimately lead to a higher conversion rate.
Your ads don’t reflect user intent
When selecting your PPC keywords, try and get into the mind of your potential customer and where they may be in the buying cycle. In other words, certain keywords are searched for when the user is looking for awareness of a service, while others are used when gathering information or when they’re ready to purchase or subscribe. If you’re not paying attention to user intent and bidding on keywords accordingly, you’ll see a much lower CTR.