Strengthen Your Ad Campaign

How can I make my pay per click ads (e.g. Google Adwords) more effective?

I’m Daniel DiGriz with MadPipe and this is the MadPipe Mailbag. Now, each week MadPipe is opening mail with your marketing questions. Today’s question comes from Shayne in New York City, and its how can I make Pay-Per-Click ads more effective?

Well, one way to do that is make sure that the ad is targeted. In other words, avoid general ads that sort of say, hey, I’m a plumber I do the traditional plumbing services, here’s what they are and here’s my name and phone number. Those general ads that try to hit a wide audience and fully represent your business are much less effective because, by having the shotgun approach, the scattergun approach, they’re actually targeting no one. So use targeted ads. Mention one service for one audience or one product for one audience. You can run multiple ads in a campaign in Pay-Per-Click venues like Google AdWords, and you can spin out as many as you like, but one ad per audience.

The second way you can do it is to have a targeted landing page. So instead of sending people to your generic website, which is just like another version of that generic ad, “here’s who I am, here’s my services, here’s my phone number”; that doesn’t tend to convert very well, it’s not very effective… Make sure you have a targeted landing page aimed at one audience to sell one service or product; it just does one thing. It should be very efficient and lean. You don’t need a menu; all you need is an explainer video or some content that explains why you need this and a way to take action. So that tends to be the most effective pair (targeted ad, targeted landing page).

There are other tips, of course, like working with your ad budget, experimenting and not relying on the first month or two of data as you test to kind of perpetually hone your analytics. If you’re going to get into Pay-Per-Click ads for a week, you’re not going to pay to play, so that’s not the right venue for you. But if you’re in it to be successful, then targeted ads and targeted landing pages will help do that.

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About once / month, corporate storyteller and digital ecologist® Daniel DiGriz weaves together interesting business stories, analytics, & examples for organizations committed to achieving their goals.

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