There are two ways to double your PPC results:
1. Double the amount you spend daily by performing the following calculation and entering it into the daily spend box. (s = to your current daily budget; b represents your future daily budget):
2. Double the effectiveness of your Adwords campaign. Here is your formula (c = conversion rate, p = future conversion rate):
Doubling your conversion rate gives the exact same effect as doubling your PPC spend. It also gives you the upper hand…
Pushing your competition out of the PPC market
Imagine getting double the results your competitor gets for every dollar you spend. It would allow you to drive prices up and allow you to still make a good profit. However, your competition may not be so fortunate. If they can only spend $2000 per month, and they have to double their bids to compete with you, they will have to have downtime where there ads are not running. Eventually it will become too costly to compete and they will be forced to find business in other venues.
Your competition will have no idea what hit them, especially since only 11% of companies use conversion rate optimization. More than likely, they have never even heard the term.
Google Website Optimizer
All though there are many software solutions out there for conducting conversion rate optimization, I have found Google’s Website Optimizer to be everything that I need. Plus, it’s free.
Google offers two types of testing:
Google divides up your visitors across the different pages or page combos (multi-variate testing) and monitors how many conversions each produces. At the end of the test, the page with the most conversions wins and you can roll that out onto your site.
Combining Google Website Optimizer with Google Adwords
Inside of your Google Adword account click on Reporting -> Website Optimization and you can get started with Google website optimizer. The experiment will be a part of your Adwords reporting and give you more details on what is working and what doesn’t.
When most people start optimizing their website, they get tunnel vision on their site’s content and graphics. However, to really get the best results you should run several tests from different ad groups.
Page x may not perform well with the ads in ad group 1, but perform super well with ad group 2. Typically the reason for this is that the page meets the expectations the ad gave the visitor.
Finally, you will need to run the tests again with the best ad group and best pages, but with different keywords to see which keywords perform the best for each ad and page.
Sounds complicated, but it really is not that bad. Here is a mind map to explain the process. We will use multivariate testing for this mind map, but the principle is still the same for a/b split testing.
Once I have completed the above process, I like to go back and micro-target the ads for specific keywords with different combos to see if we can get even more of a conversion rate increase.
Jason Capshaw is founder of MyWebTronics, an Atlanta internet marketing firm. He resides in Atlanta with his wife and two children.